Nike landed as the secondmost reputable U.S. company in Reputation Institute’s annual U.S. RepTrak 100 rankings.Nike was 40 in 2017.
Based on more than 52,000 individual ratings of companies during the first quarter of 2018, the survey quantifies the emotional bond stakeholders have with more than 880 leading companies, and how these connections drive supportive behavior like the willingness to purchase a company’s products, recommend the brand, invest or even work for the company.
The top 10 companies in RI’s 2018 US RepTrak 100 are:
- Campbell’s
- Nike
- Bose
- Barnes & Noble
- Kellogg’s
- Hershey’s
- Hallmark
- J.M. Smucker
- Canon
- Amazon
Six new companies entered the Top 10 this year, including Campbell’s, Nike, Bose, Kellogg’s, J.M. Smucker and Canon, and overall, 36 new companies have entered the Top 100 in this past year.
Other active brands making the top-100 list included Under Armour, 26; Hanesbrands, 40; Adidas, 55; New Balance, 63; and Dick’s Sporting Goods, 89. The full list is here.
Trends among successful companies demonstrate that brand strength, increasingly founded on the delivery of a brand promise, yields higher reputation and greater support among stakeholders, according to Reputation Institute. The Top 10 companies–nine of which are U.S.-based—all embody traditional American values and the underlying characteristics of success, stability and growth. A more vocal CEO also benefits a company’s reputation–including key dimensions of citizenship and governance.
The survey findings indicate that many companies are experiencing significant challenges. Macrotrends impacting corporate reputations in the U.S. have resulted in significant disruptions this year, with companies’ rankings changing by an average of 27 spots, revealing a significant erosion of trust and confidence in corporations and making earning stakeholder support more difficult.
Stephen Hahn-Griffiths, chief reputation officer at Reputation Institute, said, “The underlying reputation disruption we are seeing in the U.S. is driven by a crisis of trust. In an era of tweet ranting, fake news, data privacy breaches and questioning of company ethics, the trust in big companies has eroded in the past year. Companies that are most trusted garner a stronger reputation.”
While governance and citizenship–especially on the merits of fairness, ethics, positive influence on society and importance of products/services–have increased as reputation drivers in 2018 (collectively contributing to 51.9% of reputation), the relative importance of overall company performance have declined, with fewer companies perceived as embodying a sense of sincerity and genuinely caring, the absence of authenticity is fueling doubt among stakeholders. In a politically polarized environment increasingly centered around the credibility of information and authentic communication, we are seeing that corporate reputation and politics do mix, and can significantly impact corporate reputation.
Fast fallers in the US RepTrak rankings include Amazon, Apple and Facebook. Amazon is on the decline at #10 from being #1 in 2016 and #2 in 2017. Amazon’s largest declines are in the three CSR dimensions: workplace, citizenship and governance. Apple fell entirely from the Top 100 list in 2018 with an 11-point drop in RepTrak pulse score; last year Apple was #72. Facebook is also in reputational free-fall and experienced reputational declines across all dimensions, especially on the merits of governance.
Among industries, only three have strong reputation scores–including consumer, food and beverage and automotive. The majority of industries are in the average range. The telecom industry joins energy in the weak range, and the airlines industry has the largest pulse decline. Healthcare is the only industry to have a positive reputation movement since 2017–and is a faster riser in ranking.
FAQs
In total, 62 percent of U.S. sports and outdoor online shop users say they like Nike. However, in actuality, among the 94 percent of U.S. respondents who know Nike, 66 percent of people like the brand.
What is Nike's brand ranked in the world? ›
Nike ranked as the world's most valuable apparel brand for the ninth consecutive year, according to Brand Finance's 2023 Annual Apparel 50 Report.
What is Nike's corporate reputation? ›
The 2023 rankings are based on Harris' survey of more than 16,000 respondents in March. Nike's (NYSE: NKE) climb was the largest of any other company on the list, placing it in the “very good” category with an overall score of 78.4 out of 100.
Is Nike number one? ›
Nike is the most popular sneaker brand in the United States, followed by Adidas and New Balance.
