You hope for more, but a strong reputation can help brand managers weather a minor PR crisis. The inverse is also possible: A brand’s negative reputation can make even the tiniest negative story appear much worse.
Reputation Institute would know. The company has been putting out its annual US RepTrak 100 rankings for more than 20 years. 2017’s list of just came out, and there’s a new most-reputable company in America: Rolex displaced Amazon this year for the top spot.
Check out the top 10 below:
- Rolex
- Amazon.com
- Sony
- LEGO Group
- Hallmark
- Netflix
- Kimberly-Clark
- Hershey
- Fruit of the Loom
- Barnes & Noble
Organizations are judged based on products and services, innovation, workplace, governance, citizenship, leadership and performance.
[RELATED: Announcing the PR and Media Relations Summit, featuring speakersfrom Time, Huffington Post, the FBI, PwC and more.]
To get an idea of how much an extremely negative story can affect a brand’s reputation, look no further than Samsung. The company, which suffered what was arguably 2016’s most damaging PR disaster when its Galaxy Note 7 phone wouldn’t stop combusting, dropped from No. 3 to No. 63 on RepTrak’s list.
Brad Hecht, Reputation Institute’s vice president and chief research officer, said in a statement:
The most successful firms have a proactive, 360-degree focus on reputation, engaging its leadership to drive and actively communicate both product and corporate reputation initiatives.
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