Bad companies. Russian companies with the best and worst reputations are named

We continue to take stock of the past year. These brands certainly stood out above the rest: they made people talk all year long and have a lesson or two for us all.

Let's start with the five winners:

1. Uber: from taxi to technology

Uber deserves to be included on the list for the way it is changing the way we approach transportation. Its revolutionary business model attracts tens of millions of drivers and passengers. He persists in overcoming resistance at levels small (like Chicago airports) and big (hello, Indonesia!). But in fact, it was so high on the list because of less noticeable innovations. Among them - mobile applications, the use of self-driving cars and a partnership with the robotics department at Carnegie Mellon University. Lately, it seems as if Uber is implementing one of Google's plans to seize global domination (not surprisingly, Google is the company's main investor).

2. DraftKings: Bet on Nerds

3. Xiaomi: the flagship you may have never heard of

The young electronics brand is conquering Asia and is now the third largest smartphone maker in the world after Samsung and Apple. It is also the world's most valuable technology startup. The company, whose inspiring mantra is “Always Believe Something Great Will Happen,” made the list for its rapid growth, including as a wireless provider, as well as expansion into Taiwan, Hong Kong, Singapore, Malaysia, Philippines, India and Indonesia.

4. Under Armour: World's Fastest Growing Tech Brand?

What is Under Armor - a sports, fashion or technology brand? Answer: both, and the other, and the third. Under Armor (NYSE: Under Armor) is growing faster than Nike and Adidas and is on track to reach a $20 billion market cap in less than 10 years. The company continues to innovate to help athletes achieve peak performance through the use of new technologies in sportswear.

With an investment of more than $700 million to acquire fitness apps MapMyFitness, MyFitnessPal and Endomondo, Under Armor controls the largest digital fitness platform in the world. More than 60 million users open one of its apps at least once a month. Will Google knock on the company's door?

5. Star Wars: An Intergalactic Marketing Monster

Yoda once said, “The future cannot be seen,” but we disagree. We are ready hold bet that " star Wars: The Force Awakens is the closest thing to Hollywood's ideal creation. This is the first new film in the series in ten years, and it brings back characters that were almost forgotten, including Princess Leia and Chewbacca.

Although Apple modestly claims that sales have begun to pick up, the product's launch was not very successful. And, as it turned out, most of sales came from a cheap sports model, not from standard option. Do you remember that model in gold for 10 thousand dollars? Anna Kendrick aptly dubbed her “the new

What brands do people trust unconditionally? Which companies are associated with reliability, quality and trends? Whose reputation is so pure that it allows you to be in TOP 10 one of the most prestigious ratings of brands loved by consumers?

Today we will get acquainted with the rating compiled according to the “Reputation Quotient” study, which has been conducted annually since 1999 by specialists from Harris Interactive, an American research company, professionals in the study of public opinion, sociological and marketing research. It is a world leader in its field, and the reliability of the data is beyond doubt.

The most recent survey, conducted in December 2015, included more than 23,000 U.S. adults. And everyone knows that Americans know a lot about reputation: how to improve it and how to call it into question due to any, even the most insignificant, mistake of the company.

What affects reputation?

During the study, we studied in detail 6 factors, forming corporate reputation:

1. Social responsibility

• Friendly image
• Environmental obligations
• Social obligations

2. Ideals and leaders

• Market Opportunity
• Management level
• Vision of the future

3. Financial indicators

• Competitiveness
• Income level
• Risk for investors
• Growth prospects

4. Products and services

• Quality
• Innovation
• Price

5. Emotional appeal

• Perception
• Admiration and respect
• Reliability

6. Employer status

• Employee Rewards
• Comfortable workplaces
• Professionalism of the employee

TOP 10 companies with the best reputation

2016 Reputation Quotient Ratings from Harris Interactive

1. Amazon
2. Apple
3. Google
4. Walt Disney Co
5. Publix
6. Samsung
7. Berkshire Hathaway
8. Johnson & Johnson
9. Kellogg Company

Amazon takes the crown not for the first time and quite deservedly so.

