GOOGLE AND the Irish Times were among the main winners of the inaugural Ireland RepTrak 2010 study, a survey which ranks the corporate reputations of Ireland’s best-known companies.
Google was named as the most reputable company operating in Ireland, while the Irish Times was ranked as the most reputable indigenous firm.
One hundred and fifteen companies, including listed companies, multinationals and semi-State bodies, were included in the study which was undertaken by Dublin marketing and PR firm Corporate Reputations in conjunction with global consultancy the Reputation Institute. The study forms part of a wider global survey of 1,000 of the world’s best-known firms.
The study revealed that of the 20 companies with the best reputations in Ireland, eight were indigenous firms while 12 were multinational.
An Post/National Lottery, Eason and Smyths Toys were among the highest ranked indigenous firms, while Kelloggs, BMW and Nokia were among the highest ranking multinationals.
Marks Spencer Group, FBD and Nokia were the top performing firms in retail, financial services and telecommunications respectively.
The banking sector was the worst performing industry. Anglo Irish Bank was ranked as having the worst reputation. Bank of Ireland, Irish Nationwide and AIB were also listed in the bottom 10.
Other poorly performing sectors were the telecommunications, airline and energy industries. Technology companies were the best performers.
Despite Toyota’s recent troubles, the car maker ranked number 10 on the list of most reputable companies in Ireland.
The study was conducted in January and February this year, and was based on 12,000 ratings from 3,000 members of the public.
Companies were assessed under seven categories: products and services, innovation, workplace, governance, citizenship, leadership and financial performance. The survey found that Irish respondents valued products and services, governance and citizenship as the most important measures of reputation.
Shaun Hayden, director of Corporate Reputations, said recent challenges to the standing of some of Ireland’s best-known companies had highlighted the crucial role played by corporate reputations. “Reputation is something that is on everyone’s minds . . . The consumer and stakeholders are acutely aware of reputation and its increasing significance.”
