Ranking: These brands have the best reputation
The SMI Reputation Index shows how the 20 companies in the Swiss Market Index are perceived by the media in Switzerland. Compared to the last half-year, a lot has changed.
The dynamics of corporate reputation are significantly greater in the media than among the general public. After Swisscom, ABB and Swiss Life topped the SMI Reputation Index in H1 2022, Sika, Nestlé and Zurich are now at the top.
Specialty chemicals company Sika and insurer Zurich were already in the top half of the rankings in the first half of 2022, but Nestlé made the big leap. After the company had still been hit in April and May 2022 with an E. coli B
Although Nestlé was confronted with a scandal involving the use of certain chemicals and a corresponding lawsuit, the second half of the year was dominated by positive news - including on vegan product lines and the circular economy. Nestlé achieved the top score of all SMI companies in the Products & Innovation dimension and showed a balanced reputation profile in all other areas. The overall result was 2nd place.
However, the company with the best media reputation in the 2nd half of 2002 was Sika. It has the best perception as an employer and also achieved a top result in terms of profitability. Only in the area of management was the result below average. Zurich, in third place, scored very well in products & innovation and profitability, but lagged behind in sustainability.
Swisscom with top score in terms of sustainability
As in the first half of the year, Swisscom again achieved the best reputation score for sustainability in the second half. It was the only company to achieve 3 stars. Givaudan also repeated its top score in the area of management. No other SMI company achieved a similarly good media perception of its management as the flavor and fragrance manufacturer from Vernier. Swiss Life can also be pleased about its renewed top result in the reputation factor of economic efficiency. The life insurer had the most positive perception of economic issues in the media.
The ranking reveals numerous changes from the first to the second half of the year. Nestlé made the biggest leap with an improvement of 17 places. Roche (+8 places), Zurich (+5 places) and Holcim (+5 places) also developed positively. Falling back
are Richemont (-7 places) as well as ABB, Geberit, Novartis, Alcon and UBS, which all lost 6 places. Hearing system provider Sonova, which has been part of the SMI since September 2022, ranks 12th.
And this is how it is measured:
The model used in the SMI Reputation Index distinguishes between the five dimensions of products & innovation, profitability, sustainability, management and employer, which define a company's reputation. They are weighted equally for the calculation of the index. A company has a strong reputation if it has a high presence in all areas while maintaining a positive tone. To calculate the index, the first step is to filter out all German- and French-language articles about SMI companies in public Swiss online sources (journalistic online media, news portals, websites, blogs, YouTube, Twitter, Facebook and others). The statements selected in this way are checked for content and tonality within the framework of AI-based analyses and assigned to the respective reputation dimensions.
