Wednesday, 22 April 2015 20:07

Apple falls, Samsung rises in Australia reputation stakes Featured


Apple has nose-dived to 11th place and competitor Samsung has claimed 2nd spot in the Australian corporate reputation stakes behind Toyota which is back on top for the second time.

Toyota, which held the top position in 2013, reclaimed it again for this year after climbing back from fourth in 2014 and ousting electronics retailer JB HiFi which has dropped two places to 3rd overall.

Apple held top position in 2012, but has fallen to 11th position in the reputation stakes for 2015, while seeing tech competitor Samsung receive a significant boost in reputation for the first year it has been included in the Index.

Samsung was just pipped for the top spot this year, coming in closely behind Toyota. The tech giant has been included in the AMR Research Index for 2015 due to a higher ranking on the list from which companies included in the study are sourced as a result of increased revenues.

JB Hi Fi’s fall two places to rank 3rd overall sees it followed (in order) by Nestle Australia, Air New Zealand, Australia Post, Bendigo and Adelaide Bank (the highest ranked financial institution), and ALDI Australia.

In this year’s Index, Toyota also ranked 1st for the individual measurement on products, and according to EMR it demonstrated a far stronger reputation in the eyes of Australians than Apple.

"The fact that Toyota has regained its position as the most reputable Australian company despite announcing the end of its manufacturing operations and the consolidation of its business by the end of 2017 demonstrates how important a strong reputation is in maintaining consumer trust, even after delivering bad news," AMR Managing Director Oliver Freedman explains.

“In addition, Toyota ranked in the top 10 for all the individual dimensions, showing its reputation is built on a broad range of elements rather than just one single capability."

Freedman also said that while Samsung had entered the Index for the first time with a high overall ranking, it only came 11th for the individual measurements of Citizenship and Governance.

"To address this imbalance Samsung will need to ensure it follows a different path to Apple, and is seen to focus on broader social aspects and behave in an ethical and transparent way as it grows financially."

Freedman said another company to show great improvement in this year's rankings is Qantas, which rose 17 places from 26th in 2014 to rank 9th overall for 2015, putting it ahead of Virgin Australia, which this year came in at 15th, down seven places from 8th overall in 2014.

"Australians do have a far stronger emotional connection with Qantas compared to last year. The brand campaign it has undertaken combined with improved financial measures is likely to be responsible for this," Freedman concludes.

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Peter Dinham

Peter Dinham - retired and is a "volunteer" writer for iTWire. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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