Just as with RepTrak 2012, Canon and Sony continue to be the only two Japanese companies in the Global Top Ten, with Sony falling from #2 to #6 and Canon up one place from #9 to #8. Apple and Volkswagen have dropped out of the top 10, with Rolex and Nestle replacing them.
The survey is based on 55,000 interviews with consumers in 15 countries, for 100 companies who have above average reputation in their home market 2006-2012, a global footprint in production/distribution and a high familiarity with consumers in 15 countries. Companies are scored on responses as to whether the consumer would buy the product, recommend the product, welcome in their community, would work for, would invest in the company.
Canon and Sony have both maintained their RepTrak Pulse Score at the same level as 2012, but all other Japanese companies have seen their scores fall from last years’ levels. Yet again Sony gets all its love from Europe. Asian consumers favour BMW, Microsoft, Rolex, Disney and Apple.
There are twelve more Japanese companies outside the top ten:
- Bridgestone is at #28 (up from #34, but actual RepTrak Pulse Score is down from 73.35 to 71.88)
- Panasonic #32 (down from #14)
- Honda #35 (down from #22)
- Nintendo #36 (down from #32)
- Toyota #37 (same as 2012)
- Toshiba #55 (down from #52)
- Fujifilm #59 (down from #43)
- Sharp #73 (down from #68)
- Nissan #83 (down from #62) Biggest fall in rank and score.
- Suzuki Motor #85 (up from #88 but RepTrak Pulse Score has fallen from 67.34 to 65.53)
- Hitachi #89 (down from #79)
- Fujitsu #96 (down from #85)
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