JB Hi-Fi takes top spot on reputation rankings

JB Hi-Fi has reclaimed first place in this year's Corporate Reputation Index, climbing two places from 2015.

The Corporate Reputation Index is part of a global study conducted each year by Australian research consultancy AMR, in conjunction with the Reputation Institute. 

AMR managing director Oliver Freedman said the research showed that Australian consumers not only rated JB Hi-Fi’s products and services highly, but felt it was a good corporate citizen that treated its employees well. JB Hi-Fi ranked number one in 2014.

"This research shows that respect for an organisation is developed well beyond the perception of getting a good deal in a retail environment," said Freedman.

The research sources 60 companies from the IBIS World Top 2000 Company list, which ranks companies by revenue. The study measures how Australians feel about each company on products and services, innovation, workplace, citizenship, governance, leadership and financial performance.

Harvey Norman also showed improvement, reaching number 20 - six positions up from 2015's research results.

The Good Guys didn't fair as well as its retail competitors, falling four places to number 16. This is not the first drop for the retailer, it has been showing significant loss of overall reputation since 2014 when it ranked number six.

Hewlett-Packard and IBM were listed number 10 and 23 respectively. HP climbed four places from 2015 and IBM's place stayed the same.

Apple climbed two spots to reach number nine. According to AMR, the survey showed that concerns over Apple's governance and citizenship are still on the rise, which could represent its reputation is still at risk.

Samsung declined one spot and was listed number 3 this year.

On the telco front, Optus climbed 15 spots and is now ranked number 28. Telstra managed to climb four spots and holds number 50. Both positions are considered average or moderate, according to the list.

Although Vodafone has moved up two places, and is now number 55, it is among the companies considered vulnerable. In 2009 it ranked number 24 and was well ahead of Telstra and Optus, according to AMR.

The index was compiled from a survey of adults aged 18-64, with results weighted to ensure they represent appropriate gender and age groups. Data was collected online between 22 February and 21 March 2016.

The full list: