Amazon, Kellogg's, LEGO have the best corporate reputations
Staff writer ▼ | May 14, 2015
Amazon secured the top spot in Reputation Institute's 2015 US RepTrak 100, America's largest annual survey of corporate reputations.Article continues below
Although Amazon ranks first for the second year in a row, its score has steadily improved over the last four years.
Of the top three companies, Kellogg's demonstrates the most notable improvement in its corporate reputation this year with a 4-point increase and a jump to 2nd place from 10th place last year.
The top ten companies in the 2015 US RepTrak 100 are:
1. Amazon.com
6. Levi Strauss & Co.
2. Kellogg's
7. Snap-on
3. LEGO
8. Hershey Company
4. Fruit of the Loom
9. Panera Bread
5. Campbell Soup Company
10. Briggs & Stratton Corp.
Eight of the top ten companies in the 2015 US RepTrak 100 are new to the top ten, with only Amazon and Kellogg's in the top ten in both 2014 and 2015. Furthermore, this year nine of the top ten companies achieved excellent reputations, with scores in the 80s, whereas last year only the top company, Amazon, achieved a score in the excellent range.
For the 2015 US RepTrak 100 study, Reputation Institute conducted more than 50,000 interviews with the US general public in 1Q 2015. The RepTrak model examines 15 stakeholder groups in more than 25 industries and more than 50 countries for more than 7,000 companies.
The rankings are based on each company's "Pulse" – the emotional connection consumers have to a brand. The results are further broken down into seven rational dimensions of reputation, which define why consumers have an emotional connection to a specific brand.
The seven dimensions are innovation, leadership, governance, citizenship, workplace, performance, and products/services. ■ What to read next
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