In a time when Americans often view large corporations with skepticism, a new study from Qualtrics identifies brands with standout reputations. Using data from the Axios Harris Poll 100, this analysis highlights which brands hold the highest approval ratings among U.S. consumers. Through questions about brand familiarity, recognition, and perception, the poll explores which companies have secured customer loyalty and positive word-of-mouth.
Qualtrics’ infographic reveals that top-rated brands were evaluated on nine dimensions: character, culture, ethics, citizenship, trust, trajectory, vision, growth, and products & services. The study showcases the ten most positively regarded brands in the U.S.:
- Nvidia
- 3M
- Fidelity Investments
- Sony
- Adidas
- USAA
- Honda Motor Company
- Patagonia
- Apple
- Samsung
These companies have each developed reputations through consistent values and innovation. For example, Nvidia, known for its graphics processing units, has gained momentum with the rise of AI, while 3M became essential during the pandemic due to its mass production of N95 masks. Other companies, like Patagonia, are lauded for their environmental and ethical commitment, while brands like Apple and Samsung remain popular for their high-quality products and technology advancements.
In contrast, the study also identifies brands that ranked lowest, with reputations hindered by public perception. The ten brands viewed most unfavorably include:
- The Trump Organization
- X (formerly Twitter)
- Spirit
- Meta
- Fox
- TikTok
- Silicon Valley Bank
- Shein
- Wells Fargo
- Dollar Tree
Qualtrics’ infographic provides insight into how brands succeed or fail in gaining public favor, offering valuable lessons for businesses aiming to build strong, positive reputations in today’s challenging environment.
