Experts are sure: the reputation of the manufacturer affects the consumer’s desire to buy something even stronger than the characteristics of the product itself.

A recognized expert in the field of reputation management, the Reputation Institute annually publishes a rating of companies that enjoy special trust among consumers. This year, Reputation Institute specialists surveyed about 47 thousand consumers from 15 countries. Today we offer to get acquainted with the participants Top 10 most respected brands in the world.

The criteria for evaluation were such emotional categories as respect, trust, admiration and just a good attitude to the company.

10. Lego

- the most respected toy brand in the world. The manufacturer of the cult designer earned 76.35 points according to consumer estimates. And although the brand lost 2.91 points over the year, Lego is trusted by millions of customers.

9. Canon

earned 76.98 points, becoming one of the most respected manufacturers of photographic equipment and other electronics. In contrast to the bankrupt concern Kodak, which now only loses its position in the ranking.

8. Volkswagen

scored 77.04 points based on the results of the vote. German car brands have traditionally been at the forefront of consumer respect.

7. Microsoft

first hit the top ten most respected brands in the world. It is likely that the fact that the company no longer looks like a malicious monopolist in the software market has had a positive effect on consumer confidence.

6. Google

two years ago it occupied the first line, however, today it could not even enter the top five. The concern scored 78.05 points based on a consumer survey.

5. Apple

earned 78.49 points, becoming the most respected brand in the field of IT and telecommunications. Last year, the company was rated 1.29 points higher, but it was placed in the final rating only on the ninth line.

4. Daimler

- Another of the three automakers that are in the top ten. The manufacturer of prestigious cars of the Mercedes-Benz brand scored 78.54 points in a consumer vote.

3. Walt Disney

closes the top three ranking leaders, gaining 78.92 points. Compared to last year, the legendary brand lost ground somewhat, losing 0.58 points. Disney had the most fans in Japan, Russia, Australia, Italy and the UK.

2. Sony

ranks second in the ranking with a score of 79.31 points. The corporation received the lowest rating in South Korea, where Sony occupies only the 50th line. Koreans are more likely to respect their own electronics manufacturers.

1. BMW

- the most respected brand in the world. The car concern received 80.08 points out of 100 possible. By the way, BMW is one of the few companies to strengthen its position in the consumer confidence rating. Compared to last year, the final score increased by 0.65. Experts note that the position of the German automaker is strong not only in the domestic European market, but also in the USA, Canada, Japan and China.

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