The overall reputation leader among Belgian companies is retailer Colruyt, according to a new measurement of corporate reputation conducted by corporate communications firm akkanto among 30 leading Belgian companies using the Reputation Institute’s RepTrak method.

Colruyt took the number one spot with a RepTrak Pulse of 84.6. The score is based on the attributes esteem, good feeling, trust, and admiration. Neuhaus takes the second place with a score of 78.7, followed by Delhaize with 76.3. Conversely, SNCB/NMBS Group scored the lowest with a RepTrak Pulse of 43.8, preceded by Electrabel who scored 53.0 and Belgacom with 54.5.

Jef Colruyt, chairman of Colruyt Group, says: “At Colruyt Group, we are convinced that a good reputation results from persistently doing business in a sustainable way. Reputation grows gradually, but can be severely damaged in a very short time. Therefore, maintaining a good reputation is the daily responsibility of every single team member.”

The RepTrak method provides companies and organizations with a quantitative, standardized measurement that enables them to identify and manage the factors that drive their reputation. It also allows them to benchmark their corporate reputation internationally. In Belgium, the Reputation Institute not only measured the “pulse” of the 30 companies selected, but also asked the respondents to rate the companies on the 7 key reputation dimensions that research has proven to be effective in getting stakeholders to support the company.

Based on the survey results, the most influential dimensions in Belgium are “products and services” and “leadership”, driving 21.5 percent and 17.0 percent of the companies’ reputations respectively.