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2013 Retail Brands With the Best Reputation - Consumer Survey Ratings & Rankings

Amazon, Apple, BP, Chrysler and other Retailing Companies With Good Reputations

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2013 Retail Brands With the Best Reputation - Consumer Survey Ratings & Rankings
Reprinted with permission from Amazon.com
Updated October 22, 2013
Which retailing companies have the best and worst reputation with U.S. consumers? And more importantly, how can something as intangible as “reputation” be measured?

Each year market research firm Harris Interactive takes on the task of identifying the companies from all industries that have good and bad reputations in the opinion of American consumers. In 2013 more than 4,600 consumers were surveyed in a two-step process in order to quantify and rank something as unquantifiable as Brand Reputation.

The first step of the Harris Interactive Brand Reputation consumer opinion survey was to identify the "most visible" companies, which were the companies. These were the companies that were top of mind for consumers when they were asked to identify two companies with the best reputation and two companies with the worst reputation. After compiling those consumer responses, the 60 companies which were mentioned most often were given a “visible company” designation, and they were then included in the second part of the survey.

The second part of this Brand Reputation survey was the “rating phase.” During the rating phase, consumers were asked to rate "reputation attributes" for a maximum of two companies which they were either "very familiar" or "somewhat familiar" with. Harris Interactive determined that the sum total of twenty attributes determine whether a company has a good or bad reputation. Those twenty attributes from six different categories were:

1) Social Responsibility
  • Supports good causs
  • Environmental Reponsibility
  • Community Responsibility
2) Emotional Appeal
  • Feel good about
  • Admire and Respect
  • Trust
3) Products & Services
  • High quality
  • Innovative
  • Value for the money
  • Stands behind
4) Workplace Environment
  • Rewards employees fairly
  • Good place to work
  • Good employees
5) Financial Performance
  • Outperforms competitors
  • Record of profitability
  • Low risk investment
  • Growth prospects
6) Vision & Leadership
  • Market opportunities
  • Excellent leadership
  • Clear vision for the future
The resulting aggregate of consumer ratings are called the Reputation Quotient (RQ) and the final ranking list reflects those RQ scores from highest to lowest.

What follows is the complete list of retailing companies that were ranked as in the top 20 of Best Retail Brand Reputations in 2013, 2012, and 2011. This list is arranged alphabetically according to the company name. The numbers after each year are the Brand Reputation ranking that the company received in that year when compared to the reputation rankings of 60 companies from all industries.

Related: Worst Reputations of Retail Brands >>

Retailing Companies with the Best Brand Reputations in 2013, 2012, and 2011:

Amazon.com
2013 - 1
2012 - 4
2011 - 8

Apple
2013 - 2
2012 - 1
2011 - 5

Costco
2013 - 10
2012 - 19
2011 - 20

Disney
2013 - 3
2012 - 6
2011 - 10

Ford
2013 - 20

Google
2013 - 4
2012 - 2
2011 - 1

Home Depot
2013 - 16
2012 - 14

Honda
2012 - 12
2011 - 18

Kohl’s
2012 - 16

Lowe’s
2013 - 17

Microsoft
2013 - 15
2012 - 9
2011 - 16

Nike
2013 - 14
2012 - 20

Samsung
2013 - 11
2012 - 13

Toyota
2013 - 19

Whole Foods
2013 - 7
2012 - 8
2011 - 17

See also the 2013 Worst Retail Brand Reputations >>

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