Harris Reputation Quotient (RQ) measures the reputations of the most visible companies in the U.S. The company reported few days ago its 2007-2008 research findings.

The top 10 companies in reputation scores were:

1. Google
2. Johnson & Johnson
3. Intel Corporation
4. General Mills
5. Kraft Foods
6. Berkshire-Hathaway Inc.
7. 3M Company
8.The Coca-Cola Company
9. Honda Motor Co.
10. Microsoft

Companies reaching highest in reputations score, by relevant category :

• Social Responsibility – Whole Foods, Google, General Mills, Microsoft, Johnson & Johnson
• Emotional Appeal – Johnson & Johnson, Kraft, General Mills, Google, 3M Company
• Financial Performance – Berkshire Hathaway, Google, Microsoft, Intel, Procter & Gamble
• Products & Services– Johnson & Johnson, 3M Company, Intel, Google, P&G
• Vision & Leadership – Berkshire Hathaway, Google, Microsoft, Intel, Apple
• Workplace Environment – Google, Johnson & Johnson, General Mills, Intel, Kraft

Why should one care for reputation?

In this survey, a strong statistical correlation was found to exist between a company’s overall reputation and the likelihood that consumers will purchase, recommend or invest in a company or its products and services.

What does it take to get to the top?

The Google case study: Four years ago, the company was not included among the top 60 most visible companies on the list. But this year, Google rose to No. 1, beating last year’s RQ reputation leader, Microsoft. Google also beat this year’s second-runner-up, Johnson & Johnson, which was the top ranked company, until last year. According to Fronk from Harris Interactive:

“For Americans to hold a company in high regards today, clearly more than just profits are needed – companies need to focus on overall corporate social responsibility and how their employees are treated in order to build trust with today’s consumers.”

Methodology

Harris Reputation Quotient (RQ) measures the reputations of the most visible companies in the U.S. for nine consecutive years beginning in 1999. The annual study involves a two-step process which began with a “nominations phase” of telephone and online interviews with 7,105 people to identify the most “visible” reputations according to the general public.

The second part, or “ratings phase,” of the Annual RQ study is an in-depth assessment of the reputation of the most visible companies in the U.S. and included 20,477 online interviews. The RQ instrument rates a company’s reputation on 20 attributes (each measured on a 7-point scale) that fall into six key dimensions: Emotional Appeal, Products & Services, Social Responsibility, Vision & Leadership, Workplace Environment, and Financial Performance. In addition to the 20 attributes, the study includes a number of reputation-related questions that help provide a comprehensive understanding of public perceptions. The “nominations phase” of the 2007 RQ survey was conducted from July to August 2007, the “ratings phase” was conducted from February 7 to March 3, 2008.

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