The most recent edition of Axios Harris Poll 100 brings important evidence of how much reputation is something resulting from a constant process over time. Recently released, the survey by the digital newspaper Axios is carried out among North Americans in partnership with the Harris Poll data analysis center. The 2023 edition shows a drop of no less than 50 positions in Tesla's ranking in the United States – from 12th to 62nd place – compared to the previous year.
The retreat is attributed by Axios to the negative exposure of businessman Elon Musk, CEO of Tesla, operating in areas such as electric cars and solar panels. Acquired by Musk, Twitter was also affected, appearing in 97th place, the worst position among big techs.
Leader has recognized commitment to the environment
Among the leading brands in reputation, Patagonia, of clothing and sports accessories, tops the list of the 100 companies with the greatest visibility in the North American market. The fifty-year-old company is recognized for its activism in relation to the environment. The founder, climber Yvon Chouinard, increased his notoriety after announcing, in September 2022, the full donation of the company's capital, then valued at US$ 3 billion, to the fight against climate change.
Patagonia is followed by costco, of retail, john deere, agricultural equipment, Trader Joe's, supermarkets, and chick-fil-A, from fast food (see picture).
Of the total of 100 companies that make up the ranking, Nike, of sporting goods, was the one that recorded the biggest advance compared to the 2022 survey. The company rose 35 positions – from 56th to 21st. Samsung was the best placed among the big techs, ranking seventh.
Top 10 reputation ranking:
Source: Axios Harris
Ranking is among the most trusted corporate reputation
The Axios survey is conducted in two stages and surveyed 16,310 North Americans between March 13 and 28, 2023. In the first stage, participants had to choose two companies seen as having the best reputation and two that are among the worst. The answers determine which are the 100 “most visible” companies.
In a second moment, another group of interviewees evaluates the companies based on seven criteria. They are: citizenship, ethics, culture, trust, vision, growth and products and services. From there, the ranking is defined, which, published since 1999, has become one of the most reliable in the area of corporate reputation.
