Hear What Reputation Leaders Say About Us: FedEx, Hershey, Heineken

With RepTrak® we unleash the power of reputation to enable leaders to build better companies. Hear what some of the world’s most reputable companies say about us.



"We manage our brand and reputation as we would manage a strategic business priority; you can't manage it, if you can't measure it."

                                                                                                                   — Neil Gibson, VP Corporate Communications.


FedEx challenge: FedEx sought affirmation that their company's "purple promise" brand initiative to connect people and possibilities around the world was being perceived as such from internal and external stakeholders alike.

FedEx results: Reputation is noted as a key foundational element for the workplace culture at FedEx, as well as for external brand familiarity and recognition. The high FedEx reputation ranking affirms its corporate differentiation as a reputable, ethical company with strong leadership.




The Hershey Company

"Reputation for us is the rest of the world viewing us the way we view ourselves; a company that cares not only about our customers, but also our employees." 


                                                                           — Leigh Horner, VP Corporate Communications & Corporate Social Responsibility


Hershey challenge: As a 120-year old company, Hershey wants to continue to be as relevant today as it was when it began.

Hershey results: Hershey's reputation score creates a feeling of public goodwill for their products and for their employees. It validates the efforts the Hershey team puts into reputation every day.





“We have been working on our reputation for over 150 years, but we’re never done."

                                                                                                              — Jan Derck Van Karnebeek, Chief Commercial Officer


Heineken challenge: Heineken wanted to proactively engage in the debate of alcohol and health by striving to make "responsible consumption cool."

Heineken results: Taking a clear stance by opening a dialogue with fans and critics alike helped Heineken rank high in leadership, results, and expressiveness. Heineken partnered with Formula 1 legend Jackie Stewart to promote their "when you drive, never drink" campaign in a continued effort to fight alcohol abuse.



Reputation Institute’s RepTrak® research uncovers the world’s most reputable companies in innovation, governance, citizenship and more. Ask us to be among the first to know your company's score and ranking in countries and industries worldwide

Contact us to be the first to know your 2018 reputation. See how likely your stakeholders are to buy from you, work with you, and invest in your company. Understand how you can improve your scores and grow your stakeholder support.