Adidas ranked sixth on the 2021 Global RepTrak 100, the highest among companies in the active lifestyle space. Nike was 22 and Under Armor, 45.

Among other apparel and fashion brands, Levi Straus was 14; Hugo Boss, 68; Burberry, 83; Prada, 84; Hermes, 88; and Ralph Lauren, 91. Among retailers, Ikea was 36; Apple, 46; Aldi, 65; Costco, 78; and Amazon, 92.

The findings are based on an analysis of data points organized into seven key drivers of reputation — Products and Services, Innovation, Workplace, Governance, Citizenship, Leadership, and Financial Performance.

The 2021 Global RepTrak 100 represents the first comprehensive, post-pandemic study that evaluates the global events’ impact on company reputations and brand promises. Its ranking is based on 68,577 respondents collected worldwide across the 15 largest economies through online surveys. The data for the survey was collected from December 2020 through January 2021.

Key takeaways include:

  • There’s No Such Thing As A Bad Time To Focus On Reputation In a year when a “super-spreader event,” “social distancing” and “doomscrolling” entered the popular lexicon, the outlook for corporate reputation was uncertain. With a global pandemic, financial crisis, racial unrest, and multiple continents on fire simultaneously, there were many ways that companies could go wrong. Instead, the Top 100 emerged with stronger reputations.
  • When It Comes To Reputation, Go Big Or Go HomeImproved Reputation scores across the board meant it is much harder to boost your reputation relative to your industry and competitors. In 2015, an “average” Reputation Score of 65.4 could get you into the Top 100.
  • Reputation Management Isn’t A “Set It And Forget It” InitiativeThere were 18 new entrants to the Top 100 who shook things up and one of the reasons companies declined in its 2021 ranking.

The full report can be found here.

Logo courtesy RepTrak