By the way, this year the founder of Amazon, 52-year-old Jeff Bezos, was in fifth place on the list richest people world according to Forbes with a fortune of $45.2 billion Despite this figure, Amazon has always promoted savings. In a message to shareholders five years ago, Bezos declared war on excess spending:

“The better we optimize costs, the more attractive prices we can offer consumers.”

And, indeed, people are satisfied with the company and are devoted to it with all their hearts, which has been confirmed by not a single study.

Second on the list of leaders are everyone’s favorite Apple. Although there have been many scandals over violations of privacy and confidentiality laws, people trust the brand.

Not long ago, Apple significantly strengthened the security of the iPhone. After former US intelligence officer Edward Snowden released classified materials about mass surveillance of citizens around the world by US intelligence agencies in 2014. Despite the fact that some of the violations have been confirmed (incidents have occurred since 2008), the public justifies Apple: “Who will refuse the FBI’s demands?!”

To get a complete picture, it’s worth looking at the entire list of companies included in TOP 100.

For example, that, despite all its “un-Americanness,” the favorite among automakers has become Honda(17). Followed by Audi(29) and BMW(33). And already behind them is the American Ford(50), which, oddly enough, turned out to be higher than the US market leaders - General Motors (81) and Toyota(63). Well, the TOP 100, until recently beloved by Russians and Europeans, closed Volkswagen. As you can see, Americans praise their native auto industry, but do not spoil it very much.

There are also several positions in the fast food sector unexpected. If advance Coca-Cola(18) companies Pepsi(59) at 41 steps it was still possible to predict, then the loss McDonald's(84) networks Burger King(79) was unpredictable. Is it really all marketing moves McDonald's loyalty efforts were in vain? Apparently, neither beliefs about freshness, nor disclosure of ingredients, nor children's parties in restaurants are helping to restore the former greatness. Or maybe we just shouldn’t waste words?..

Not so long ago McDonald's launched in the USA New Product– crispy “Mozzarella sticks” made from “100% real mozzarella cheese.” Less than a month later, a lawsuit was filed by Chris Howe, who stated: “These snacks contain 3,76% starch, which contradicts all existing standards (cheese should not have any impurities),” with which the company categorically disagreed. Following Chris's demands for justice and reparations in $5 million, The Internet was overwhelmed by a wave of content from similarly deceived users. Many Americans, including celebrities, began to boldly publish photos and videos confirming not only the low quality of the cheese, but also its complete absence!

Of course, not all brands indulge in such “pranks,” but many, even the most attentive ones in relation to their products and services, ended up in the ranking lower than they could have been. How else can you ruin a company's image?

What harms your reputation?

Typically, a company's name takes a hit when the public becomes aware of dishonesty or fraud on the part of a brand. Also, the attitude towards the company is influenced by the safety of purchases and the safety of personal data of consumers.

• Inaccurate information about products and services 80%
• Violation of norms and laws by company leaders and CEOs 80%
• Violation of laws on non-disclosure of personal data 74%
• Recall of products containing defects and malfunctions 66%
• Unsatisfactory service, lack of service culture 64%

The most spectacular failure

Let's return to what was already mentioned Volkswagen and let's figure out why it's at the very bottom of the list.

Due to problems recent years, in 2016 the Volkswagen Group lost ground on 20.5 points. The reason for this was the famous "diesel scandal": the automaker falsified the results of testing cars with a diesel engine for emissions of harmful gases into the atmosphere. The company had to pay claims and recall its cars.

Volkswagen's presentation at the Geneva Motor Show was interrupted by British comedian Simon Brodkin suddenly appearing on stage wearing a mechanic's overalls with a wrench and a box labeled “deception device.”

Rationale for ratings

Most often, positive scores are based on the emotional appeal and affordability of the product. Low grades are mainly associated with an unsatisfactory level social responsibility companies.

The average social responsibility scores of the 4 leaders decreased compared to the overall scores by 4.82 . This suggests that even well-loved brands are becoming less consumer-friendly.

The average ratings of emotional and financial attractiveness of the 10 leaders increased by 9.25 And 8.74 points accordingly. So, apparently, brands are trying to win customer loyalty with flexible pricing policies and marketing promotions.

