EasyJet climbed from 20th place to fourth after reporting that it carried 2.5 million passengers in May, up 22 per cent on that month the previous year and outstripping rival Ryanair.
But Asda took the number one spot, gaining a fillip from news that it was the UK's cheapest supermarket, according to a survey by The Grocer.
It also upped the ante in the CD price war by slashing the online price of Coldplay's album X&Y to £7.47 for a limited period.
Meanwhile, Marks & Spencer's reputation took further knocks, pushing the high-street stalwart to second from bottom. It emerged that the retailer had recalled 12,000 children's garments after two youngsters suffered scratches from needles still attached to the clothing.
It was also hamstrung by its annual report, which revealed it paid £3.7m in compensation to ousted senior executives, more than doubling the cost of boardroom pay.
Woolworths slumped to fifth from bottom after sales fell 4.4 per cent in the first 18 weeks of the year.
Supermarket Wm Morrison continued to languish over concerns about the ability of its management.
Reputation Monitor is compiled from Thompson Intermedia's National News Index, a measure of media sentiment that excludes stock market reports and passing mentions.
REPUTATION MONITOR 7-13 June 2005
Ranking Rank last week Organisation NNI
1 2 Asda 241.5
2 9 Halifax 154.6
3 24 Carphone Warehouse 148.6
4 20 EasyJet 102.3
5 3 Tesco 93.7
1 8 Wm Morrison -293.6
2 1,350 Marks & Spencer -99.3
3 1 Enron -73.3
4 4 MG Rover -67.4
5 748 Woolworths -47.9
Source: www.newsmetrics.co.uk/Thomson Intermedia plc
*Rank last week is position from bottom of table.