Apple ranks number five on the “Global RepTrak Pulse” (http://macte.ch/37ZtA) survey by the Reputation Institute, a global private consulting firm based in New York.
The annual study surveys how stakeholders perceive companies and how those perceptions affect purchasing behavior. The Global RepTrak 100 study measures 100 of the most highly regarded companies across 15 countries. It identifies what it takes to have a strong global reputation, and how leading companies are perceived. ore than 100,000 interviews were conducted in April of 2012 across the largest 15 markets in the world.
“Apple proved that a strong reputation platform could carry it through crisis as they maintained a top spot on the list despite the loss of their iconic leader, Steve Jobs,” says the Reputation Institute.
With a global score of 78.49, Apple ranked in the top 10 in eight countries and all seven dimensions of reputation. It was the winner in three of those categories; performance, leadership and innovation. Ahead of Apple in the survey were BMW, Sony, the Walt Disney Company and Daimler.