Brand research and information exchange

Buyers actively make inquiries before making a purchase or deciding to become an employee of a company. This is especially true for the so-called “client elite”, which has:

• prestigious education
• permanent job
• regular social and cultural activities
• certain moral attitudes and values.

In contrast to the elite, marketers, based on the concepts of sociology and political science, highlight “ masses” (public, general public). This segment is numerous, but less demanding, selective and aware of real life brands.

• Cognitive activity aimed at studying companies among the elite is 72% , while the masses 52% .
• Cooperation with a brand after studying it will turn out to be 57% representatives of the elite and 37% the general public.

Summarizing all that has been said, we can conclude that for global corporations, in addition to the conversion level, reputation is of great importance. It is extremely difficult to earn it, but you can lose it overnight, because today every consumer will share his indignation with the whole world. Therefore, in 2016, most companies, both small and industry leaders, are intensively investing in programs to increase customer loyalty and product quality.

Despite the fact that we live in an age of brands, not products, quality is what should be a priority any business.

Gazprom has the worst reputation, Euroset has the best reputation

Gazprom is the company with the worst reputation in the business environment, according to the results of a W-City community research study. The company does not care about its image at all and occupies the niche of a “celestial being,” they say in the business environment. Best Reputation from the Euroset company.

Experts from the W-City community research group, together with the Bureau of Current Global Sociology, surveyed more than a thousand representatives of the middle class from Moscow and St. Petersburg to find out how the reputation of leading national business structures (including those with government participation) changed in 2010 ).

The Reputation 2010 rating, in particular, is based on the trust respondents have in the company featured in the survey. In addition, the results of the study are based on how the image of a particular structure is perceived by representatives of the business community who enjoy trust in their environment.

Thus, the state concern Gazprom received the largest number of negative ratings - it took first place among companies with a negative reputation in the business environment. As Timofey Surovtsev, head of the w-city.net portal, explained, “the company has an ambiguous reputation. According to respondents, it does not improve it at all, and does not consider it necessary to work with public opinion, it is not socially oriented." According to the expert, in the minds of most people the company occupies the position of a “celestial being.” “Companies that distribute natural resources that belong to all citizens of the country through non-public schemes, as a rule, do not have a good image,” notes interlocutor site.

“There is an excellent English proverb - “Without publicity there is no prosperity” (Without publicity there can be no economic prosperity), - marketing and PR specialist Konstantin Goloshchapov comments on the results of the rating. - Of course, such giants as Gazprom or Transneft "The 1st position from this proverb is not needed at all, since with the 2nd position everything is always in perfect order. At our expense, really."

Companies with a negative reputation:

Good reputation

Among the companies that received the largest number of positive ratings, the cellular retailer Euroset took first place. “The reputation of a company is very often linked to the reputation of its leader, and this is just such a case. The results of the study indicate that the business community sympathizes with the retailer’s ex-co-owner Evgeny Chichvarkin. The scandal associated with Euroset benefited its reputation.” , notes Timofey Surovtsev.

Let us recall that in November 2010, the jury of the Moscow City Court unanimously found the defendants in the Euroset case, whom the investigation accused of kidnapping a freight forwarder, not guilty. Later, in January 2011, Supreme Court confirmed the acquittal, and . Now "Euroset" on Londonskaya stock exchange.

Companies with a positive reputation:

Meanwhile, companies that appear in the negative part of the reputation rating have more than once been included in various global ratings of companies. Sberbank is in the top 100 expensive brands in the world according to Brand Finance, as well as among the 20 most valuable global banking brands; the magazine estimated its value at $12 billion.

The brands of Gazprom and Rosneft also appeared in the ranking, although only in its tail. Gazprom took 208th place, Rosneft - 370th.

And two companies from the “positive” part of the reputation rating, along with Apple and Facebook, were included in the 50 most innovative companies in the world according to Fast Company. Thus, Yandex took 26th place, Kaspersky Lab - 32nd.

But not a single Russian player was included in the global ranking of companies with the best reputation according to Fortune magazine.

