Whether we’re talking about a Fortune 500 Company or an up-and-coming small business, reputation is critical to success. Branding is what makes a company recognizable, influencing public perception. If customers trust a product or business, they will often become exceptionally loyal and keep coming back for a lifetime. Many factors go into developing a brand, and marketers hope they all contribute to creating an excellent reputation. This high standing in the public’s perception is especially important in the digital age, where a bad review in one county can reach anyone in the world, and a social media reviewer might get millions of views.

24/7 Wall St. is taking a look at the 10 least reputable brands, according to the 2025 Axios Harris Poll 100 Reputation Rankings. This poll asked thousands of Americans to name two brands with a great reputation and two brands that they consider bottom of the barrel. The brands were then scored in multiple categories, such as Ethics, Products and services, Character, and Trust. Some of the most reputable companies include Apple, Microsoft, and Patagonia. Trader Joe’s takes the number one spot, scoring high across the board. The bottom 20 had scores mostly ranging in the 60s, with a few in the 50s.

Why it Matters

A company’s brand is incredibly powerful and indicative of the success of the business as a whole. If customers think highly of a company’s services, customer interactions, or quality goods, it has the potential to transform their position within the marketplace. Highly reputable companies often receive four- or five-star reviews and significant word of mouth recommendations. On the other hand, negative customer feedback can bring a company to bankruptcy. For smaller business, a few bad reviews are enough to see a shift in profitability. Every brand, no matter what it stands for, will have a certain number of people who think negatively of it. However, earning a spot on this list means thousands of Americans have deemed your brand unreputable. Take a look at Axios’ list and see if you agree with America’s picks for least reputable brands nationwide.

20. Walmart

• Ranking: 68.3
• Change: down from 2024
• Highest category score: #56 in Growth (75.5)
• Lowest category score: #85 in Trust (65.2)

19. UFC

• Ranking: 67.2
• Change: same as 2024
• Highest category score: #74 in Vision (72.8)
• Lowest category score: #87 in Citizenship (62.1)

18. Comcast

• Ranking: 67.0
• Change: up from 2024
• Highest category score: #82 in Culture (66.5)
• Lowest category score: #89 in Growth (67.6)

17. Burger King

• Ranking: 66.7
• Change: up from 2024
• Highest category score: #75 in Trust (70.8)
• Lowest category score: #91 in Culture (63.4) and Growth (67.3)

16. Dollar General

• Ranking: 66.5
• Change: down from 2024
• Highest category score: #62 in Trust (72.8)
• Lowest category score: #94 in Products and Services (64.3)

15. SpaceX

• Ranking: 66.4
• Change: same as 2024
• Highest category score: #67 in Vision (74.4)
• Lowest category score: #93 in Citizenship (58.5) and Trust (61.3)

14. Anheuser-Busch InBev

• Ranking: 66.1
• Change: down from 2024
• Highest category score: #86 in Products and services (67.7) and Citizenship (62.5)
• Lowest category score: #90 in Vision (69.2)

13. Boeing

• Ranking: 64.9
• Change: same as 2024
• Highest category score: #82 in Products and services (69.3)
• Lowest category score: #93 in Vision (68.0) and Growth (66.4)

12. JCPenney

• Ranking: 64.9
• Change: same as 2024
• Highest category score: #74 in Ethics (68.8)
• Lowest category score: #100 in Vision (60.9) and Growth (59.0)

11. Temu

• Ranking: 64.0
• Change: down from 2024
• Highest category score: #85 in Growth (68.6)
• Lowest category score: #93 in Products and services (64.4)

10. Bytedance (TikTok)

• Ranking: 63.5
• Change: up from 2024
• Highest category score: #80 in Products and services (69.3)
• Lowest category score: #96 in Trust (60.0)

9. UnitedHealth Group

• Ranking: 63.0
• Change: same as 2024
• Highest category score: #90 in Products and services (65.8) and Trajectory (66.4)
• Lowest category score: #94 in Citizenship (58.3)

8. Fox Corporation

• Ranking: 62.8
• Change: up from 2024
• Highest category score: #86 in Vision (69.9)
• Lowest category score: #95 in Culture (59.7)

7. Shein

• Ranking: 61.7
• Change: down from 2024
• Highest category score: #88 in Growth (67.7)
• Lowest category score: #98 in Culture (58.1) and Products and services (61.9)

6. Tesla Motors

• Ranking: 61.3
• Change: down from 2024
• Highest category score: #84 in Products and services (68.9)
• Lowest category score: #100 in Character (56.1)

5. Wells Fargo & Company

 

• Ranking: 61.2
• Change: down from 2024
  
• Highest category score: #93 in Culture (61.0)
• Lowest category score: #98 in Vision (65.2)

4. Meta (Facebook)

• Ranking: 60.3
• Change: same as 2024
• Highest category score: #91 in Products and services (65.7)
• Lowest category score: #100 in Ethics (55.6) and Citizenship (55.0)

3. X (formerly Twitter)

• Ranking: 59.8
• Change: up from 2024
• Highest category score: #95 in Vision (66.9)
• Lowest category score: #100 in Culture (56.7)

2. The Trump Organization

• Ranking: 58.6
• Change: up from 2024
• Highest category score: #97 in Character (57.4) and Vision (65.6)
• Lowest category score: #99 in Trajectory (60.8), Trust (55.9), Culture (57), Ethics (56.2), and Products and services (59.1)

1. Spirit Airlines

• Ranking: 58.5
• Change: down from 2024
• Highest category score: #92 in Ethics (60.4)
• Lowest category score: #100 in Trajectory (58.5) and Products and services (56.9)

 

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