J&J has best reputation with US consumers

01 May 2009

ROCHESTER, New York: Johnson & Johnson, the healthcare giant, has topped a list of the companies with the best reputations among US consumers, followed by Google and SonyHarris Interactive reports.

Google recently took pole position in Millward Brown's annual rankings of the world's most valuable brands, and its standing with consumers seems to be similarly strong in its home market.

Harris Interactive asked over 20,000 Americans for their opinions of 60 of the biggest US corporations in sectors including finance, automotive and FMCG.

Overall, Johnson & Johnson received an index score of 82.39, and enjoyed the highest level of trust among participants, as well as registering the most "emotional appeal."

Google's comparative total was 81.89, and the search giant was credited with exhibiting particularly strong "vision and leadership."

It was also ranked as the top company overall by men, respondents aged from 18–39, and participants with incomes of below $35,000 (€26,415; £23,599) and above $75,000.

Sony scored 81.71, with Coca-Cola on 80.63, with 65% of those surveyed saying they would "definitely" purchase the company's products in the future, just 4% fewer than for Kraft, which was the top-ranked organisation on this measure.

Coca-Cola's brand was seen as the best performer in terms of having a "common look and feel", and its communications were also most effective in "providing consistent messages."

Kraft, in fifth on 80.54, not only topped the "most likely to purchase" category, but was the second most trusted US corporation, and the second most popular company among women.

The ten lowest scoring businesses were made up of financial, automotive and oil companies, with AIG, the ailing insurance firm, in last place, and General Motors and Chrysler also in the bottom five.

Overall, 90% of Americans rated the reputation of the country's corporations as "not good" or "terrible," with financial services and tobacco receiving positive scores from just 11% of people.

Data sourced from Harris Interactive; additional content by WARC staff