Tesco came third after financial services group Standard Life, reported to be forming a board to promote its top products as it prepares for demutualisation.
Halifax joined the top five with news that funds under management had grown from £8.3bn to £10.2bn in the last year.
News of Gate Gourmet's mass job losses kept it bottom of the table. The cause of the Helios Airways Boeing 737 crash just three weeks ago is still unknown, keeping the carrier in the bottom five.
Reputation Monitor is compiled from Thomson Intermedia's National News Index, a measure of media sentiment that excludes stock market reports and passing mentions.
- Will Lewis, page 18
REPUTATION MONITOR 23-29 AUGUST 2005 Ranking Rank last week Organisation NNI BEST PERFORMERS 1 6 Asda 137.6 2 104 Standard Life 122.2 3 3 Tesco 119.7 4 7 Halifax 101.7 5 13 William Hill 82.0 WORST PERFORMERS* 1 1 Gate Gourmet -336.0 2 2 British Airways -201.0 3 184 NHS -38.4 4 3 Helios Airways -32.7 5 1,436 ITV 28.0 Source: www.newsmetrics.co.uk/Thomson Intermedia plc *Rank last week is position from bottom of table