topped the list of most trusted companies, according to EU customers who ranked international firms’ reputations.
The survey, released today by the Reputation Institute, asked 15,000 people across the UK, Germany, France, Spain and Italy to rank companies based on factors such as trust, governance and citizenship.
Lego, Sony, Samsung, Walt Disney, Daimler, Canon, Google, Ferrero and Michelin made up the rest of the top 10.
The survey found that 60 per cent of participants based their decision to buy or invest on reputation, rather than the quality of the product or service itself.
Ed Coke, the Institute's director of consulting told City A.M.: “Reputation is an increasingly important intangible asset, which keeps boards awake at night. It's fundamental to brands, and is hard to control.”