British consumers rank top 50 companies by reputation

LONDON - Marks and Spencer, Smith & Nephew, Cadbury and Morrisons rank as the most reputable companies according a survey of more than 5,000 consumers.

`The most telling finding is that, next to delivering strong products and services, consumers want companies to act transparently and ethically, and to prove that they care about society. We are clearly seeing the reaction to the way in which banks in particular have let people down, and destroyed public trust,' said Seamus Gillen, UK MD of the Reputation Institute, which publishes the Global Reputation Pulse Study 2009.

According to the Reputation Institute, a company's reputation score has a positive and direct link to consumer attitudes and behaviours. There is a significant correlation between the strength of a company's reputation and the willingness of consumers to recommend it to others.

The score is a measure of corporate reputation calculated by averaging perceptions of four indicators: trust, esteem, admiration and good feeling.

Top 50 companies with the best overall reputations
Rank Company Global Pulse Score
1 Marks & Spencer  78.23
2 Smith & Nephew 77.58
3 Cadbury  77.58
4 William Morrison Supermarkets 77.16
5 Rolls-Royce 77.09
6 Tate & Lyle 76.84
7 Sainsbury 76.43
8 Intercontinental Hotels 76.16
9 Thomas Cook 75.99
10 Inmarsat 75.31
11 PZ Cussons 74.66
12 SAB Miller 74.25
13 Next 73.77
14 Travis Perkins 73.75
15 BHP Billiton 73.69
16 Unilever 73.6
17 Dairy Crest 73.57
18 GlaxoSmithKline 73.16
19 Associated British Foods 72.81
20 The Game Group 72.69
21 WHSmith 72.43
22 Tesco 72.29
23 AstraZeneca 71.39
24 Diageo 71.33
25 WPP Group  71.29
26 Wood Group 71.14
27 GKN 71.04
28 Weir Group 71.02
29 Wolseley 70.72
30 Babcock International Group 70.67
31 Rentokil Initial 70.38
32 Debenhams 70.31
33 Elsevier 70.09
34 Home Retail Group 70.04
35 Go-Ahead Group 70.03
36 Reckitt Benckiser 69.95
37 Xstrata  69.61
38 Johnson Matthey 69.49
39 Sage 69.47
40 Jardine Lloyd Thompson 69.45
41 Vodafone 69.45
42 Taylor Nelson Sofres 69.38
43 Nationwide Building Society 69.35
44 Yell Group 69.2
45 British Airways 68.98
46 Inchcape 68.78
47 BAE Systems 68.66
48 Pearson 68.55
49 Tomkins 68.46
50 Avis Europe 68.41


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