Report: Five Tech Companies Among the Top 10 Most Reputable Brands in the U.S.
High honors were dolled out to a number of companies in the United States this week. 100 of them to be exact. Their reward? Being named among the most reputable companies in the U.S. by the Reputation Institute. RI, which considers itself the “world’s leading consulting and advisory firm for reputation,” released its full list—the RepTrak 100—on Tuesday.
Included in the top 10 most reputable companies were five tech brands—well, three actual manufacturers, one streaming media company, and one online retailer who sells a whole lot of consumer electronics (check out our own Top 101 CE Retailers list if you need proof). Have a look:
- Kellogg Company
- Johnson & Johnson
- The Walt Disney Company
“In a rapidly changing global economy, it’s more important than ever for companies to gain the trust of the general public, as the means to an end of earning a strong reputation,” said Stephen Hahn-Griffiths, Vice President and Managing Director of U.S. and Canada at Reputation Institute, said in a statement. “The emotional connection that consumers have with a company drives supportive behaviors – ranging from purchasing the company’s products to wanting to work for it. The results of the U.S. RepTrak 100 tell us which companies are of highest repute, and gives us unique insights into what drives trust and support in the U.S. market.”
So how does RI determine exactly which brands are the most reputable? They explained that their RepTrak System measures “a company’s ability to deliver on stakeholder expectations” on seven key variables of reputation: products and services, innovation, workplace, governance, citizenship, leadership, and performance.
What’s interesting about this year’s rankings is that the name at the top, which might not be all that surprising to some, rose to the top despite a scathing New York Times article published last summer that tore apart Amazon’s workplace environment. Words used to describe life inside the e-retailing giant: mystery, secrecy, and punishing. “When you have so much turnover, the risk is that people are seen as fungible. You know that tomorrow you’re going to look around and some people are going to have left the company or been managed out,” one former Amazonian (as they’re called) told the Times.
That article appeared to have little effect on the more than 83,000 members of the general U.S. public who were a part of the rating process for the RI report.
“As the United States continues to recover from the 2008 recession, trust in companies has been consistently on the rise,” Hahn- Griffiths said. “This study is further proof that American companies are continuing to excel in the global market by developing strong, stable relationships with their customers.”
Check out the full Top 100 Most Reputable Companies list over on the RI website.