RepMan Turkey Reputation League Study
The RepMan Turkey Reputation League survey results open the door to the “Turkey Reputation League” for 70 companies.
The results of the Turkey Reputation League survey, which evaluated 141 leading companies in their sectors, have been announced. The first product of the strategic partnership between the Repman Reputation Research Center and the Future Bright Group, the Turkey Reputation League study evaluated brands across 16 sectors based on seven main dimensions and 18 sub-criteria representing reputation management performance. The study was conducted online with 17,200 people in July and August 2025. The samples for all sectors were designed to be representative of the country.
Key Findings
• After many years, consumers are once again placing product and service experience at the top of their list when it comes to reputation. Product and service quality stands out even more in sectors such as fuel, e-commerce, white goods, and personal care.
• The average RMS score (Reputation Management Score) for 141 companies was 63.7. The Benchmark RMS, defined as the most admired company, was found to be 78.9. Companies performing above 70 RMS, which is also the base score determined by international studies, accounted for 17% in the research. This reveals that only 24 companies made it into the Turkey Reputation League.
• Half of the companies included in the study fall within the 50-70% range. This means that companies in this group recognize the importance of reputation management but lack experience in how to manage the processes involved. These companies have a high chance of entering the Turkey Reputation League if they invest in the following performance criteria in particular:
o Inspires other companies with its innovative and creative approaches
o Makes technological investments that benefit customers and provides the necessary technology to its customers
o Demonstrates transparent, realistic, and sincere communication through social media
o It is a company I trust for its sincerity, openness, and honesty
o As a company, it operates according to sustainability principles / strives for a more sustainable future
Business Results and Competitive Advantage
The research reveals that trust and reputation have become the most valuable assets of brands, and that differentiation in competition depends on improving reputation management performance. Reputation performance provides a leverage effect on business results. It was observed that companies that entered the Turkish Reputation League gained a tangible competitive advantage in their business results compared to those that did not.
Improving reputation management performance increases:
- Believing in and trusting the sincerity of their statements by 4.8 times,
- Supporting social responsibility activities by 4.2 times,
- Recommending the company and its products/services by 4.0 times,
- Using/reusing products/services by 3.5 times,
- Being among the most desirable companies to work for by 3.3 times,
- Expressing that they are reputable and trustworthy in every setting by 3.1 times,
- Long-term stock purchases by 2.0 times.
Sector-based overview of reputation management performance
The most reputable sector: technology markets
Based on the criteria of the Turkey Reputation League research, the sectors with the highest reputation management performance in Turkey are technology markets, white goods, and home decor products. The sectors at the bottom of the reputation league are digital payment methods and internet providers.
Multiplier effect in reputation management: Technological investment and innovation
For a brand, technological investment and innovation are now indispensable for forming the cornerstone of reputation. Innovative products created become a significant source of reputation in the long term in the eyes of consumers. Companies that invest in technology for their brand increase their reputation by at least four times.
Reputation as a Shield
Reputation plays a leverage role in raising trust in brand narratives, corporate social responsibility efforts, recommendation and sales power, and human resources potential to high levels.
Which sectors were evaluated?
The Turkey Reputation League research was conducted through interviews with 17,200 consumers across 16 sectors and 141 brands. The research evaluated companies in the following sectors: fuel, banking, white goods/small household appliances, digital payment systems, electric charging stations, e-markets, e-commerce, home products and decoration, holding and group companies, internet providers, personal care/cosmetics, travel/tourism, insurance, technology markets, telecommunications, and chain coffee shops.
The ZMET methodology was included in the research methodology.
This study, which uses the Harvard-developed ZMET methodology to identify the sense of reputation created by reputable companies in consumers as a "value that unites in essence," is a first in its field. The results of the Turkey Reputation League study, redesigned based on the data obtained from this research, are noteworthy. For the first time, the ZMET methodology revealed a distinction between purchased reputation and genuine reputation. This suggests that the so-called reputation some institutions achieve by emulating reputable institutions is a purchased reputation, not a genuine one.
So, are we really managing our reputation?
In this study, it was observed that only 17% of the 141 companies whose performance was evaluated achieved success in reputation management.
And here are the brands with the highest reputation management performance according to the Turkey Reputation League 2025 results (alphabetical)
• Allianz • Amazon • Arçelik • Beko • Bosch • Dyson • Hepsiburada • İkea • Kahve Dünyası • Karaca • Koç Holding • Koçtaş • Mediamarkt • Migros • Opet • Paşabahçe • Philips • Samsung • Shell • Siemens • Teknosa • Trendyol • THY
For detailed information;
Elif Köken Çimen
elif.koken@futurebright.com.tr