One company that has been able to do all of this exceptionally well:
BMW. For a second consecutive year, the German automaker is in the top 10 for all seven dimensions on a global level,
earning the title of worldΆs most reputable company for 2013.
It earned a global RepTrak score of 78.39 out of a possible 100, and in its home country BMW did slightly better, which isnΆt uncommon.
Nielsen says companies tend to have a stronger reputation at home.
On average, the home country reputation is 3 points higher than the global
reputation across all 15 markets.
“Once again, BMW is the most reputable company in the world,” Nielsen says.
“The German automaker has continued to earn the trust and respect of consumers around the globe
though its consistent focus on delivering high quality in all its actions.
What BMW has done so well is to be relevant across all seven dimensions of reputation.
BMW is the only company to place in the top 5 in every reputation dimension,
with the best perception of all 100 companies within governance.”
Another impressive result for BMW: It reached the top 10
in nine of the 15 countries in the study.
“BMW has the best overall reputation in Russia, South Korea, and Australia, and it pays off,” Nielsen says.
“Compared to Volvo and Ford who both have strong reputations with scores of around 70,
BMW has 9% to 11% more willingness from consumers to buy products, and 12% to 14% more recommendation from consumers.
These are powerful elements when you want to win customers in the fight for market share and growth.”
A BMW spokesperson told Reputation Institute that the company has a long heritage of creating trust through a simple approach:
Deliver on promises. “At the BMW Group, trust is the bedrock upon which we operate and it provides the foundation for our brands to grow,” he said.
“For years, we have been cultivating relationships with all of our stakeholders based on consistency and reliability.
The result is a culture of ongoing communication based on trust.”
The companyΆs spokesperson said every associate of the BMW Group is an ambassador for the company and its brands.
“Because of this, ensuring all of our associates understand our brands and our customers is central to managing the BMW GroupΆs corporate reputation.
In turn, each brandΆs promise—BMW, MINI, and Rolls-Royce Motor Cars—unites and motivates all of us at the company.”
