Ranked: The Reputation of 100 Major Brands in the U.S.

Brand Reputation of 100 Companies in America

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Ranked: The Reputation of 100 Major Brands in the U.S.

Whether you’re a country or a company, brand reputation is crucial. For corporations trying to stand out amongst an array of competitors, name recognition can be make or break.

The Axios Harris Poll polled a nationally representative sample of nearly 43,000 Americans to find out which 100 companies emerge as top of mind—for better or for worse.

How is Brand Reputation Measured?

The polling process started by asking respondents which two companies they felt excelled or faltered in the U.S.—in other words, which companies were the most “visible” in their eyes.

The top 100 brands that emerged from this framework were then judged by poll respondents across seven dimensions, over three key pillars:

  • Character
    Includes a company’s culture, ethics, and citizenship (whether a consumer shares a company’s values or the company supports good causes)
  • Trajectory
    Includes a company’s growth prospects, vision for the future, and product and service offerings (whether they are innovative, and of high quality)
  • Trust
    Does a consumer trust the brand in the first place?

Once these dimensions are taken into account, the final scores portray how these “visible brands” rank in terms of their reputation among a representative sample of Americans:

  • Score range: 80.0 and above
    Reputation: Excellent
  • Score range: 75.0-79.9
    Reputation: Very Good
  • Score range: 70.0-74.9
    Reputation: Good
  • Score range: 65.0-69.9
    Reputation: Fair
  • Score range: 64.9 and below
    Reputation: Poor

Companies with a Very Poor reputation (a score below 50) didn’t make it into the list. Here’s how the 100 most visible companies stack up in terms of brand reputation:

2021 Rank Company 2021 Score Overall Reputation
#1 Patagonia 82.7 Excellent
#2 Honda Motor Company 81.6 Excellent
#3 Moderna 81.3 Excellent
#4 Chick-fil-A 81.1 Excellent
#5 SpaceX 81.1 Excellent
#6 Chewy 80.9 Excellent
#7 Pfizer 80.2 Excellent
#8 Tesla Motors 80.2 Excellent
#9 Costco 80.1 Excellent
#10 Amazon.com 80.0 Excellent
#11 REI 79.9 Very Good
#12 USAA 79.2 Very Good
#13 Wegmans 79.2 Very Good
#14 Subaru 79.2 Very Good
#15 Unilever 79.2 Very Good
#16 Apple 79.1 Very Good
#17 In-n-Out Burger 78.7 Very Good
#18 Toyota Motor Corporation 78.7 Very Good
#19 UPS 78.6 Very Good
#20 PepsiCo 78.5 Very Good
#21 IKEA 78.4 Very Good
#22 Lowe’s 78.3 Very Good
#23 Publix Supermarkets 78.2 Very Good
#24 CVS (CVS Health) 78.2 Very Good
#25 3M Company 78.1 Very Good
#26 HP, Inc. 78.1 Very Good
#27 Berkshire Hathaway 78.0 Very Good
#28 Hulu 77.9 Very Good
#29 Nestle 77.7 Very Good
#30 The Kroger Company 77.5 Very Good
#31 Samsung 77.5 Very Good
#32 Paypal 77.5 Very Good
#33 FedEx Corporation 77.4 Very Good
#34 Sony 77.3 Very Good
#35 Procter & Gamble Co. 77.0 Very Good
#36 Microsoft 76.8 Very Good
#37 The Walt Disney Company 76.7 Very Good
#38 Netflix 76.4 Very Good
#39 IBM 76.3 Very Good
#40 General Electric 76.1 Very Good
#41 Target 76.0 Very Good
#42 Wayfair 75.8 Very Good
#43 Citigroup 75.7 Very Good
#44 American Express 75.6 Very Good
#45 The Home Depot 75.4 Very Good
#46 Walgreens 75.3 Very Good
#47 Kaiser Permanente 75.3 Very Good
#48 Best Buy 75.2 Very Good
#49 Adidas 75.1 Very Good
#50 Ford Motor Company 75.1 Very Good
#51 Electronic Arts, Inc. 74.7 Good
#52 State Farm Insurance 74.7 Good
#53 Hobby Lobby 74.5 Good
#54 JPMorgan Chase & Co. 74.5 Good
#55 Kohl’s 74.4 Good
#56 T-Mobile 74.3 Good
#57 Domino’s Pizza 73.7 Good
#58 The Coca-Cola Company 73.7 Good
#59 Goya 73.5 Good
#60 Google 73.3 Good
#61 Verizon Communications 73.2 Good
#62 Nike 72.8 Good
#63 Nordstrom 72.8 Good
#64 Macy’s 72.3 Good
#65 Starbucks Corporation 72.3 Good
#66 eBay 72.1 Good
#67 Wendy’s 72.1 Good
#68 General Motors 72.0 Good
#69 Royal Dutch Shell 71.6 Good
#70 Yum! Brands 71.5 Good
#71 Dollar General 71.4 Good
#72 Johnson & Johnson 71.4 Good
#73 McDonald’s 71.1 Good
#74 Dollar Tree 71.1 Good
#75 Fiat Chrysler Automobiles 70.8 Good
#76 Chipotle 70.8 Good
#77 Bank of America 70.5 Good
#78 Reddit 70.4 Good
#79 Robinhood 70.4 Good
#80 ExxonMobil 70.4 Good
#81 Delta Air Lines 70.4 Good
#82 GameStop 69.7 Fair
#83 Walmart 69.7 Fair
#84 Burger King 69.4 Fair
#85 BP 68.2 Fair
#86 AT&T 67.6 Fair
#87 United Airlines 67.4 Fair
#88 Huawei Technologies 67.1 Fair
#89 JCPenney 66.3 Fair
#90 Uber 66.2 Fair
#91 My Pillow 66.0 Fair
#92 Comcast 65.8 Fair
#93 Twitter 63.4 Poor
#94 TikTok 63.0 Poor
#95 Wells Fargo & Company 63.0 Poor
#96 Sears Holdings Corporation 61.2 Poor
#97 Wish.com 60.7 Poor
#98 Facebook 60.0 Poor
#99 Fox Corporation 59.2 Poor
#100 The Trump Organization 56.9 Poor

