Disney plummets to 16th in study of firms' reputations

ROCHESTER, NY: One of America's most beloved companies suffered substantial damage to its reputation this year, according to the sixth annual Reputation Quotient study con-ducted by Harris Interactive and the Reputation Institute.

ROCHESTER, NY: One of America's most beloved companies suffered substantial damage to its reputation this year, according to the sixth annual Reputation Quotient study con-ducted by Harris Interactive and the Reputation Institute.

The Walt Disney Co. fell to 16th, down from fourth last year, one of the study's most noticeable decreases, said Joy Sever, SVP of Harris Interactive.

For the sixth year in a row, Johnson & Johnson came in first, followed by 3M, Coca-Cola, and Procter & Gamble.

"J&J deserves the high rankings," said Judi Mackey, SVP and director of Hill & Knowlton's corporate practice in New York. "It's part of [its] DNA to care about reputation."

General Mills, Microsoft, UPS, and FedEx all remained in the top 10, while Sony and Honda managed to inch up the list this year.

Sever said this year's survey showed signs of recovery in terms of overall corporate reputation, although it's still a long way to levels of three years ago. This year's ranking showed a decreased gap between the highest- and lowest-ranking firms, something that indicates companies will have to work harder to differentiate themselves, she said, especially competing ones like Lowe's and Home Depot, which ranked close together.

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