We were glad to read that research from the Reputation Institute tallies with results from the Civil Branding Survey, finding that people want companies to prove that they care about society. Furthermore, the Civil Branding Survey found that people rated customer and employee happiness as more important business priorities than providing innovative products and services, with environmental responsibility rated below this.

The Reputation found a significant correlation between the strength of a company’s reputation (according to the four indicators: trust, esteem, admiration and good feeling) and willingness to recommend. The good feeling indicator seems to be highly relevant to the Civil Branding approach, and we have found that socially-progressive narratives have a feel-good effect alongside increased meaning and dialogue around a socially-progressive idea, increasing a brand’s connection to the wider world.

We were a little perplexed about why b2b companies like WPP, TNS and BAE Systems are included here as this seems to be a consumer survey. Anyway, we welcome the findings.

http://www.brandrepublic.com/Discipline/Advertising/News/911066/British-consumers-rank-top-50-companies-reputation/#comments