In a comprehensive survey made by the Reputation Institute, a New York-based private research and consulting form, Toyota was voted to be the world's most respected company. The survey included more than 1,000 companies' brand images, evaluating respondents' perceptions of trust, esteem, admiration, and good feeling to determine their scores.

 
Toyota was the only vehicle manufacturer to score over 80, and also finished in first place in five out of seven categories overall — making it first among the top tier of all manufacturers. It was the strong consumer perception of the company's quality, value, safety, and reliability that helped Toyota rise above its competitors in the rankings. The fact that the automaker stood behind its products swayed the results in positive light, as it showed the company had confidence in the products they produced.

This confidence had wavered somewhat in recent years, as admitted by Toyota CEO Katsuaki Watanabe. Rapid company growth caused a decline in some of its areas of quality control. This problem, referred to as the "big company disease" by Watanabe, include several recalls and model development delays.
 
+ Motor Authority: Toyota voted world's most respected company