RepTrak, which uses a complex methodology to evaluate a corporation’s reputation across seven key categories, added several luxury brands to its 2021 ranking, more than any other year since the research firm began publishing the list a decade ago. In addition to Chanel and Prada, other newcomers included Burberry and Hermès.

To rank its top 100 corporations, RepTrak surveyed more than 68,000 respondents across the world’s 15 largest economies to gauge perception regarding a brand’s product and services, innovation, citizenship, performance, governance, leadership and workplace. Respondents were asked about their “willingness to buy, recommend or trust a company.”

To be considered, the corporation must generate at least $2 billion a year in annual sales and be familiar to 20 percent of those surveyed in each country.

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