Experts are sure that the reputation of the manufacturing company influences the consumer's desire to buy something even more than the characteristics of the product itself.
The Reputation Institute, a recognized expert in the field of reputation management, annually publishes a ranking of companies that enjoy special trust among consumers. This year, Reputation Institute specialists surveyed about 47 thousand consumers from 15 countries. We invite you to meet the participants today Top 10 most respected brands in the world.
The criteria for the assessment were such emotional categories as respect, trust, admiration, and simply a good attitude towards the company.
10. Lego
Is the world's most respected toy brand. The manufacturer of the iconic designer earned 76.35 points according to consumer estimates. And although the brand lost 2.91 points in a year, Lego is trusted by millions of buyers.
9. Canon
earned 76.98 points, becoming one of the most respected manufacturers of photographic equipment and other electronics. Unlike the bankrupt Kodak concern, which is now only losing its position in the ranking.
8. Volkswagen
scored 77.04 points according to the voting results. German car brands have traditionally been at the top of the consumer esteem rankings.
7. Microsoft
for the first time hit the top ten most respected brands in the world. The fact that the company no longer looks like a vicious monopoly in the software market is likely to have a positive impact on consumer confidence.
6. Google
two years ago it occupied the first line, however, today it could not even enter the top five. The concern scored 78.05 points in a consumer survey.
5. Apple
earned 78.49 points, becoming the most respected brand in the IT and telecommunications industry. Last year, the company was rated 1.29 points higher, but it was placed in the final rating only on the ninth line.
4. Daimler
- another one of the three carmakers that made it into the top ten. The prestige car maker Mercedes-Benz scored 78.54 points in the consumer vote.
3. Walt Disney
closes the top three in the rating with 78.92 points. In comparison with the last year, the legendary brand has slightly surrendered its positions, having lost 0.58 points. Disney has the most fans in Japan, Russia, Australia, Italy and the UK.
2. Sony
ranks second in the ranking with a score of 79.31 points. The corporation received the lowest rating in South Korea, where Sony takes only 50th place. Koreans are probably more inclined to respect their own electronics manufacturers.
1. BMW
Is the most respected brand in the world. The auto concern received 80.08 points out of 100 possible. By the way, BMW is one of the few companies that has strengthened its position in the consumer confidence rating. Compared to last year, the final score increased by 0.65. Experts point out that the positions of the German carmaker are strong not only in the domestic European market, but also in the USA, Canada, Japan and China.