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Reputation matters, especially for businesses. After taking a hit last year, corporate reputation in the US has recovered slightly, up 0.8 index points after 2018’s 3-point decline, according to a recent report [download page] from the Reputation Institute.

As one of the Reputation Institute’s high performers, Netflix rose from the 23rd-ranked company in 2018 to reach the top spot on the list of most reputable companies in the US this year for the first time. On a global basis, Netflix has also been on the ascent, jumping to the 9th spot overall.

It continues a strong run for Netflix, which is deemed to have the simplest experience of all brands, is the 5th-most intimate brand in the US, and the 3rd-most loved brand in the US. Netflix also enjoyed the best word-of-mouth of all brands in the US last year.

Meanwhile, Hersheys and Whirlpool came in second and third, respectively, on the US list while Rolex ranked fourth. On the global list, Rolex retained its number one ranking again this year.

Microsoft – which sits in the 5th spot globally – is also making strides in reputation in the US, with its reputation index score increasing by 7.7 points this year. Another high performer in the US is tech company Dell, which enjoyed a 5.6-point gain in its reputation score.

Now for some surprises. Google, which ranked 53rd among the top 100 reputable corporations in the US last year, fell 63 spots and out of the top 100 in 2019. While Google has a better reputation globally, it has seen a decline on that list, as well, falling from the number 3 spot last year to 14 this year.

Amazon, despite garnering the largest share of e-commerce sales in the US and topping the list of reputable companies for several years, dropped out of the top 50 to rest at the number 54 spot. According to the Reputation Institute, while Amazon looks to be doing everything right business-wise, it has failed to “establish a strong connection between its corporate values and those of the general public.” Perhaps the HQ2 dog-and-pony show is to blame?

Facebook, for its part, has not recovered from last year’s decline in reputation. In fact, it has tumbled down the list to the number 389 spot, where it sits in the following company (pun intended): nestled between the tobacco company, Philip Morris, and The Trump Organization. This is in spite of efforts by Facebook to make changes to its news feed and promote more meaningful interactions between its users. The data privacy incidents, which continue to emerge, seem to be making their mark on the social platform…

To read more, download the US report here and the global report here.

About the Data: The US RepTrak® 100 is based on more than 167,000 individual ratings of more than 680 nominated companies. Of those, there are 390 eligible companies, after filtering out: companies with less than 30% familiarity among the general public; product brands; and companies with less than $1 billion in revenues.

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