Wednesday 19 June 2019

Domestic firms take back seat as BMW tops 'most-trusted' list

Peter Flanagan

BMW is the most reputable company in Ireland, according to a new study.

The annual RepTrak study from public relations firm Corporate Reputations found the German car maker is the most trusted brand in the country, ahead of Apple, Google, Volkswagen and Toyota.

The report is compiled by the Corporate Reputations and the Reputation Institute. It measures the reputations of 100 firms in Ireland based on more than 14,000 consumer ratings from members of the public.

Companies are ranked based on how much they are admired and trusted, and how good the public feels about them generally.

Companies are also rated across a number of areas such as the perceived quality of their leadership, innovation, governance, workplace, performance, citizenship and innovation.

Tanaiste Eamon Gilmore, who revealed the winning companies at a lunch in Dublin, highlighted Ireland's improvements in its own reputation over the past few years.

"Part of that is attributable to the calibre of the work being done here both by indigenous and multinational companies, including those highlighted in this study," he said.

"We are getting the message out worldwide that Ireland is a place where great businesses do great business. This study, which recognises some of those companies and the importance of their innovation and responsible leadership, is very welcome," Mr Gilmore added.

Corporate Reputations managing director Niamh Boyle said it was no coincidence the likes of BMW and Apple had come out on top.

"The best companies in Ireland don't leave their reputation to chance. They ensure that reputation management is an integral part of their business strategy and they work systematically with their stakeholders and customers to ensure that reputation decision-making remains to the forefront.

"Because of this, these companies are seeing the business benefits that reputation can bring," she added.

Superquinn was the highest ranked domestic business, coming in 10th overall, followed by Cadbury and Kerry Group.

Unsurprisingly, given the horsemeat scandal, the food sector is no longer the most trusted industry in the country. It has been replaced by the motoring sector in the top slot.

"Companies recognise the value of a strong reputation, but they are facing challenges that a majority are not prepared to meet," said Niamh Boyle. "Their number one challenge is the lack of a structured process for integrating reputation-based decision-making into their business planning," she added.

Accepting his company's award, BMW Ireland's sales and marketing director Michael Nugent said the gong vindicated his company's "investment in Ireland".

The public face of our brand is our dealer network and their team of more than 350 employees. Being in first place in the RepTrak survey is a great endorsement of their efforts.

Irish Independent

Also in Business