The report was based on data from a two-part study. The researchers first polled 4,244 adults to determine the 100 most visible (i.e., most recognized) companies among consumers in the United States. A larger group of 25,800 adults in the US was then polled to determine how each of those firms is viewed by consumers.
The researchers assigned each company a Reputation Quotient (RQ) score between 1 (terrible reputation) and 100 (perfect reputation) based on how consumers rated the firm on six dimensions: products/services, emotional appeal, workplace environment, financial performance, vision/leadership, and social responsibility.
Amazon.com garnered the highest RQ score (85.5), Tesla Motors ranked second (84.5), and Wegmans ranked third (83.8).
Takata, which has had to recall millions of its airbags, garnered the lowest RQ score (45.1) among the 100 most visible companies.
Amazon.com ranks first with US consumers among the companies examined for products/services, emotional appeal, and financial performance.
Tesla Motors ranks first with US consumers for vision/leadership and social responsibility.
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