Reputations What are the boutique stars?

The Top Companies Reputations Index (TCRI) is split into two – the main output consists of the overall top 50 companies selected on account of being the 50 highest advertising spenders in the country.

While this is generally speaking a good indicator of a company’s market importance, there are obviously many companies who don’t have enormous advertising budgets that are significant to the market. These are the boutique stars of the index.

The boutique stars are selected from amongst the most important strategic sectors, from retail to pharmaceuticals and ranks reputation performance regardless of advertising spend.

Furthermore, these companies had a sample size of less than 30 respondents.

Plus 94 Research chief executive officer Sifiso Falala says that sample size is not necessarily an indicator of better reputation ranking.

There are many boutique stars who scored very highly amongst a smaller group of respondents, and big companies with strong visibil- ity that did poorly. Many boutique stars like Allan Gray and Procter & Gamble are already household names in their respective industries, and many others are poised to become significant players in the reputations rankings in future years.