RepTrak®  is the gold standard for reputation measurement, providing a one-of-a-kind measurement of how the public views the world’s best-known companies, examining 15 stakeholder groups in more than 25 industries and more than 50 countries for more than 7,000 companies. 

Our annual rankings are based on each company’s “Pulse” – the emotional connection consumers have to a brand. The results are further broken down into seven dimensions of rationality, which define why consumers feel the way they do. The dimensions are Products/Services, Innovation, Workplace, Governance, Citizenship, Leadership, and Performance.

Reptrak Framework
Learn more about:

RepTrak® Framework

RepTrak® Research Methodology

RepTrak® For Your Company

History of RepTrak®

RepTrak® in Academic Peer Review

RepTrak® Framework

RepTrak® shows the emotional bond that people have with your company and connects that bond with their rational behaviors.


Reptrak Pulse

Reputation is an emotional bond that ensures:

  • People buy your products and services
  • People recommend your company
  • Your investors support you
  • Policy-makers and regulators give you the benefit of the doubt
  • Your employees are aligned and deliver on your strategy

RepTrak® tracks perceptions about your company's ability to deliver in seven key Dimensions — Leadership, Performance, Products, Innovation, Workplace, Governance and Citizenship...

Work Place

... across 23 attributes of reputation within the seven Dimensions.

RepTrak® Framework Overview
RepTrak Pulse RepTrak Pulse RepTrak Pulse

Products & Services

I believe the organization’s products are high in quality, value and service and meet the customers’ needs.


I believe the organization is innovative and adaptive.


I believe the organization maintains good workplaces, treating and rewarding employees fairly.


I believe the organization is ethical, fair and transparent.


I believe the organization is environmentally friendly, a supporter of good causes and a positive contributor to society.


I believe the organization’s leaders are excellent and visionary managers, and strong endorsers of their companies.

Financial performance

I believe the organization has strong overall financial performance, profitability and growth prospects.

RepTrak® Pulse

The RepTrak® Pulse averages the scores I have rated for the organization.


If I had the opportunity, I would buy the products/services of this organization.


I would recommend this organization to others.

Crisis Proof

If the organization was faced with a product or service problem, I would trust them to do the right thing.

Verbal Support

I would say something positive about the organization.


If I had the opportunity, I would invest in this organization.


If I had the opportunity, I would work for this organization.


How Corporate Reputation Links to Stakeholder Support

Companies with Excellent or Strong Reputations get significantly more support from the public.
Reptrak Framework
  RepTrak® Research Methodology

Every year, Reputation Institute measures the reputations of thousands of the world's most prestigious companies using our RepTrak® framework. 

Reputation Study:
  • Over 3 million company ratings globally - CAWI
  • 2,000+ companies annually
  • 7,000+ companies in our RepTrak® database
Consistent Data Collection Period for Past 10 Years

Stakeholder Groups: 
  • General Public for our Global, National, Country and CSR RepTrak studies
  • General Public for our National Tracker programs
  • 15+ stakeholder groups for custom reputation measurement research
Two-tiered Respondent Qualifications
  • Familiarity: Respondent must be “somewhat” or “very” familiar
  • RepTrak® Pulse: 75% completion of pulse rating to be included

RepTrak® Measurement for Companies

Build your custom reputation measurement & benchmarking program 

Measure and track general public and multi-stakeholder perceptions about your company with the frequency and breadth you choose. Use this knowledge to better manage your company's reputation by understanding its effects on stakeholder behaviors. 

Reptrak Framework


Want to start right away?  

Join other leading companies in one of our syndicated National Tracker programs

Join the power of national tracking and benchmark your company against the best in the country. Leverage the strength of the database as you select your comparative companies to measure yourself against with the gold standard of reputation measurement, RepTrak®.

Reptrak Framework
  • Build your reputation
  • Protect your reputation
  • Create the business case for reputation investments

Learn more about Reputation Institute's
National Tracker Program.



 RepTrak® History

Recognizing a growing need by both practitioners and academics for a better conceptual and empirical tools for assessing and managing reputation — and the lack of validated instruments for doing so — Reputation Institute launched a global project in 1998 to understand and measure the diverse factors associated with corporate reputation. The first measurement instrument  that resulted from our initial exploration was the Reputation Quotient (RQ), a six-dimension scale constructed from 20 attributes. The four-attribute RepTrak® Pulse measure was pulled out of the RQ in 2005 and used to create a separate measure of a person's emotional attachment to a company.

The full RepTrak® System was created in 2005-2006 to provide executives with an analytical instrument that could be used, not only to track and assess stakeholder perceptions of companies, but that would also enable a more comprehensive understanding of the underlying informational drivers of reputation that elicit emotional attachment. The system is based on measuring a company's overall reputation using the RepTrak® Pulse and decomposing that emotional attachment into an underlying set of dimensions and attributes, and predicting their effects on stakeholder support.

 RepTrak® in Academic Peer Review

Reptrak Framework

Download the peer-reviewed academic articles on RepTrak®.
These studies reports empirical tests developed to validate the seven dimensions that the RepTrak® System uses to predict corporate reputation and stakeholder support.