The Reputation Institute in Cambridge, Massachusetts has for some time been keeping track of how the world perceives its businesses. Their annual ranking of the reputation levels of major companies in both regional markets and the world has been invaluable to many quarters, and factors into these businesses’ future success.
LEGO undoubtedly is uber enough among multinational brands to be part of the Reputation Institute’s “RepTrak” lists. Last year they were the top reputable company in Europe, and the second in the world. This March, RI has publicized its 2019 RepTrak 100 list, and LEGO is revealed to still be going strong at second place.
Needless to say, The LEGO Group is pleased that they’ve maintained their record for impeccable corporate reputation in the eyes of the world. Their CEO Niels B. Christiansen says in a statement that their high public regard is due to the dedication of their employees to make LEGO the most trusted toy name for children.
Christiansen also made sure to mention how the company bounced back from an uncertain 2017 to become solid again in their latest annual results. He thus shared this momentous triumph will all LEGO employees for making the brand the best for many children, regarding toys.
Reputation Institute works out their RepTrak lists by considering respondents’ opinions on companies’ products/services, innovation, workplace, governance, citizenship (how well they work with their respective home nations’ governments), leadership and performance (obviously). Public respondents for RI come from 15 countries.
While LEGO is 2nd on the 2019 RepTrak 100, watchmaker Rolex is at the top spot. Following LEGO in ranking order for the top ten are Disney, Adidas, Microsoft, Sony, Canon, Michelin, Netflix and Bosch.