2021年声誉商数报告（英）-17页_5mb
报告摘要
2021 Axios Harris Poll 100 Summary
Core Content
The 2021 Axios Harris Poll 100 is a ranking of the companies most on the minds of Americans, based on the Harris Poll's Reputation Quotient (RQ) framework. It measures both the visibility of companies and their reputation across nine dimensions, including Trust, Culture, Ethics, Citizenship, Vision, Growth, and P&S (Product and Service).
Methodology
- Nominations: Americans were asked to identify the two companies with the best and worst reputations, which were compiled into an aggregate list to determine the "Most Visible" companies.
- RQ Score Calculation: A second set of respondents rated the 100 most visible companies on nine reputation dimensions.
- Total Respondents: 42,935 people were interviewed during the field period from April 8th to 21st, 2021.
Top 100 Most Visible Companies
The following companies are ranked by their RQ scores, with the highest at the top:
| Rank | Company | RQ |
|---|---|---|
| 1 | Patagonia | 82.7 |
| 2 | Honda | 81.6 |
| 3 | Moderna | 81.3 |
| 4 | Chick-fil-A | 81.1 |
| 5 | SpaceX | 81.1 |
| 6 | Chewy | 80.9 |
| 7 | Pfizer | 80.2 |
| 8 | Tesla Motors | 80.2 |
| 9 | Costco | 80.1 |
| 10 | Amazon.com | 80.0 |
The full list continues up to rank 100, with companies such as Walmart, Facebook, and The Trump Organization also featured, though with lower RQ scores.
Biggest Drops in RQ Score
The following companies saw the most significant declines in their RQ scores from 2020 to 2021:
- Fox Corporation: -6.14%
- TikTok: -5.21%
- Google: -5.03%
- Adidas: -4.63%
- Delta Air Lines: -3.98%
- Sears: -3.95%
- Yum! Brands: -3.90%
- Publix Supermarkets: -3.72%
- Uber: -3.68%
- Procter & Gamble: -3.59%
Biggest Improvements in RQ Score
The following companies saw the most significant increases in their RQ scores from 2020 to 2021:
- Pfizer: +9.86%
- Dollar General: +8.79%
- Patagonia: +8.69%
- Hobby Lobby: +6.20%
- JCPenney: +4.48%
- Unilever: +4.39%
- Trump Organization: +4.37%
- eBay: +4.36%
- BP: +4.04%
- Bank of America: +4.00%
Newcomers to the Most Visible List in 2021
Several companies made their debut in the 2021 list, including:
- Moderna (#3)
- SpaceX (#5)
- Chewy (#6)
- REI Co-op (#11)
- Subaru (#14)
- In-N-Out Burger (#17)
- Wayfair (#42)
- Kaiser Permanente (#47)
- GOYA (#59)
- Reddit (#78)
- Robinhood (#79)
- GameStop (#82)
- Huawei (#88)
- My Pillow (#91)
- TikTok (#94)
- Wish.com (#97)
Top Performing Companies by Reputation Dimension
The following companies excelled in various reputation dimensions:
| Dimension | Top Companies by Dimension |
|---|---|
| Trust | Chick-fil-A, Patagonia, Subaru, Moderna, etc. |
| Culture | Patagonia, Chick-fil-A, Subaru, etc. |
| Ethics | Chick-fil-A, Patagonia, Subaru, etc. |
| Citizenship | Patagonia, Moderna, Subaru, etc. |
| Vision | SpaceX, Tesla Motors, Honda, etc. |
| Growth | Amazon.com, Chick-fil-A, Subaru, etc. |
| P&S | Patagonia, Chick-fil-A, Subaru, etc. |
Worst Performing Companies by Reputation Dimension
The following companies were ranked lowest in various reputation dimensions:
| Dimension | Top Companies by Dimension |
|---|---|
| Trust | Sears, Wish.com, TikTok, etc. |
| Culture | Comcast, Walmart, Fox Corporation, etc. |
| Ethics | My Pillow, Fox Corporation, Wells Fargo, etc. |
| Citizenship | AT&T, TikTok, Wells Fargo, etc. |
| Vision | Sears, Facebook, etc. |
| Growth | Twitter, Facebook, etc. |
| P&S | Facebook, The Trump Organization, etc. |
Industry Reputation Trends
The pharma and health insurance industries saw their reputations bolstered by the pandemic, with a higher percentage of positive ratings.
Top Performing Companies by Key Demographics
The following companies were rated highly by different demographic groups:
| Rank | GOP | Dem | Millennial | Boomer | Rural | Urban |
|---|---|---|---|---|---|---|
| 1 | Chick-fil-A | Patagonia | Patagonia | Chick-fil-A | Chick-fil-A | Pfizer |
| 2 | SpaceX | Pfizer | Subaru | Moderna | Amazon.com | Hulu |
| 3 | The Trump Organization | Chewy | Target | Honda | Chewy | Patagonia |
| 4 | My Pillow | Amazon.com | IKEA | Chewy | SpaceX | Honda |
| 5 | Honda | Subaru | American Express | SpaceX | Toyota | SpaceX |
| 6 | Chewy | 3M | CVS | Costco | Subaru | FedEx |
| 7 | Wegmans | Moderna | Chewy | Pfizer | Patagonia | CVS |
| 8 | USAA | Netflix | Citigroup | Patagonia | The Walt Disney Company | Microsoft |
| 9 | Moderna | PepsiCo | Tesla Motors | Microsoft | UPS | Moderna |
Most Ethical Companies by Key Demographics
The following companies were rated most ethical by different demographic groups:
| Rank | GOP | Dem | Millennial | Boomer | Rural | Urban |
|---|---|---|---|---|---|---|
| 1 | Chick-fil-A | Patagonia | Subaru | Chick-fil-A | Chick-fil-A | Patagonia |
| 2 | USAA | Chewy | Patagonia | Chewy | Subaru | Hulu |
| 3 | In-N-Out Burger | Subaru | Chewy | Honda Motor Company | Toyota Motor Corporation | Chewy |
| 4 | Honda | Moderna | Target | Moderna | Patagonia | Chick-fil-A |
| 5 | Wegmans | Netflix | The Kroger Company | Patagonia | Amazon.com | PepsiCo |
| 6 | The Trump Organization | PayPal | 3M | In-N-Out Burger | CVS | Wegmans |
| 7 | Hobby Lobby | USAA | Hulu | Costco | In-N-Out Burger | Pfizer |
| 8 | My Pillow | Lowe's | In-N-Out Burger | USAA | The Walt Disney Company | Toyota |
| 9 | Moderna | Nike | IKEA | Wegmans | SpaceX | In-N-Out Burger |
| 10 | The Kroger Company | Target | USAA | Subaru | USAA | PayPal |
Key Takeaways
- Patagonia, Honda, and Chick-fil-A were among the top companies in terms of reputation.
- Pfizer showed the highest improvement in RQ score.
- Moderna, SpaceX, and Chewy were new entries in the 2021 list.
- Apple was the only tech company to improve its reputation.
- The Trump Organization and Facebook had the lowest RQ scores in the list.
- Pharma and health insurance industries saw a positive impact due to the pandemic.
- Fox Corporation and TikTok had the biggest drops in reputation.
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