The Mail & Guardian commissioned research on Top Companies Reputation Index (TCRI). It will be unveiled for the first time in South Africa this month.
The aim of the study, undertaken by Plus 94 Research, is to establish which of South Africa’s 30 top advertising spenders is best renowned for its reputation.
“As a media company that believes that brand reputation engenders trust and loyalty, the Mail & Guardian is privileged to partner with Plus94 to monitor the corporate reputation of South Africa’s top companies.
“We judge reputation as a company’s most valuable asset and believe that years of positive brand building should be recognised and admired. This is especially true in an era when the explosion of electronic media can impact on a brand’s status in minutes”, said Anastacia Martin, Publisher of the Mail & Guardian group.
The recognition given to the three King reports on corporate governance, and the incorporation of aspects of the King II reports into the Companies Act, bears testimony to South Africa’s commitment to the values of having reputable corporate entities.
Sifiso Falala, CEO of PLUS 94 Research said, “Corporate reputation talks of the very life, heart, soul and mind of the business. It is not just about how much a business is known, as some studies will show, it is about what specifically a business is known for. It is not just about what a business does, but about how well it does it and what the impact thereof is. Corporate reputation is like taking a blood sample of a business and doing a full blood count. It is that important.”
The results of the study, and the announcement of the top 10 companies, will be announced on April 15, 2011, in Johannesburg.