The Reputation Drivers rankings show which reputation attribute has the strongest influence on Trust & Like Score in each market. They also show which companies are performing best on that attribute within their national index. This gives leaders a clear view of where stakeholder expectations are highest—and what to prioritize locally.
Stakeholders don’t judge reputation the same way in every market. In some countries, Relevance matters most; in others, it’s Inspiration or Authenticity. Explore the rankings below to see what drives reputation in each market.
Caliber experts help you go beyond the ranking—explaining what’s driving your results across stakeholder groups, over time, and across key reputation drivers in your market.
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Reputation drivers are the specific attributes that most strongly influence how stakeholders evaluate a company’s overall reputation—especially trust and support.
At Caliber, reputation drivers are identified through Driver Analysis, which quantifies which attributes have the greatest impact on a company’s Trust & Like Score in a given market.
Because stakeholder expectations differ by country, the most influential drivers can change across markets: one country may prioritize Authenticity, while another responds more to Relevance, Offering, or Ethical governance. That is why reputation drivers are not generic “best practices”—they are market-specific signals that show where reputation is won or lost.
In practice: reputation drivers help leaders focus on the few attributes that move perception the most, instead of spreading effort across everything.
These rankings show which reputation attribute has the strongest influence on Trust & Like Score in each market. They also show which companies are performing best on that attribute within their national index. This gives leaders a clear view of where stakeholder expectations are highest—and what to prioritize locally.
Reputation is influenced by how stakeholders perceive a company’s credibility, behavior, and value—not just what it says, but what it does and consistently delivers. The factors that shape reputation typically include attributes such as:
Authenticity (does the company deliver on its promises?)
Trustworthiness / integrity (does it behave responsibly?)
Relevance (does it matter to people’s lives and society?)
Offering / performance (does it deliver quality products and services?)
Differentiation (does it stand out for the right reasons?)
Leadership and governance (does it act ethically and transparently?)
Innovation and progress (is it moving forward in credible ways?)
However, the most important point is this: the relative importance of these factors differs by market and stakeholder expectations. What drives reputation in Sweden may not be what drives it in the US or Denmark. That’s why Driver Analysis is valuable—it reveals which factors carry the most weight where you operate, so strategy and communications can focus on what actually influences reputation.
Stakeholders in one country may not judge reputation the same way as stakeholders in another. In one market, Relevance may be the key factor; in another, it may be Inspiration or Authenticity. That’s why global reputation strategy needs local evidence: the drivers of Trust & Like Score are market-specific.
Localize reputation strategy by focusing on what actually drives Trust & Like Score country by country.
Explain performance differences between markets using data—not assumptions.
Identify reputational risk faster by spotting low performance on high-impact drivers.
Build action plans that move outcomes by linking communications priorities to the drivers that influence reputation most.
Caliber uses Driver Analysis to quantify which reputation attributes have the greatest influence on Trust & Like Score in each market. The output identifies the single most influential driver per market and ranks companies on performance on that driver.
