Friday, May 6, 2011

Google Ranks Highest in Corporate Reputation Survey

From the latest Harris Interactive Survey on the reputations of the 60 most visible companies in the U.S.:

After falling to unforeseen lows amidst scandals, recalls and self-inflicted demonization economic crises, the American public's positive perception of the reputation of corporate America is on the rise.

Press Release: Google Ranks Highest on Corporate Reputation in 12th Annual Harris Interactive U.S. Reputation Quotient® (RQ®) Survey

The top five companies on this year's list:
1) Google (GOOG)
2) Johnson & Johnson (JNJ)
3) 3M Company (MMM)
4) Berkshire Hathaway (BRKa)
5) Apple (AAPL)

As a sector, technology companies are perceived the most favorably. The fact that Apple was not ranked even higher seems a surprise.

Five of the bottom ten in the rankings are large financial services firms.

52) J.P. Morgan (JPM)
55) Bank of America (BAC)
57) Citigroup (C)
58) Goldman Sachs (GS)
60) AIG (AIG)

So the leaders at some of the largest financial institutions have work to do whether they think the reputation is deserved or not. The fact that financial services firms "dominate" the bottom of the rankings makes sense after a partly self-inflicted near systemic meltdown.  

Still, in the long run a banking system perceived this way isn't good for anyone. At a minimum we're going to always need trusted, utility-like banking.

With assistance from behavior at some of the larger financial firms in recent years, Comcast (CMCSA) is not ranked among the bottom ten in reputation.

They're in the bottom eleven.

Well played, Comcast.

More from the press release:

There are six reputational dimensions that the RQ survey focuses on that influence reputation and consumer behavior.

Those dimensions are as follows:

-Social Responsibility
-Emotional Appeal 
-Financial Performance 
-Products & Services
-Vision & Leadership
-Workplace Environment 

Facebook enters the list for the first time ranked 31st.

The full survey can be found here.


Long positions in GOOG, JNJ, BRKb, AAPL, JPM, BAC, and C
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