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2014 Retail Brands With the Best Reputation - Consumer Survey Ratings

Amazon, Apple, BP, Chrysler, Other Retailing Companies With Good Reputations

By

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Today’s empowered consumers have an informed opinion about the retail companies they shop with, and they’re not afraid to express their opinions about the best and worst of American retailing.  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 2014 more than 14,000 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 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

2014 - #1
2013 - #1
2012 - #4
2011 - #8

Apple

2014 - #3
2013 - #2
2012 - #1
2011 - #5

Chick-Fil-A

2014 - #20

Costco

2014 - #6
2013 - #10
2012 - #19
2011 - #20

Disney

2014 - #4
2013 - #3
2012 - #6
2011 - #10

Ford
2013 - #20

Google

2014 - #14
2013 - #4
2012 - #2
2011 - #1

Home Depot

2014 - #17
2013 - #16
2012 - #14

Honda

2014 - #5
2012 - #12
2011 - #18

Kohl’s

2014 - #19
2012 - #16

Lowe’s
2013 - #17

Microsoft

2014 - #9
2013 - #15
2012 - #9
2011 - #16

Nike

2014 - #15
2013 - #14
2012 - #20

Samsung

2014 - #7
2013 - #11
2012 - #13

Toyota
2013 - #19

Whole Foods

2014 - #8
2013 - #7
2012 - #8
2011 - #17

See also the 2013 Worst Retail Brand Reputations >>

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