Reputation tool shows how brands stack up globally

In more and more countries, brand managers can use these location- and industry-specific reports to monitor how consumers perceive their organization.

The Reputation Institute says 60 percent of a consumer’s decision to buy, recommend or invest in a company is based on their perceptions of the brand.

Now, the consulting and advisory firm is expanding its management tool—the RepTrak—beyond the United States to the United Kingdom, Denmark, France, Germany and Mexico. The firm hopes this will help brand managers get a handle on how their organizations are doing in the eyes of their audience.

RepTrak studies, which are broken up into geographically (global, country and city) as well as by industry (technology, retail, health care and banking) show brand managers how their organization’s reputation stacks up against competitors.

So far, The Reputation Institute has published 2015 country RepTraks for the U.S., U.K., Denmark and Brazil.

According to a RepTrak study, Amazon has the best reputation in the U.S. (The study was conducted well before Amazon’s recent reputational troubles revolving around a New York Times article about employee treatment.)

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