Ireland RepTrak® 2016  

- Ireland RepTrak® 2016 reveals most reputable firms in Ireland -

- Irish indigenous firms take top three places -

Dublin, Friday 29th April 2016: Bord Bia has been named the most reputable organisation in Ireland, according to the annual Ireland RepTrak® 2016 study, announced by The Reputations Agency today. The other four ranked in the top five were: Eason & Son (2nd), An Post (3rd), Google (4th) and Lidl (5th).

This is the seventh year of the most comprehensive study of corporate reputations undertaken in Ireland.  The study was compiled by The Reputations Agency and their global partners the Reputation Institute and ranks the 100 largest and most visible organisations in Ireland based on 5,093 responses gathered from the general public from 4th January to 14th March 2016. In-depth reports and analysis on the reputation of each of the 100 organisations included in the study are available from The Reputations Agency. 


The top 10 companies in the Ireland RepTrak 2016 study are:

1. Bord Bia

6. Irish League of Credit Unions

2. Eason & Son

7. Aldi

3. An Post

8. BMW

4. Google

9. Ford

5. Lidl

10. Boots

This year’s report shows that organisations operating in food related sectors were among those with the top reputations, with eight ranked in the top 20 – Bord Bia (1st), Lidl (5th), Aldi (7th), SuperValu (11th), Kellogg’s (14th ), Glanbia (15th), Cadbury (16th) and Kerry Group (20th).

Indigenous Irish organisations were also well represented in the top rankings with four listed in the coveted top six positions - Bord Bia (1st), Eason & Son (2nd), An Post (3rd), and The Irish League of Credit Unions (6th).

The reputation of the leading sporting bodies was tracked with the IRFU achieving the highest ranking in that sector at 23rd place overall. GAA was ranked 49th while FAI was placed in 95th position overall.

The independent study ranked each company on its RepTrak® Pulse score, representing an average measure of four emotional indicators: trust, esteem, admiration and good feeling. It also studied how organisations were rated across the seven more rational dimensions of reputation  leadership, products & services, innovation, governance, workplace, performance and citizenship.

Announcing the results Niamh Boyle, Managing Director, The Reputations Agency said “In a rapidly changing global economy, it’s more important than ever for companies to gain the trust and esteem of the general public, in order to earn a strong reputation.  The strength of that reputation drives supportive behaviours, ranging from purchasing the company’s products and welcoming the company into its community,  to wanting to work for the company or even invest in it –on average top ten companies receive three times the level of support from consumers than bottom ten companies.  The results of the Ireland RepTrak 2016 tell us which companies are held in the highest repute and why, and give us unique insights into what drives trust and support in the Irish market.”

Welcoming the findings of Ireland RepTrak® 2016, Aidan Cotter, CEO, Bord Bia said: “Our reputation is inextricably linked to the hard work and commitment of tens of thousands of farmers and food producers across the country who have helped to build confidence in Irish food at home and overseas. Following six consecutive years of export growth, they, as part of Ireland’s largest indigenous industry, have continued to play a central role in our country’s economic and social progress. While I am proud of everyone in Bord Bia today, and take great satisfaction that we have maintained the trust of the Irish public, we know that, ultimately, our reputation is based upon an effective partnership with those farmers, and those food producers.”

Sectoral findings

One of the key findings from RepTrak® 2016 was that the reputation of companies among the general public fell slightly in 2016 having flatlined in 2015, following rises in trust recorded in 2013 and 2014. Insights such as this from the annual report provide Irish business leaders with valuable perspectives on the state of their own and their sector’s reputation:

  • The Food-Manufacturing sector remains the most trusted industry in Ireland this year, and Retail-General maintains the second most trusted industry position. The Computer/Technology sector remains in third position despite a dip in score caused by Apple, Dell, and IBM.
  • The Automotive industry’s score fell significantly from 72.1 to 68.5, primarily due to Volkswagen’s double digit decline, but remains in fourth position. 
  • The Public Service sector’s score has significantly declined this year, from 69.3 to 64.8, with declines for the FAI and GAA, but remains above average and the 5th most trusted sector in Ireland.
  • The Pharmaceuticals sector switched places with Information & Media to become the 6th and 7th most trusted industries.    
  • The Energy sector improved significantly this year, with significantly improved scores from ESB and Bord Gáis, and a Strong score from new entrant Applegreen, moving ahead of Retail-Food, Beverage, Financial-Insurance, and Transport & Logistics to take 8th place, vs. 12th last year.
  • The Beverage sector dipped slightly, due to decreased scores for Diageo and Pepsico, while Retail-Food and Transport & Logistics improved slightly, pushing the Beverage sector from 8th to 11th in the industry rankings.
  • The Financial-Insurance sectormaintained the same score as last year, but slipped from 11th to 12th place as Energy rose. 
  • The Services industry again takes 13th place, with a slight decline in average score. 
  • The Telecommunications industry score only improved slightly, and remained in second to last place.
  • The Financial-Bank sector is still the least trusted, with no significant change in its average score year to year.  Despite very visible efforts to improve delivery on stakeholder expectations, distrust lingers after the banking crisis.  Although employment, consumer confidence and consumer spending continue to rise, the recent election shows not everyone feels the benefits of the recovery.

Reputation driving business results

Analysis shows that companies investing in building their reputation are winning competitive advantage.  Ryanair’s continued focus on customer experience with its “Always Getting Better” programme, now in its third year, has seen it rise from 99th place in 2013 to 63rd position in 2016. During that period its share price has almost tripled. 

Ms Boyle, added “Reputation drives business results as a strong reputation helps to win customers, attract the right people, gain support from key stakeholders and ultimately drive business performance.   Therefore, it is essential for organisational leaders to have a deep understanding of what is driving their own reputational ranking. Armed with the insights from this reputational analysis a business can take steps to build on their strengths and correct  their weaknesses.”



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