BMW Group tops 2015 reputation rankings
Friday, January 15, 2016
Posted by: Wes Fleming
The Reputation Institute named BMW Group as the company with the best worldwide reputation among consumers in 2015.
The Global RepTrack 100 report, issued in April 2015, was based on nearly 62,000 web-based surveys filled out by consumers in 15 countries, including the United States, Germany, Brazil, Russia, Mexico, Australia, Japan, China, France and Italy.
BMW Group was last ranked #1 in 2013; Walt Disney took that slot for 2014. In 2015, Google came in just behind BMW, with Daimler, Rolex, Lego, Walt Disney, Canon, Apple, Sony and Intel rounding out the top 10. BMW Group’s reputation rating for 2015 was 78.98, just ahead of Google’s 78.26. The Reputation Institute’s scale shows Excellent starting at 80, with Strong running from 70 to 79.
Other companies of note to BMW motorcycle riders that made the top 50 were tire manufacturers Michelin (#19 with a 74.07 rating), Bridgestone (#28, 72.44) and Pirelli (#38, 71.60). Electronics manufacturer Robert Bosch made the list at #30 with a rating of 72.34. Though several other auto manufacturers made the top 50, no other company that makes motorcycles did. Honda made the list at #61 (69.89) and was the only other motorcycle manufacturer to make the top 100.
In the report, Bill McAndrews (head of BMW Group Corporate Communications) said, “The BMW Group as a whole is an innovation driver. That’s the basis for everything we do. Our job as communicators is to create platforms or channels which promote contact not only with our products, but also with experts within the company. We are monitoring our global presence in the public domain on a monthly basis. With a well-defined company profile, we benchmark our corporate reputation against our leading competitors in leading markets around the world.”
In major individual markets, BMW Group’s reputation ranking varied. In the USA, Lego took the top slot, followed by Amazon, Kellogg’s, Google and BMW. In Europe, BMW was #1, but in Latin America ranked only #8. In the Asia Pacific region, BMW ranked #4 behind Daimler, Apple and Rolex. BMW ranked in the top 10 in 12 of the 15 markets in which the Reputation Institute conducted its surveys and was one of only five companies to make the top 10 in nine or more of the markets. Sony, Google, Daimler and Lego were the other four.
BMW’s highest ratings in the surveys came under the Reputation Institute’s heading of Governance, which evaluates how deeply consumers trust a company. Google ranked tops in the Corporate Citizenship and Workplace areas, and Apple ranked highest in the Leadership, Performance and Innovation areas. Rolex took the top slot in the area of Products/Services. About 60% of survey respondents listed trusting a company to do the right thing as more important than their products.
BMW’s rating of 79.98 is down from its highest rating of 80.08 (in 2012), but is up from its 2014 rating of 77.21.
You can download the RepTrak 2015 report from Reputation Institute’s website, www.reputationinstitute.com. Registration is required to access the full report.
Reputation Institute is the world’s leading reputation-based research advisory firm, founded by Dr. Charles Fombrun and Dr. Cees van Riel in 1997. Their RepTrak research is the world’s largest and highest quality normative reputation benchmark database.
Thanks to Paul Glaves for posting about this report on the BMW MOA Forum.