Forbes, with the help of consulting firm Reputation Institute, just released its list of least and most reputable companies.Amazon ousted last year’s winner, Johnson & Johnson, from the top position.
“Amazon is the most reputable company in the U.S. in 2011 because consumers believe that it stands for more than what it sells,” Anthony Johndrow, managing partner at Reputation Institute, tells Forbes.
“Its enterprise-wide story engages consumers in more than just delivering innovative products and services, a trustworthy and ethical customer experience or strong financial performance. The whole really is greater than the sum of the parts with Amazon, and this holistic perception creates a meaningful connection between Amazon and consumers, resulting in an excellent reputation score.”
Rounding out the top five are Kraft Foods, Johnson & Johnson, 3M, and Kellogg’s respectively.
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