Which highly visible companies have the best and worst reputations among Americans?
To find out, Axios and The Harris Poll conducted a survey in March 2023 among a nationally representative sample of 16,310 Americans. The researchers began by determining the 100 most "visible" companies among respondents by asking them to name the two firms that came to mind with the best and worst reputations. They then asked respondents to rate those 100 most visible companies on nine dimensions of reputation.
Patagonia has the best reputation with Americans among highly visible companies, the researchers found. Costco ranks second and is followed by John Deere, Trader Joe's, and Chick-fil-A.
The researchers found The Trump Organization has the worst reputation with Americans among highly visible US companies. It is followed by FTX, the Fox Corporation, Twitter, and Meta.
About the research: The report was based on data from a survey in March 2023 among a nationally representative sample of 16,310 Americans. The researchers began by determining the 100 most "visible" companies among respondents by asking them to name the two firms that came to mind with the best and worst reputations. They then asked respondents to rate those 100 most visible companies on nine dimensions of reputation.
