America’s Most And Least Reputable Big Companies

This was a great article and study published by Forbes on April 5, 2011, that I wanted to share here on the blog.  Their study focused on America’s most and least reputable big companies and was compiled in the first quarter of 2011 by Reputation Institute, a private consulting firm. Their method consisted of conducting an online study among 32,946 consumers which measured their perceptions of those companies among the 150 largest in the U.S. that they were “somewhat” or “very” familiar with. Each company earned a “RepTrak Puls” score of 0 to 100, representing an average measure of people’s feelings–or reputation–for a company. The scores were statistically derived from four emotional indicators: trust, esteem, admiration, and good feeling.

Reputation Institute then analyzed what it calls the seven dimensions of corporate reputation. That’s where it found that perceptions of the enterprise (workplace, governance, citizenship, financial performance and leadership) trumped product perceptions (products and services plus innovation) in driving behaviors.

The big winner was Amazon, the big loser was Freddie Mac.  To read the complete article click here.  The Top Ten Reputable Companies can be found in the list below:

2011 Rank	Company	Stock Ticker	RepTrak Pulse 2011	RepTrak Pulse 2010	Change vs. 2010	Industry
1	Amazon.com	AMZN	82.7	76.94	5.76	Retail – General
2	Kraft Foods	KFT	81.4	84.84	-3.45	Food – Manufacturing
3	Johnson & Johnson	JNJ	81.32	85.82	-4.49	Consumer Products
4	3M	MMM	81	77.15	3.85	Industrial Products
5	Kellogg’s	K	80.87	82.78	-1.91	Food – Manufacturing
6	UPS	UPS	80.46	78.93	1.53	Transport & Logistics
7	FedEx	FDX	79.63	77.59	2.04	Transport & Logistics
8	Sara Lee	SLE	79.53	80.04	-0.51	Food – Manufacturing
9	Google	GOOG	79.25	79.31	-0.06	Information & Media
10	Walt Disney Company	DIS	79.02	82.11	-3.09	Information & Media