Reputation

A survey of the world’s largest companies has revealed that, besides the US, many of the most reputable firms are based in the developing economies of China, India, Russia and Brazil. The largest companies here enjoy a stronger emotional connection with consumers than the largest companies in the industrialised world, according to the survey.

The results suggest that European companies can look to emerging market companies for models to build stronger relationships with consumers. Given that it is in the emerging world that most multinationals’ growth strategies will focus in the future, partnering with the right company here will be an important strategic decision.

Methodology: Countries were scored based on the number of companies they had at the top of the reputation table. Companies in the ‘Excellent’ tier of the top 200 scored 2 points for their country and companies in the ‘Strong’ tier scored 1 point.