The marketing firm polled 19,000 U.S. residents in deep detail to find out how they felt about the country’s 60 “most visible” companies. For the first time in the “reputation quotient” poll’s 14-year history, Amazon came out on top.
Rounding out the top five were Apple, Disney, Google and Johnson & Johnson. (Apple’s number-two ranking shows great hate does not exclude great love.)
The poll — independently funded by Harris — broke down reputation into six main categories. Amazon trounced the competition in the category of “emotional appeal,” beating second-place Disney by five points on a 100-point scale – which seems bizarre considering the only contact most of us ever have with Amazon is via a cardboard box. …
Amazon is also helped in the overall survey results by what Fronk describes as the tech industry bump: Americans simply admire the tech industry more than any other. (In what other industry, he says, can a company take a swing at a product and miss and still get credit for taking a chance?) Industries at the bottom of the reputation rankings were tobacco in dead last, followed by government and banking.