"The Axios Harris Poll 100 has been measuring the reputations of the most visible companies in the United States for over two decades. In the graphic above, we’ve visualized the results for 2023, which are based on a survey of over 16,000 Americans from a nationally representative sample.
"Each company’s score in the ranking is based on nine underlying categories. These are Character, Trajectory, Trust, Culture, Ethics, Citizenship, Vision, Growth, and Products & Services." - Marcus Lu
Spoiler alert: This year Patagonia took the top spot overall. The Trump brand took the bottom.
Article: Brand Reputations: Ranking the Best and Worst in 2023
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