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Lego is now Europe's most reputable brand, but Apple's image has taken a hit

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By John Glenday | Reporter

September 21, 2018 | 3 min read

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Lego has topped a new ranking of the European Union’s 100 most reputable companies, edging out the likes of Bosch and Rolex to claim the title of most reputable company in Europe.

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Lego edged out the likes of Bosch and Rolex to claim the title of most reputable company in Europe / Lego

The Reputation Institute’s 2018 survey attributed the Danish toy manufacturer's success to its "strong commitment" to building a corporate brand as well as its corporate social responsibility and sense of purpose, evidenced by launches like its eco-friendly sugar cane brick range.

The study is based on more than 87,000 individual ratings from the general public across Germany, France, Spain, Italy and the UK, assessing more than 140 multi-nationals.

At the other extreme, Apple found itself the biggest loser in the rankings. The California firm suffered a backlash over its perceived lack of ethical behaviour and transparency.

Michele Tesoro Tess, executive vice-president, EMEA at Reputation Institute said: “Apple may be the world’s biggest tech firm, but the company still faces the potential for reputational risk.

Most reputable EU brands

1. Lego 2. Bosch 3. Rolex 4. Sony 5. Samsung 6. Canon 7. Michelin 8. Walt Disney Company 9. Adidas 10. Amazon

"Following news it has recently reached the $1 trillion mark in terms of market cap, it’s more likely that consumers will have elevated expectations of Apple that go beyond what the company sells.”

UK-based companies enjoyed the highest reputation scores overall, in contrast to their counterparts in Italy which dropped from the second most reputable to the least over the course of the year – driving the European average down in the process.

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Lego is a line of plastic construction toys that are manufactured by The Lego Group, a privately held company based in Billund, Denmark. The company's flagship product, Lego, consists of colourful interlocking plastic bricks accompanying an array of gears, figurines called minifigures, and various other parts.

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