Keeping kids from crying apparently plays well to the public. Johnson & Johnson ranked as the most reputable U.S. company, according to a study by the Reputation Institute. Coca-Cola came in second, followed by computer giants Hewlett-Packard and Intel. Ben & Jerry's rounded out the top five.
Companies that demonstrate social responsibility, vision, innovation and that offer emotional appeal while maintaining strong economic performance have the best corporate reputations, according to the study from the private research organization.
"A company's reputation is more than an abstract concept - it crystallizes what people think and feel about a company and is closely tied to corporate performance," says Charles Fombrun, professor of management at New York University's Stern School of Business and executive director of the Reputation Institute. The survey, performed with Harris Interactive, asked more than 15,000 people for their perceptions of companies in the areas of: corporate appeal; products and services; financial performance; vision and leadership; workplace environment; and social responsibility.
(Charles Fombrun, Reputation Institute, 212/245-1089, [email protected])