Japanese, Toyota has emerged as the company with the strongest reputation in New Zealand.

According to a new study, SkyCity has been rated as the company with the worst reputation in the country. The latest corporate reputation index, which is produced by AMR, the regional unit of the Reputation Institute, showed that people ranked the Japanese firm highly on the reputation.

The index is prepared on the basis of the public perception on the largest companies in the country relating to their products and services, innovation, workplace, governance, citizenship, leadership and financial performance.

Toyota, which is on the top of the list, was ranked sixth in the previous year. The company also ranked first in products and services, innovation and governance.

Toyota New Zealand managing director and chief executive Alistair Davis said, "At Toyota, we try to take a long-term perspective and we fundamentally believe that business cannot survive in a society, or on a planet, that fails. Within the framework of the business of moving people, we are trying to build a better planet."