Google on top but banks fail in Irish reputations survey
Published 08/05/2015 | 02:30
Google has regained its status as the most reputable organisation in Ireland, according to data released yesterday.
The technology giant came out on top of the annual RepTrak study announced by the Reputations Agency yesterday.
The study gauged the views of almost 5,000 people across the State in January and February to quantify the reputations of 100 organisations in Ireland.
The top 10 make for interesting reading given their diversity.
While Google tops the list, pharmacy giant Boots came second, followed by Kellogg's in third place, Bord Bia in fourth place and car manufacturer Volkswagen in fifth place.
At the very bottom of the ranking was Irish Water, with Bank of Ireland second last and Allied Irish Banks coming in third last.
The report also shows that organisations operating in the retail sector were among those with the top reputations, with five ranked in the top 20, including Boots in second place, Smyth's Toys in ninth, Arnotts in 14th, Pennys in 19th and Lidl in 20th place.
The reputation of the leading sporting bodies was also tracked with the IRFU achieving the highest ranking in that sector at 7th overall.
The GAA was ranked 25th in the top 100 while FAI was placed in 90th position.
Ronan Harris, head of Google's operations in Ireland, said a good reputation is essential to a company.
"In today's world, consumers will only transact with you if they trust you. Trust is a currency and reputation is a company's capital. We need to look at reputation not as an intangible asset, but as a sustainable competitive advantage," he said.
"Furthermore our good reputation is largely down to our people and the important role that they play in protecting and enhancing our reputation as a company, so the result is a culmination of good team work and as a business understanding what is important to our customers."
The study ranked each company on its score, representing an average measure of people's feelings for it.
The scores were statistically derived from four emotional indicators: trust, esteem, admiration and good feeling.
Three companies (Google, Boots and Kellogg's) achieved scores in excess of 80, placing them in a category of Excellent/Top tier.
Niamh Boyle, Reputations Agency managing director, said the study is the most comprehensive analysis of its type in the Irish market. "This year Google returned to the leading position it held in 2012 following two years where automotive companies BMW and Volkswagen had number one rankings," said Ms Boyle.
"This year's report shows that organisations operating in the retail sector were among those with the top reputations with five ranked in the top 20.
"Indigenous Irish organisations were also well represented in the top rankings with five listed in the coveted top ten positions."