Apple has placed 20th on the 2017 Global RepTrak 100, a list of the top companies with the best reputation in the world, as determined by the Reputation Institute, a proper of stakeholder measurement, membership and management services.
The company dropped 10 places from 2016. Apple’s ranking has been falling since it finished in the No. 2 spot in 2011,
Based on over 170,000 ratings collected in the first quarter of 2017, the survey is the largest corporate reputation study of its kind, and includes comparative ratings, trends by demographic cuts, and “unique insights into which companies are best regarded by stakeholders as well as what drives trust and supportive behaviors such as willingness to purchase a company’s products, recommend the brand, invest in or even work for the company.”
The top 10 companies in RI’s 2017 Global RepTrak 100 are: Rolex, LEGO Group, The Walt Disney Company, Canon, Google, Bosch, Sony, Intel, Rolls-Royce and Adidas. Michele Tesoro-Tess, RI executive partner, says the company’s RepTrak System measures the general public’s perception of the world’s top companies on seven key rational dimensions of reputation: products and services, innovation, workplace, governance, citizenship, leadership and performance.
An “Excellent” reputation is represented by an overall RepTrak Pulse score of 80 or higher. A RepTrak Pulse score of 70-79 is considered “Strong,” while 60-69 is “Average.” None of the companies in the 2017 RepTrak Top 100 scored below 64.