Overall corporate reputation is experiencing rehabilitation as the American public gives high marks overall to corporate America, specific industries, and the largest number of individual companies in a dozen years. This, according to the findings of the 2011 Harris Interactive RQ Study, which measures the reputations of the 60 Most Visible Companies in the U.S.
Google ranked highest, supplanting Berkshire Hathaway, which falls to the 4th position. Johnson & Johnson ranked second again, followed by 3M Company at 3rd. Apple continues a steady rise begun in 2002, ranking 5th, as its corporate reputation catches up with its elite brand status.
The top 10 companies on this year’s list in order of ranking include: 1) Google; 2) Johnson & Johnson; 3) 3M Company; 4) Berkshire Hathaway; 5) Apple; 6) Intel Corporation; 7) Kraft Foods; 8) amazon.com; 9) General Mills; 10) The Walt Disney Company. For a full list of the top 60 companies and other findings visit: http://www.harrisinteractive.com.
The bottom 10 companies on this year’s list in order of ranking include: 51.) Delta Airlines; 52) JP Morgan Chase; 53) Exxon Mobil; 54) General Motors; 55) Bank of America; 56) Chrysler; 57) Citigroup; 58) Goldman Sachs; 59) BP; 60) AIG.
There are six reputational dimensions that the RQ survey focuses on that influence reputation and consumer behavior. Below are the six dimensions along with the five corporations that ranked highest within each:
Social Responsibility – 1) Whole Foods Market; 2) Johnson & Johnson; 3) Google; 4) The Walt Disney Company; 5) Procter & Gamble Co.
Emotional Appeal – 1) Johnson & Johnson; 2) amazon.com; 3) UPS; 4) General Mills; 5) Kraft Foods
Financial Performance – 1) Google; 2) Berkshire Hathaway; 3) Apple; 4) Intel; 5) The Walt Disney Company
Products & Services – 1) Intel Corporation; 2) 3M Company; 3) Johnson & Johnson; 4) Google; 5) Procter & Gamble Co.
Vision & Leadership – 1) Berkshire Hathaway; 2) Google; 3) Apple; 4) Intel Corporation; 5) The Walt Disney Company
Workplace Environment – 1) Google; 2) Johnson & Johnson; 3) Apple; 4) Berkshire Hathaway; 5) 3M Company
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