Yesterday, the Reputation Institute presented its RepTrack Pulse Spain 2014 report, its annual corporate reputation report , at the Instituto de Empresa in Madrid . The study analyzes people's perceptions of companies , based on admiration, well-known reputation, positive impressions, and trust… although the key factors are offerings, innovation capacity, work environment, integrity, citizenship, leadership, and financial results.
Key findings on corporate reputation in Spain
Danone is the company with the best reputation in Spain , with a score of 81.11 out of 100. It's followed in the Top 5 by Sony, Google, Apple, and Michelin: that is, none of them are Spanish. You buy bulk sms service have to go down to ninth place in the ranking to find a Spanish company, Central Lechera Asturian a.
The sectors with the best reputations in Spain are household appliances and electronics, IT, food, and automotive. And those with the worst reputations are finance, banking, and telecommunications.
However, among the companies that have most improved their reputations in the last year are three financial institutions : Santander, Bankia, and Bankiter. FCC and Apple also show notable improvements.
Coca-Cola has lost the most in terms of reputation : layoffs and the perception of a lack of integrity have taken their toll. Other companies also affected by their reputations include Renfe, due to the train accident in Santiago de Compostela; Sacyr, due to the Panama Canal crisis; and Pescanova, due to its financial crisis.
It is estimated that improving reputation by five points increases the intention to recommend by 5.6%, the intention to purchase by 6%, and the intention to make a special effort to give the company the benefit of the doubt in the event of a crisis by 4.7%.
Although 78% of companies acknowledge they are competing in the reputation economy , only 16% say they are prepared.