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Of all major brands, Trader Joe's has the best reputation among US consumers, according to recent research from Axios and The Harris Poll.

The report was based on a two-step process. First, the researchers surveyed a nationally representative sample of Americans to determine the 100 brands that are most top-of-mind with the public. Next, a nationally representative sample of 33,096 US adults rated the most visible brands across seven key dimensions of reputation. Each brand was then assigned a reputation score between 1 (critically bad reputation) and 100 (excellent reputation).

Trader Joe's tops the list with a score of 82.4.

HEB Grocery ranks second and is followed by Patagonia, The Hershey Company, Wegmans, Samsung, Toyota, Amazon, Honda, and Sony.

The Trump Organization, with a 54.5 score, has the worst reputation among US consumers.

Wish.com has the second worst reputation, followed by Twitter, Facebook, Fox, Spirit, TikTok, Sears, Wells Fargo, Uber, and My Pillow.

About the research: The report was based on a two-step process. First, the researchers surveyed a nationally representative sample of Americans to determine the 100 brands that are most top-of-mind with the public. Next, a nationally representative sample of 33,096 US adults rated the most visible brands across seven key dimensions of reputation. Each brand was then assigned a reputation score between 1 (critically bad reputation) and 100 (excellent reputation).

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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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