Coca-Cola Among the 10 Most Reputable Companies

Johnson & Johnson, Coca-Cola and Whole Foods Market are among the 10 companies with the best reputations, whereas American International Group, Goldman Sachs, Halliburton, American Airlines, Bank of America, Citigroup, BP, JPMorgan, Wells Fargo and Comcast are some of the companies with the worst reputations, 24/7 Wall St. reported, based on the 14th annual Reputation Quotient survey conducted by market research firm Harris Interactive.

Online retailer Amazon.com topped the list of companies with the best reputations while insurer AIG was voted the least reputed, the report said.

Many of the companies with the highest scores are in the tech industry, which has a natural advantage over other industries because of its focus on innovation and customer satisfaction, according to the report.  Six financial services companies feature among the 10 companies with the worst reputations, unable to meet expectations of safety and stability.

The Harris survey rated 60 large American companies based on six key characteristics: social responsibility, emotional appeal, products and services, vision and leadership, financial performance and workplace environment.

24/7 Wall St. considered brand rankings from Brand Z and InterBrand, consumer satisfaction scores from the American Consumer Satisfaction Index, as well as MSN Money/JZ Analytics’ 2012 Customer Service Survey to prepare its report.

Here’s a snapshot of some of the companies with the best and worst reputations, according to 24/7 Wall St., along with excerpted comments:

The Companies with the Best Reputations

5. Johnson & Johnson
Reputation score: 80.95
2012 score: 80.45
1-yr. stock performance: 17.1%
12 month sales: $67.22 billion
“Johnson & Johnson (NYSE: JNJ) was ranked in the top five in four of the six reputational dimensions: fourth in social responsibility, third in emotional appeal, third in products and services, and fourth in workplace environment. Johnson & Johnson is the only company in the U.S. to receive a reputation score of at least 80 in every single year between 2006 and 2013.”


6. Coca-ColaReputation score: 80.39
2012 score: 81.99
1-yr. stock performance: 9.5%
12 month sales: $47.60 billion
“Coca-Cola Co. (NYSE: KO) remained among the top 10 most reputable companies in this year’s report but moved down three slots compared to last year. Its emotional appeal is very high among consumers, scoring fourth-best in the category, which measures people’s trust and respect of the brand. The Coke brand is rated by Interbrand as the most valuable in the world.”

7. Whole Foods Market
Reputation score: 78.65
2012 score: 80.14
1-yr. stock performance: 18.7%
12 month sales: $11.70 billion
“Although Whole Foods Market Inc.’s (NASDAQ: WFM) reputation score has declined from 80.14 in 2012 to 78.65 this year, the company’s ranking among the most visible companies has improved from eighth- to seventh-most reputable. In 2010 and 2011, Whole Foods was ranked second in customer satisfaction among all supermarkets by the ACSI…The company was ranked 71st on Fortune’s ‘”100 Best Companies to Work For.’”
The Companies with the Worst Reputations


1. AIGReputation score: 48.57
2012 score: 46.18
1-yr. stock performance: 45.8%
12-month sales: $70.61 billion
“Insurance firm American International Group Inc. (NYSE: AIG) is the least reputable company in the country for the fifth year in a row, scoring in the ‘critical’ range in each of those five years. The company’s reputation was significantly damaged in the midst of the financial crisis when it was required to accept bailout money from the U.S. government.”

2. Goldman Sachs
Reputation score: 49.39
2012 score: 47.57
1-yr. stock performance: 35.4%
12-month sales: $34.16 billion
“Goldman Sachs (NYSE: GS) is one of just two companies to receive a reputation score below 50, which Harris refers to as ‘critical.’ The company has been in the hot seat in the last several years as many argued that it played a large role in the financial crisis. In the last year, Goldman Sachs found itself mired in controversy once again when a former employee named Greg Smith wrote his resignation in The New York Times, arguing that company employees put their own interests before the interest of their clients.”


3. HalliburtonReputation score: 52.51
2012 score: N/A
1-yr. stock performance: 13.3%
12 month sales: $28.50 billion
“Although it has not been as much in the news as it was during the Bush administration, Halliburton Co. (NYSE: HAL) ranks as one of the nation’s most visible — and least reputable — companies for 2013. Halliburton is the world’s second largest oilfield services company, and it has benefitted from increased spending by oil explorers and producers. However, Halliburton is a ‘leading provider of hydraulic fracturing services,’ which remains extremely controversial.”

4. American Airlines
Reputation score: 53.85
2012 score: N/A
1-yr. stock performance: 116.7%
12 month sales: $24.86 billion
“American Airlines was considered the most visible company of the past several months, according to the survey, although it was not known for its sterling reputation. Along with much of the airline industry, American Airlines slashed its employees’ pay and eliminated many jobs. Only 37% of employees completing surveys on Glassdoor approve of CEO Thomas Horton’s performance.”


5. Bank of AmericaReputation score: 55.85
2012 score: 49.85
1-yr. stock performance: 50.8%
12 month sales: $75.16 billion
“Like most financial services companies, Bank of America Corp. (NYSE: BAC) is still reeling from the damage to its reputation caused by the bank’s role in the financial crisis. Yet the company has improved its reputation in the last year. In 2012, the financial services giant ranked third from the bottom…”

6. Citigroup
Reputation score: 55.90
2012 score: 55.95
1-yr. stock performance: 33.6%
12-month sales: $59.32 billion
“Citigroup Inc. (NYSE: C) is still working to improve its image following its near destruction at the height of the financial crisis, even as it continues to struggle. Brand Z noted that Citi’s brand value has declined 38% in the last year…Citigroup’s board ousted CEO Vikram Pandit in October and replaced him with company veteran Michael Corbat.”

7. BP
Reputation score: 56.55
2012 score: 53.50
1-yr. stock performance: -8.4%
12-month sales: $370.87 billion
“In 2010, the Deepwater Horizon Oil Spill damaged BP PLC’s (NYSE: BP) reputation so deeply that three years later — even after its CEO resigned in disgrace — it remains both highly visible and poorly rated. One reason for the company’s continued visibility, explained Harris Interactive, is its own continuing ad campaign to highlight the remediation efforts it has made in the gulf region.”

8. JPMorgan
Reputation score: 58.20
2012 score: 54.84
1-yr. stock performance: 29.4%
12-month sales: $93.65 billion
“While the financial crisis didn’t hit the bank as hard as it did most of its peers, J.P. Morgan Chase & Co. (NYSE: JPM) has had its share of controversies over the past year. The company lost approximately $5.8 billion when a trader commonly referred to as the London Whale took excessively large trading positions in complex financial instruments that ended up souring.”

10. Comcast
Reputation score: 60.99
2012 score: 59.10
1-yr. stock performance: 47.7%
12-month sales: $61.68 billion
“In each of the last three years, Harris Interactive has ranked Comcast Corp. (NASDAQ: CMCSA) as one of its least reputable companies. A major issue for the company has been customer service. According to MSN, at least 20% rated Comcast’s customer service as ‘poor’ — just one of three companies with so many dissatisfied customers.”

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