Special Report
This Is the American Company With the Worst Reputation
Published:
Last Updated:
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.
50. Electronic Arts, Inc.
> 2021 score: 74.7
> Change in rank: â
[in-text-ad]
49. State Farm Insurance
> 2021 score: 74.7
> Change in rank: down 7
48. Hobby Lobby
> 2021 score: 74.5
> Change in rank: â
47. JPMorgan Chase & Co.
> 2021 score: 74.5
> Change in rank: up 8
[in-text-ad-2]
46. Kohl’s
> 2021 score: 74.4
> Change in rank: down 16
45. T-Mobile
> 2021 score: 74.3
> Change in rank: up 13
[in-text-ad]
44. Domino’s Pizza
> 2021 score: 73.7
> Change in rank: â
43. The Coca-Cola Company
> 2021 score: 73.7
> Change in rank: down 17
42. Goya
> 2021 score: 73.5
> Change in rank: â
[in-text-ad-2]
41. Google
> 2021 score: 73.3
> Change in rank: down 36
40. Verizon Communications
> 2021 score: 73.2
> Change in rank: down 9
[in-text-ad]
39. Nike
> 2021 score: 72.8
> Change in rank: down 6
38. Nordstrom
> 2021 score: 72.8
> Change in rank: up 2
37. Macy’s
> 2021 score: 72.3
> Change in rank: down 6
[in-text-ad-2]
36. Starbucks Corporation
> 2021 score: 72.3
> Change in rank: down 10
35. eBay
> 2021 score: 72.1
> Change in rank: up 12
[in-text-ad]
34. Wendy’s
> 2021 score: 72.1
> Change in rank: down 17
33. General Motors
> 2021 score: 72.0
> Change in rank: down 14
32. Royal Dutch Shell
> 2021 score: 71.6
> Change in rank: â
[in-text-ad-2]
31. Yum! Brands
> 2021 score: 71.5
> Change in rank: down 21
30. Dollar General
> 2021 score: 71.4
> Change in rank: up 19
[in-text-ad]
29. Johnson & Johnson
> 2021 score: 71.4
> Change in rank: down 4
24/7 Wall St.
28. McDonald’s
> 2021 score: 71.1
> Change in rank: down 1
27. Dollar Tree
> 2021 score: 71.1
> Change in rank: â
[in-text-ad-2]
26. Fiat Chrysler Automobiles
> 2021 score: 70.8
> Change in rank: â
25. Chipotle
> 2021 score: 70.8
> Change in rank: down 6
[in-text-ad]
24. Bank of America
> 2021 score: 70.5
> Change in rank: up 10
23. Reddit
> 2021 score: 70.4
> Change in rank: â
22. Robinhood
> 2021 score: 70.4
> Change in rank: â
[in-text-ad-2]
21. ExxonMobil
> 2021 score: 70.4
> Change in rank: down 7
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: â
24/7 Wall St.
18. Walmart
> 2021 score: 69.7
> Change in rank: up 2
17. Burger King
> 2021 score: 69.4
> Change in rank: down 2
[in-text-ad-2]
16. BP
> 2021 score: 68.2
> Change in rank: up 6
15. AT&T
> 2021 score: 67.6
> Change in rank: down 10
[in-text-ad]
14. United Airlines
> 2021 score: 67.4
> Change in rank: up 2
13. Huawei Technologies
> 2021 score: 67.1
> Change in rank: â
12. JCPenney
> 2021 score: 66.3
> Change in rank: up 3
[in-text-ad-2]
11. Uber
> 2021 score: 66.2
> Change in rank: down 10
10. My Pillow
> 2021 score: 66.0
> Change in rank: â
[in-text-ad]
9. Comcast
> 2021 score: 65.8
> Change in rank: up 1
24/7 Wall St.
8. Twitter
> 2021 score: 63.4
> Change in rank: up 2
7. TikTok
> 2021 score: 63.0
> Change in rank: â
[in-text-ad-2]
6. Wells Fargo & Company
> 2021 score: 63.0
> Change in rank: up 1
5. Sears Holdings Corporation
> 2021 score: 61.2
> Change in rank: â
[in-text-ad]
4. Wish.com
> 2021 score: 60.7
> Change in rank: â
3. Facebook
> 2021 score: 60.0
> Change in rank: down 1
2. Fox Corporation
> 2021 score: 59.2
> Change in rank: down 5
[in-text-ad-2]
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.
Latest from 24/7
