Many of the companies at the top of the Reputation Institute's list of the companies with the strongest global reputation have one thing in common, Laurie Burkitt reports. They are innovators. Google
and Sony rank No. 1 and No. 2, respectively, and other companies with eye-catching consumer products in the Top 10 include Apple (No. 6), Ikea (No. 8) and Intel (No. 10), whose semiconductors power
cars, computers and televisions. "Innovation is a powerful tool for reaching consumers," says Reputation Institute managing partner Kasper Nielsen.
Another way to excel
internationally is by establishing a sense of prestige around your brand and appealing to consumers' emotions as BMW (No. 4) and Daimler (No. 5) have done. A chart accompanying the article lists Coke
and Procter & Gamble at surprisingly low positions -- No. 25 and No. 27, respectively.
"Global reputation is really difficult, but future growth will come from international markets,"
Nielsen says. "Companies need to know how to build trust outside of their own homes."
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