One of the most fascinating aspects of the latest Harris Poll Reputation Quotient study is that continues to bolster its brand, even as most Americans have little physical interaction with the company. ranked fourth in the study, up from eighth place last year.

The survey, now in its 13th year, asks Americans to measure the reputations of the 60 most visible companies in the country.

Here’s what they study noted about

Interestingly,, which has no storefront and very limited human interaction, scores highest in the Emotional Appeal dimension — this is the core strength of its reputation.  In terms of supportive behavior, customers report considerable confidence in and several other companies.

The report goes on to note that 71 percent of respondents said they would “definitely buy” from in the future (compared to 70 percent for Kraft Foods and 64 percent for Coca-Cola). Sixty four percent said they’d recommend to others, while 34 percent said they’d “definitely invest” in the stock. (That compares to 23 percent who’d invest in either Microsoft and Coca-Cola).

In its own hometown of Seattle, is even a bit of a mystery. But, even so, the company has continued to bolster its brand. (Here in Seattle folks have a few more touch points with the company given its new HQ in the South Lake Union neighborhood as well as the Amazon Fresh grocery delivery service).

Apple has gained the top spot in the study, knocking Google off of its perch. In fact, Apple scored the top score in the history of the 13-year study, and led in four of the six categories. (See chart below).

“We are seeing the emergence of a group of companies that garner reputation equity by being positively associated with multiple industries,” said Robert Fronk, executive vice president and Global Corporate Reputation Practice Lead for Harris Interactive.  “Companies like Apple, Google, and combine innovation and leadership across multiple business areas, giving them true competitive advantage.”


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  • Guest

    What sorts of physical interaction does one have directly with Google, Coca-Cola, and Kraft Foods? Should Google open physical stores to improve its score?

  • Guest

    Where’s MS? Oh right, never mind.

    • Guest

      Microsoft placed 9th overall. Its RQ of 79.87 was just 0.13 points away from “Excellent.”

      • johnhcook

        Thanks for the link, and the info on Microsoft. I should have included that above. 

    • Guest

      Microsoft placed 9th overall. Its RQ of 79.87 was just 0.13 points away from “Excellent.”

  • Guest

    “I love our strategy. The board loves our strategy”

    – Steve Ballmer

    “Financial Performance – Apple
    Products & Services – Apple
    Vision & Leadership – Apple
    Workplace Environment – Apple”

    – Harris Poll

    • Guest

      Microsoft is the #9 best company in the world according to Harris Poll. The people love many companies, not just Apple.

      Not Steve Ballmer

  • Monkeywrenchgirl

    Check out the Lehigh Valley’s Morning Call articles regarding sweatshop labor conditions and their follow-up piece on the boycott the story inspired. Do you think that may have had just a little something to do with them falling, what was it, around $800 million short of analysts’ estimates? Somehow they dodged the latest bullet and thei friends in media, like right here, are publishing bogus stories about their “solid” reputation.

    • Guest

      Perhaps you didn’t notice that Apple, the company responsible for more irresponsible labor practices than the next 15 combined, was #1 in this survey and has a market capitalization of nearly half a trillion dollars. We all want our goods to be cheap.

  • Anonymous

    Google steals personal data and is second? Pathetic.

    • Guest

      Google doesn’t “steal” personal data. You give them personal data because you trust them.

      (And if you’re going to whine about the wi-fi thing: If you’re running an unencrypted wireless access point, you’re giving your data to everyone. Google was merely courteous enough to tell you about that.)

  • Guest

    You think that Kindles are made here in the USA? And that doesn’t mine it’s customer data?

    What saves is that they let any reasonable statement about a product get posted on their site, good or bad. So customers feel they can trust that what they buy is what they’ve been told is true. Amazon doesn’t care whether you buy this brand or that, they sell it all.

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