by Brian Lipton

AMAZONOnline retailer has topped Harris Poll’s 17th annual Reputation Quotient Summary Report, revealing corporate reputation ratings for the 100 most visible companies in the U.S., as perceived by the general public.

The RQ, an important baseline for managing reputation and identifying new market risks and opportunities, measures companies’ reputation strength based on the perceptions of more than 23,000 Americans across 20 attributes classified into six corporate reputation dimensions: Social Responsibility, Emotional Appeal, Products and Services, Vision and Leadership, Financial Performance, and Workplace Environment.

Other fashion-related companies that made the top 100 included Nike (28), Nordstrom (37), Kohl’s (42), Macy’s (58), Walmart (72), JC Penney (77), and Sears (91).

“Best-in-class companies demonstrate that corporate reputation matters – to your customers, employees, potential hires, business partners and investors,” said Sarah Simmons, senior reputation consultant at Nielsen, which owns The Harris Poll. “Not only does it matter, but corporate reputation is critically important to measure and understand in the context of your company’s business goals. A positive reputation can provide competitive advantages and help your company achieve its objectives while a poor one can obstruct your ability to execute against your business plan.”

The full report can be found at