ROCHESTER, NY: A company's reputation could have been affected by
how it responded to 11 September, as well as how it communicates its
charitable work, according to a survey by Harris Interactive.
The survey also showed a decline in the reputation of many technology
For the third year running, Johnson & Johnson was judged the most
reputable company in America, according to Harris's third annual
reputation quotient (RQ) survey.
Microsoft and Coca-Cola came in second and third, respectively, both
improving their positions from last year.
Harris first surveyed a group to find the 60 most nominated companies,
and then polled 21,630 people online to rank those 60 companies
mid-October last year.
Last year's survey ranked only 45 firms in the final poll.
Bridgestone/Firestone was ranked last in terms of reputation - as it was
last year - and Philip Morris was second to last.
Harris reputation practice SV-P and director Joy Sever said one of the
problems companies have in relation to reputation is that 'there is a
lack of information that people have about what corporations are doing
in the way of good deeds'.
Attitudes towards companies' responsiveness to 11 September were also
evaluated. The result was that many of those surveyed gave favourable
ratings to firms in areas such as emotional appeal, financial
performance, products, vision, and social responsibility.
Bucking the downward moves of many tech companies was one surprising
Hewlett-Packard, which last year ranked 20th, this year leapt to seventh
Dell also showed significant gains, moving from 25th to 13th. But
Lucent, Gateway, and IBM all finished lower down the table.
Edited by Holly Williams.