Results of the online survey indicate that Denmark’s LEGO is the world’s most respected company based on ratings by the public in their home country. U.S. contractor Halliburton and Australia’s AWB (formerly the Australian Wheat Board) earned the lowest ratings from the public.

According to Dr Charles Fombrun, CEO of Reputation Institute, “IKEA and LEGO are two companies that have taken responsibility for the development of their region and country and are seen as national icons.” Both LEGO and IKEA were also in the Top 3 in the 2006 survey. Other companies which fared well included Barilla & Ferrero in Italy and Kraft Foods in the US (food); Japan’s Canon and Dutch company Philips (consumer electronics); Japan’s Toyota, France’s Michelin (automotive). Some of the biggest movers include Russia’s Gazprom, Magnitogorsk Iron & Steel, and Lukoil, reflecting the growing public optimism about Russia’s corporate sector. Research shows that people act towards companies based on their feelings. They are more likely to buy the products of companies they trust, to work for the organizations they respect, and to recommend companies they like.