Air New Zealand has taken out the top spot in a reputation survey on both sides of the Tasman.

The latest corporate reputation index from market researchers AMR and global firm the Reputation Institute has the national airline ahead of Toyota NZ - who topped the list last year - in New Zealand and Mazda Australia across the ditch.

It's also four places ahead of rival Qantas.

Air New Zealand was sixth in last year's AMR standings in Australia, but this year has beaten out other big corporate such as Apple Australia, Myer and Woolworths.

AMR's managing director Oliver Freedman said it was highly unusual for a "clearly overseas" company to take a spot on a list of most reputable companies.

"It's not even a company that is seen as a global company - it's a true Kiwi company," he said.

Freedman said strong marketing in Australia and a focus on customer service has likely led to the jump for the airline.

A canny approach to marketing helps, using celebrities and All Blacks for in- flight safety videos, he said.

Air New Zealand chief executive Christopher Luxon said it is thrilling to be held in high regard on both sides of the Tasman and the airline has built an enviable reputation by being "uniquely Kiwi".

"Despite being a relatively small airline in global terms, Air New Zealand continues to punch above its weight by taking great ideas and turning these into world leading product and service offerings that enhance the customer experience."

In the New Zealand standings, Toyota, ASB, The Warehouse and Zespri complete the top five.

Mainfreight was a new entry in the top 10, at number eight, while ANZ jumped from 14 to seven.

Vodafone's fall from No. 9 to 17 was the biggest drop.