Thanks to the causemarketingforum.com newsletter, I learned about this interesting list... Reputation Institute 2005 Corporate Rankings
Reputation Institute 2005 Corporate Rankings
New York, NY. 6 December 2005. The results of the RQ 2005 study of corporate reputations conducted each year since 1999 by Harris Interactive and the Reputation Institute demonstrate both the enduring character of corporate reputations and their ability to change quickly. According to Dr. Charles Fombrun, Executive Director of the Reputation Institute and co-creator of the annual RQ study, “corporate reputations are Janus-faced. Companies like Johnson & Johnson and Coca-Cola have consistently dominated our public rankings, whereas oil, tobacco, and scandal plagued companies have anchored the bottom of the distribution. At the same time, reputations can change quickly, with autos and pharmaceuticals taking a big hit this year, but technology companies like Google skyrocketing to the top of the list.”
This year's list is the 6th annual ranking of companies released by Harris Interactive and the Reputation Institute in the U.S. The rated companies are determined on the basis of a preliminary sampling of over 6000 respondents who are asked to name two companies with the best corporate reputations in the U.S. and two companies with the worst reputations. The open-ended nominations are summed to create a list of the “most visible companies”. Some 20,000 people are then asked to rate the companies on the 20 attributes of the Harris-Fombrun Reputation Quotient, a scientifically developed instrument designed to measure corporate reputations in six key areas: Emotional appeal, product/service quality, financial performance, social responsibility, vision and leadership, and workplace environment. Since its creation, the RQ has been used to measure how members of the public rate companies in over 20 countries.
The 60 most visible companies in the US were rated by 19,564 people between August 30 and September 26. The companies were nominated by 6,977 respondents from the general public in a separate study conducted between March and June, 2005. The companies were all evaluated using the Harris-Fombrun Reputation Quotient® model which measures reputation on 6 dimensions and 20 attributes.
The overall results are:
05/04__Company___05 RQ Score (highest possible score=100)
1 1 Johnson & Johnson 80.56
2 3 Coca-Cola 79.69
3 -- Google 79.52
4 5 UPS 79.37
5 2 3M 78.78
6 7 Sony 78.75
7 6 Microsoft 78.11
8 9 General Mills 78.03
9 8 FedEx 77.79
10 11 Intel 77.27
11 13 Toyota 77.27
12 15 Home Depot 76.50
13 4 Procter & Gamble 75.91
14 16 Walt Disney 75.88
15 12 Dell 75.73
16 10 Honda 75.60
17 24 PepsiCo 75.26
18 -- Costco 74.03
19 25 IBM 73.42
20 22 General Electric 73.39
21 21 Southwest Airlines 73.20
22 30 Boeing 73.10
23 17 Starbucks 72.93
24 27 Nike 72.11
25 18 Target 71.83
26 -- DuPont 71.56
27 34 Apple Computer 70.59
28 23 Unilever 70.28
29 28 Wal-Mart Stores 69.99
30 32 Best Buy 69.74
31 20 Hewlett-Packard 69.44
32 26 Pfizer 69.10
33 37 J.C. Penney 68.81
34 36 Verizon Communications 67.01
35 33 McDonald's 66.83
36 40 SBC Communications* 66.67
37 38 Ford Motor 66.14
38 35 General Motors 66.07
39 43 Bank of America 66.00
40 45 Allstate 65.82
41 31** Sears Holdings 65.26
42 46 Gateway 65.17
43 41 Citigroup 65.00
44 39 DaimlerChrysler 64.47
45 -- Merck 64.07
46 42 Time Warner 63.85
47 47 Chevron 62.46
48 49 AT&T* 62.37
49 -- Comcast 62.08
50 48 Altria Group 61.62
51 51 Sprint 61.01
52 53 Martha Stewart Living Omnimedia 60.99
53 44 Exxon Mobil 59.57
54 -- Royal Dutch Shell 59.45
55 52 Tyco International 58.39
56 -- UAL/United Airlines 53.09
57 58 Halliburton 52.22
58 56 Adelphia Communications 49.75
59 59 MCI (formerly WorldCom) 46.80
60 60 Enron 30.05
* Merged in 2005 -ratings were done prior to merger.
Survey Methodology
The study was carried out in two phases: a nominations phase, from March to June, 2005, and a ratings phase, from Aug. 30 to Sept. 26, 2005.
In the nominations phase, Harris Interactive conducted 6,977 interviews throughout the U.S., using a combined online and telephone methodology. The online respondents were randomly selected from the Harris Interactive online panel. All respondents were asked to nominate two companies that they feel have the best reputations overall and two companies that they feel have the worst reputations overall. Nominations were open-ended, and all responses were tallied, placing subsidiaries and brand names within the parent company.
By totaling the mentions for best and worst companies provided during the nominations phase, Harris Interactive identified the list of 60 most visible companies in the U.S. to be measured in the ratings phase.
In the ratings phase, 19,564 respondents were randomly selected to complete a detailed rating of one or two companies with which they were "very or somewhat familiar." All interviews were conducted online. Respondents rated companies on 20 attributes in the six key dimensions of the Harris-Fombrun Reputation Quotient (RQ), including products and services, financial performance, workplace environment, social responsibility, vision and leadership, and emotional appeal. After the first company rating was completed, a respondent was given the option to rate a second company.
Each of the 60 companies was rated by at least 253 people; the average number of respondents per company was 650. All data were weighted to be representative of the U.S. adult population. Weighting variables for this study included demographic variables (i.e., age, sex, education, race, ethnicity, household income and region) and some non-demographic variables to project findings to the U.S. adult population.
Finally, reputation quotient (RQ) figures were calculated for each company to determine the rankings. Each company's RQ is based on the respondents' ratings of each company on the 20 attributes. RQs are calculated by summing the ratings on the individual RQ attributes, dividing by the total possible score (i.e., 7 x the total number of attributes answered) and multiplying by 100. The highest possible score is 100. In comparing any two RQ scores, a t-test was used to determine statistically significant differences at a confidence level of 95%.
About The Reputation Institute
Reputation Institute helps companies create value through strategic reputation management, and is devoted to advancing research and applicable knowledge about corporate reputation. Reputation Institute brings together a global network of academics and practitioners to continuously progress thought leadership within the field of reputation. On a quarterly basis the Reputation Institute publishes the journal Corporate Reputation Review.
Posted by sinergi at January 16, 2006 04:42 PM