The Axios Harris Poll polled a nationally representative sample of nearly 43,000 Americans to find out which 100 companies emerge as top of mind—for better or for worse.
How is Brand Reputation Measured?
The polling process started by asking respondents which two companies they felt excelled or faltered in the U.S.—in other words, which companies were the most “visible” in their eyes.
The top 100 brands that emerged from this framework were then judged by poll respondents across seven dimensions, over three key pillars:
- Character - Includes a company’s culture, ethics, and citizenship (whether a consumer shares a company’s values or the company supports good causes)
- Trajectory - Includes a company’s growth prospects, vision for the future, and product and service offerings (whether they are innovative, and of high quality)
- Trust - Does a consumer trust the brand in the first place?
Once these dimensions are taken into account, the final scores portray how these “visible brands” rank in terms of their reputation among a representative sample of Americans:
Companies with a Very Poor reputation (a score below 50) didn’t make it into the list. Here’s how the 100 most visible companies stack up in terms of brand reputation: