US household goods companies and technology giants win out in battle for public opinion but don’t escape the corporate backlash unscathed.

ReputationPlus looks beyond the presence or absence of positives and probes negative responses like executive compensation, management’s short term thinking, secrecy, greed and arrogance. In these hyper-critical times examining negative as well as positive metrics helps create a clearer picture of weakness and vulnerability as well as competitive strengths.

Methodology

Each of the 54 companies in the ReputationPlus™ survey was evaluated by 800 Americans, from a total of 10,800, drawn from Vision Critical’s proprietary online Springboard America panel with key demographic breakouts. US census balanced sample aged 21+. Future studies will be based on 1000 Americans per company.

The Overall Reputation Ranking is a based on an index scored from 0 to 100 that represents the average associations given to a company based on 15 attributes and 8 personality traits. Negatively worded attributes and personality traits have been reversed such that a perfect “good” score would be 100 and a perfectly “bad” score is 0. The attributes and personality traits have been weighted in their contribution to this Overall Reputation Index based on their relative importance to driving overall feeling towards companies (based on a regression analysis across 54 companies examined).

If you don’t know about it, you can’t correct it. Find out your reputation. Contact us to learn more.