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The 10 Companies With the Best Reputations [Infographic]

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Among major corporations, Amazon has the best reputation with consumers in the United States, according to a Nielsen infographic based on findings from the Harris Poll.

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.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by hello it's me Fri Mar 11, 2016 via web

    Johnson & Johnson??? Seriously? That company has poisonous chemicals in products created for newborns.

  • by hello it's me Fri Mar 11, 2016 via web

    This survey was done before all those terrible chemical news stories came out clearly. You should conduct the survey again. Johnson & Johnson is a terrible company.

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