Well, according to Harris Interactive’s annual Reputation Quotient, Apple overtook Google to claim the top slot. Close behind the two technology giants were Coca-Cola, Amazon.com and Kraft Foods, respectively.
The research firm asked 17,000 Americans to identify 60 of the most visible companies and then rank them based on 20 different attributes under categories such as “Emotional Appeal”, “Social Responsibility” and “Vision & Leadership”.
In a press release, the head of Harris Interactive’s Global Corporate Reputation Practice said, ”We are seeing the emergence of a group of companies that garner reputation equity by being positively associated with multiple industries. Companies like Apple, Google and Amazon.com combine innovation and leadership across multiple business areas, giving them true competitive advantage.”
Unfortunately, the companies that tanked in terms of reputation were AIG, Goldman Sachs and Bank of America. Clearly, the public still has a largely negative perception of the financial services industry. And it’s no wonder that others like BP and News Corp were also deemed least reputable given their PR disasters in recent years.
What do you think of the survey’s results? Are there any companies that you think should have made the list – whether for better or worse?