Corporate Reputation Survey Claims Companies are Raising The Bar

New research from Reputation Institute.

The results of Reputation Institute‘s 2015 US RepTrak 100 are in…and it’s good news all around for the top ten companies.

The survey, which calls itself, America’s largest annual survey of corporate reputations and ranks companies based on citizenship, governance, innovation, leadership, workplace, performance and products/services, has named Amazon to the number one spot for the second year in a row. In fact, the retailer’s score has been steadily climbing for the past four years.

Here’s the top ten:

  • Amazon.com          
  • Kellogg’s     
  • LEGO
  • Fruit of the Loom   
  • Campbell Soup Company
  • Levi Strauss & Co.
  • Snap-on
  • Hershey Company
  • Panera Bread
  • Briggs & Stratton Corp

The most interesting results, however, have to do with the other nine companies ranked in the top ten. Eight of them are newcomers to the top of the list, with the only two returning brands (Amazon and Kellogg’s) surpassing their previous years’ scores. Furthermore, nine of the top ten corporations earned “Excellent” rankings, while last year only Amazon had reached that level.

This indicates that the top companies are doing such a stellar job managing their reputations and reaching their customers on levels that matter, they are actually raising their own bar. Last year, a corporation only had to rank as “Excellent” to reach the top spot; this year, it would have to do so in order to make it into the top nine.

“The top U.S. companies proactively manage their reputations by investing as much in corporate dimensions like governance, citizenship and workplace as they do in their products and services,” said Brad Hecht, chief research officer at Reputation Institute.

And this investment pays off in multiple ways, according to Hecht, who went on to say:

“Companies with strong reputations are 15 times more likely to attract better talent and they reap significant financial benefits, too. The most reputable companies see a stock performance that is 2 times better than the overall market and they benefit from a 6.5% increase in recommendations every time they improve their RepTrak score by 5 points.”

In other words, investing in things that matter results in improved reputation, and improved reputation results in improved talent recruitment, financial benefits, and recommendations…all of which lead to…an even better reputation (we’re sensing a cycle here).

It would seem the more companies that continually improve, the higher they raise the bar for their competition, creating higher standards all around.

This is only one study. But we can hope, can’t we?