While Apple still holds a commanding lead, a new survey from research firm Reputation Institute claims that both Apple and Samsung have suffered significant drops in their reputations over the last year. The data, which was collected from over 170,000 consumers, shows that Apple has slipped to the 20th spot on the list, while Samsung dropped to number 70.

Both of these rankings are significant changes compared to last year. Apple landed in the 10th slot last year, while Samsung had placed 17th. Though Samsung’s drop is obviously more dramatic, Apple's is a continuation of the trend during the last few years.

As for what Reputation Institute's RepTrak study aims to show:

"The annual Global RepTrak® 100 spotlights the companies that truly understand what they stand for and how to reinforce the emotional bond with their stakeholders across all the markets they serve,”

Rolex, Lego, and Disney Top Reputation Institute's 2017 Global RepTrak® 100 – The World’s Largest Corporate Reputation Study

Reputation Institute (RI), the world's leading provider of stakeholder measurement, membership and management services, today announced the company’s annual Global RepTrak® 100 rankings. Based on over 170,000 ratings collected in the first quarter of 2017, the survey is the largest corporate reputation study of its kind, and includes comparative ratings, trends by demographic cuts, and unique insights into which companies are best regarded by stakeholders as well as what drives trust and supportive behaviors such as willingness to purchase a company’s products, recommend the brand, invest in or even work for the company.

The top 10 companies in RI's 2017 Global RepTrak® 100 are:

1. Rolex    2. LEGO Group   3. The Walt Disney Company      4.Canon     5.Google 

6. Bosch   7. Sony         8. Intel         9.Rolls-Royce        10. Adidas

"The annual Global RepTrak® 100 spotlights the companies that truly understand what they stand for and how to reinforce the emotional bond with their stakeholders across all the markets they serve," said Michele Tesoro-Tess, RI executive partner. "This year's Top 10 companies come from different sectors: reputation is a cross-industry asset and companies continuously invest on it because their leaderships finally recognized its impact on business performances.”

Source: 9to5mac