Lego is Most Reputable Company in 2018 Across EU5 Countries Germany, France, Spain, Italy and UK

Lego edges out Bosch and Rolex in Reputation Institute’s inaugural 2018 EU5 RepTrak with strong commitment to building corporate brand, CSR and purpose

Cambridge, Massachusetts, UNITED STATES

Boston, MA, Sept. 20, 2018 (GLOBE NEWSWIRE) -- Reputation Institute (RI), the global leader in reputation intelligence, today announced the 2018 EU5 RepTrak® rankings. The largest corporate reputation study of its kind, the EU5 RepTrak is based on more than 87,000 individual ratings from among the informed general public across Germany, France, Spain, Italy and the UK. More than 140 multi-national companies were assessed as part of the study. The survey quantifies the emotional bond stakeholders have with companies and reveals how this deep connection can drive supportive behavior such as the intent to purchase, likelihood to recommend and willingness to work for the company.       

Lego attained the top position in the 2018 EU5 RepTrak with the best reputation overall, closely followed by Bosch, Rolex and Sony, as companies that all earned the ranking of being perceived as reputably excellent.

For 2018 the most reputable companies in the EU5 are:

1.  Lego
2.  Bosch
3.  Rolex
4.  Sony
5.  Samsung
6.  Canon
7.  Michelin
8.  Walt Disney Company
9.  Adidas
10. Amazon

The key differentiator for Lego’s distinction as most reputable is underscored by the company’s commitment to building a strong corporate brand, investment in corporate social responsibility and a deep sense of purpose to drive greater levels of engagement amongst its key stakeholders.

The 2018 EU5 RepTrak study highlights key trends on what it takes to unleash the potential of reputation intelligence to enhance business success. Significant insights from the study unique to companies in Europe include:

  • The need to manage the North vs. South reputational divide across Europe.
  • Prioritizing Corporate Social Responsibility is a prerequisite for being a reputation leader.
  • Creating a strong emotional connection with corporate brand enhances reputation.
  • Building an authentic persona is highly appealing and increases public support.
  • Organizations must be prepared to take a segmented approach to corporate communications.
  • There is greater opportunity to leverage the voice of the CEO to boost company reputation.

“To win on reputation within the EU, companies need to understand the unique reputational challenges of the region,” said Michele Tesoro Tess, Executive Vice President, EMEA at Reputation Institute. “Companies can no longer simply take a one-global-message-serves-all approach to a corporate narrative – they need to be sensitive to the key idiosyncrasies of Europe, especially in the pre-Brexit environment.”

For more information, view the 2018 US Retail RepTrak webinar and download the report and full rankings:

Learn More and Know Your Reputation Score

Annually, RI measures the reputation of thousands of companies using the RepTrak Intelligence System, including measures of the most highly regarded multinational companies in 15 countries including Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Russia, South Korea, Spain, the United Kingdom and the United States.

To get your company’s 2018 score and learn how you can improve your ranking and grow your stakeholder support, just ask us at:


About Reputation Institute

Reputation Institute powers the world’s most reputable companies. By mining media conversation and measuring stakeholder perceptions, we unleash the power of reputation intelligence to build better companies. Our RepTrak® model analyzes the reputation of cities, countries, people, and companies and is best known as the Forbes-published Global RT100. Underlying the model for mining, measuring, and managing reputation is the RepTrak methodology, known as the global gold standard for calibrating reputation.

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