The 100 Most Visible Companies

About The Axios Harris Poll 100

The Axios Harris Poll 100 ranks the reputations of the most visible companies in the United States. The survey is conducted among 18,228 Americans in a nationally representative sample. Powered by twenty years of proprietary research from The Harris Poll Reputation Quotient, The Axios Harris Poll 100 is a measurement of what real people think right now about the companies in our cultural conversation.

The Axios Harris Poll 100 is built on a two-step process. The study starts fresh each year by surveying the public’s top of mind awareness of companies who either excelled or faltered in society. These 100 “most visible companies”––for good or bad reasons––are then ranked by a second group of Americans across key dimensions of corporate reputation attributes to arrive at 1=Best and 100=Worst. If a company is not on our list, it does not suggest that they have either good or bad reputation, but rather they didn’t reach a critical level of visibility to be measured.

2019 Corporate Reputation Rankings

2019 Fastest Rising and Falling Reputations

2019 Velocity List

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Phase 1: Visibility – Which Companies have The Best and Worst Reputations (Unaided)

The annual RQ study begins with by identifying the companies with the most “visible” reputations according to the general public. Two open-end questions are used: Of all the companies that you’re familiar with or that you might have heard about, which TWO – in your opinion – stand out as having the BEST (and WORST) reputations overall?

  • All responses are tallied (with sub brands collapsed within the parent company) to create a total number of nominations for each company.
  • Conducted among 6,118 U.S. adults 18+ in three waves: November 8th to 12th, 13 to 15th, and 27th to 29th, 2018.


Phase 2: Associations  Company Ratings Across Key Attributes

The RQ Ratings phase survey is conducted online in English and takes place among the general public, adults 18+.

  • Respondents are randomly assigned to rate two of the companies with which they are “very” or “somewhat” familiar.  Each interview lasts approximately 20 minutes.
  • This year’s rating interviews took place online between January 2nd to 18th, 2019 among 18,228 U.S. adults to obtain an average of approximately 300 ratings per company.


An RQ score is calculated by:   [ (Sum of ratings of each of the 9 attributes)/(the total number of attributes answered x 7) ]  x 100.   The maximum RQ score is 100.    RQ performance ranges are as follows:  80 & above: Excellent | 75-79: Very Good | 70-74: Good | 65-69: Fair | 55-64: Poor | 50-54: Very Poor | Below 50: Critical

In the News

Mark Penn

Chairman, The Harris Poll

John Gerzema

CEO, The Harris Poll

Wendy Salomon

Managing Director, The Harris Poll

Rob Jekielek

Managing Director, The Harris Poll

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