Kraft, J&J, 3M, Kellogg’s, Sara Lee Among Top 10 ‘Most Reputable’ Companies

Online retailer Amazon.com topped the list of the most reputable companies in America, according to Forbes’ annual “America’s Most and Least Reputable Big Companies” list, while Kraft Foods, Johnson & Johnson, Kellogg’s and Sara Lee also rated among the top 10.

The magazine based its April 5 article on research by the Reputation Institute, an international image management consulting firm, which polled nearly 33,000 consumers about their emotional perceptions of some of the largest companies in the U.S. Each earned a “RepTrak Pulse” score between 0 and 100, based on trust, esteem, admiration and good feeling. The Reputation Institute analyzed seven dimensions of corporate reputation: workplace, governance, citizenship, financial performance, products and services, leadership, and innovation.

The Top Ten Most Reputable Big Companies include:
1 Amazon.com
2 Kraft Foods
3 Johnson & Johnson
4 3M
5 Kellogg’s
6 UPS
7 FedEx
8 Sara Lee
9 Google
10 Walt Disney Company

The Top 10 Least Reputable Big Companies include:
1. Freddie Mac
2. AIG
3. Fannie Mac
4. Goldman Sachs
5. Halliburton
6. ExxonMobil
7. Citigroup
8. Capital One Financial
9. Comcast
10. Bank of America

A number of other retailers and CPG companies appeared on Forbes’ reputation list, which can be found here.