Even after Steve Jobs passing the reputation of Apple remains at the top according to the 13th annual Harris Poll. The iPhone is repeatedly a top-seller and Apple is tops in reputation, while corporate America is more tarnished than a year ago with a 36% jump in negative ratings.
There has been an erosion in trust in leadership with financial industries having the worst reputations.
This year's most reputable brand, Apple is ranked high due to its hybrid status as a technology/consumer product/retail company. Apple earned the highest RQ(85.62) score to secure the top spot in the ranking. It displaces Google -- last year's most reputable corporation, which now ranks second with an excellent score of 82.82.
Aple has the greatest score overall. and is top-ranked in four of the six key dimensions of reputation:
- Social Responsibility – Whole Foods.
- Emotional Appeal – Amazon.com.
- Financial Performance – Apple.
- Products & Services – Apple.
- Vision & Leadership – Apple.
- Workplace Environment – Apple.
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