Apple Corporate Reputation Shines: Harris Poll

Feb. 14, 2012
iPhone maker receives highest score in poll's history, while Google slips to second.

Apple dethroned Google as the company with the most-respected image in the eyes of consumers, according to Harris Interactive study results released on Monday.

The maker of iPhones, iPads, iPods and Macintosh computers got the highest score ever seen in the annual Harris Poll RQ study, which asks people to rate the reputations of 60 of the most well-known U.S. companies.

"Apple's current dominance is built on strong investments in its brand, predominately through its products and services," the authors said in summary.

"Despite today's challenging environment, Apple records the highest score in the RQ's history."

Of six categories measured, California-based Apple ranked top in financial performance, products & services, vision & leadership, and workplace environment.

Google, which had the highest reputation score in the study last year, was nudged to second place despite "an excellent score."

"We are seeing the emergence of a group of companies that garner reputation equity by being positively associated with multiple industries," said Harris Interactive executive vice president Robert Fronk.

"Companies like Apple, Google, and combine innovation and leadership across multiple business areas, giving them true competitive advantage."

Online retail titan scored highest in the study's "emotional appeal" category while grocery chain Whole Foods led the "social responsibility category."

Copyright Agence France-Presse, 2012

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