The top 10 companies in the 2016 Global RepTrak 100 survey are:
- The Walt Disney Company
- BMW Group
- Lego Group
The survey measures the general public's perception of the world’s top companies, based on seven criteria: products and services, innovation, workplace, governance, citizenship, leadership and performance.
Consumers identified Rolex as the global leader in products and services, while Apple remains the global leader in innovation and leadership. Google scored top marks on performance and workplace, with The Walt Disney Company perceived as best in citizenship and governance.
Out of the 100 companies that made the list, only six (Rolex plus Disney, Google, Lego, Samsung and Sony) managed to make their way into the top 10 in each one of the 15 markets of the survey.
Rolex, which occupied the fourth spot in 2014 and 2015, ranks in the top 10 across 11 markets – the most out of all companies.
Microsoft returned to the top 10 this year after a one-year absence, replacing Intel, which slipped to 11th place. Though it remains in the top 10, Apple dropped from seventh place in 2014.
One notable absence from the 2016 survey is German car manufacturer Volkswagen, whose reputation dropped following its emissions scandal.
Kasper Ulf Nielsen, executive partner at Reputation Institute, said: "The Global RepTrak 100 shows that to be a winner in the global market, companies need to deliver on all seven dimensions of reputation. The top three companies all demonstrated strong or excellent scores in each dimension, which means that consumers are more likely to buy and recommend their products and services."
Reputation Institute collected more than 240,000 ratings in the first quarter of 2016 from consumers in 15 countries; Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Russia, South Korea, Spain, the United Kingdom and the United States.