Apple tops in corporate reputation with higest score in 13 years

With the highest score achieved by any company in the last 13 years, Apple has found itself on top of the latest Harris survey on corporate reputation. Apple's score actually bucked the negative trend that the public has toward companies in general. The Harris Poll Reputation Quotient study notes that the public image of corporate America is "more tarnished today than a year ago." For example, last year 16 companies scored in the "excellent reputation" range while this year's report only shows half that number with the top designation.

With a score of 85.62, Apple was ahead of Google's 82.82 score. Coca-Cola's 81.99 was good for third place while Amazon was next with a score of  81.92. Rounding out the top five is Kraft Foods with a score of 81.62. With Apple jumping from fifth last year to first, tech firms scored the best overall. Apple scored highest in four out of the six factors used to determine a score, Financial Performance, Products & Services, Vision & Leadership and Workplace Environment. Amazon was on top in Emotional Appeal, while Whole Foods ranked highest in Social Responsibility.

On the bottom were Financial companies and banking. Oil company BP finished dead last with financial firms AIG, Goldman Sachs, Bank of America and JPMogan Chase all battling for the worst score.

source: Harris via AppleInsider