Talktalk lifts Carphone Warehouse reputation

Telecoms retailer Carphone Warehouse has made it into the top three of this week’s reputation monitor after its aggressive attempt to take on BT in the fixed line market.

The announcement last week that customers of its talktalk service would be able to call each other for free garnered Carphone Warehouse enough positive coverage to put it third behind supermarket chains Asda and Tesco.

This week’s top two benefited from the negative coverage of Sainsbury’s fourth-quarter results that were reported as worse than the City had expected.

The results seemed to confirm for many commentators Sainsbury’s ‘ailing’ moniker, and compared unfavourably with more upbeat figures and forecasts from Tesco and Asda.

The bad news was compounded by reports of a disagreement between incoming chief executive Justin King and chairman Sir Peter Davis on how to present the results to the City. Sainsbury’s is ranked this week’s worst performer.

Sainsbury’s plunge was closely followed by that of tour operator MyTravel whose share price fell 37 per cent last week after it said it had begun exploring restructuring options but did not know how much the plans would affect share value.

Pensions company Equitable Life stayed near the bottom of the reputation table after the revelation that its long-suffering policy-holders could be saddled with a £30m legal bill if their high court action against the company’s former directors fails.

The monitor is compiled from Thomson Intermedia’s National News Index (NNI), a measure of media sentiment excluding stock market reports and passing mentions.

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