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Chanel, Prada Among 100 Most ‘Reputable’ Companies, According to New Report

Rolex and Hermès were among the luxury brands to crack RepTrack's ranking of the top 100 most "reputable" countries. Christian Vierig. (Getty Images)

RepTrak, which uses a complex methodology to evaluate a corporation’s reputation across seven key categories, added several luxury brands to its 2021 ranking, more than any other year since the research firm began publishing the list a decade ago. In addition to Chanel and Prada, other newcomers included Burberry and Hermès.

To rank its top 100 corporations, RepTrak surveyed more than 68,000 respondents across the world’s 15 largest economies to gauge perception regarding a brand’s product and services, innovation, citizenship, performance, governance, leadership and workplace. Respondents were asked about their “willingness to buy, recommend or trust a company.”

To be considered, the corporation must generate at least $2 billion a year in annual sales and be familiar to 20 percent of those surveyed in each country.

Independent watch brand Rolex, ranked second, up from third a year earlier, was the only luxury label to crack the top 10. Sportswear giant Adidas also made the cut, ranked in seventh place — up from eighth in 2020. Levi’s, on the other hand, dropped to 14 from six a year earlier, with RepTrak citing higher brand scores across the board as the reason for the dip. (Levi’s score in 2021 was 76.6 out of 100, down just slightly from 76.8 a year earlier.)

As for why so many new luxury brands entered the list, RepTrak chief executive Kylie Wright-Ford said “emotional” brands performed particularly well during the pandemic. High net worth consumers also had less opportunity to spend money on travel and experiences, so they devoted more disposable income to luxury goods.

Here’s 2021′s Global RepTrak 100, with fashion, luxury and beauty-adjacent corporations bolded:

  1. LEGO Group
  2. Rolex
  3. Ferrari
  4. The Bosch Group
  5. Harley-Davidson
  6. Canon
  7. Adidas
  8. The Walt Disney Company
  9. Microsoft
  10. Sony
  11. Barilla
  12. Netflix
  13. Philips Electronics
  14. Levi Strauss & Co.
  15. Google
  16. Intel
  17. Samsung Group
  18. Danone
  19. Ferrero
  20. 3M
  21. Nintendo
  22. Nike, Inc.
  23. BMW Group
  24. Hyatt Hotels
  25. Pirelli
  26. Visa
  27. Rolls-Royce Aerospace
  28. BIC
  29. Spotify
  30. Kellogg’s
  31. HP Inc.
  32. Michelin
  33. Chanel
  34. PayPal
  35. Marriott International
  36. IKEA Group
  37. Goodyear
  38. Singapore Airlines
  39. Cisco Systems
  40. Henkel
  41. Volvo Group
  42. Natura
  43. SpaceX
  44. Bridgestone
  45. Under Armour
  46. Apple
  47. Mastercard
  48. Caterpillar
  49. Hewlett Packard Enterprise
  50. Colgate-Palmolive
  51. L’Oréal
  52. Deutsche Lufthansa
  53. Lavazza
  54. IBM
  55. The Estée Lauder Companies
  56. Tesla Motors
  57. The Kraft Heinz Company
  58. Panasonic
  59. Mars, Incorporated
  60. Mattel, Inc.
  61. Giorgio Armani
  62. Adobe Systems
  63. LVMH Group (Louis Vuitton - Moët Hennessy)
  64. Sanofi
  65. ALDI GmbH & Co. KG
  66. Toyota
  67. LG Corporation
  68. Hugo Boss
  69. Emirates
  70. Siemens
  71. Novo Nordisk
  72. Dell Technologies
  73. InterContinental Hotels Group
  74. Whirlpool
  75. Daimler
  76. The Hershey Company
  77. Honeywell International
  78. Costco Wholesale
  79. Electrolux
  80. Procter & Gamble
  81. Honda Motor Company
  82. Eli Lilly
  83. Burberry Group
  84. Prada
  85. Nestlé
  86. Hilton Worldwide
  87. Roche
  88. Hermès
  90. Kimberly-Clark Corporation
  91. Ralph Lauren Corporation
  93. Continental
  94. Bristol-Myers Squibb
  95. SC Johnson
  97. Unilever
  98. BASF
  99. Fujifilm
  100. Airbus

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