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Apple topples JB Hi-Fi in reputation index

Apple Australia has ended JB Hi-Fi’s two year reign at the top of the AMR Corporate Reputation Index, in its very first year of inclusion in the survey.

In addition to looking at overall reputation, the AMR index measures how Aussies feel about a company on the seven key drivers of reputation; Products & Services, Innovation, Workplace, Citizenship, Governance, Leadership and Financial Performance.

According to the index, Apple Australia is viewed by local consumers as having a very strong reputation across the entire range of dimensions, topping all but Citizenship and scoring highly on Products & Services, Innovation and Financial Performance.

JB Hi-Fi fell to third place, with Australia Post moving up to the second spot. Toyota, Nestle, Virgin Australia, GM Holden, ING Direct, Myer and Mazda fill out the remaining spots in the top 10.

Telstra made the biggest improvement in the 2012 rankings, moving 15 places to 45th, while Qantas’s reputation dropped 18 places from 7th in 2011 to 25th this year, thanks largely to its highly publicised shutdown last year.

“Based on data we collected in November, Qantas’ reputation has recovered substantially from the initial impact of the shutdown, but clearly there is substantial distance still to travel to return to the levels of February 2011,” AMR reputation practice director and general manager Oliver Freedman said.

Reputational recovery was also made by David Jones, achieving a ranking of 14th in 2012, compared to last year’s ranking of 25th.

“One of the big challenges facing David Jones going forward are perceptions around its ability to innovate – ranking 31st of the 60 companies,” Freedman added.

AMR compiles its list of the Top 60 Australian companies based on a survey of 6000 Australians aged 18-64 on companies in BRW Top 1000 list. Companies from the list are excluded by AMR if they aren’t national, or only have a regional presence.

To read the full list, click here.

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