The 10 most—and the 10 least—reputable brands
Amazon unseats Apple for the top spot, but corporate America’s overall reputation eroded since last year.
The online retailer unseated Apple, which held the top spot in last year’s poll. Walt Disney Co., Google, and Johnson & Johnson round out the top five.
Among industries, technology was the most reputable, followed by travel and tourism, retail, consumer products, and telecom.
Although Amazon saw a boost, corporate America’s overall reputation dropped to 2008 levels—a situation Harris Interactive called “relatively grim”—with fewer “great” companies.
Harris Interactive considers a brand “great” if it scores above 80 on its Reputation Quotient, which the company determines through interviews with 19,000 people.
The six “great” companies are Amazon, Apple, Disney, Google, J&J, and Coca-Cola. Last year, there were eight “great” companies; in 2011, there were 16.
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