Tuesday in CE: Amazon Three-peat as Google, Apple Tumble in Harris Repuation Poll
In maybe the worst outing yet, Google and Apple fell a combined 44 spots in the annual Harris Reputation Survey that ranks brand reputations. Conversely, Amazon has held the top spot for the third year in a row, slipping to second place only once over the past five years.
But what is the Harris Poll exactly? In a nutshell, it's a way to rank a corporate reputation into tangible business value. Their model uses reputation as a variable - not an endpoint - and measures it against modern culture perception. Positive scores are influenced by workplace environment, emotional appeal, quality of products and services, social responsibility, leadership, and, of course, financial performance.
"More than ever before, the American public has more insight and engagement with the companies they do business with. This exposure can have polarizing effects that can compel business leaders to take public stands on issues important to their stakeholders," the Harris Poll website says. "A company’s reputation is foundational."