While the ranking itself highlights well-respected and poorly-viewed brands overall, another perspective is to look at which brands shot up in the list, and which ones plummeted.

Fastest Risers in Brand Reputation

Unwavering and bold commitments to the environment has helped Patagonia to top the charts as the #1 brand, rising 31 ranks since 2020. From funneling 1% of sales into environmental donations to ensuring ethical supply chains, Patagonia’s culture, ethics, and citizenship all align with its business model in consumers’ eyes.

With over 33 million COVID-19 vaccine doses administered daily around the world, Pfizer’s contribution to the ongoing immunization progress is undeniable. As a result, its overall ranking has swelled by 54 places since 2020.

Rank in 2021 Brand 2021 Score Change
#7 Pfizer 80.2 +54
#1 Patagonia 82.7 +31
#15 Unilever 79.2 +20
#71 Dollar General 71.4 +19
#43 Citigroup 75.7 +17
#2 Honda Motor Company 81.6 +14
#24 CVS (CVS Health) 78.2 +13
#27 Berkshire Hathaway 78 +13
#50 Ford Motor Company 75.1 +13
#56 T-Mobile 74.3 +13

Dollar General might seem like a surprising addition to this table, but in terms of sheer growth, discount stores are thriving. Across America, dollar stores are opening at a rate of three per day, faster than any Starbucks or McDonalds.

There’s a crucial reason for this: in many rural areas, millions rely on dollar stores for food and other essentials, as the nearest grocery store can be nearly an hour’s drive away.

Biggest Decliners in Brand Reputation

Despite steady revenue growth, Google is among a handful of Big Tech companies whose reputations are backsliding, dropping 36 places in the past year. The outsize power and influence these companies hold is increasingly coming under regulatory scrutiny.

Rank in 2021 Brand 2021 Score Change
#60 Google 73.3 -36
#35 Procter & Gamble Co. 77 -27
#81 Delta Air Lines 70.4 -24
#30 The Kroger Company 77.5 -21
#38 Netflix 76.4 -21
#70 Yum! Brands 71.5 -21
#23 Publix Supermarkets 78.2 -19
#36 Microsoft 76.8 -17
#58 The Coca-Cola Company 73.7 -17
#67 Wendy’s 72.1 -17

Although Netflix pioneered the world of streaming, it is now facing stiff competition from emerging subscription services. Amazon’s latest acquisition of Metro-Goldwyn-Mayer (MGM Studios) will especially bolster the content catalog available on Prime Video.

Building a Brand Reputation Doesn’t Come Easy

Near the bottom of the 100 companies leaderboard, the struggles of mainstream media and modern information dissemination are strongly reflected. Despite their diverse audiences and established histories, brand reputations of both Facebook and Fox News have eroded in recent years.

This example highlights how the nature of a brand’s reputation can evolve over time. Building a strong and reputable brand may be subjective, but its effects on consumer loyalty are powerful.

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