Google Ranks Highest in Corporate Reputation Survey

From the latest Harris Interactive Survey on the reputations of the 60 most visible companies in the U.S.:

After falling to unforeseen lows amidst scandals, recalls and selfinflicted demonization economic crises, the American public's positive perception of the reputation of corporate America is on the rise.

Press Release: Google Ranks Highest on Corporate Reputation in 12th Annual Harris Interactive U.S. Reputation Quotient® (RQ®) Survey

The top ten companies on this year's list:
1) Google (GOOG)
2) Johnson & Johnson (JNJ)
3) 3M Company (MMM)
4) Berkshire Hathaway (BRKa)
5) Apple (AAPL)
6) Intel Corporation (INTC)
7) Kraft Foods (KFT)
8) amazon.com (AMZN)
9) General Mills (GIS)
10) The Walt Disney Company (DIS)

As a sector, technology companies are perceived the most favorably. The fact that Apple was not ranked even higher seems a surprise.

Six other companies received scores indicating an excellent reputation. 

Procter & Gamble (PG)
SC Johnson 
UPS (UPS)
Sony (SNE)
Coca-Cola Company (KO)
Microsoft (MSFT)

Five of the bottom ten in the rankings are large financial services firms with AIG occupying last place below BP (BP).

Below BP?

Not an easy thing to accomplish less than a year after the big spill.

J.P. Morgan (JPM): # 52
Bank of America (BAC): # 55
Citigroup (C): # 57
Goldman Sachs (GS): # 58
AIG (AIG): # 60

So the leaders at some of the largest financial institutions have work to do whether they think the reputation is deserved or not. The fact that financial services firms "dominate" the bottom of the rankings makes sense after a mostly self-inflicted near systemic meltdown.  

Still, in the long run a banking system perceived this way isn't good for anyone. At a minimum we're going to always need trusted, utility-like banking.

With assistance from behavior at some of the larger financial firms in recent years, Comcast is not ranked among the bottom ten in reputation.

They're in the bottom eleven.

Well played, Comcast.

More from the press release:
There are six reputational dimensions that the RQ survey focuses on that influence reputation and consumer behavior. Below are the six dimensions along with the five corporations that ranked highest within each:

Social Responsibility – 1) Whole Foods Market; 2) Johnson & Johnson; 3) Google; 4) The Walt Disney Company; 5) Procter & Gamble Co.
Emotional Appeal – 1) Johnson & Johnson; 2) amazon.com; 3) UPS; 4) General Mills; 5) Kraft Foods
Financial Performance – 1) Google; 2) Berkshire Hathaway; 3) Apple; 4) Intel; 5) The Walt Disney Company
Products & Services – 1) Intel Corporation; 2) 3M Company; 3) Johnson & Johnson; 4) Google; 5) Procter & Gamble Co.
Vision & Leadership – 1) Berkshire Hathaway; 2) Google; 3) Apple; 4) Intel Corporation; 5) The Walt Disney Company
Workplace Environment – 1) Google; 2) Johnson & Johnson; 3) Apple; 4) Berkshire Hathaway; 5) 3M Company

Facebook enters the list for the first time ranked 31st.

The full survey can be found here.

Adam
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Google Ranks Highest in Corporate Reputation Survey
Google Ranks Highest in Corporate Reputation Survey
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