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|BMW Group has surpassed LEGO Group, Sony and Samsung to take the top spot in Reputation Institute's 2015 Europe RepTrak(r) 100, the largest annual survey of European public opinion on the world's most visible companies.
The top-10 companies in the 2015 Europe RepTrak(r) 100 are:
1. BMW Group
2. LEGO Group
5. The Walt Disney Company
"The success of a company depends on its ability to earn the public's support, and to support a company the public needs to trust it will deliver on its promises," said Kasper Ulf Nielsen, executive partner of Reputation Institute. "The best companies have found a way to stand out on one or more of the seven dimensions of reputation, providing them with the platform to engage and communicate with consumers."
Corporate reputations drive a wide range of downstream outcomes, from consumer willingness to buy from, recommend or invest, to stock performance and crisis resiliency. The majority of consumers will give reputable companies the benefit of the doubt in a crisis, compared to only 20 percent for companies with a poor reputation.
The Europe RepTrak(r) 100 is based on more than 15,000 interviews with the general public across Europe's five largest markets: the United Kingdom, Germany, France, Italy, and Spain. The survey measures the public's perception of companies based on seven dimensions: innovation, leadership, governance, citizenship, workplace, performance, and products/services.
Four companies have been able to build an excellent reputation across Europe: BMW Group, LEGO Group, Sony, and Samsung. BMW Group was the only company to rank in the Top-10 in all five markets measured in the 2015 Europe RepTrak® 100. BMW Group also topped the 2015 Global RepTrak® 100, which measured worldwide public perception.
BMW climbed from fourth place in the 2014 rankings to take the top spot from Sony, which had been top of the rankings in both 2013 and 2014. The second most reputable company in the Europe is LEGO - which also has the best reputation among British respondents. The UK top-10 are: LEGO, Kellogg's, Rolls-Royce, Sony, Samsung, Rolex, BMW Group, Volkswagen, The Walt Disney Company and Amazon.
A different firm comes top of each market's list:
- Daimler (France)
- BMW Group (Germany)
- Ferrero (Italy)
- The Walt Disney Company (Spain)
- LEGO (United Kingdom)