The annual report was based on data from a survey conducted in April 2021 among 42,935 consumers in the United States. A first set of respondents was asked which two corporations have the best reputations and which two have the worst. The results were compiled into a list to determine the 100 "most visible" companies. A second set of respondents then rated the most visible companies on nine dimensions of reputation and those insights were used to calculate each firm’s Reputation Quotient (RQ) score (a score of 80+ is excellent while a score of below 50 is critical).
Patagonia earned the highest RQ score (82.7). It was followed by Honda (81.6), Moderna (81.3), Chick-fil-A (81.1), and SpaceX (81.1).
The Trump Organization earned the lowest RQ score (56.9). It was followed by the Fox Corporation (59.2), Facebook (60), Wish.com (60.7), and Sears (61.2).
Pfizer and Dollar General registered the biggest improvements in their RQ scores from 2020 to 2021, while Fox Corporation and TikTok registered the biggest declines.
About the research: The report was based on data from a survey conducted in April 2021 among 42,935 consumers in the United States.
Continue reading "The Reputations of the 100 Most Visible Corporations" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Branding:
- Rebranding: Five Steps to Building a Story of Evolution and Growth
- Why Marketers Should Build Consumer Trust Through Product Data
- Building a Standout Brand Goes Way Beyond Your Logo: Nick Westergaard on Marketing Smarts [Podcast]
- A Six-Step Guide to Conducting a Brand Audit [Infographic]
- Why Is Your Brand Forgettable? [Infographic]