Apple Has Highest Consumer Reputation Score

NEW YORK, Feb. 13, 2012 /PRNewswire/ – It’s a complicated world for corporate America as consumer perceptions grow increasingly negative.  With the erosion of trust in corporate leadership, consumers have higher expectations and are demanding more information and transparency from companies with which they plan to spend their hard-earned dollars.

This year’s most reputable brand, Apple, benefits greatly from its hybrid status as a technology/consumer product/retail company, and earns the highest RQ 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.  The Coca-Cola Company, ranked 15th in 2011, has surged into third place, despite any meaningful change in its reputation rating. moves up from eighth to fourth place and perennial reputation elite, Kraft Foods, ranked fifth.

“We are seeing the emergence of a group of companies that garner reputation equity by being positively associated with multiple industries,” said Robert Fronk, executive vice president and Global Corporate Reputation Practice Lead for Harris Interactive.  “Companies like Apple, Google, and combine innovation and leadership across multiple business areas, giving them true competitive advantage.”

In terms of year-over-year change, only Toyota, General Motors, BP, and Apple enjoy significant improvement in their RQ scores while one quarter of companies saw drastic declines.  Among those with the most significant declines, five were financial institutions, including the 2010 top scorer, Berkshire Hathaway.

RQ measures six dimensions that comprise reputation and influence consumer behavior.  Apple has the greatest score overall.  In fact, despite today’s challenging environment, Apple records the highest score in the RQ’s history, and is top-ranked in four of the six key dimensions of reputation:

  • Social Responsibility – Whole Foods
  • Emotional Appeal –
  • Financial Performance – Apple
  • Products & Services – Apple
  • Vision & Leadership – Apple
  • Workplace Environment – Apple

For more information on the 2012 Harris Poll Reputation Quotient® Study, as well as business services and products from Harris Interactive, visit

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