1、GLOBALREPTRAK100Executive Summary4 4MethodologyThe 100 Most ReputableCompaniesLEGO:How product is leadinga multiplayer strategyadidas v.Nike:The MultiplayerDivergenceThe New Channel Landscape5 56 67 79 9Confidential 2026,The RepTrak Company.All rights reserved.Feel,Think,Do10 10Closing11 113 3Table

2、Of ContentsReputation Rankings8 8Welcome to multiplayer.Are you ready to play?Reputation is now multiplayer.For years,the job in CorporateCommunications has been to managereputation by employing top-down,corporate-heavy stories:Media relations,investor relations,press releases.That is changing.Reput

3、ation is now co-constructed bycommunities,employees,creators,culturalparticipants,and,increasingly,AI systems.The very stakeholders CorporateCommunications has spent years lookingto influence are now doing the influencing.For over two decades,RepTrak hasmeasured the worlds most reputablecompanies th

4、rough a think,feel,doframework linking drivers like Products&Services,Innovation,Workplace,Conduct,Citizenship,Leadership,andPerformance to emotional connection andmeasurable Business Outcomes.Ourmodel also tracks how channels shapereputation across earned,owned,paidmedia,and direct experience,using

5、 reachand impact to show which channels arehelping or hurting perceptions.Theres been very little change in channelimpact for roughly the last ten years.Butthat is changing.While Reputation Scores are near all-timehighs,the infrastructure that buildscorporate reputation is being rewired.Every tradit

6、ional information channel losteffectiveness in 2026,dropping to all-timelows across all 12 micro touchpoints wemeasure.But this isnt an overnight development forcorporate communications:Its thecontinuation of a trend that has beenbuilding for years,and the top-rankedcompanies in our report have all