Report: The best (and worst) brand reputations

A recent Harris Poll report shows which companies are riding high–and which stand to improve the company image. 


According to Virgin CEO Richard Branson, “Your brand name is only as good as your reputation.”

It’s tough to sum up the importance of brand reputation in a single quote, but this comes close. Your reputation as a company can be the difference between Fortune 500 and, “We’re laying off 500 more employees.”

Harris Poll has recently released its latest list of the companies with the best and worst reputations.

On the “worst reputation” side, here are the top (or bottom) 10, in ascending order:

10. Bank of America 9. Charter Communications 8. Comcast 7. Koch Industries 6. Sears Holdings 5. Halliburton 4. Monsanto 3. Dish Network 2. AIG 1. Goldman Sachs

Poor leadership and company vision, involvement with controversial groups or issues and problems with customer service were all reasons these brands had bad reputations. Financial organizations are still trying to regain consumers’ trust.

According to the report, however, there has been noticeable improvement: Bank of America topped the list of companies with the worst reputations last year.

Conversely, brands known for great customer service, vision, leadership and a good work environment topped Harris Poll’s list.

Here are the top 10 companies with the best reputations, in ascending order:

10. Google 9. Apple 8. Publix 7. L.L. Bean 6. Kraft Foods 5. Johnson & Johnson 4. Costco 3. Samsung 2. Amazon 1. Wegmans Food Markets

You can read more about the brands on these lists at 24/7 Wall St..

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