Amazon came out on top of a just released survey of the most reputable companies in the U.S. The survey, done by the Reputation Institute, which describes itself as “the world’s leading reputation consulting firm”, asked almost 33,000 consumers to rate 150 large companies. Amazon was rated the most reputable. Freddie Mac was rated the least reputable.
Anthony Johndrow, managing partner at Reputation Institute, said “Amazon is the most reputable company in the U.S. in 2011 because consumers believe that it stands for more than what it sells.” He continued “The whole really is greater than the sum of the parts with Amazon, and this holistic perception creates a meaningful connection between Amazon and consumers, resulting in an excellent reputation score.”
Kraft Foods came in second in the ratings, followed by Johnson & Johnson, 3M, Kellogg’s, UPS, FedEx, Sara Lee, Google, and the Walt Disney Company.
At the bottom of the list, were News Corporation, Bank of America, Capital One Financial, CitiGroup, ExxonMobile, Halliburton, Goldman Sachs, Fannie Mae, AIG, and Freddie Mac.
The Reputation Institute has published a full list of the companies and ratings. It is available through: www.reputationinstitute.com/global-reptrak-pulse.
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