Singapore Airlines second to Apple in Corporate Reputation Index

Two other Singapore companies made it to the top 10 performers.

A recent study conducted by TNS and H+K Strategies revealed the following Top 10 performers in Corporate Reputation Index out of nearly 80 global companies:

                                                                                           Corp Rep Index
1. Apple                                                                                       92
2. Singapore Airlines                                                                   87
3. Google                                                                                     87
4. Overseas Chinese Banking Corp                                            77
5. Microsoft                                                                                  77
6. Visa                                                                                          74
7. Facebook                                                                                  73
8. Starbucks Corp                                                                         72
9. NTUC                                                                                         71
10. Canon                                                                                      70

The study also reveals that Singapore companies are seen to be performing below, or in-line with the public’s expectations on aspects of corporate image such as competitive positioning and being a market trendsetter, which highlights the opportunities for companies to be more proactive in communicating the novelty of brands, products or services.

A surprising insight from the TNS-H+K Strategies Corporate Reputation Index was that exciting advertising seemed to matter less to audiences in Singapore relative to receiving positive outcomes in the social/ digital space. Explaining this phenomenon, Neel Banerjee said, “With over three in four Singapore consumers on Smartphones and high internet penetration, the indications show clearly that marketers need to shift gear and do a lot more for the savvy Singapore customer than just having quirky ads or landing pages on social networking sites such as Facebook or Twitter!”