The globe's most respected companies are two California-based
firms that specialize in computers and technology,
a consultancy that tracks company reputations.
Google (GOOG) and
) share the top honor of the 2011 Global RepTrak as bestowed by the
, a London-based shop with a focus on the management of brand
names. The next three firms are the Walt Disney Company (
), German automaker BMW (BMW) and toy maker LEGO.
"Many established brands are finding that merely pumping
advertising and products into a market does not yield the return of
investment they expect and desire," according to Kasper Ulf
Nielsen, executive partner with the consultancy. "Having a local
presence and communicating about it are key ways to win trust and
support from consumers, politicians, and opinion leaders. That
means focusing on reputation."
Data for the study came from more than 48,000 consumers dispersed
in 15 countries.
The next five companies are Sony (SNE), Daimler (
), Canon (
), Intel (INTC) and Volkswagen (VOW).
The study also revealed that most companies' reputations were
strong in their home country as compared to overseas. Apple,
Google, LEGO and Sony were the sole companies to reach top ten
status in nine of the 15 countries where polling took place.