Of all major brands, Trader Joe's has the best reputation among US consumers, according to recent research from Axios and The Harris Poll.
The report was based on a two-step process. First, the researchers surveyed a nationally representative sample of Americans to determine the 100 brands that are most top-of-mind with the public. Next, a nationally representative sample of 33,096 US adults rated the most visible brands across seven key dimensions of reputation. Each brand was then assigned a reputation score between 1 (critically bad reputation) and 100 (excellent reputation).
Trader Joe's tops the list with a score of 82.4.
HEB Grocery ranks second and is followed by Patagonia, The Hershey Company, Wegmans, Samsung, Toyota, Amazon, Honda, and Sony.
The Trump Organization, with a 54.5 score, has the worst reputation among US consumers.
Wish.com has the second worst reputation, followed by Twitter, Facebook, Fox, Spirit, TikTok, Sears, Wells Fargo, Uber, and My Pillow.
About the research: The report was based on a two-step process. First, the researchers surveyed a nationally representative sample of Americans to determine the 100 brands that are most top-of-mind with the public. Next, a nationally representative sample of 33,096 US adults rated the most visible brands across seven key dimensions of reputation. Each brand was then assigned a reputation score between 1 (critically bad reputation) and 100 (excellent reputation).
