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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