Where does Nike rank in top companies? ›
Nike. Nike, Inc., ranked 93rd in the 2023 Fortune 500 list, is a dominant player in the global sportswear market. Founded on January 25, 1964, as “Blue Ribbon Sports” by Bill Bowerman and Phil Knight, it officially became Nike, Inc.
Is Nike the most recognized brand? ›
Nike's popularity
The Nike brand is exceedingly popular. In fact, it stood in tied first place (alongside adidas) for the most well-known sneakers brand in the United States in 2023.
What is the #1 selling shoe in the world? ›
Here's the lowdown on the world's best-selling kicks that got everyone and their grandma flexin': Nike Air Force 1: The OGs. Nike Air Force 1s are like the LeBron James of sneakers – dominating the game for decades. Classic, clean, and a must-have in any sneakerhead's collection.
Who is 1 top competitor of Nike? ›
With annual revenue of $22.12 billion, Adidas is the biggest competitor of Nike. The brand actively serves across 55 countries via more than 2500 stores worldwide.
Who is Nike's biggest customer? ›
Popularity of the brand skews younger, with Gen Z and Millennials expressing the highest favorability. Ownership of Nike sneakers is also highest among these younger consumers. Loyalty and media buzz around the brand decrease with age, with the most pronounced decline seen in Baby Boomers.
Who is Nike's main customer? ›
Nike's target market is diverse and age-inclusive. They are focusing on individuals across all life stages. Their marketing strategy is age-agnostic, targeting not just the youth but also adults and older individuals who are keen on staying active.
According to a new ranking from Ybrands, Ypulse's youth brand tracking product, Dove, Nike and Hershey's are the top three “most trustworthy” brands according to consumers aged 13 to 36. Rounding out the top 10 are Amazon, Oreo, M&M's, Target, Google, Netflix and Adidas.
Does Nike treat their customers well? ›
Nike's unwavering commitment to delivering exceptional customer experiences ensures that it doesn't just sell products; it sells a lifestyle, a mindset, and an enduring connection with its customers. Nike has become a master of these types of initiatives and actions.
What are the top 3 shoe companies? ›
Major Companies in the Global Footwear Market. Some of the most prominent names operating in the global footwear market include Skechers U.S.A. Inc. (NYSE:SKX), NIKE Inc. (NYSE:NKE), and Deckers Outdoor Corporation (NYSE:DECK).
Who is number 1 Nike or Adidas? ›
nike sports is the clear leader in the global and US markets. adidas is the second most popular brand, but it has a significant gap to close to Nike. Skechers is the third most popular brand, but it is much further behind Adidas than Adidas is behind than Nike.
Who owns Nike? ›
4 The co-founder of Nike, Phil Knight, and his son Travis Knight, along with the holding companies and trusts they control, own more than 97% of outstanding Class A shares. 5 This allows the Knight family to exercise effective control of Nike even though it is a publicly traded business.
How does Nike have a good reputation? ›
Nike has established itself as a trailblazer in the sports and athletic footwear industry, and one of the key factors behind its unrivaled success is its unwavering commitment to innovation. From the very beginning, Nike set out to challenge the status quo and push the boundaries of what was possible.
What does Nike's brand represent? ›
The Swoosh is more than just a checkmark. It represents the wing of the Greek goddess Nike, symbolizing speed, movement, power, and motivation. Davidson's design captured the spirit of athleticism and excellence that Nike aspired to represent.
What is the quality of Nike brand? ›
Quality Game Strong: Nike didn't become a powerhouse in the sportswear world by slacking on quality. From their sneakers to apparel, they invest in top-notch materials and innovative tech. The performance-driven designs cater to athletes and sneaker enthusiasts alike, ensuring you get a durable and comfortable product.
What makes Nike recognizable? ›
Nike is known for its celebrity endorsem*nt deals with top athletes, including Tiger Woods, LeBron James, and Serena Williams. The company has stayed relevant with consumers over the years through its savvy marketing, which includes embracing controversial topics.
