Harris Poll: Amazon Tops In Public Reputation

The Harris Poll recently released its 17th annual Reputation Quotient Summary Report, which looks at the corporate reputation ratings for the 100 most visible companies in the United States as perceived by the general public. Amazon.com reclaimed the top spot, marking the eighth consecutive year the online retailer has ranked in the top 10.

Ranked from top to bottom, the 2016 top 10 companies for corporate reputation in 2016 are Amazon, Apple, Google, USAA, The Walt Disney Co., Publix Super Markets, Samsung, Berkshire Hathaway, Johnson & Johnson and Kellogg Co.

USAA and Kellogg Co. are newcomers to the RQ top 10, while Berkshire Hathaway returns to the top 10 for the first time since 2008. The Walt Disney Co. returned to the list after slipping to number 12 in 2015. Volkswagen Group dropped to the bottom of the list.

“Best-in-class companies demonstrate that corporate reputation matters to your customers, employees, potential hires, business partners and investors,” said Sarah Simmons, senior reputation consultant at Harris Poll-owner Nielsen. “Not only does it matter, but corporate reputation is critically important to measure and understand in the context of your company’s business goals. A positive reputation can provide competitive advantages and help your company achieve its objectives while a poor one can obstruct your ability to execute against your business plan.”