Found a typo? Select the text and press Ctrl + Enter

Bernard Heath rightfully heads the list of failed CEOs: he has not yet managed to do anything in his new post, but Heinz's largest partner, the McDonald's fast food chain, has already refused to cooperate with the sauce manufacturer. Heath became the head of Heinz in April, three years before that he headed Burger King Worldwide, McDonald's main competitor in the American market. It was Heath's past place of work that prevented Heinz's largest partner from continuing to work with the company.

Stephen Elop was hired at the end of 2010, it was planned that he would save Finnish Nokia from stagnation and give the company new impetus. The company really received a powerful boost of energy from the new CEO, but instead of rapid development, it quickly lost even its existing shaky positions. It all started with Elop's first speech, entitled "The Burning Platform". An inspirational speaker, Elop compared his new company with a man standing on the edge of a burning oil tanker. The speech was intended only for Nokia employees, so Elop did not mince words. His example teaches us that in the era of smartphones and mobile internet any production meeting may become public knowledge. Later, Elop himself admitted: the statement that leaked to the network crippled Nokia’s sales on the Symbian platform.

In the two years that Elop was at the helm, Nokia lost 26% of the market and became the subject of a disastrous deal with Microsoft. Division producing Cell phones, was estimated at only 5.44 billion euros.

Johnson was Apple's Senior Vice President of Sales and was considered one of the the best specialists in branch. In particular, he was responsible for the launch Apple Store. In early 2012, he headed the Texas department store chain J.C. Penney Co. He planned to change the company's business strategy, make pricing policy more transparent.

But it turned out that customers love sales, and turning an old department store into something like an Apple Store is not so easy: shares begin to fall, investors become nervous. In February, the company announced that its losses for the fourth quarter of 2012 amounted to $428 million. And two months later, Johnson was replaced by longtime director Myron Ullman, who had led the company since 2004.

Diamond began his career teaching at a business school. Since 1977, he worked at the investment bank Morgan Stanley, and in 1996 he became a member of the executive committee of Barclays Bank. After 15 years, he was appointed CEO.

On July 2, 2012, the head of the company's board of directors announced that one of the employees was involved in market manipulation with the interbank lending rate Libor - because of this, Barclays will have to pay a fine of 59.5 million pounds. Diamond resigned the next day.

The co-founder and head of the gas corporation Chesapeake Energy was recognized as the highest paid CEO in America in 2008: his salary was $112 million. At the same time, he actively used the company’s capabilities for his own purposes. In particular, he borrowed half a billion dollars from EIG Global Energy Partners, which then received special conditions for investing in Chesapeake. He created a secret $200 million fund that traded oil and gas futures on the stock market. He used the company's planes for personal trips, and its employees built his house. Meanwhile, the company's shares fell - by 20% per year.

On April 1, 2013, he was fired from his post as CEO of the company, and Robert Lawler was appointed to this position.

Before Schwartz succeeded Scott McNealy as CEO of Sun Microsystems, the company was one of the leaders in the server hardware market. After his appointment in 2006, the company began to be plagued by failures. It began to lose market share to HP and IBM. In two years, shares fell from $27 to $4, and 6,000 employees were laid off.

In 2008, the director tried to diversify the company's business. Sun bought MySQL, which dealt with databases, but that didn't help. Then she released Java software, software for developing websites and applications. But it also did not bring profit to the company, since it was free, and no way to monetize it could be found.

In February 2010, Schwartz was fired, and a year later the company was bought by Oracle for $7.4 billion. In honor of his dismissal, he wrote a haiku on Twitter: Financial crisis/Loss of clients/I’m not a director anymore. In 2012, Schwartz founded his company, CareZone.

George SHAHRIN

Former director of bankrupt Webvan

In 1999, Shahrin came to work for the online grocery Webvan from consulting company Andersen. The store was one of the most high-profile Internet startups of the early 2000s and promised customers orders would be delivered within half an hour. The company wanted to open offices in 26 American cities, but never expanded beyond the West Coast.

The director spent $1.5 billion over a year and a half to build logistics. The company employed 4,500 people, but after a year he had to fire almost half. Shahrin did not take into account the fact that grocers operate on very low margins, and because of this the company was losing money. The worst part was that he raised $375 million in an IPO, but investors never got their money back. In 2001 the company went bankrupt.