Firms rewarded for taking a stand

Air New Zealand has the best business reputation in the country.

Colmar Brunton’s latest Corporate Reputation Index, which measures businesses by perceptions of social responsibility, fairness, success and Kiwis’ trust in them, has been released.

The airline came first for another year, followed by Television New Zealand, Toyota, AA Insurance and Z Energy.

Colmar Brunton chief client officer Sarah Bolger said the big winners were companies that were a key part of Kiwis’ lives.

‘‘Businesses that can offer a really positive, distinctive and meaningful customer experience are more likely to perform strongly in their reputation. These experiences are the foundation to strong customer relationships and that in turn builds trust.’’

The index is compiled in conjunction with public relations firm Wright Communications. Managing director Nikki Wright said this year’s index highlighted the value in firms being seen to be taking a stand and ‘‘doing the right thing’’.

Countdown, which has taken a strong lead on plastic bags, moved into the top 20 for the first time.

Silver Fern Farms jumped to 12th place. ‘‘Silver Fern Farms’ farm-toplate brand story responds to the increasing impact of sustainability on Kiwis’ purchasing behaviour,’’ Wright said.

Bolger said Colmar Brunton had been running the index for four years and noticed companies with strong reputations, built through good corporate citizenship, reaped rewards in multiple ways. ‘‘Not only do they achieve a stronger market presence with distinct competitive advantages but they are also able to withstand crises as a result of deep consumer relationships built on unflinching trust.’’

The top 20

Air New Zealand, TVNZ, Toyota, AA Insurance, Z Energy, Pak’n Save, Fisher & Paykel, The Warehouse, New World, Auckland International Airport, NZ Post, Silver Fern Farms, Genesis Energy, Mercury, Spark, Kiwibank, ASB, DB Breweries, Meridian Energy, Briscoes and Countdown (20th equal).