Does the way the public perceive a business matter? Does the reaction to their name increase or decrease the sales of their products or services? The brand’s experts have been grappling with this question for decades. The results are inconclusive. Well-known brands like Facebook are often frowned upon by the public, yet it has more than 2 billion people on its social network. Its market value is close to $ 1,000 billion. Chick-fil-A often appears at the top of the most reputable brands, but it is among the smaller fast food chains. Additionally, he has been embroiled in controversies over his anti-LGBTQ positions.
The Harris Poll is one of the oldest and most reputable polling companies in the United States. It has carried out an annual survey of the company’s reputation for decades. Recently, he started doing the same poll in tandem with media company Axios. The results of the Axios Harris Poll 100 2021 have been released. The results of this poll are different from what many people might expect. The best-known company with the best reputation is Patagonia and with the worst reputation is the Trump Organization.
According to the methodology, 42,935 Americans were surveyed. This is a two step process. The first is to find companies that he calls “top of mind,” an equivalent of what most people would call the best known. He then asks another smaller group of people about their impression of the companies that made the first list. Impression is measured through seven metrics: citizenship, ethics, culture, trust, vision, growth, and products and services.
On a scale where 100 is the best possible score, Patagonia finished first at 82.7, up an extraordinary 31 places from the same poll last year. In almost every respect, Patagonia is a small clothing retail company. It’s surprising that enough Americans know his name to make it on the list. The company has a militant presence, with the aim of “saving our home planet”. It has become a main face, if not the only significant one, in the image of Patagonia. Nonetheless, Patagonia has an estimated turnover of less than $ 1 billion per year.
At the bottom of the 100 companies list, with a score of 56.9, is the Trump Organization. It is the commercial arm of many of the former president’s business operations. Almost the entire portfolio of assets held by The Trump Organization consists of real estate, ranging from golf courses and hotels to residential and commercial buildings. Again, a strange conclusion to the list. While former President Donald Trump may be loathed by much of the nation, 74 million people voted for him and he still has his grip on the Republican Party.
For or against Patagonia or the Trump Organization, neither end of the list makes much sense.