As corporate reputation assumes increasing importance in today's business, economic and social environment, TNS, a global market insight and information group, has brought out its findings of the second annual survey of Corporate Reputation of India’s leading corporations. The study captures the changing times as some companies gain or lose in current Indian market scenario. The companies that lead the rankings in Corporate Reputation Strength (CRS) are Infosys Technologies, Tata Consultancy Services, Tata Motors, Tata Steel, Hindustan Unilever and Maruti Udyog Ltd.
The study observes that among the financial community, Tata Steel leads with a CRS Index of 94. Other companies with relatively strong corporate reputation in this stakeholder group are ICICI Bank, Intel, Wipro Ltd, Tata Motors and Reliance Industries. The responses of financial segment seem to be skewed towards the banking sector. Visionary and dynamic leadership has been the key factor while evaluating a company's reputation.
Among business managers, Infosys Technologies leads with a CRS of complete 100, followed by TCS, HLL, Intel and Tata Power. This segment has given most different ratings to companies focussing on more pragmatic dimensions such Corporate Visibility and Image.
Among the Opinion Leaders, Tata Tea leads with a CRS Index of 92. Other companies figuring at the top are Infosys, SAIL, Asian Paints and Tata Motors. The segment has differentiated itself by giving prime importance to companies that have been involved in social activities and have created strong communication tools in order to be present in minds of the people.
Stakeholder groups covered by this study are the Financial Community, and Senior and Middle Business Managers in industry. In addition, Opinion Leaders comprising senior bureaucrats, academicians and media personalities were also covered. A total of 70 leading companies across diverse sectors were selected for the study. The survey was conducted between January-March 2007, with fieldwork audited and certified by the BIS.
To evaluate the CRS Index, TNS had taken the ratings for leading companies by the ‘quality of awareness’ scores -- a measure of the proportion of people aware of the company who claim to know the concerned company ‘extremely well’ or ‘to a significant extent’.