Corporate image: Leclerc acclaimed, SNCF demoted

Michelin, Leclerc, Peugeot… This is the winning trifecta of the big companies that enjoy the best image in the eyes of the French. If the latest edition of the Posternak barometer

that Ifop carries out every three months does not reveal major changes at the top of the basket, it is evident that recent events have greatly modified the ranking and the balance of power between the most popular companies and those that are now struggling to seduce.

Take retail. As much as Leclerc really has the wind from his tail with a positive image with 84% of the French, both Auchan has seen his coast pale, dropping significantly in the ranking compared to the previous edition of the barometer dating from last November. 26% of the French today have a bad image of the northern brand compared to 68% who continue to appreciate it.

56% of French people have a bad image of the SNCF

The bosses of the hypermarkets and Leclerc supermarkets – which are all independent – can thank their spokesperson from this point of view. It is undeniable that Michel-Edouard Leclerc has managed to convince the French that he is really fighting to help them deal with inflation. On the contrary, the company whose image has deteriorated the most in recent months is the SNCF.

We can even talk about a descent into hell. The French who have a bad image of the SNCF are now much more numerous (56%) than those who have a good image (42%). And France’s leading airline cannot even take comfort in looking at the rating of the other major national player in the sector: Air France, whose image is positive and stable. The effect of the “strikes” undoubtedly played an important role in the deep disenchantment between the SNCF and the French.

The image of EDF, Engie and Totalenergies in sharp decline

In the latest edition of this barometer, we can also see that the companies that have fallen the most in the love rating are those whose pricing policy is less accepted. That Peugeot or Michelin have raised their prices has obviously not had any effect on their image.

While La Poste, by withdrawing its red seal, or the large energy companies (EDF, Engie and Totalenergies) by transferring the rise in gas and oil prices, have clearly seen their stars fade. The discounts at Total service stations last year and its maximum price of 2 euros this year do not change anything. Super profits are struggling to pass in the eyes of the French.