Each year, the Reputation Institute puts out its annual Global RepTrak 100 – a detailed annual study that ranks the 100 most famous and popular organizations in the world. You know reputation institute is a leading “data, analysis and insight platform that drives global companies to build credibility around the world.”
Complex metrics are included in compiling the list, and “companies that elevate positive ideas of the enterprise, prioritize corporate duty, leverage bold leadership, are ethical, speak to the corporate brand purpose, and engage market influencers” are the ones that come out on top, according to RI’s Chief Reputation Officer Stephen Hahn-Griffiths. The latest list has just been released, with Rolex reproductions topping the list for the fourth year in a row as the world’s most reliable company.
The only watch company in the top 9 was fake Rolex, the only wonder goods company in the top 10, and the only Swiss company in the top 10. Hahn-Griffiths points out in a Forbes article that many companies were ruined by bad press and corporate scandals this year, making something of a “reputation regression” bordering on a reputation recession that influenced the likes of Nike, Facebook, and Google.
Of course, Rolex is never immune to any controversy, even if the brand is unfavorably branded in circumstances or news events beyond its control. One key attribute of the world’s most famous companies, according to the Reputation Institute, is transparency, which has never been Rolex’s outstanding suit. However, this does not seem to have hurt their ironclad reputation in the least.
Hahn-Griffiths says that Rolex’s practice of sponsoring both accomplished “testimonee” figures and high-profile events has helped keep their reputation golden. “best replica rolex is reputation is associated with symbolic spokespeople who become manifestations of the brand and reinforce quality with integrity,” Hahn-Griffiths tells Forbes. The net perception is that “they’re successful and making the world a better place.”
Rolex’s client list includes federer; Filmmaker James Cameron — who has a coveted model of a Sea Dweller named after him; Skiing, lindsey Vonn; Racing legend, Sir Jackie Stewart; And so on. No other brand can match the number and prestige of its brand ambassadors, and Rolex’s extremely effective advertising campaign emphasizes the iconic and fundamental timeless nature of its design, which certainly helps.