Special report
Does the way the public perceives a company matter? Does the reaction to its name lead to an increase or decrease in sales of its products or services? Brand experts have pondered this question for decades. The results are inconclusive. Well-known brands like Facebook are often frowned upon by the public, yet it has over 2 billion people on its social network. Its market value is close to 1,000 billion dollars. Chick-fil-A often appears at the top of the most reputable brands, but it is among the smaller fast food chains. Additionally, he has been embroiled in controversy over his anti-LGBTQ stances.
Harris Poll is one of America’s oldest and most reputable polling companies. He has done a reputation survey of the company every year for decades. Recently, he started doing the same poll in tandem with media company Axios. The conclusions for the Axios Harris 100 2021 Survey Were released. The results of this survey are different from what many people might expect. The most well-known company with the best reputation is Patagonia and the worst reputation is the Trump Organization.
According to the methodology, 42,935 Americans were surveyed. This involves a two-step process. The first is to find companies she calls “top of mind,” the equivalent of what most people would call the best known. He then asks another, smaller group of people about their impression of the companies that made the first list. Impression is measured across seven metrics: citizenship, ethics, culture, trust, vision, growth, and products and services.
On a scale where 100 is the best possible score, Patagonia finished first at 82.7, up an extraordinary 31 places from the same poll last year. In almost every way, Patagonia is a small apparel retail company. It’s surprising that enough Americans know his name to make the list. The company has an activist presence, with the aim of “saving our planet”. It became a first, if not the only significant face of Patagonia’s image. Nevertheless, Patagonia has an estimated turnover of less than a billion dollars per year.
At the bottom of the 100 companies list, with a score of 56.9, is the Trump Organization. This is the business arm of many of the former president’s business operations. Almost the entire portfolio of assets held by The Trump Organization is real estate, ranging from golf courses and hotels to residential and commercial buildings. Again, a strange conclusion to the list. While former President Donald Trump may be abhorred by much of the nation, 74 million people voted for him and he still dominates the Republican Party.
For or against Patagonia or the Trump Organization, neither end of the list makes much sense.
Click here to see the US company with the worst reputation.
