Learn which brands are winning, which could use some work and where to find the best reputation company to repair your online image.
February 6, 2020
Companies often spend years or even decades building a positive reputation, polishing an image and creating a brand that earns trust with consumers.
A comprehensive Reputation Audit provides invaluable insight into your company’s online reputation.
But when information travels at lightning speed, even a small scandal can spark a major crisis fast, creating a corporate black eye that may sometimes seem impossible to fix.
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Read on to learn what goes into corporate reputation, which brands are carrying the best and worst reputations into 2020 and where to find the best reputation company to fix your online image.
Organizations use a variety of formulas to score reputation. But most rely on six key reputation factors to calculate your corporate image. These include corporate culture, social responsibility, company leadership, financial performance, customer sentiment and products & services.
Corporate culture typically involves the values, behaviors and beliefs that drive interaction between employees, management, investors, partners and the greater community. How you treat your workforce and customers can be considered elements of your corporate culture.
Corporate social responsibility refers to any behaviors and practices focused on improving the community and society at large. Socially responsible business practices can include anything from company-based charity drives to sourcing materials from eco-friendly suppliers and more.
Company leadership plays a crucial role in where your organization is going, how it’s getting there and how you defend and define your corporate reputation. The way your senior executives, CEO and management behave can shape how you're seen and trusted by local customers.
And when leadership makes a mistake, an Award-winning Reputation Solution may be the best way to clean things up and restore your online image.
Your sales numbers and financial trends can have a significant impact on how partners, investors, competitors and customers see your business. Monitoring your financial performance is essential to know where you stand and what stakeholders think about your brand and your potential.
What do customers think and feel about your company? Because so much of your success depends on how consumers interact with your brand, there’s no denying the impact your customer sentiment has on your business reputation.
Want to improve sentiment and engage more customers? Click here to schedule your free business reputation consultation.
Your company is forever linked to your products and services. So, when that latest innovation becomes a hit or simply hits a brick wall, your reputation is going to feel it.
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As we start the new decade, many corporate brands are vying for the best reputation title. But only a few really stand out as “best of the best” in terms of image and perception.
Here are the five companies with the best reputations at the start of 2020:
Lego building blocks have provided children a source of inspiration, entertainment and joy to children for decades, providing millions the chance to create and bring their imaginations to life.
But when it comes to corporate reputation, The LEGO Group represents something even bigger: the ideal company brand. LEGO shows what’s possible when you control your own brand narrative and have the flexibility to pivot and connect with customers when consumer needs change.
Facing serious struggles in the early 2000s, the Danish toymaker seized the initiative and began a complete brand reinvention, making major changes to marketing, product offerings and how they built relationships across different consumer segments.
Combined with a stronger focus on corporate culture, social responsibility and environmentally sustainable business practices, LEGO's changes have produced what is one of the most respected brands on Earth, setting the standard for business growth, image and online reputation in the process.
LEGO Reputation Score: The LEGO GROUP may be #2 on the 2019 Global RepTrak® 100, but for our 2020 best reputation list, they’re definitely the first on the block. 😉
Start building a better online image with the best reputation company in the industry! Contact us today.
Microsoft emerged mostly undamaged by the negative news coverage and other issues plaguing the tech industry over the last few years.
Much of this is likely due to the steady leadership of longtime executive and current CEO Satya Nadella. Nadella has not only elevated Microsoft's presence in the services and cloud infrastructure sectors; she's also earned an impressive employee-approval rating on Glassdoor.
Microsoft's strong reputation may also be credited to its commitment to transparency during product issues and updates, essential to building trust among consumers.
But no matter the reason, Microsoft has been a top-ten in company reputation for nearly a decade, improving on its industry-leading image with each passing year.
Patagonia’s unwavering commitment to customer satisfaction solidifies its reputation as one of the top clothing retailers in the country, if not the world.
Established over 40 years ago, Patagonia maintains its longstanding policy of offering replacements, repairs and refunds to anyone not happy with their products. Likeminded guarantees are hard to find in any retailer or industry.
Add that to the firm’s ongoing dedication to environmental causes, and you’ve got a reputation that’ll be hard to beat for years to come.
Patagonia Reputation Score: Patagonia's focus on “living its purpose” has earned the clothing retailer a great reputation score and top-5 ranking on the 2019 Axios Harris Poll.
The Walt Disney Company contends for 'most reputable corporation in the world' every year, consistently ranking among the top 10 companies in nearly every major reputation metric and category.
