Apple rose 11 places over last year in the latest Axios Harris Poll 100, a ranking of the reputations of companies most on the minds of Americans, a framework Harris has used since 1999.
Apple’s overall score of 80.6 compares well to No.1 Patagonia’s 83.5.
The category scores for Apple:
#19. Character – 76.9
#2. Trajectory – 84.4
#23. Trust – 79.7
#9. Culture – 80.8
#27. Ethics – 77.6
#39. Citizenship – 73.0
#4. Vision – 84.0
#7. Growth – 83.4
#3. Products & Services – 85.1
This year’s rankings are based on a survey of 16,310 Americans from a nationally representative sample conducted March 13–28.
The two-step process starts fresh each year by surveying the public’s top-of-mind awareness of companies that either excel or falter in society.
Americans are asked which two — in their opinion — stand out as having the best reputation today and which two have the worst. All nominations are compiled into an aggregate list to determine the “most visible” companies. Subsidiaries and brands are tallied within the parent company to create a total number of nominations for each company.
Respondents rated those 100 most visible companies on nine dimensions of reputation to calculate the company’s Reputational Quotient, or RQ®, score for inclusion in the Axios Harris Poll 100.
Another set of respondents answered a separate survey about contextual questions on topics related to brands and politics. That survey was conducted online within the U.S. by Harris Poll from May 12 to 14, among a nationally representative sample of 2,019 U.S. adults.
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As a marketer and researcher, no one in America could rank most of these categories accurately for any brand. Another example of poor research techniques from supposedly large professional organizations. Trajectory? Culture? If you don’t work at the company how could you possible tell what their culture truly is. A mess frankly.
It’s a “brand reputation” survey — what people THINK the culture is at each company. It’s not about “accuracy,” it’s about perception.
Most interesting part of the survey — at least to me — is not who’s in the top five (Patagonia, Costco, John Deere, Trader Joe’s & Chick-fil-A), but who’s in the BOTTOM five!!
#96 – Meta
#97 – Twitter
#98 – Fox Corporation
#99 – FTX
#100 – The Trump Organization
Oh yeah, Tesla dropped 50 spots this year, falling from #12 to #62, the largest drop in the 20-year history of this survey. Make of that what you will…
So you brag about Trump being bottom of the top hundred, but libturd haven CNN didn’t even make the list
Fucking stupid libturds
Sam, know how stupid the average libturd is? By definition, half of them are dumber than that1. Writerguy is certainly in the bottom half.
Ronald Reagan: We have a border crisis.
George H.W. Bush: We have a border crisis.
Bill Clinton: We have a border crisis.
George W. Bush: We have a border crisis.
Barack Obama: We have a border crisis.
Donald Trump: Hey, let’s build a wall and solve the border crisis.
Joe Biden: The border crisis is Trump’s fault!
Not only are libturds dumb as shit, they are incredibly gullible too.
Psssst: Libturds, downvoting this doesn’t make you any smarter, it just proves your stupidity. Thanks for playing anyhow. LOLOLOLOL
“It’s a “brand reputation” survey — what people THINK… not about “accuracy”
Yes! You are 100% correct, which renders your enjoyment of Leftist Schadenfreude rankings #97-#100 wait for it…TOTALLY MEANINGLESS! 🤣🤣🤣
Mock and run is one thing, but your blatant HYPOCRISY on one hand meaningless opinion, to “Most interesting part of the survey” is proof you are DISHONEST and trying to have it BOTH WAYS. Typical snarky mocking Leftist.
With the exception of Leftists like you, intelligent fair minded people see it for what it is and certainly don’t care about fake, flawed surveys skewing left…