Coca-Cola has moved up four spots in one of the most influential corporate reputation studies in the U.S., coming in at No. 2 in the 15th annual Harris Interactive Reputation Quotient (RQ) survey.
Amazon.com took the top spot in the 2014 survey, released this week. Apple Inc., Walt Disney Co. and Honda Motor Co. round out the top five.
The online Harris poll measures the corporate reputations of the 60 most visible companies in the U.S. by soliciting feedback from the general public. Each year, Harris asks thousands of Americans between the ages of 18 and 65 years old to identify the nation's 60 most visible companies and rate them across attributes that fall into six categories: social responsibility; emotional appeal; financial performance; products and services; vision and leadership; and workplace environment.
This year, Coca-Cola ranked No. 1 in financial performance and vision and leadership, and was also the only company in the survey to rank in the top 5 on all six reputation dimensions.
Nine companies, including Coke, achieved RQ scores above 80, considered the standard for “excellent” reputation. Harris also singled out Coca-Cola for a “nearly unmatched show of reputation consistency,” noting the company’s RQ score scores have hovered at or around 80 for all 15 years of the study.
The 2014 poll, which was conducted from Dec. 23, 2013 to Jan. 6, 2014, noted that Americans are slowly regaining some of the trust they lost in corporations at the onset of the recession in 2008. According to the study, the number of people who believe corporate America's reputation has improved has increased 25 percent over 2013 and doubled since 2012.