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Chick-fil-A, Starbucks, PepsiCo, Wendy's, McDonald's, Coca-Cola and Burger King rated on Harris reputation poll

Harris Poll released the results of its Reputation Quotient, which examined 100 companies, up from 60 the previous year.

February 4, 2015

Harris Poll released the results of its Reputation Quotient, which examined 100 companies, up from 60 the previous year. Reputation scores range from excellent at 80+ to poor, scores from 50 to 64. Twelve companies earned excellent scores and 16 scored in the poor reputation category.

Among the largest declines this year is Coca-Cola, whose score fell by 6.8 points this year, but still remains in the "very good" reputation category. Harris Poll attributed the decline to public perceptions about its products and declines in intent to purchase. The company's strongest score showed up in the sub-segment 100 Opinion Elites, survey respondents who are informed and likely to act based on corporate conduct and other reputation factors, the announcement said. In sub-segment, Coca-Cola scored a 9, an "excellent" score due to strong scores in the dimensions of vision and leadership.

"The American public strongly believes reputation matters and acts on that belief. This year’s results show that more than half of the public actively seeks out information about companies they hear about or do business with, and 36 percent say they’ve decided against doing business with a company because of something they learned about its conduct," said Carol M. Gstalder, Reputation & Public Relations Practice Leader for Harris Poll. "Companies need to evaluate and understand the increasing expectations consumers have when it comes to corporate reputation, specifically what they think, say and do, as well as how best to engage with them."

Chick-fil-A, Starbucks, PepsiCo, Wendy's, McDonald's and Burger King are among the 100 companies listed in the rankings.