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.
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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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