A new study on consumer’s perception of brands from the Reputation Institute, based on a survey of 170,000 people, has found that Rolex is the most reputable brand in the world, while Adidas ranks in 10th position.

 

 

Rolex took the number one ranking as the most reputable company in the world in 2017, thanks to the prestigious reputation of both Rolex's products and services.

Adidas followed behind, sitting at number 10, as the brand's slew of celebrity collaborations rated well with the public. In addition, Adidas’s recent revival of nostalgic sneakers has placed the brand in a comfortable spot in the sneaker market.

Of note, Amazon was knocked out of its top ten ranking from the previous year, standing at 18 on the list. Levi-Strauss & Co (14), Nike (15), Colgate-Palmolive (25), The Estée Lauder Companies (37), Hugo Boss (43) L'Oréal (46), Ebay (83) and Zara (92) also ranked.

The rankings, released by The Reputation Institute, were analyzed based on public perception in seven areas: performance, leadership, citizenship, governance, workplace, innovation, investment, and products and services.