Amazon Tops Apple in Corporate Reputation Ranking [Chart]

Amazon has topped Apple in the 14th Annual Harris Poll RQ Study ranking companies by corporate reputation. The poll engaged over 14,000 individuals to rank 60 companies.

16 percent of the public said that the reputation of corporate America showed some improvement, 7 percent more than in 2012, while 49 percent said it declined, which was 11 percent less than those who felt this way last year. Only six companies achieved RQ scores of eighty and above, which signifies a great reputation, 25 percent fewer companies than in 2012 and nearly two-thirds less than just two years ago.

Earning the highest reputation this year is Amazon.com, edging out last year's most reputable company, Apple, which is ranked second. This is Amazon's first time earning the top ranking, but the fifth consecutive year with a great reputation score. The Walt Disney Company, Google, and Johnson & Johnson complete the top five. This is Google's eight consecutive top five appearance, an incredible achievement for a fourteen year old company.


RQ measures six dimensions that comprise reputation and influence consumer behavior. The dimensions and the 2013 leaders are:
● Social Responsibility – Whole Foods
● Emotional Appeal – Amazon.com
● Financial Performance – Apple
● Products & Services – Amazon.com
● Vision & Leadership – Apple
● Workplace Environment – Google

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