Aker ASA was ranked number 3 in a national survey on corporate reputation. Experts call it the “Nutcracker effect.” “The award winning television commercial has given the public a clearer understanding of what the company does...,” says Nils Apeland, PR expert behind the Norwegian branch of Reputation Institute.
The Reputation Institute is a private research organization with the mission of increasing the understanding of corporate reputation and how it can be driven, measured and valued. Each year, they initiate a survey that measures companies reputations based on 7 dimensions with a method called the “Reputation Quotient (RQ).”
As reported in Norway’s leading business newspaper, Dagens Naeringsliv (DN), “This year’s Norwegian comet is Aker, with Kjell Inge Røkke at the forefront. The company has climbed to 3rd place, from 7th place last year, and 13th place in 2004. The company scored high in all the important parameters. Folk really like Aker.”
The article also goes on to say that, “Aker is the company that Norwegians say they would most prefer to invest money in if they had the opportunity.”
The annual RQ for Norway 2006 is a wide reaching evaluation of Norway’s most visible companies. 5388 Norwegians answered questions on companies they know “a little” or “very well”. 300 people gave a thorough evaluation. In Norway, the RQ is represented by Apeland Information and Handelshøyskolen BI.
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