Apple Sees Reputation of Corporate Brand Drop to 29th Place in Harris Poll


Apple’s reputation has taken a hit over the last year, suggests the latest annual Harris Poll Reputation Quotient poll, which shows the Cupertino company toppling from fifth place last year to 29th place today.

According to a new report from Reuters, the poll, which has been carried out every year since 1999, surveyed 25,800 U.S. adults from December through January on the reputations of the “most visible” corporate brands in the world. Amazon held onto the no. 1 spot, which it has held every year for the past five years, with the exception of falling to no. 2 in 2015.

Google also declined in its positioning from no. 8 last year to no. 28 in 2018. Tesla, meanwhile, climbed from no. 9 in 2017 to no. 3 in 2018.

John Gerzema, CEO of the Harris Poll, told Reuters in an interview that the likely reason Apple and Google fell was that they have not introduced as many attention-grabbing products as they did in past years.

“Google and Apple, at this moment, are sort of in valleys,” Gerzema said. “We’re not quite to self-driving cars yet. We’re not yet seeing all the things in artificial intelligence they’re going to do.”

2018 marks the third consecutive year, and the fourth out of the last five, that Seattle-headquartered Amazon has held the top spot in the annual poll of the 100 most visible companies, out Tuesday. In 2015, Wegmans edged out Amazon for the top spot, pushing the retailing powerhouse to No. 2.

The list of the top 10 companies, as ranked by the poll, can be seen below:

1. Amazon

2. Wegmans

3. Tesla Motors

4. Chick-fil-A

5. The Walt Disney Co.

6. HEB Grocery

7. UPS

8. Publix Supermarkets

9. Patagonia

10. Aldi