RepMan Turkey Reputation League Research
RepMan Turkey Reputation League research results open the door for 70 companies to enter the “Turkey Reputation League”
The results of the Turkey Reputation League research, which evaluated 141 leading companies in their sectors, have been announced. The Turkey Reputation League research, the first product of the strategic partnership between Repman Reputation Research Center and Future Bright Group, evaluated brands spread across 16 sectors using seven main dimensions and 18 sub-criteria representing reputation management performance. The research 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 prioritizing product and service experience in terms of reputation. Product and service quality is particularly prominent in sectors such as fuel, e-commerce, white goods, and personal care.
• The average RMS (Reputation Management Score) of the 141 companies is 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 benchmark score set by international research, accounted for 17% of the research. This reveals that only 24 companies were able to enter the Turkish Reputation League.
• Half of the companies included in the research are in the 50-70% range. This means that companies in this group believe reputation management is important, but they lack experience in how to manage the processes. These companies have a high chance of entering the Turkish Reputation League if they invest in the following performance criteria:
o Inspires other companies with innovative and creative approaches
o Makes technological investments that benefit the customer and provides the necessary technology to the customer
o Demonstrates transparent, realistic, and sincere communication through social media
o Is an open and honest company whose sincerity I trust
o As a company, it conducts its operations according to sustainability principles / strives for a more sustainable future
Business Results and Competitive Advantage
Research shows that trust and reputation have become the most valuable assets of brands, and the way to differentiate in competition is to improve 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.
With the improvement of reputation management performance;
- Believing 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 its 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 environment by 3.1 times,
- Long-term purchase of their shares by 2.0 times.
Sector-based view of reputation management performance
The most reputable sector is technology
MarketsBased 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 that ranked lowest in the reputation league were 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 eyes of consumers in the long term. Companies that invest in technology for their brands increase their reputation by at least four times.
Reputation as a Shield
Reputation plays a leverage role, 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 with 16 sectors, 141 brands, and 17,200 consumer interviews. The research evaluated companies in the following sectors: fuel, banking, white goods-small household appliances, digital payment systems, electric charging stations, e-market, 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.
ZMET Included in Research Methodology
This study, which reveals the sense of reputation created by reputable companies in consumers as an "essentially converging value" using the Harvard-developed ZMET method, is a first in its field. The results of the Turkey Reputation League study, redesigned in light of the data obtained from this study, are noteworthy. Thanks to the ZMET method, it was observed for the first time that a distinction between purchased reputation and real reputation was made. This implies that the so-called reputation some institutions achieve by emulating reputable institutions is a purchased reputation, not a genuine one.
So, can we really manage 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;
Özer Gündüz
ozer.gunduz@futurebright.com.tr