Amazon Reputation: There is no denying the fact that trust is a big deal to companies such as Amazon.com, Inc. (NASDAQ:AMZN), Google Inc (NASDAQ:GOOG), and Apple Inc. (NASDAQ:AAPL). With that in mind, only one company can be named be the leader of the pack for corporate reputation in the 2013 Harris Poll Reputation Quotient.
This leads to one very important question: which company came out on top in 2013?
Despite the fact that Apple Inc. (NASDAQ:AAPL) took home top honors last year, this time around Amazon.com, Inc. (NASDAQ:AMZN) is top dog.
Here is some information from the official report:
“Amazon.com has highest reputation (82.62) of 60 most visible companies, just edging out last year’s leader Apple (82.54), which falls to #2”
“Amazon reputation built across full spectrum of reputation dimensions
– Ranks top 5 in 5 of the 6 reputation dimensions
– Leads in Emotional Appeal and Products and Services”
“5th consecutive year that Amazon’s reputation characterized as “Great” with RQ score 80+”
“Amazon receives nearly 100% positive ratings on all measures related to trust and tremendous support in Advocacy and Word of Mouth”
Although Amazon.com, Inc. narrowly bested Apple Inc. it was enough to move to the top spot.
To come up with the rankings, the company surveyed 14,000 members of the public to gauge their feelings about many (60) of the most popular brands in the United States. Obviously, Amazon.com, Inc. (NASDAQ:AMZN), Apple Inc. (NASDAQ:AAPL), and Google Inc (NASDAQ:GOOG) make this list.
The end goal is for consumers to rate companies based on “20 attributes folded into 6 dimensions.” The dimensions include: Products & Services, Financial Performance, Workplace Environment, Social Responsibility, Vision & Leadership, and Emotional Appeal.
Google Inc finished number four in the poll, behind Amazon and Apple as well as The Walt Disney Company.
Robert Fronk, executive vice president of Harris Interactive Reputation Management, had this to say about Apple Inc. (NASDAQ:AAPL) in an interview with Yahoo! Finance:
“For a number of years, their reputation was driven by their innovation, their products and services almost being ahead of their time and almost driving the market. Now, actually, financial performance is a dominant driver of their reputation and of course financial performance can be somewhat out of your control, as they’re finding.”
What are your thoughts on these results? Do you share the same opinion?
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DISCLOSURE: I have no positions in any stock mentioned.
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