The 2026 Axios Harris Poll 100
What Americans are really saying about corporate reputation.
Signature Series
The Axios Harris Poll 100
Since 2019, Axios and The Harris Poll have partnered on a survey to gauge the reputation of the most visible companies in America, based on over 27 years of Harris Poll research.
The 2026 rankings are now live. See which companies are most highly regarded by everyday Americans and what it reveals about the new rules of corporate reputation.
The Harris Poll tracks reputation and brand health year-round— helping organizations understand where they stand, what is driving their scores, and how to act on what the data is showing.
Methodology
The Axios Harris Poll 100 is a trusted ranking of the reputations of companies most on the minds of Americans, with a framework Harris has used since 1999. The survey findings are a result of a three-step process.
- We first surveyed 6,226 Americans from a nationally representative online sample from December 15th to 22nd, 2025, to understand the public’s top-of-mind awareness of companies that either excel or falter in society. Respondents are asked which two companies — in their opinion — stand out as having the best reputation today and which two have the worst. All nominations are compiled into an aggregate list to determine the “most visible” companies. (Subsidiaries and brands are tallied within the parent company to create a total number of nominations for each company.)
- Once we have a list of the 100 most-visible companies in America, we then deployed a second online survey to analyze those companies further. The second survey of 18,523 Americans from a nationally representative sample ran from February 13th to March 3rd, 2026. Respondents are first asked which of the 100 most visible companies from the first survey they are familiar with. From there, respondents are asked to rate two of the 100 most visible companies that they say they are “very familiar or somewhat with” on six dimensions of reputation to calculate a Reputational Quotient, or RQ®, score for each. The RQ® score determines the ranking of each company in The Axios Harris Poll 100. Each company score is comprised of a statistically significant sample size of 325 respondents weighted to be representative of the U.S. adult public on key demographics.
- Lastly, we asked a third and final set of respondents in a separate set of online surveys about contextual questions on topics related to companies and politics. The contextual findings were conducted online over two waves between April 9th to 11th and May 7th to 9th, 2026 among two nationally representative samples of 2,028 and 2,148 U.S. adults, respectively.
