Apple is Australia’s most reputable brand – study

Apple has emerged as Australia’s most reputable brand, according to the AMR 2012 Corporate Reputation Index.

The Sydney Apple store

The technology brand takes the top spot in its first year in the survey, and follows a Greenpeace campaign last week protesting the company’s use of non-sustainable energy.

Toyota, JB HI-Fi – last year’s number one – Nestle, Myer and Virgin all made an appearance in the top ten.

Fairfax Media dropped 8 places to 56th in the survey, as the publisher recorded its lowest share price ever yesterday.

Rival News Limited came three places below Fairfax, ten months its forced closure of UK tabloid News of the World after the phone hacking scandal.

Telco giant Telstra, which rebranded last September, made the biggest improvement, moving up to 45th place in the rankings.

Following the grounding of its fleet earlier this year, and subsequent PR disasters Qantas has seen its reputation drop 18 places to 25th.

The AMR reputation index measures how Australians feel about each company based on products and services, innovation, workplace, citizenship, governance, leadership and financial performance, and is part of a global study carried out with the Reputation Institute.


  1. Me
    1 May 12
    10:54 am

  2. Fairfax and News tumbling almost off the list.

    Coincidentally, Fairfax share price hit $0.68 a minute ago. Equal lowest price ever.

    If it falls through that psychological barrier, we may be watching the death of one of Australia’s largest media organisations in real time.

  3. parala
    1 May 12
    10:59 am

  4. I know nothing about research methodologies but does this stack-up? It looks like they go through the BRW Top 1000, pick out 60 from that list and then get the respondents to rank companies from those that have been pre-selected. So the list doesn’t include brands like McDonald’s, Nestle, Samsung, Pfizer, etc, that I imagine many Australian’s would have some pretty firm views on.

  5. paul the freelance writer
    1 May 12
    11:25 am

  6. Parala, Nestle is at No 5, but point taken. JB Hi-Fi at No 3?

  7. Kev
    1 May 12
    11:30 am

  8. @Parala, you see Nestle at the 5th place right?

  9. Nathan
    1 May 12
    11:59 am

  10. Australia Post at #2. Really?

  11. parala
    1 May 12
    12:01 pm

  12. Nestle was a bad miss. Apologies

  13. Oliver
    1 May 12
    12:13 pm

  14. Thanks Parala,

    The list of companies is generated by taking the largest national companies (by Australian based revenue according to BRW) that are consumer facing. In terms of the companies you listed above – Nestle is included in the list. McDonald’s, Samsung and Pfizer are all on the BRW 1000 but have lower revenues reported (i.e are lower on the list) than the companies measured.

    The study therefore provides a ranking of Australia’s largest 60 companies in terms of their reputation.


  15. Jenny
    1 May 12
    1:07 pm

  16. Agree with Parala – would love to know the research approach as I find it hard to believe brands like McDonalds, Google, Facebook didn’t make the cut yet Aussie Post is #2 and the ATO #47?

  17. Random Chance
    1 May 12
    1:21 pm

  18. With all that a effort, Wesfamers (Coles) seems to have gone backwards!

  19. Oliver
    1 May 12
    1:25 pm

  20. Happy to talk anyone through the methodology

  21. Les Posen
    1 May 12
    1:29 pm

  22. Does Apple advertise that much to earn this reputation (I think many give Apple credit more for its marketing flair than the products themselves) or is the Index a reflection of satisfaction which other survey companies have also measured eg JD Power, Consumer reports (US), Forrester. (although each have had, at one time, Apple products in their bad books).

  23. Martin Walsh
    1 May 12
    2:55 pm

  24. Sorry you lost me with no Microsoft and Google….

    Every international survey / study similar to this across western markets at least has consistency with who is in the top 50 or so in terms of international brands.

    I actually find this list quite amusing, because I certainly can’t take it seriously……

    Centrelink and ATO ahead of companies like Microsoft and Google and yet Apple is #1 ROFL

  25. Laura
    1 May 12
    5:41 pm

  26. Understandable GM Holden is a household name, but with the Australian car companies they are still rating highly reputable? Redundancies in the car industry are becoming a household conversation… As with ford and their recent closure.

    Apple… #1… As with the rest of you I am confused. And why Samsung is no on the list when their credibility is high, along with their product range and (to me) only getting stronger..

  27. Wild Oscar
    2 May 12
    1:17 pm

  28. Air NZ significantly higher than Australia’s own Qantas … now that’s telling.