The study was based on data from a survey conducted in November and December 2015 of more than 23,000 adults. Respondents were asked to rate the 100 most well-know companies operating in the US on 20 attributes in six areas: products and services, emotional appeal, workplace environment, financial performance, vision and leadership, and social responsibility. Each company was then assigned a Reputation Quotient (RQ) score between 1 (terrible reputation) and 100 (perfect reputation).
Amazon has the highest score (84) of any company examined, followed by Apple (83), Google (83), USAA (81), and the Walt Disney Company (81).
Volkswagen has the lowest score of any company examined (55), followed by Halliburton (56), BP (59), and Comcast (60).
Respondents say the two worst things a company can do for its reputation are to lie about a product/service and to have company leaders who perform illegal/inappropriate actions.
Below additional key findings, check out the full report to see the rankings of all 100 companies.
About the research: The report was based on data from a survey conducted in November and December 2015 of more than 23,000 adults.