JB Hi-Fi has taken top spot in the 2016 Corporate Reputation Index, representing the second time in three years it has taken line honours in the Index.
The retailer ousted Toyota (which ranked first in 2015), and Samsung to rank highest for its reputation according to the research, which is part of a global study conducted each year by research consultants AMR in conjunction with the Reputation Institute. In addition to measuring overall reputation, the study also measures how Australians feel about each company on the seven individual drivers of reputation; Products & Services, Innovation, Workplace, Citizenship, Governance, Leadership and Financial Performance.
Harvey Norman rose from 26 last year to rank 20th overall this year.
The Good Guys, slipped from 12th place in 2015 to rank 16th overall in 2016. It previously ranked 6th in 2014. Myer’s reputation remained static ranking 21st overall for the second year running.
AMR’s Managing Director Oliver Freedman said the research showed that Australian consumers not only rated JB Hi-Fi’s products and services highly, but ‘felt it was a good corporate citizen’ that treated its employees well.
“This research shows that respect for an organisation is developed well beyond the perception of getting a good deal in a retail environment,” he said. “Being a responsibly-run company that is open and transparent, and treats its employees well is also vitally important to Australians when it comes to overall reputation.”
Woolworths showed the biggest fall in overall reputation in this year’s Index; down from 17th overall in 2015 to rank 40th in 2016. Freedman said the change could be attributed to public awareness of financial issues, including the future of the Masters brand, teamed with ongoing public discussion about whether it was losing the battle against Coles and Aldi.
“Woolworths has really struggled in the individual measurements of Leadership and Financial Performance in particular this year,” he said. “In the past its overall financial performance helped maintain a strong reputation. But once this started to decline, there was not enough reputational capital to avoid a very large loss of trust among the Australian public.”
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