Reputation poll: Apple needs polishing

March 14, 2018

The Apple and Google corporate brands have lost their elan—while Elon Musk’s Tesla is rocketing higher after launching a red Roadster into deep space and Amazon continues to ride high at number one in the Harris Poll Reputation Quotient for the third consecutive year.

Since 1999, the Reputation Quotient has quantified the reputation ratings for the 100 most visible U.S. companies, according to Harris.

Specifically, in a survey of about 26,000 U.S. adults, iPhone manufacturer Apple dropped to number 29 this year from its previous position at number five, and Google dropped from number eight to number 28. Apple had ranked at number two as recently as 2016.

John Gerzema, CEO of the Harris Poll, told Reuters in an interview that the likely reason Apple and Google plummeted was that they have not introduced as many attention-grabbing products as they did in past years, such as when Google rolled out Google Maps or Apple’s then-CEO Steve Jobs introduced the iPod, iPhone and iPad.

“Google and Apple, at this moment, are sort of in valleys,” Gerzema said. “We’re not quite to self-driving cars yet. We’re not yet seeing all the things in artificial intelligence they’re going to do.”

Meanwhile, Gerzema attributed Amazon’s continued high ranking to its expanding footprint in consumers’ lives, into areas such as groceries via its Whole Foods acquisition.

Elon Musk’s Tesla climbed from number nine to number three on the strength of sending its Roadster into space aboard a SpaceX booster—despite fleeting success delivering cars on time on Earth, Gerzema told Reuters.

He’s a modern-day carnival barker—it’s incredible,” Gerzema said of Musk. He noted that the Tesla CEO “is able to capture the public’s imagination when every news headline is incredibly negative. They’re filling a void of optimism.”

This year’s top ten rankings go as follows: Amazon, Wegman’s Food Markets, Tesla Motors, Chick-fil-A, Walt Disney, HEB Grocery, United Parcel Service, Publix Super Markets, Patagonia, and Aldi.

Last place went to Japanese auto parts supplier Takata, which distributed air bags that inflated with too much force—allegedly causing 22 deaths and hundreds of injuries, and prompting the largest recall in automotive history.

Research contact: @StephenNellis

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