Clorox is the highest-ranking household and personal care company to be included in an annual survey of the 100 most reputable companies in the US.

The 2015 ‘Global RepTrak 100’ ranking by US research firm The Reputation Institute is based on interviews with over 61,000 consumers.

The survey measures public perceptions of corporate reputations based on seven criteria including innovation, leadership, governance, citizenship, workplace, performance, and products and services.

BMW Group was the highest-ranking company, followed (in order of rank) by Google, Daimler, Rolex, LEGO Group, The Walt Disney Company, Canon, Apple, Sony and Intel.

This is the first year that Clorox entered the top 100 list. Clorox retails personal care brands including Burt’s Bees, alongside iconic household products such as Clorox bleach and Brita water filters. 

Clorox CEO Benno Dorer commented, “Clorox has a strong foundation of leadership and innovation that has benefited our consumers, customers, shareholders and the communities where we operate throughout our 102-year history, and in recent years we’ve made significant progress through our focus on the integration of financial, environmental, social and governance performance.

“This recognition is important validation of our business approach that focuses on accelerating profitable growth the right way and communicating that message effectively with our stakeholders.”

The Global RepTrak survey aims serve companies by enabling them to gain clarity on customer expectations and better identify risks and opportunities. The understandings provided by the survey are intended to help companies plan their marketing and communications activities more effectively in order to improve return on investment, the Reputation Institute states. 

Brad Hecht, chief research officer at The Reputation Institute, noted, “Companies with strong reputations are 15 times more likely to attract better talent, and they reap significant financial benefits, too. The most reputable companies see a stock performance that is two times better than the overall market, and they benefit from a 6.5 percent increase in recommendations every time they improve their RepTrak® score by five points.”