Google and Sony have been ranked joint first in a major consumer poll to gauge the world’s most reputable companies – with Disney, BMW and Daimler completing the top five line-up.

The Global Reputation Pulse survey, conducted by New York head-quartered Reputation Institute, assessed the reputations of 600 companies across 32 countries, calculated by averaging perceptions of trust, esteem, admiration and good feeling.

Ranked from six to 12 were Apple, Nokia, IKEA, Volkswagen, Intel, Microsoft and Johnson & Johnson.

Dr Charles Fombrun, chairman of Reputation Institute, said technology has a powerful grip on the global rankings: "Companies like Google, Sony, Apple, Nokia, Intel and Microsoft have earned our trust and respect because they are all-pervasive solution-providers that affect our daily lives. Disney’s global mind-share as an entertainment provider is remarkable, as is the admiration with which consumers hold auto-makers BMW and Daimler/Mercedes-Benz. They are power-houses of reputation-building around the world." 

However, a brand which is highly regarded in one region, may not be viewed so well elsewhere – top-rated Sony and Google were consistently strong around the world, with Sony scoring among the top five in all regions and Google in four of five regions: Google did not make it into Asia’s top five.

Kasper Nielsen, managing partner of Reputation Institute, explained: "Companies often ask us whether we think they can export their home-grown reputations to other countries. Based on this study, the answer is a qualified yes.  Some have done it, but most have not fared as well abroad as they could. 

"It clearly suggests that the same communication strategies used in one country will not always succeed in another. In our reputation analyses, we find that what matters most to consumers can vary widely from one country or region to another. But universally it pays off to build reputation. So, companies must identify what people are expecting from them so they can identify areas to focus on in order to earn the support of consumers."