Disney’s positive reputation results not only from decades of family-friendly programming and strong financial performance, but also inspired company leadership and a strong commitment to socially responsible business practices.
In fact, Disney gave nearly $350 million to organizations that help the disadvantaged in 2018. And, the global entertainment brand is aiming to cut companywide carbon emissions in half by 2020.
Disney Reputation Score: Disney remains one of the most recognized and respected names in entertainment. The entertainment giant scored third in Reputation Institute’s 2019 Global RepTrak® 100 and fifth in the 2019 Axios Harris Poll,
While Amazon has endured some reputation setbacks in recent years, the e-commerce giant’s popularity among online consumers remains strong, boosting its position as one of the most reputable companies of early 2020.
Factors like a user-friendly platform, high marks on Glassdoor and its position as a leading retail provider seem to have sealed Amazon's positive reputation for the foreseeable future. Of course, this largely depends on any serious challenges yet to be waged from competitors in the future.
Amazon Reputation Score: In 2019, Amazon was awarded the second-best reputation score in America by The Axios Harris Poll 100.
Honorable mentions (companies with strong online reps): L.L. Bean, Procter & Gamble, Publix and Sony
Now that we’ve looked at companies doing brand image well, let’s check out a few firms that could probably use a little (or a LOT) of online reputation repair.
Here are the companies we believe have the worst reputations at the start of 2020:
It’s no secret that big tobacco's reputation has slipped over the last few decades, leaving companies like Phillip Morris to manage the fallout.
With issues ranging from bad publicity and numerous lawsuits to growing negativity toward smoking, Phillip Morris faces a major P.R. crisis nearly every day, with no end in sight.
But what Morris and other tobacco companies lack in positive public image, they (somewhat) make up for in strong financial performance. Many believe this indicates little more than an undeterred focus on profit over the public good.
If you've spent any time following Sears over the past five years, you might think the once-popular retail brand has one foot in the grave.
With steadily dipping sales, numerous store closings, a major brand sell-off and a declaration of bankruptcy, Sears' reputation has taken some major hits in recent memory - blows that might leave any other corporate reputation in the dust.
What's worse: Sears' downward slide is also bucking retail’s current upward trend, putting the brand in a spot where reputation repair may soon be impossible.
Telecom giant Comcast struggles with a generally negative image among consumers, receiving consistently low American Customer Satisfaction Index scores for its internet, subscription TV and fixed-line phone services.
Add in several high-profile lawsuits targeting “deceptive pricing practices” in recent years, and Comcast's reputation strategy seems to be on perpetual life support.
Some might blame the industries in which Comcast operates, as TV and internet firms tend to be supercharged magnets for customer complaints and high rates of dissatisfaction.
Still, Comcast tends to perform worse than most of its competitors, continually setting itself apart as one of “America’s most-hated companies.”
Comcast Reputation Score: Comcast comes in at #91 on the 2019 Axios Harris survey.
Facebook has been swimming in controversy in recent years, coping with highly public battles and PR crises that are doing no favors for its tattered reputation.
Issues like the company’s influence on the 2016 election cycle, failure to protect user privacy and inability (or refusal) to police content have sparked criticism from lawmakers, celebrities and advocates from each side of the aisle. In turn, this has created serious image problems that are continually made worse on popular social forums.
Combine that with seemingly tone-deaf testimony by CEO Mark Zuckerberg and negative coverage of tech companies in general, and Facebook’s brand reputation seems to edge closer to nightmare status with each new day.
Bad reviews on social can destroy your online brand. Get help before it's too late!
Despite significant gains and impressive scoring in profitability in recent years, and a major effort to rehab its reputation, Goldman Sachs continues to struggle with its brand image, failing to build trust and accountability among the general public.
Fair or not, Goldman seems unable to shake the stigma of the 2008 financial crisis, carrying the brunt of negativity many in the financial sector have been able to move beyond over the past decade.
Goldman Sachs remains a standard-bearer and one of the more successful brands in finance. Yet, the well-known financial brand tends to generate feelings of distrust and even loathing among many outside the Wall Street bubble.
But even though brand sentiment remains relatively changed, there are small but encouraging signs the firm’s recent image repair campaign may finally be working.
(Dis) honorable mentions (companies scoring low on our reputation barometer): The U.S. Government, Dish Network, Wells Fargo
While some have managed a polished, compelling brand despite self-inflicted issues and a tumultuous digital climate, others haven’t been so lucky.
And for those on the losing end of the reputation equation, the consequences have sometimes been dire, hurting not only your public image, but also your ability to reach customers, outperform competitors and grow your bottom line.