West Michigan employers rank among ‘World’s Most Reputable Companies’


Benton Harbor-based Whirlpool makes appliances across all major categories, including fabric care, cooking, refrigeration, dishwashers, countertop appliances, garage organization and water filtration. Courtesy Whirlpool

Two West Michigan companies have gained the trust and admiration of consumers based on a global study powered by Global RepTrak 100.

Forbes Magazine in partnership with Reputation Institute, a leading research-based consulting and advisory firm, recently released “The World’s Most Reputable Companies 2015” and listed Kellogg Co. and Whirlpool Corp. among the 100 most highly regarded companies across the globe.

The study

The “2015 Global RepTrak 100: The World’s Most Reputable Companies” study measures company reputation based on how the world’s largest organizations are perceived by consumers in categories of esteem, admiration, trust and feeling.

Reputation Institute uses the Global RepTrak 100 model to gauge public perception beginning with a list of the world’s 500 largest companies in terms of revenue, before narrowing the list down to 150 companies based on existing reputation lists. Eligible companies have to be well-known in the countries surveyed and have revenue of more than $6 billion in the U.S. or $1 billion globally.

The methodology also includes interviews with more than 61,000 individuals during a three-month period across 15 different countries: Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Russia, South Korea, Spain, the United Kingdom and the United States. The top companies are then rated based on measures within the four categories, such as performance, products and services, innovation, workplace, governance, citizenship, and leadership to create the top 100 list.

Michigan reputation

This year’s Global RepTrak 100 study recognized two West Michigan-based companies among those that are highly regarded across the world. Kellogg Co., headquartered in Battle Creek, was ranked No. 34, while Benton Harbor-based Whirlpool Corp. was ranked No. 50.

Other companies based in Michigan highlighted by the Forbes and Reputation Institute study included Dearborn-based Ford Motor Co. at No. 65 and Detroit-based General Motors Corp. at No. 96.

The top five

Based on consumer perception, the top five most reputable companies ranked by the study were BMW, Germany; Google, United States; Daimler, Germany; Rolex, Switzerland; and LEGO, Denmark.

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