Apple Supplants Google as Brand With Best Reputation


Apple Boasts Best Corporate Reputation: Apple, Google and Coca-Cola are the brands boasting the best corporate reputations among U.S. consumers, says a Harris Interactive study.

Polling 17,000 adults, the study found that Apple posted the best returns on four of the six metrics assessed: products and services, vision and leadership, financial performance and workplace environment, securing over 86 points in each field. In the 2011 poll, Google finished on top. Rounding out the top five brands for 2012 are Amazon and Kraft.

Other poll highlights include:

  • Apple, at 85.6 points overall, received the highest score recorded in the study’s history, compared with the 62.1 points it registered in 2000.

  • Search giant Google saw totals drop by 1.2 points to 82.2 points year over year, while Coca-Cola gained 1.6 points, taking it to 81.9 points.

  • Just 22% of respondents have a positive view of “corporate America.” Only 9% agreed the standing of businesses had improved in the last 12 months, versus 60% pointing to a decline. 

Source: Harris Interactive



 


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