The report was based on data from 80,000 ratings of companies by US consumers in 1Q16. The researchers assigned each firm a RepTrack score of between one and 100 (100 being perfect) based on how the company was rated in seven areas: performance, products/services, innovation, workplace environment, corporate governance, citizenship, and leadership.
Amazon was given the highest score (85.4) of any technology company, as well as the highest score of any firm in any industry; Samsung ranked second, followed by Intel, VMware, Toshiba, Oracle, HP, Alphabet (Google's parent company), Microsoft, and IBM.
Apple ranked outside the top ten firms because consumers said they like its products but were unsure about its workplace culture, corporate governance, and good citizenship efforts.
Take the first step (it's free).
You may also like:
- Your Brand Safety Is at Stake: What to Do in the Era of 'Sleeping Giants'
- Six Naming Trends to Help Your Brand or Product Stand Out in 2019
- What Consumers Associate With the Apple, Facebook, and Google Brands
- How Important Are Online Reviews for Local Businesses?
- Naming Your Product: Shades of Meaning (An Inside View Into Nail-Polish Naming)