Cannes-Do Festival Banner
Modern Marketing

Lego builds a reputation as the UK’s most trusted brand

Author

By John McCarthy | Media editor

September 29, 2016 | 3 min read

Danish toy brand Lego is the UK’s most trusted brand raking in the highest CSR rating, according to data from RepTrak.

The company’s CSR tracker found Lego as the top dog in the UK, followed by Swedish furnishing firm Ikea and computing specialist Microsoft scoring 82, 80.9 and 78.6 respectively.

Store

Lego

John Lewis and Rolls Royce follow, the only UK domiciled companies on the list taking fourth and fifth. BMW, Estee Lauder, Sony, Intel and the Walt Disney Company fill the rest of the list.

The biggest movers in the list were Burberry, moving up 10.6 points taking it to 56th place. HSBC rose by 9.8 points and Campbell Soup rose by 9.7.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Volkswagen suffered the loss of 28.9 points, Daimler was down 7.9 points and EDF last 7.7 points.

Kasper Ulf Nielsen, executive partner at Reputation Institute, said: “This reveals a lack of both emotional and rational connection with businesses which is unique to the UK. Across the world, companies in their home countries tend to have a stronger reputation, and this lack of reputation capital puts UK at a disadvantage in their home market.”

He added: “The UK public are beginning to care more and more about businesses’ social and environmental footprints. Looking at the examples of Sports Direct and Volkswagen, arguably two of the largest reputational crises in the last year, both experienced reputational damage in terms of CSR, and both have seen a blow to their reputations alongside a significant financial impact.”

RepTrak
Modern Marketing

More from Modern Marketing

View all

Trending

Industry insights

View all
Add your own content +