Rolex, The LEGO Group and The Walt Disney Company topped the 2019 Global RepTrak® 100, an annual ranking of public perception toward the world’s top companies.

The annual ranking of public perception toward the world’s top companies is conducted by researchers at the Reputation Institute – a provider of reputation measurement and management services. Researchers surveyed more than 230,000 individuals in 15 countries. 

While the overall results of the 2019 Global RepTrak® 100 show improvement over 2018, which saw a reputation decline, Reputation Institute Chief Reputation Officer Stephen Hahn-Griffiths says companies must continue to work hard to convert “fence sitters who are much less likely to give companies the benefit of the doubt.”   

“It’s reputation judgement day, given that 52% of the world have doubts about the good intentions of all companies,” said Hahn-Griffiths. “At the same time, companies have a great opportunity to create and deliver reputation assurances that, over time, can convert fence sitters to promoters. Companies that elevate positive perceptions of the enterprise, prioritize corporate responsibility, leverage strong leadership, are ethical, speak to the corporate brand purpose and engage market influences are those who will win in this daunting new reputation era.” 

While a lack of assurances means that overall company support did not bounce back to the lofty levels of 2017, an increase of 1.0 points in reputation in the 2019 Global RepTrak® 100 signals the potential for a true reputation recovery. 

“The reputation bubble burst in 2018, but there has been a reputation recovery in the past 12 months,” said Hahn-Griffiths. “Companies like Netflix and Microsoft have strengthened their reputation. Others like Facebook, even Google, have declined and have been punished in the court of public opinion. And some have even started to turn things around, such as Uber.”

In the 2019 Global RepTrak® 100, Rolex and The LEGO Group maintain the leading positions. Netflix surged from 24thplace to ninth place while Michelin moves up to the eight spot. The BMW Group, which placed ninth a year ago, and Google (third in 2018), slipped out of the top 10. Facebook had the biggest overall decline in reputation, largely driven by its perceived short-comings on governance andin the workplace.

The top 10 companies in the 2019 Global RepTrak® 100 are:

  1. Rolex
  2. The LEGO Group
  3. The Walt Disney Company
  4. Adidas Group
  5. Microsoft
  6. Sony
  7. Canon
  8. Michelin
  9. Netflix
  10. The Bosch Group

The full list can be found here.