Branchemarking: How Are the Top 100 Global Brands Performing?

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Based on the recent publication from the Reputation Institute “2012 - Global RepTrak™ 100 the World’s Most Reputable Companies”, there is a significant relation between brand reputation and brand recommendations by consumers. The consumer study, conducted in 15 countries, puts together interesting conclusions and is an excellent source for branchemarking.

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German automotives have the best reputation

The top 10 of the 100 most reputable companies in the world features the three German automotives Volkswagen, Daimler and BMW. All three are performing at least 10 points higher than the automotive industry overall. Other top 10 members are from sectors such as IT, Electronics and Entertainment. Apple also kept a firm grip on its top 10 position, despite the tragic loss of its charismatic leader Steve Jobs. Top ranked Google lost its leading position to BMW, which could indicate that Google is now being perceived as ‘establishment’ rather than an innovative challenger. New in the top 10 of 2012 is Microsoft, that took over Intel's spot.

Industry reputation as obstacle or catalyst?

Most global industries have a mediocre reputation, but there are three distinctive industries that showcase a strong reputation: Consumer goods, Food Industry and Beverages. Furthermore, it is noticeable that societal industries such as Energy, Telecommunications and Financial Services are at the bottom of the reputation ranking. Apparently, these industries are not seen as very reputable by consumers. This could be a result of high consumer expectations towards these former public utilities.

Global and local reputations may be different

The study also explained the differences between local and global brand definitions. BMW and Lego for instance can be found in the international top 10, but if you look at how they perform in their home countries, it appears their national reputations are even better. Lego even scores 13 points higher in Denmark than they do globally. However, Nestlé demonstrates that it can also be the other way around: their international reputaton score exceeds that in the home market Switzerland with 10 points.

Download the full report for more insights and results.