Corporate Reputation Rankings

About The Axios Harris Poll 100

The Axios Harris Poll 100 is based on a survey of 42,935 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 rated by a second group of Americans across the seven key dimensions of reputation to determine the ranking. If a company is not on the list, it did not reach a critical level of visibility to be measured.

2021 Corporate Reputation Rankings

corporate reputation rankings

Get the Report

The Axios Harris Poll 100 is a trusted ranking of the reputations of the companies most on the minds of Americans using a framework Harris has used since 1999. Download the 22nd Annual Reputation Quotient Study report to view the full rankings and gain additional insights about performance year over year.



Phase 1

Between December 2020 and February 2021, 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 Visible’ list.
Round 1 Round 2 Round 3
December 10 to 14, 2020 February 2 to 4, 2021 February 4 to 8, 2021
N=2,064 N=2,032 N=2,155


Phase 2

  • The ”ratings” phase of the survey was conducted among 42,935 online interviews from April 8th to 21st, 2021 among a nationally representative sample of U.S. adults.
  • Respondents were randomly assigned two companies to rate for which they answered they were very or somewhat familiar with.
  • 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. Score ranges: 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

The team behind the report

John Gerzema Headshot

John Gerzema
CEO, The Harris Poll

Will Johnson
CEO, The Harris Poll

Ray Day
Vice Chair, The Stagwell Group

Wendy Salomon
Managing Director, The Harris Poll

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