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The study was conducted in January and February 2014, surveying 60,000 consumers in 15 countries around the world, including US, UK, Germany, France, India, China, Russia, and Brazil. Due to the fact that the survey was answered by consumers only – and not any other important stakeholder group, e.g. Summarizing, “World’s Most Reputable Companies” is only a partially useful ranking with considerable flaws.
Ranking is predominantly a tool to raise awareness for the owner with the possible intention to sell consultancy services.
Ranking is partly a tool to raise awareness for the owner with the possible intention to sell consultancy services.
Ranking is predominantly a tool to surface and share important insights on the subject surveyed. Comment: Reputation Institute’s clear focus is to sell their consultancy services and their methodology via the ranking.
Do the ranking results provide added value and further insights on how companies are evaluated in in their industry, e.g. Comment: Detailed ratings in various subdimensions of the overall result are not published.
Comment: The ranking reflects the perception of 60,000 consumers in 15 countries around the world, including US, UK, Germany, France, India, China, Russia, and Brazil.


Markus Renner is Co-Owner and Managing Partner of Branding-Institute AG in Basel since 2008, consulting multinational corporations and organizations as strategic advisor and innovator in the fields of strategic communications, brand and reputation management. Branding-Institute#Coca-Cola will launch "one brand" graphics for Coke, Coke Zero, Diet Coke and Coke Life in Mexico.
Managing PartnersBranding-Institute has three Managing Partners located in Switzerland and Germany.
ConsultingAre you on the right track with your Corporate Branding, Brand Portfolio and Reputation Management?
About usBranding-Institute is the first global think tank in Brand & Reputation management.
ContactIf you are interested in our services or if you have any questions, please contact one of the managing partners. Branding: With the opening the redeveloped Milk Market as an all-weather, all year round market space,accommodating major markets and a new Food Pavilion and events, Loman Cusack were commissioned to develop a brand that would reflect the past and embrace the present updated new look market. Web Design: Based on the branding, the new look creates a confident online presence with a clean intuitive interface. If the person was familiar with the company, they were asked four basic statements: “I trust X company”, “I admire and respect X company”, “I have a good feeling about this company,” and “X company has an overall good reputation”. Due to the focus on consumers only the ranking is de facto a league table of prestigeous consumer brands – excluding the majority of highly respected B2B companies.


The new labels will be largely red in colour and thus resemble the labels of regular Coca-Cola. Hence, the majority of B2B corporations, many of which are highly respected among non-consumer stakeholder groups, are not covered in the Top 100 list.
Next they were asked to rate a series of statements like, “Company X makes or sells innovative products or innovates in the way it does business.” Each company was assigned points on a scale of 100. A good example for this explicit consumer focus of the list is “Rolls-Royce Aerospace” – a reputational leader among B2B stakeholders in its industry – made it into the Top 20 of the list. To be considered for the international list, a company must be well known in the 15 countries surveyed and it must have revenues of more than $6 billion in the US or $1 billion globally. Obviously, respondents didn’t realize that the producer of turbines was meant – and not the iconic car brand “Rolls-Royce” (that nowadays belongs to BMW). Consequently, the study should be named “The World’s Most Reputable Consumer Brands” rather than “The World’s 100 Most Reputable Companies”.



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