Special Report

This Is the American Company With the Worst Reputation

Courtesy of Wish

Does it matter how the public views a company? Does the reaction to its name drive sales of its products or services higher or lower? Brand experts have considered this question for decades. The results are not conclusive. Well-known brands like Facebook are often poorly regarded by the public, yet it has over 2 billion people on its social network. Its stock market value is close to $1 trillion. Chick-fil-A often shows up at the top levels of best-regarded brands, yet it is among the smaller fast-food chains. In addition, it has been embroiled in controversies over its anti-LGBTQ stances.

The Harris Poll is one of the oldest, most widely regarded polling companies in America. It has done a company reputation survey every year for decades. Recently, it began to do the same poll in tandem with media company Axios. The findings for the 2021 Axios Harris Poll 100 have been released. The results of this poll are different from those 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. It involves a two-step process. The first is to find companies that it calls “top of mind,” an equivalent of what most people would call best known. It then asks another, smaller set of people about their impression of those companies that made the first list. The impression is measured across 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 survey last year. By almost any measure, Patagonia is a small clothing retail company. It is surprising that enough Americans know its name for it to make the list at all. The company has an activism presence, with a goal to “save our home planet.” It has become a primary, if not the only significant, face of Patagonia’s image. Nevertheless, Patagonia has an estimated revenue of less than $1 billion a year.

At the bottom of the list of 100 companies, with a score of 56.9, is the Trump Organization. This is the business arm of many of the former president’s commercial operations. Almost the entire portfolio of assets held by The Trump Organization is real estate, ranging from golf courses and hotels to residential and commercial buildings. Again, an odd conclusion to the list. While former President Donald Trump may be abhorred by much of the nation, 74 million people voted for him and he still holds sway over the Republican Party.

Pro or con either Patagonia or the Trump Organization, neither end of the list makes much sense.

Click here to see the American company with the worst reputation.

Sundry Photography / iStock Editorial via Getty Images

50. Electronic Arts, Inc.
> 2021 score: 74.7
> Change in rank: –

[in-text-ad]

youngvet / iStock Unreleased via Getty Images

49. State Farm Insurance
> 2021 score: 74.7
> Change in rank: down 7

dbdurden / iStock Editorial via Getty Images

48. Hobby Lobby
> 2021 score: 74.5
> Change in rank: –

jetcityimage / iStock Editorial via Getty Images

47. JPMorgan Chase & Co.
> 2021 score: 74.5
> Change in rank: up 8

[in-text-ad-2]

Mike Kalasnik / Wikimedia Commons

46. Kohl’s
> 2021 score: 74.4
> Change in rank: down 16

KathyDewar / Getty Images

45. T-Mobile
> 2021 score: 74.3
> Change in rank: up 13

[in-text-ad]

J. Michael Jones / iStock Editorial via Getty Images

44. Domino’s Pizza
> 2021 score: 73.7
> Change in rank: –

43. The Coca-Cola Company
> 2021 score: 73.7
> Change in rank: down 17

42. Goya
> 2021 score: 73.5
> Change in rank: –

[in-text-ad-2]

achinthamb / Shutterstock.com

41. Google
> 2021 score: 73.3
> Change in rank: down 36

RiverNorthPhotography / iStock Unreleased via Getty Images

40. Verizon Communications
> 2021 score: 73.2
> Change in rank: down 9

[in-text-ad]

opengridscheduler / Flickr

39. Nike
> 2021 score: 72.8
> Change in rank: down 6

NoDerog / iStock Unreleased via Getty Images

38. Nordstrom
> 2021 score: 72.8
> Change in rank: up 2

Jonathan Weiss / Shutterstock.com

37. Macy’s
> 2021 score: 72.3
> Change in rank: down 6

[in-text-ad-2]

RonBailey / iStock Unreleased via Getty Images

36. Starbucks Corporation
> 2021 score: 72.3
> Change in rank: down 10

Justin Sullivan / Getty Images

35. eBay
> 2021 score: 72.1
> Change in rank: up 12

[in-text-ad]

AWSeebaran / Getty Images

34. Wendy’s
> 2021 score: 72.1
> Change in rank: down 17

JHVEPhoto / iStock Editorial via Getty Images

33. General Motors
> 2021 score: 72.0
> Change in rank: down 14

RiverNorthPhotography / iStock Unreleased via Getty Images

32. Royal Dutch Shell
> 2021 score: 71.6
> Change in rank: –

[in-text-ad-2]

