Harris Interactive Handicaps Corporate Reputation

Johnson & Johnson captures first place in the annual
ranking, while UPS places second. The study, which measures
corporate reputation, looked at familiarity and trust in NGOs
(Non-Government Organizations) and provided updates on the public's
perceptions of corporate sincerity, corporate citizenship and
ethical standards. Overriding cause for concern: The majority of
people surveyed (74%) continue to characterize corporate America's
reputation as either "not good" or "terrible." As Dr. Charles
Fombrun, executive director of The Reputation Institute and the
annual study's co-sponsor, puts it: "Not since the excesses of the
gilded age that produced the stock market collapse of 1929 and the
'Great Depression' have we witnessed so much reputation fallout in
the corporate sector."