updated 10:15 am EDT, Mon May 24, 2010
Google emerges as clear victor
Apple has placed sixth in a global survey of the "most reputable" companies around the world, says a consulting firm, the Reputation Institute. The results are based on a two-part poll. People in 32 countries were initially asked to rate the 600 largest corporations in their homelands; the top businesses for each country progressed to a second poll, where they were joined in competition by the "most visible and valuable" corporations with an above-average local reputation.
Apple's score is 76.29 out of 100, placing it just above rival cellphone maker Nokia, which has a 76.00 rating. Dominating the list is another Apple competitor, Google, with 78.62. Following in succession are Sony at 78.47, Walt Disney at 77.97, BMW at 77.77 and Daimler/Mercedes-Benz at 76.83. The Disney positioning is good news for Apple CEO Steve Jobs, who sits on the boards of both companies.
RI remarks that only five companies have a better reputation internationally than at home, amongst which are Apple, Ford, Google, Nestle and Sony. Sony is noted to consistently rank in the top five, regionally, when grouping countries into Asian, North American, northern European, central European and Central/South American zones. Google has earned similar results, only failing to crack the top five in Asia.