Corporate Reputation Rankings

About The Axios Harris Poll 100

The Axios Harris Poll 100 is based on a survey of 34,026 Americans in a nationally representative sample. The two-step process starts fresh each year by surveying the public’s top-of-mind awareness of companies that either excel or falter in society. These 100 “most visible companies” are then ranked by a second group of Americans across the seven key dimensions of reputation to arrive at the ranking. If a company is not on the list, it did not reach a critical level of visibility to be measured. In 2020, the survey was conducted twice – before and after the onset of the COVID pandemic. The 2020 rankings are based on the latest fielding in late June and early July 2020.

2020 Corporate Reputation Rankings

2020 Fastest Rising and Falling Reputations

2020 Velocity List

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Phase 1

In November and December 2019, The Harris Poll fielded three rounds of “nominations” among a nationally representative sample of Americans to determine which companies were top-of-mind for the public. Respondents were asked which two companies they think have the best reputation and which two have the worst reputation. Both sets of nominations were then combined into a single list, with subsidiaries and brands tallied added to their parent organizations. The 100 companies with the most nominations were then selected to be on the Most Notable list.


Round 1 Round 2 Round 3 Round 4
November 4-6, 2019 November 12-14, 2019 December 5-9, 2019 June 11-15, 2020
n=2,209 n=2,071 n=2,086 n=2,026


Phase 2

  • Ratings for individual companies on the 100 Most Notable list were originally collected during the typical timeframe of January to February 2020, prior to the COVID-19 outbreak. However, due to the historic nature of the pandemic, The Harris Poll fielded ratings a second time, in June and July 2020, to measure any shifts in company reputation or visibility and include additional metrics related to the pandemic.
  • The Harris Poll revised and updated the companies comprising the 2020 Most Notable list from the original list prior to the pandemic. Both a fourth round of nominations and companies from our Essential 100 list in June 2020, which is comprised of companies deemed to play a substantial role in business and society during the pandemic from our COVID-19 tracking and additional research, were factored into which companies qualified for the 100 Most Notable list.
  • 34,026 interviews were conducted online from June 24th to July 6th, 2020 among a nationally representative sample of U.S. adults. Each respondent was randomly assigned two companies, which they answered they were very or somewhat familiar with, to rate. Each company received approximately 305 ratings.

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

John Gerzema

CEO, The Harris Poll

Ray Day

Vice Chair, The Stagwell Group

Will Johnson

CEO, The Harris Poll

Wendy Salomon

Managing Director, The Harris Poll

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