Reputation Corporate as a Strategic Key Factor
The Reputation Corporate has become a crucial strategic factor for companies in Mexico, influencing customer, employee, and partner perceptions as well as business competitiveness and sustainability. Merco published the annual ranking of the 200 companies with the best reputation in the country, reflecting transparency, ethics, innovation, and social responsibility.
Recognition and Communication as Key Points
Itzel Torres, Director of Merco Mexico, emphasized the importance of trust in measuring reputation. She highlighted Merco’s 13-year tradition in Mexico and 25 years of reputation measurement, expressing gratitude for the trust placed in them. Torres also stressed the collaborative work between Merco’s Mexico and Spain teams, ensuring a rigorous and reliable assessment. She thanked the companies for participating in a process that strengthens corporate transparency and integrity.
Miguel Pallares on Transparency, Rigor, and Independence
Miguel Pallares, a business journalist and founder of Ideas de Negocio TV, underscored three key aspects that distinguish Merco’s ranking: transparency, rigor, and independence. He also emphasized the importance of proximity between companies and media to build reputation, stating that direct communication lines minimize the impact of misinformation and positions Merco as an ally in communicating companies’ actions.
Demanding Methodology
Merco has consistently employed a rigorous and transparent methodology, free of sponsorships, quotas, or consulting services. The evaluation has been refined over the years and adapts to the dynamic business world. Being the first monitor audited by an external firm—KPMG in this case—guarantees result objectivity.
Results of the Ranking
The award ceremony, led by Antonio Lechón and Itzel Torres, celebrated Grupo Bimbo as the company with the best reputation, scoring 10,000 points. Grupo Modelo and BBVA followed in second and third place, respectively. Other leading companies include Nestlé (4th), Google (5th), Mercado Libre (6th), Pepsico (7th), Walmart de Mexico and Centroamérica (8th), Liverpool (9th), and Cinépolis (10th) in the general ranking.
- Food – Grupo Bimbo
- Insurance – GNP Seguros
- Automotive – Volkswagen
- Grocery and department stores – Walmart de Mexico and Centroamérica
- Beverages – Grupo Modelo
- Beauty and personal care – L’Oréal
- E-commerce – Mercado Libre
- Conglomerates – FEMSA
- Construction and infrastructure – Fibra Uno
- Consulting, auditing, and advisory – Deloitte
- Mass consumption – Unilever
- Fashion and accessories distribution – Nike
- Education and training – Tecnológico de Monterrey
- Home appliances and equipment – Samsung
- Pharmaceutical/Laboratory – Pfizer
- Pharmacy – Farmacias Similares
- Financial – BBVA
- Hotels and tourism services – Grupo Xcaret
- Industrial – Comex
- Construction materials – Cemex
- Media – El Universal
- Leisure and entertainment – Cinépolis
- Home delivery – Jüsto
- Restaurants – Alsea
- Package delivery and logistics – DHL
- Information technology – Google
- Telecommunications – Telcel (América Móvil)
- Passenger transport – Aeroméxico
Merco Empresas, a Consolidated Monitor
With 25 years of experience, Merco has established itself as a global reference in reputation measurement, free from conflicts of interest. Its assessment acknowledges a fundamental intangible asset: corporate social capital, which contributes to building trust and driving businesses.
Originally a university project in Spain, Merco now operates in 20 countries across Europe, Latin America, and North America. It evaluates reputation holistically and pluralistically, considering both objective indicators and the perception of 30 distinct audiences, focusing on excellence, talent, innovation, and corporate responsibility.
Social Impact of Reputation
To complement the ranking presentation, a panel titled “The Importance of Reputation and Its Impact on Society” was held, featuring Karla Alcázar Uribe (President and General Manager of Lilly Latin America), Carlos Marín Rangel (CEO of Liverpool), and Javier Sosa Mejía (President of PPG Comex and Vice President of Architectural Coatings for Latin America).
All three speakers agreed that trust is harder to earn than reputation, especially in an era marked by misinformation and social demands. Companies must demonstrate consistency between their words and actions to prove their credibility.
Trust, Transparency, and Congruent Leadership as Critical Assets
Karla Alcázar emphasized the importance of trust for a pharmaceutical company like Lilly, as it implies patients entrusting their health to the company. She mentioned ethical and balanced medical education, patient support beyond medication, and quality standards ensuring safety at every contact point.
Carlos Marín clarified that Liverpool’s credibility, built over nearly 180 years, is rooted in transparency. He stated that trust is earned through consistent actions, beginning with motivated and proud employees, which then extends to external stakeholders.
Javier Sosa shared Comex’s case, where reputation faces constant challenges. The company operates over 5,200 stores through 600 micro-entrepreneurs employing more than 25,000 people. He highlighted the importance of conveying the company’s essence and values across the network through training, conventions, and consultative advice.
Sosa emphasized that reputation not only belongs to the parent company but also transfers to partners and employees who embody the brand’s promise daily. He stressed that leadership should humanize companies and consistently transmit values, as any disconnect harms result sustainability.
