Highlights of the Top Five

Plus 94 Research rates TCRI organisations on nine reputation dimensions namely: financial performance, corporate communication, recognition, products and services, vision and leadership, workplace environment, Broad Based Black Economic Empowerment and Corporate Social Responsibility. These aspects are aggregated to a score of 31 and weighted to a total of 100. This is how some of this year’s TCRI top 5 organisations performed against these dimensions:

Samsung South Africa

Samsung South Africa is rated as the most reputable company. The key dimensions behind this rating are a strong financial performance, recognition and corporate social responsibility. Samsung South Africa outperforms its competitors and is recognised as an esteemed business that is committed to being a good and concerned corporate citizen. The company is perceived as one that has a top work environment and employees are happy to be working there.

Coca-Cola South Africa

Coca-Cola’s rating as the second most reputable company is a drop from its number one ranking last year. However, the drivers of its good reputation continue to include a positive perception of the quality of products and services, quality employees and clear communication and messaging to stakeholders. Coca-Cola continues to be a familiar and trusted brand, as 97% of respondents say they know the brand very well and trust the quality of its product and services.

Pick n Pay

Rated second in 2014, the giant grocery retailer has improved its 2015 rating of sixth place to third place this year. Pick n Pay is trusted by the public for its vision and leadership in the industry, and its ability to produce quality products and services. It is perceived as a company that is able to leverage market opportunities and comply with the requirements of black economic empowerment.

McDonald’s

A strong record of profitability is a key driver of McDonald’s reputation. It continues to outperform its competitors, ranking first on the reputation index for fast food outlets since 2013. Ranked fourth in this year’s top 10, McDonald’s is perceived to perform well financially, have the ability to successfully take advantage of opportunities in the market and attract good

employees.

Volkswagen (VW)

VW is perceived as having the ability to create and develop innovative products and services, and displays the qualities of a company with excellent prospects for the future. Rated fifth this year, good communication and being a renowned brand are key dimensions for VW’s reputation. With high levels of awareness, respondents perceive VW to be a familiar and trusted brand.

The awareness of the brand is a result of the effective use of multiple communication channels to share information with stakeholders.