Thomas Kelley / iStock Editorial via Getty Images

31. Yum! Brands
> 2021 score: 71.5
> Change in rank: down 21

bgwalker / Getty Images

30. Dollar General
> 2021 score: 71.4
> Change in rank: up 19

[in-text-ad]

Chris Hondros / Getty Images

29. Johnson & Johnson
> 2021 score: 71.4
> Change in rank: down 4

RiverNorthPhotography / Getty Images

28. McDonald’s
> 2021 score: 71.1
> Change in rank: down 1

https://www.flickr.com/photos/jeepersmedia/

27. Dollar Tree
> 2021 score: 71.1
> Change in rank: –

[in-text-ad-2]

wellesenterprises / iStock Editorial via Getty Images

26. Fiat Chrysler Automobiles
> 2021 score: 70.8
> Change in rank: –

https://www.flickr.com/photos/86530412@N02/

25. Chipotle
> 2021 score: 70.8
> Change in rank: down 6

[in-text-ad]

ProArtWork / Getty Images

24. Bank of America
> 2021 score: 70.5
> Change in rank: up 10

stockcam / iStock Unreleased via Getty Images

23. Reddit
> 2021 score: 70.4
> Change in rank: –

The Focal Project / https://creativecommons.org/licenses/by-nc/2.0/ / Flickr

22. Robinhood
> 2021 score: 70.4
> Change in rank: –

[in-text-ad-2]

jetcityimage / iStock Editorial via Getty Images

21. ExxonMobil
> 2021 score: 70.4
> Change in rank: down 7

Boarding1Now / Getty Images

20. Delta Air Lines
> 2021 score: 70.4
> Change in rank: down 24

[in-text-ad]

19. GameStop
> 2021 score: 69.7
> Change in rank: –

slobo / Getty Images

18. Walmart
> 2021 score: 69.7
> Change in rank: up 2

https://www.flickr.com/photos/jeepersmedia/

17. Burger King
> 2021 score: 69.4
> Change in rank: down 2

[in-text-ad-2]

jetcityimage / iStock Editorial via Getty Images

16. BP
> 2021 score: 68.2
> Change in rank: up 6

Toby Jorrin / Getty Images

15. AT&T
> 2021 score: 67.6
> Change in rank: down 10

[in-text-ad]

IanC66 / Shutterstock.com

14. United Airlines
> 2021 score: 67.4
> Change in rank: up 2

WoodyAlec / iStock Editorial via Getty Images

13. Huawei Technologies
> 2021 score: 67.1
> Change in rank: –

Supannee_Hickman / Shutterstock.com

12. JCPenney
> 2021 score: 66.3
> Change in rank: up 3

[in-text-ad-2]

Spencer Platt / Getty Images

11. Uber
> 2021 score: 66.2
> Change in rank: down 10

Courtesy of MyPillow

10. My Pillow
> 2021 score: 66.0
> Change in rank: –

[in-text-ad]

Jonathan Weiss / Shutterstock.com

9. Comcast
> 2021 score: 65.8
> Change in rank: up 1

Andrew Burton / Getty Images

8. Twitter
> 2021 score: 63.4
> Change in rank: up 2

7. TikTok
> 2021 score: 63.0
> Change in rank: –

[in-text-ad-2]

sshepard / Getty Images

6. Wells Fargo & Company
> 2021 score: 63.0
> Change in rank: up 1

Caldorwards4 / Wikimedia Commons

5. Sears Holdings Corporation
> 2021 score: 61.2
> Change in rank: –

[in-text-ad]

Courtesy of Wish

4. Wish.com
> 2021 score: 60.7
> Change in rank: –

bombuscreative / Getty Images

3. Facebook
> 2021 score: 60.0
> Change in rank: down 1

Coolcaesar at English Wikipedia / Wikimedia Commons

2. Fox Corporation
> 2021 score: 59.2
> Change in rank: down 5

[in-text-ad-2]

Davidepj / iStock

1. The Trump Organization
> 2021 score: 56.9
> Change in rank: down 1

Get Ready To Retire (Sponsored)

Start by taking a quick retirement quiz from SmartAsset that will match you with up to 3 financial advisors that serve your area and beyond in 5 minutes, or less.

Each advisor has been vetted by SmartAsset and is held to a fiduciary standard to act in your best interests.

Here’s how it works:
1. Answer SmartAsset advisor match quiz
2. Review your pre-screened matches at your leisure. Check out the advisors’ profiles.
3. Speak with advisors at no cost to you. Have an introductory call on the phone or introduction in person and choose whom to work with in the future

Get started right here.

Thank you for reading! Have some feedback for us?
Contact the 24/7 Wall St. editorial team.