Among the core goals of any corporate affairs professional is building a reputable brand that resonates with the public. This trust is something every business is investing in to build meaningful relationships with relevant stakeholders.
Of course, some businesses are better at achieving this than others, with Ipsos recently publishing a list of companies that have the strongest reputation within the country.
Technology companies ranked highly across the board, with Google claiming the top spot for the second year in a row. Of the top five, four were technology companies, with eBay, Microsoft and Facebook ranking second, third and fourth respectively.
Other tech brands like YouTube and Samsung ranked as some of the largest movers in the survey, with both jumping multiple places to enter the list of most influential brands in Australia.
Woolworths came in fifth place, the highest ranking for a local company and the highest non-technology related entry. Bunnings and Coles also made the top 10, claiming eighth and tenth respectively.
There are five factors that go into how Ipsos calculated the most valuable reputations in Australia. These are:
- Leading Edge
- Corporate Citizenship
Ipsos Marketing Managing Director Gillian O'Sullivan also highlighted how important it is for those charged with building a corporate reputation to learn from this expertise.
"Brand custodians can learn a lot by understanding the various ways that brands, across a wide array of industries, have been able to achieve influence," said Mr O'Sullivan. "The means of achieving influence varies greatly demonstrating that there isn't any 'one size fits all' solution.
"A brand must be seen to be really important in the world today and even impact the way people interact with one another and this year's study shows just how quickly consumer attitudes towards brands can change."