Highlights from the TCRI Top 10
Plus 94 Research rates TCRI organisations according to nine pillars of reputation, with the final score an aggregation of 31 attributes weighted to a total out of 100. These are some of the key factors impacting the reputations of some of this year’s TCRI Top 10:
Coca-Cola’s ranking as the top most reputable company is driven by these perceptions: the quality of its products and services, good employees, being loved and good value for money.
Not only does Coca-Cola carry an almost universal name recognition, with 97% of respondents saying they were familiar with the company, they also associated it with good products that were also affordable.
People don’t just know the company, but they also trust it as if it were a close friend.
Toyota’s top drivers of reputation, which have once again kept it in second place, are all linked to leadership: a perception that the company is well governed, benefits from visionary leadership, has good BEE attributes and is a good financial performer. When people think Toyota, they think of an excellent, well-led company.
Like its industry rival, third-ranked Volkswagen is seen by the public as a well-led company. Furthermore, it is seen as a good place to work, one that treats its workers well. However, VW is also very poorly ranked for corporate social responsibility (18th overall), compared to its overall score. This suggests that the company either needs to invest more in these initiatives, or should work harder on communicating them to the public.
Johnson & Johnson
Johnson & Johnson greatly improved its score from last year (from 79.34 to 83.11) based on its great public visibility, its perception as a prestigious company, business acumen and effective public communication. Interestingly, it had an average position of 4.25 among respondents who were active on social media, compared to a lowly 15th among those who don’t use social media at all. The company has a solid online presence.
Edgars registered the biggest movement in this year’s index, from 42nd to sixth, thanks largely to its very competitive communications ranking. However, it has a comparatively low scoring on recognition, brand love, perceptions of esteem and workplace environment. The organisation has a lot of work to do to get its performance in other key areas on par with its communication.
The insurance giant has maintained its upward trajectory of the last three years, gaining its highest-ever ranking of seventh. It has built up its communication, and perhaps not surprisingly for a company with such a long and illustrious history, it reinforced the perception that it is a prestigious and esteemable company, with a good black economic empowerment and financial performance score.
Nedbank also registered a remarkable improvement, from 23rd in 2014 and 20th last year, to 10th in this year’s ranking. This marks the first time that the bank moves into the top 10. The respondents perceived the company to be well governed, and to treat its employees well. The overall result was pulled down by its negative performance in BEE.