Americans say Patagonia, Honda and Moderna have the best reputations among high profile companies, according to recent research by The Harris Poll and Axios.
The annual report is based on data from a survey conducted among 42,935 consumers in the United States in April 2021. A first group of respondents was asked which two companies have the best reputation and which two have the worst. The results were compiled in a list to identify the 100 most “visible” companies. A second group of respondents then rated the most visible companies in nine dimensions of reputation, and these findings were used to calculate the Reputation Quotient (RQ) score for each company (a score of 80+ is excellent, while a score of below 50 is critical is).
Patagonia had the highest RQ score (82.7). This was followed by Honda (81.6), Moderna (81.3), Chick-fil-A (81.1) and SpaceX (81.1).
The Trump Organization had the lowest RQ score (56.9). It was followed by Fox Corporation (59.2), Facebook (60), Wish.com (60.7) and Sears (61.2).
Pfizer and Dollar General saw the largest improvements in their RQ scores from 2020 to 2021, while Fox Corporation and TikTok saw the largest declines.
About research: The report is based on data from a survey conducted among 42,935 consumers in the United States in April 2021.