(Posted by Tim Bearup and Anthony Gunn)
The battle for the hearts and minds of consumers in the market place is fierce and unrelenting. The result of the annual global study by research consultancy AMR and the Reputation Institute has just been released this week and it provides some insight into who is winning and who is losing this battle.
The study ranks the companies purely on public opinion (not actual company practices) via a survey process, thus providing valuable insight into the customer perception of these brands. The dimensions that respondents rate the company on are: products and services, innovation, workplace, citizenship, governance, leadership, and financial performance, as well as overall reputation.
For Australians, Toyota takes top spot, with Samsung making a debut to the list and landing at 2nd place, pushing out JB HI FI to 3rd place. Apple dropped to 11th place having previously been #1 in 2012.
Toyota has been no stranger to the top 10 in previous years however it was somewhat a surprise that they would do so well this year, as AMR managing director Oliver Freedman writes:
“The fact that Toyota has regained its position as the most reputable Australian company despite announcing the end of its manufacturing operations and the consolidation of its business by the end of 2017 demonstrates how important a strong reputation is in maintaining consumer trust, even after delivering bad news.”
Passikoff suggests that there is a direct correlation between the level of trust and engagement a brand has achieved with consumers prior to delivering bad news and the company’s capacity to then mitigate the detrimental impacts of this.
… #1 placement…!? Toyota must have this in spades!
See the full rankings: https://www.marketingmag.com.au/news-c/toyota-australias-reputable-company-2015/