The Harris Poll has released the results of their annual poll of corporate reputation and Samsung has moved all the way up to number 3 in the rankings, surpassing Apple along the way for the first time. Samsung moved from seventh in the prior year while Apple fell from third down to ninth. Some other notable tech companies also made the top ten including Amazon at number two and Google slid in to the tenth place.
Amazon continues to be one of the strongest performers year after year on the strength of their breadth of products, customer focus and public trust, although they did get supplanted at the top by Wegmans Food Markets. Meanwhile, both Microsoft and Sony slipped out of the top ten even as Google managed to slide in to grab the final top ten spot.
On the longer list, Sprint Corporation found itself as one of the biggest gainers from 2014 to 2015, gaining 5.3 points to land in the 72nd spot on the list of the top 100. Competitor Verizon found itself in the 66th spot and the leader amongst telecom companies.
The poll asks respondents to rate companies on 20 different attributes that are grouped into six dimensions of corporate reputation:
- Social responsibility
- Emotional appeal
- Products and services
- Workplace environment
- Financial performance
- Vision and leadership
The Reputation Quotient, or RQ, is the sum of the ratings on the 20 attributes divided by the total number of attributes answered multiplied by seven. That result is then multiplied by 100 to give a final RQ score with the maximum being 100. Wegmens Food Markets top score was 84.36.