Study indicates globe's most respected companies are Apple, Google

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The globe's most respected companies are two California-based firms that specialize in computers and technology, according to a consultancy that tracks company reputations.

Google (GOOG) and Apple ( AAPL ) share the top honor of the 2011 Global RepTrak as bestowed by the Reputation Institute , a London-based shop with a focus on the management of brand names. The next three firms are the Walt Disney Company ( DIS ), 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 ( DDAIF ), Canon ( CAJ ), 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.




The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of The NASDAQ OMX Group, Inc.



This article appears in: News Headlines , Business

Referenced Stocks: AAPL , CAJ , DDAIF , DIS

Henry Brier


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