Building the reputation of a company – no matter the size – is an extraordinary feat. For those that have made it to the top, it’s taken decades of dedication to become the most trusted brands on Earth.
Assessing how people feel about the world’s leading 100 companies, RepTrak has revealed the top 10 trusted brands for 2021.
More than 2,000 companies were analysed by the experts, where each was given a score between 0 and 100. Every score reflects how willing people are to buy or recommend a product as well as their overall trust in the brand.
How consumers feel and think towards businesses is all taken into consideration for the ultimate reputation ranking, which only considers corporate brands with global revenue above US$2 billion.
World’s most trusted brands 2021
The famous toy company took the golden position as the most trusted brand for 2021.
Not only was it the most trusted business, but it was also the only company to achieve an Excellent Reputation score of 80.4.
LEGO is no stranger to the top tier – it is the second year running in first position for the family-owned business.
“During a difficult year, we prioritised doing what’s right and lived our values,” says Niels B Christiansen, LEGO Group CEO. “We supported those in need and inspired children and families through play.
“Being able to have a positive impact on society motivates us every day.
“I’m very proud of everyone at the LEGO Group who contributed to us being recognised as the most reputable company for the second year in a row.”
Synonymous with iconic timepieces, Rolex closely followed in second place as one of the world’s most trusted brands.
With a score of 79.6, just 0.4 points away from obtaining an Excellent Reputation, Rolex has a solid reputation with the quality of its products.
Between 2016 and 2019, the watchmaker was ranked in first place for four consecutive years.
Known for its fast cars and Italian craftsmanship, Ferrari is among the world’s most trusted brands for 2021.
In third place, its financial performance and leadership capabilities determine how people value the car manufacturer.
Ferrari cemented its position with a score of 78.8 – closely following Rolex and LEGO Group.
The Bosch Group
The German multinational engineering and technology company has been named among the top trusted brands.
In fourth position, The Bosch Group received a reputation score of 78.1, reflecting how people perceive its products and services and financial performance.
And despite being in the Top 10 list for the past five years, this is the highest score The Bosch Group has received.
One of the most iconic US motorcycle companies is also one of the world’s most trusted brands.
Harley-Davidson jumped to the exclusive Top 10 club for the first time this year, moving a phenomenal 15 positions from 20th place last year.
While it’s the fifth most reputable company overall – with a score of 78.1 – it ranks in third position with the Boomer generation of people born between 1946 and 1964.
One of the leaders in professional imaging equipment is also a leader in reputation.
In sixth position, Canon was placed among the world’s most trusted brands due to its efforts in products and services and governance compared to the previous year.
The Japanese company received a Strong Reputation score of 77.6 by RepTrak.
As one of the most iconic sportswear brands in the world, it’s little surprise it doubles as one of the most trusted brands.
For the past five years Adidas has been included in the Top 10 list – this year in seventh position with a score of 77.6.
Its improvement across all areas of business as well as its leadership and governance are pillars of its strong reputation.
The Walt Disney Company
The US$130 billion-dollar company is just one of two companies to consistently be ranked among the most reputable top 10 businesses.
Simply known as Disney, the media and entertainment empire is the only one of its type listed with the leading trusted brands.
Despite receiving an overall score of 77.5, it is the only company to receive an Excellent Reputation score for financial performance.
For the eighth time, the American tech conglomerate has been regarded as a reputable brand.
Microsoft, which is worth more than US$1 trillion, is the only software company listed in the top 10 for 2021.
The successful business scored 77.1 overall, giving it a Strong Reputation.
The second Japanese company to make the top 10, Sony is among the enviable list of reputable brands.
Demonstrating impressive improvements in citizenship including how people view its environmental initiatives was one of the key reasons it was scored highly by RepTrak.
Sony completed the leading list for 2021 with a Strong Reputation score of 77.