GSK tops UK reputation ratings

GlaxoSmithKline (GSK) is the most reputable company in the UK pharmaceutical sector, according to the latest UK RepTrak Pulse 2011 survey, published today by business consultancy, Reputation Institute.

GSK ranked at 44 out of all the UK companies surveyed, with 72.16 points, ahead of its nearest reputational competitor, Shire, which gained 69.29 points, in 70thplace out of 191 UK companies. Between 70 and 79 points is considered a strong/robust reputation. As a whole, the sector fell by almost four points, or just over 5 per cent.

AstraZeneca came next, in 101st place, the only other company in this consolidated sector. However, it was the biggest improver, rising by 2.5 points, or almost 4 per cent.

This year's report was based on over 10,000 interviews with consumers across the UK conducted in January and February 2011 and gauged public attitudes to corporations based on seven dimensions: products and services, innovation, workplace, governance, citizenship, leadership and performance. Some 200 companies were assessed in the UK across 21 industry sectors.

Spencer Fox, managing director of Reputation Institute UK said: "A strong corporate reputation creates an emotional bond that enhances customer loyalty, augments consumer referrals and encourages partner loyalty. This in turn has a very real tangible and commercial benefit.

"The significance of this study for these firms is acute with so few competitors in the sector. These companies will be under particular pressure to differentiate themselves and a strong reputation will be key to this. Our research demonstrates time and time again that companies with the highest reputational scores continue to enjoy supportive behaviours from customers and partners alike."

Companies eligible for inclusion in the survey were the largest and most visible in the UK based on published revenue data. The measured list included companies in the FTSE 100/250 and the largest privately held companies by revenue. All companies had revenues of at least £0.5bn. They engaged in commercial activities in the UK and were reasonably familiar to the general public.