A 28 per cent rise in profits saw Ladbrokes grab top spot, while the Hilton Group's plans to sell £400m worth of hotels and return cash to shareholders helped it into second place.
The top two positions have been regularly occupied by Tesco and Asda over the last 14 months, but neither supermarket chain made it into the top five in this week's Monitor, mainly because of continued negative coverage of the Sudan 1 food scare.
Ryanair came third after ordering £2bn worth of planes from Boeing in a bid to double its passenger numbers by 2012.
Prudential continued its reputational recovery as the financial services group took fifth place after announcing a second consecutive rise in rates for its ten-year Prudence bond to eight per cent.
The food scare kept Premier Foods at the bottom of the table for a second consecutive week.
News that the Gatsby Charitable Foundation, set up by Lord Sainsbury in 1967, had halved its Sainsbury's stake pushed the retailer to second from bottom.
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 22-28 February 2005
Ranking Rank last week Organisation NNI
1 10 Ladbrokes 135.3
2 12 Hilton Group 133.3
3 453 Ryanair 127.9
4 14 Royal Bank of Scotland 106.7
5 34 Prudential 89.1
1 1 Premier Foods -288.4
2 12 Sainsbury's -132.2
3 1,720 Egg -83.7
4 5 Marks & Spencer -80
5 9 Morrisons -79.7
Source: www.newsmetrics.co.uk/Thomson Intermedia plc *Rank last week is
position from bottom of table