These Companies' Reputations Precede Them

The Reputation Institute (yes, such a thing exists) have just released their rankings of the "most reputable" companies in the world based on surveys of locals feelings of trust, esteem, admiration, and good feeling towards different companies. The most reputable company is a pretty big shocker: Ferrero, the Italian chocolate company. The company that make those little hazelnut balls you can buy at the cash register is the greatest company in the whole wide world. I wonder if, perhaps, it is because they make delicious chocolate? That certainly helps my good feeling towards them.

The full top 10 are:

Ferrero

Ikea

Johnson and Johnson

Petrobras (a Brazilian energy company)

Sadia (a Brazilian frozen food company)

Nintendo

Christian Dior

Kraft Foods

Mercadona (a Spanish supermarket chain)

Singapore Airlines

Apparently, they like their large conglomerates a lot in Brazil. Not surprisingly, the companies that dropped the farthest on the list were financial companies. Both AIG and Goldman Sachs took big hits. GOOD was not included. We are, it seems, a company of disrepute.