Asda, in second, promised to remove all salt from its tinned vegetables by the middle of 2006, and cashed in on cricket fever by offering free England shirts to Australians prepared to sing God Save the Queen in-store.
Confirmation of gaming group 888.com's £700m IPO catapulted it to fourth.
Stelios Haji-Ioannou's launch of easyCruise gave extra clout to coverage of the appointment of former RAC boss Andrew Harrison as easyJet chief executive.
At the other end of the table, Cunard crashed into the bottom five after its Seabourn Pride cruise ship was held in Waterford after failing fire-safety checks. It also emerged that former ship Caronia was identified as having 'cockroach activity' by health inspectors last year.
Gate Gourmet stayed bottom after union leader Tony Woodley accused chairman Dave Siegel of trying to scupper a peace deal with sacked workers.
Swiss Re nosedived after it warned Hurricane Katrina could cost the re-insurer more than £271m in claims.
Reputation Monitor is compiled from Thomson Intermedia's National News Index, a measure of media sentiment that excludes stock market reports and passing mentions.
REPUTATION MONITOR - 30 August-5 September 2005 Ranking Rank last week Organisation NNI Best performers 1 3 Tesco 182.2 2 1 Asda 171 3 8 Nationwide 85.9 4 26 888.com 84.3 5 31 easyJet 81 Worst performers* 1 1 Gate Gourmet -54.7 2 n/a Cunard -23.3 3 38 Boeing -22.1 4 778 Swiss Re -18.4 5 926 Cheltenham & Gloucester -14.8 Source: www.newsmetrics.co.uk/Thomson Intermedia plc *Rank last week is position from bottom of table