Warm-and-fuzzy household names are most loved in tough times. Consumers are still critical of financial service giants.
With big names like Tiger Woods and Toyota Motor stepping into the spotlight of public scrutiny this year, reputation is a hot topic in the media and in corporate boardrooms. No company wants its public image to be the reason it has a hard time rebounding from the recession.
So what factors shape the public's image of American businesses? Which companies do consumers trust and admire? Reputation Institute, a private consulting firm, conducted 24,977 online interviews, asking people about their perceptions of the nation's largest (by annual revenue) 150 companies' products and services, innovation, workplace, governance, citizenship, financial performance and leadership. It assigned each company a score--0 to 100--based on responses and then ranked them.
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