BUILDING A GOOD NAME
SA’s best (and worst) corporate reputations
Advertising can help to build reputations, but to be effective, the advertising message must be consistently and honestly carried through in the company’s interaction with the public
All you have in business is your reputation," says Virgin founder Richard Branson. Quite how to build that reputation is less easy to summarise, but it seems to boil down to consistency. It is telling that in the 2017 SA RepTrak Pulse reputation survey, conducted by Reputation House and released this week, seven of the top 10 companies with the best reputations were in the fast-moving consumer goods and retail category. Companies in these two sectors have to be consistent: stock must always be available, and the experience with customers must be reliably good. Milk producer Clover, which is listed on the JSE, was the top-rated reputable company in SA in 2017. It scooped top spot in 2016 as well. From rank two to 10, the remaining companies in the top tier were Coca-Cola, Pick n Pay, Nestlé, First National Bank, Woolworths, Spar Group, Old Mutual, Discovery and TFG. It was no surprise that state-owned enterprises (SOEs) had the lowest standing on the rankings. Eskom, subjected to the...
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