Air NZ tops Toyota in reputation index

Air NZ tops Toyota in reputation index

amrToyota New Zealand remains one of New Zealand’s most reputable brands – even if it has been knocked off top spot by Air New Zealand.

The pair swapped places from last year in the latest NZ Corporate Reputation Index – the third year running the organisations have been in the top 2.

Released this week, the NZ Corporate Reputation Index is the country’s longest running corporate survey and has been produced for the past six years by research consultancy AMR in conjunction with the Reputation Institute.

It measures how New Zealanders view the nation’s top 25 companies across seven reputation drivers, and then ranks them according[2] to people’s overall emotional reaction using more than 6,000 ratings. It is part of a global study conducted each year and uses a method validated by a database of more than three million ratings.

The latest Index shows Air New Zealand has reclaimed its top placing after falling to second in 2015. It previously ranked third in 2013 and first in 2011 and 2012. New Zealanders were particularly impressed with the national flagship carrier’s cheaper flights, new planes, better financial results, positive service experiences and famous safety videos.

Coming in second in the 2016 rankings, Toyota placed first in 2013, second in 2014 and first in 2015, and only narrowly missed out on line honours this year.

“The long term reputational success of these two organisations can be attributed to the high quality and innovative products and services for which they are both renowned,” explains AMR’s managing director, Oliver Freedman. “This perception is not new; it has been built over many years through consistent delivery.

“In the case of Toyota, it has consistently provided mechanically reliable vehicles, and for Air New Zealand, the constantly high level of customer service has been a key reputational driver.”

“But overall both organisations are excellent examples of how a consistently strong customer experience, teamed with leadership, transparency and good corporate citizenship, can result in long-term reputational benefits,” Freedman notes. “Reputation is not something that is built overnight – it is years of effort and hard work. Both companies should be congratulated.”

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