From a pool of 100 companies drawn from across 15 sectors, Vina Concha y Toro SA (NYSE:VCO) has emerged first place in terms of reputational ranking. The study to rank companies based on consumer perception of the brand was carried out by Reputation Institute, which produced the RepTrak Chile 2016 list.
Reputation Institute is as an internationally renowned consulting firm. The objective of producing RepTrak list is to identify the perception of consumers regarding an array of brands. In the 2016 reputation list, some 100 companies were ranked. Those companies were drawn from industries such as banking, forestry, energy, mining, retail, food, telecommunications, food, health and other sectors of the economy.
A rigorous process
It takes a rigorous process before a company makes it to the RepTrak Chile list. That explains why Vina Concha y Toro SA feels it has achieved a milestone by topping this year’s list.
When it comes to preparing the RepTrak list, Reputation Institute begins by carrying out a study of the companies first. The initial study focuses on such things as brand recognition and familiarity. After that the institute carries out a voluntary online survey that captured about 3,000 people.
Score of 75.3 out of 100
Vina Concha y Toro SA has topped the RepTrak Chile 2016 list with 75.3 points out of the possible 100 points. The company said that its score in the RepTrak model represents robust strength level of its brand recognition and familiarity.
The Reputation Institute’s RepTrak model score measures the bond between a company and the public that it serves. It also brings out the trust, admiration, good feeling and respect that the company enjoy among the public.
Benefits of better reputational score
According to Reputation Institute’s managing partner for Latin America and Spain, Fernando Prado, company with a better reputation ends up building a network of trust around itself. With that, it becomes easier for the company to attract great talents and more investment.
Reputation Institute’s study also evaluates the extent that public perception impacts a business such as how they buy the products, recommend the company and comment positively about the brand. Vina Concha y Toro SA hopes to take advantage of the benefits that come with being ranked top in terms of reputation.
Vina Concha y Toro SA generated revenue of $191.6 million in 1Q2016 compared with $186 million in the year-quarter. EPS in the latest quarter was $0.28 against $0.25 a year ago.