Table 2. Comparison of MERCO COMPANIES, 2011-2019 results

Source: created by the author

In any case, taking the comparisons into account, we insist that it seems reasonable to contemplate the way that each ranking measures reputation in order to understand the differences and be able to prevent the index results from losing credibility for stakeholders. Specifically, examination of the methodology used by these reputation assessment rankings is necessary in order to verify whether they evaluate the pre-defined aspects of the concept of reputation, and to this end, some criteria to take into account have been identified in this research, allowing us to carry out a comparative analysis under similar conditions.

In this regard, four aspects have been clearly identified and are shared by all of the rankings. Moreover, these aspects are the ones that are considered in the comparative analysis, and they are as follows:

Variables they take into account: We also find it difficult to identify common points or to use an inner criterion in order to organise them into groups that facilitate their comparison. Therefore, following the well-known differentiation concept used in business management, we will divide them into two basic categories: hard and soft elements or variables (this classification was created in 1980 from the work of two Mackinsey employees, Tom Peters and Roger Waterman, who identified the 7 Ss (or 7-S Model) of business strategy that differentiates two types of variables: hard