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Toyota, Rolex and Bosch took the first places in the ranking of foreign companies with the best reputation in Russia. The authors of the rating, analysts from the Reputation Institute, are sure that the reputation of companies in Russia and in the rest of the world is perceived in completely different ways.

The rating of foreign companies with the best reputation in Russia prepared for Forbes according to the Reputation Institute (RI) in 2019 was headed by the Japanese automaker Toyota. Together with it, the Swiss watch company Rolex and the German Bosch are in the top three. The leader of 2017 - Volkswagen - turned out to be the ninth in the ranking of this year (in 2018 it was 12th), and the Japanese Sony dropped from the first line in the ranking of last year to the 5th.

In the aviation sector, the reputational leadership has been held by Lufthansa for three years, in the financial sector by Visa, and in the entertainment sector by The Walt Disney. Toyota (automotive), Rolex (consumer goods), ExxonMobil (oil and gas), Lavazza (food and beverages), Hilton Worldwide (hotels), 3M (industry), Pfizer (pharmaceuticals), IKEA (retail), Intel (high technology) and DHL (logistics) took the first places in their sectors.

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If we talk about the reputation of business sectors, then the first place is occupied by the automotive sector, followed by consumer goods and high technology. The last places are taken by finance, transport and energy. Two payment systems (Visa and Mastercard) and HSBC were in the top 100 companies with the best reputation in Russia, while global investment banks Goldman Sachs, JP Morgan and Morgan Stanley were not ranked.

The last place in terms of the reputation of sectors in Russia in 2019 was occupied by entertainment and media. The Walt Disney Company (No. 44) and Netflix (No. 73) were among the top 100 most respected companies.

At the same time, in the global ranking of companies with the best reputation, published by RI in March, The Walt Disney Company was on the third line, and Netflix topped the similar US rating in April.

“The significance of intangible assets is growing throughout the world and today reputation management is the responsibility of top companies,” as the co-founder and vice-president of RI, Cornelius van Riel, stresses.

Today, one failure is enough to hurt the company's reputation. The result of the incident at the basketball match of the US student league, when the shoe of the rising star Sion Williamson broke, was not only a player's injury. The very next day, Nike shares fell by more than 1%, the company's market capitalization fell by $ 1.46 billion. In the world RI 2019 rating, the company dropped from 12th to 15th place.

In Russia, this does not work. There are regional peculiarities in the perception of companies in Russia and in the rest of the world. In the ranking of the most respected foreign companies in the Russian market, Nike retained 11th place.

The Reputation Institute has been preparing an annual corporate reputation survey since 2006. In Russia, the calculations are made by the consulting company EmCo (exclusive representative of RI).

When compiling the reputation rating of foreign companies in Russia, more than 7,000 people were polled. They were asked about the activities of 143 companies selected by size and fame. The questions concerned the person’s emotional attitude towards the company (trust, respect, admiration, goodwill), perception of its activities (products, innovations, working conditions, management, leadership, efficiency, responsibility) and supportive behavior (including readiness to buy the company's product). Survey participants rated companies according to different criteria on a 100 point scale. An average above 80 points means an excellent reputation.