Eduardo González
Google leads the ranking of the companies with the highest reputation in Spain, made by the Reputation Institute and in which no company with mainly Spanish capital appears in the top ten positions.
“The reputation of companies is to do things well, know how to communicate them and get others to speak well of them”, explained Fernando Prado, head of Reputation Institute for Latin America and Iberian Peninsula, during the presentation of the results of the Reptrak® Spain 2019 study, held at the Roca Gallery in Madrid.
The study, a ranking of 157 companies that was developed between January and February of this year and based on the opinions of almost 9,000 consumers, highlights that the average reputation of companies has improved in Spain and that the sectors that enjoy greater reputation are those of technology, food and automotive. At the other extreme, the weakest reputation corresponds to the financial sector, airlines and telecommunications.
The ranking is headed by Google, Sony and BSH, in the case of the former thanks to its reputation in such important dimensions as the supply of products and services, innovation, leadership and financial results. Apart, Prado said, “there is no Spanish company in the top 10 ranking”. The first company with Spanish capital is, once again, Central Lechera Asturiana, which is in nineteenth position.
The two companies that have increased their reputation with respect to last year are Freixenet and Bankia. In the case of the first, according to Prado, this increase in more than 11 points is due, especially, to the fact that the company “has openly positioned itself in the conflict in Catalonia against separation”. In the case of Bankia, the increase starts from “some tiny indicators” and maintains a reputation still weak, despite a large increase of thirteen points. The companies that have fallen more this last year have been Ryanair and Amazon, in both cases for work reasons.
Google also figures prominently in the dimension of corporate social responsibility (CSR), which is of great importance to Spanish consumers to the point of representing at least 42.5% of the reputation, two percentage points above the international average. “Spanish consumers are especially sensitive to issues related to corporate social responsibility”, explained Fernando Prado. The companies perceived as most socially responsible are: BSH Electrodomésticos, Google and ONCE.
