“A little victory both for Amazon and the world of virtual commerce, today: the online retailer has topped the ranking for best reputation in a poll of 14,000 U.S. consumers, according to Harris Interactive. Apple, which was last year’s winner, slipped down to number-two. At number four, Google was the other tech company to make the top-five in the Harris Poll, now in its 14th year, with Disney (#2) and Johnson&Johnson (#5) rounding out the close list. The full report is embedded below.
Technology also stood out in the rankings in another way: it topped Harris’ list of industries for overall reputation dominance, with a 79% positive reputation. Another marker of how tech continues to become increasingly mainstream.
Consumers are asked to give their assessment on how well companies do in the areas of products and services; financial performance; workplace environment; social responsibility; vision and leadership; and emotional appeal. In these rankings, Amazon topped the list for emotional appeal, where it ranked some five points ahead of any other company, “despite an entirely virtual relationship with the public.”
And crucially, at a time when Amazon is getting more involved in its own-brand hardware and business and consumer cloud services, it also beat out others in the category of products and services. There were some hints of how this might play out back in September, when Apple only just narrowly beat out Amazon for highest reputation ranking for its iPad tablet line versus Amazon’s Kindle Fire tablets, based on a similar poll from JD Power…..”
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