Irish brands’ popularity contest results in


Irish Water, four banks, two internet providers, a bookies, a fast food chain and a transport system have been named as Ireland’s least favourite companies.

The annual Ireland ReptTrak® 2015 study, announced by The Reputations Agency today, comes from the feelings of 4,900 people in terms of trust, esteem, admiration and good feeling.

It also studies how an organisation was rated across the seven key dimensions of reputation which are: leadership; products & services, innovation; governance; workplace; performance; and citizenship.

The bottom ten of the 100 featured companies are:

  1. Irish Water

  2. Bank of Ireland

  3. AIB

  4. Ladbrokes

  5. Eircom

  6. McDonald’s

  7. EBS

  8. Ulster Bank

  9. UPC

  10. Dublin Bus

Meanwhile at the other end of the scale Google has been named Ireland’s favourite organisation. In its sixth year of existence the  Ireland RepTrak® 2015 study placed Boots second; Kellogg’s third; Bord Bia fourth, which was ranked for the first time this year; and last year’s winner Volkswagen, ranked fifth.

The top ten in full are as follows:

  1. Google

  2. Boots

  3. Kellogg’s

  4. Bord Bia

  5. Volkswagen

  6. The Irish League of Credit Unions

  7. IRFU

  8. Toyota

  9. Smyth’s Toys

  10. An Post

This year’s report shows that organisations operating in the retail sector were among those with the top reputations with five ranked in the top 20 – Boots (2nd), Smyth’s Toys (9th), Arnotts (14th), Penneys (19th) and Lidl (20th).

Indigenous Irish organisations were also well represented in the top rankings with five listed in coveted top ten positions. Bord Bia was the best placed Irish organisation ranked fourth overall with Irish League of Credit Unions (6th), Irish Rugby Football Union (7th), Smyth Toys (9th) and An Post (10th).

The reputation of the leading sporting bodies was also tracked with the IRFU achieving the highest ranking in that sector at 7th overall. GAA was ranked 25th in the top 100 while FAI was placed in 90th position.

Three companies (Google, Boots and Kellogg’s) achieved scores in excess of 80 placing them in a category of Excellent/Top tier. In all three cases the companies moved from the second highest scoring category of Strong/Robust (70-79) to that of Excellent. Thirty one organisations were considered to have scores that were Strong/Robust with 35 consideredAverage/Moderate (60-69). However, the scores of 30 organisations were categorised as Weak/Vulnerable (40-59) and one, Irish Water, was in the Poor/Lowest tier (less than 40).

Key findings from the RepTrak® Ireland 2015 Study

  1. The highest score was Google with a score of 84.4 (the second highest score achieved since the report was established six years ago).
  2. Food-Manufacturing remains the most trusted industry most trusted sector in Ireland.
  3. The Financial/Bank sector remains the least trusted, with no significant change in its average score year-to-year.
  4. Ryanair has seen its score increase from 39.0 to 54.1 in two years, achieving the greatest improvement in performance in this period.
  5. 24 organisations improved their reputational score significantly in 2015 with the scores of 18 falling significantly in the period.

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