Amazon Leads Most Reputable Company List

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The Reputation Institution released its list of top 100 most reputable companies based on U.S. consumer perceptions. Amazon.com Inc. (NASDAQ: AMZN), HallMark, Samsung, Kellogg Co. (NYSE: K) and Sony Corp. (NYSE: SNE) were the top five.

The research is based on interviews with 38,000 people.

The other five companies on the top 10 list are Johnson & Johnson (NYSE: JNJ), Rolex, Intel Corp. (NASDAQ: INTC), Netflix Inc. (NASDAQ: NFLX) and Walt Disney Co. (NYSE: DIS).

The methodology is very different from those of BrandZ and Interbrand, the two best-known brand valuation firms. This yields a list of some very small companies, most of which own luxury. These include Tiffany & Co. (NYSE: TIF), Coach Inc. (NYSE: COH), Estee Lauder Co. (NYSE: EL), Nikon, L’Oreal, Prada, Ferrari and BMW. These are mixed in with huge companies, which include Microsoft Corp. (NASDAQ: MSFT), Alphabet Inc. (NASDAQ: GOOG) and American Express Inc. (NYSE: AXP).

Methodology: RI conducted more than 38,000 consumer interviews to measure the public’s perception of companies across seven dimensions: innovation, leadership, governance, citizenship, workplace, performance, and products/services.