The Lego Group has been named the most reputable company by British consumers, but just two British companies feature in the top 10.
The RepTrak® 150 list, published by Reputation Institute, is based on more than 50,000 ratings from the British public in the first three months of the year.
- Lego Group
- BMW Group
- Rolls-Royce Aerospace
- Aston Martin
Companies are ranked on a score from 0-100 based on their overall reputation. Those with a score of 80 or more are labelled "excellent". With just two British brands - Rolls Royce and Aston Martin - in the top 10, just two more - ASOS and Jaguar Land Rover - received a score of over 80. International companies dominate the top 50. And British businesses make up just 26% of the top 50 and 41% of the top 150.
Kasper Ulf Nielsen, executive partner at Reputation Institute, said: “The UK general public has a lower perception of UK companies across all seven dimensions of reputation, compared to international companies operating in the UK. This shows a lack of both emotional and rational connection which is unique to the UK. Across the world, home countries tend to have a stronger reputation, and this lack of reputation capital puts UK Plcs at a disadvantage in their home market.”
At the other end of the scale, of the 27 companies who scored “poor” and sit well outside of the RepTrak® 150 (ranking 251 and below), all but two are UK and Irish companies.
UK companies ranked "poor" included five utilities and financial services companies, three transport businesses, and two gambling and telecom companies. Although it might be unsurprising that UK companies from these sector perform the worst, there are notable exceptions. Nationwide Building Society was the top scoring of all UK retail banks, with a "strong" score of 72.4. O2 also rated strongly at 74.9, compared with its telecoms rivals which failed to pass an "average" score of 64.
Reputation Institute's research also revealed that reputation drives business results. The better the reputation, the more support a company gets. For companies with an average reputation, only 12% would definitely buy the products; this climbs to 28% if the reputation is strong, but increases to 76% if the reputation is excellent.
Mr Nielsen said: “The impact from reputation on the business is massive, which is why the leading companies in the world are managing this asset in a systematic way."
In the UK, consumers must consider companies’ reputations “excellent” in order to have more than 50% of those surveyed claim that they would say something positive about a company, recommend its products, trust it to do the right thing, welcome it into the local community, and work for or invest in it.
You can find the full report and view the full list here.