Monday, June 9, 2008

Google gets top spot in reputation study

Google claimed the top spot in Reputation Institute's annual Global
Pulse U.S. 2008 Study. The study measures the overall respect, trust,
esteem, and admiration consumers hold towards the largest 600
companies in the world, including the largest 150 U.S. companies.
Governance and citizenship combined account for more than 30% of a
company's reputation.

Other highlights from Global Pulse US 2008 include:
-Six companies posted excellent reputations in the U.S. After Google,
Johnson & Johnson and Kraft Foods ranked 2nd and 3rd, followed by
General Mills, Walt Disney and United States Parcel Service.
-Consumer product companies have the best reputations, followed by
Industrial Products companies led by 3M, Xerox, Deere & Co, and
-Retailers' got mixed reviews. Publix Super Market and Costco
Wholesale earned high rankings while Safeway, Target, Rite Aid, and
Wal-Mart were the weakest in their sector.
-The high-tech sector (computer and electronics companies) has a
strong reputation led by Texas Instruments and followed closely by
Apple, Hewlett-Packard, Intel, and Dell.
-Ten companies improved their reputation scores from last year, while
13 lost significant reputation equity from 2007 to 2008.

Reputation Institute's research model indicates that reputation is
built on 7 pillars from which a company can create a strategic
platform for communicating with its stakeholders on the most relevant
key performance indicators. These dimensions are: Products/Services,
Innovation, Workplace, Citizenship, Governance, Leadership, and


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