Forbes: The World's Most Reputable Companies
One company that has been able to do this exceptionally well: BMW. The German automaker is now in the top 10 for all seven dimensions on a global level, and in the top 10 in 10 of the 15 markets, earning the title of world’s most reputable company for 2012.
It earned a global RepTrak score of 80.08 out of a possible 100, and in its home country BMW did even better (85.79), which isn’t uncommon. Nielsen says companies tend to have a stronger reputation at home. On average, the home country reputation is 4 points higher than the global reputation across all 15 markets.
“BMW has earned the trust and respect of consumers all around the world though its consistent focus on delivering high quality in all of its actions,” says Nielsen. “For a company to earn a reputation above 80 on a global level is remarkable because we know how difficult it is to build a strong emotional connection outside of your home country.”
Because reputation is often tied to the history of the company, the level of trust and admiration you need to break a score of 80 relies on many years of positive action and relevant communication, Nielsen says.
The weaker spots for BMW include the U.S., Japan, Canada, and China where it scored in the 70s—however, a score between 70 and 79 still indicates a strong reputation and “considering that these are the home markets of the largest competitors, this speak to the strength of BMW,” he says.
In total, three automakers landed in the top 10 this year; Daimler and Volkswagen hold the No. 4 and No. 8 spots, respectively. Both German car companies outperformed the auto industry by more than 10 points. “This tells us that even if you are in a troubled industry, you can still deliver on your promises through a focus on quality,” Nielsen explains.
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BMW named most valuable car brand
In the latest release of its BrandZ Top 100 Most Valuable Global Brands study, market researchers Milward Brown have given BMW the highest ranking of any carmaker, according to Automotive News. Toyota – last year's winner – finished second, followed by Mercedes-Benz, Honda and Nissan, according to the report.
BMW had last finished atop the rankings in 2010, according to the report, with Toyota taking the crown from 2006-2009. The highest-ranked American brand was Ford at seventh, trailing sixth-place Volkswagen. The top ten was filled out by Audi, Hyundai and Lexus. Toyota's drop was attributed to its production interruptions due to the natural disasters that affected all of the Japanese automakers last year, according to AN.
BMW's win among auto manufacturers was only enough to place it 23rd in the overall brand ranking, with an estimated brand value of $24.6 billion. Apple, the overall winner, according to the report, had a $182.9 billion valuation, ahead of IBM ($116 billion) and Google ($107.9 billion). Toyota's valuation was $21.8 billion, with Mercedes-Benz and Honda far behind at $16.1 billion and $12.7 billion respectively. No other carmaker had a valuation over $10 billion.
BMW had last finished atop the rankings in 2010, according to the report, with Toyota taking the crown from 2006-2009. The highest-ranked American brand was Ford at seventh, trailing sixth-place Volkswagen. The top ten was filled out by Audi, Hyundai and Lexus. Toyota's drop was attributed to its production interruptions due to the natural disasters that affected all of the Japanese automakers last year, according to AN.
BMW's win among auto manufacturers was only enough to place it 23rd in the overall brand ranking, with an estimated brand value of $24.6 billion. Apple, the overall winner, according to the report, had a $182.9 billion valuation, ahead of IBM ($116 billion) and Google ($107.9 billion). Toyota's valuation was $21.8 billion, with Mercedes-Benz and Honda far behind at $16.1 billion and $12.7 billion respectively. No other carmaker had a valuation over $10 billion.
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