Google, Apple Reputations Crater in Annual Survey of Corporate Brands

The neon Google sign in the foyer of Google's new Canadian engineering headquarters in Kitchener-Waterloo. /REUTERS

The neon Google sign in the foyer of Google's new Canadian engineering headquarters in Kitchener-Waterloo. /REUTERS

According to a new report from Reuters, the poll, which has been carried out every year since 1999, surveyed 25,800 us adults from December through January on the reputations of the "most visible" corporate brands in the world. Apple ranked as highly as second place just two years ago, making this a precipitous fall.

Apple Inc (AAPL.O) and Alphabet Inc's Google (GOOGL.O) corporate brands dropped in an annual survey while Amazon.com Inc (AMZN.O) maintained the top spot for the third consecutive year, and electric carmaker Telsa Inc (TSLA.O) rocketed higher after sending a red Roadster into space.

Apple's reputation has taken a hit over the last year, suggests the latest annual Harris Poll Reputation Quotient poll, which shows the Cupertino company toppling from fifth place last year to 29th place today. E-commerce giant Amazon continued to hold the top spot on the list for the third year running while electric auto manufacturer Tesla jumped higher on the list, most likely due to their recent PR stunt in which they launched a Tesla Roadster into space.

Google also declined in its positioning from no. 8 previous year to no. 28 in 2018.

"Google and Apple, at this moment, are in valleys", Gerzema said."We're not quite into self-driving cars yet. We're not yet seeing all the things in artificial intelligence they're going to do". Gerzema attributed Amazon's ranking to its expanding footprint in consumers' lives into areas like groceries via its Whole Foods acquisition. Tesla, meanwhile, climbed from no. 9 in 2017 to no. 3 in 2018.

"He's a modern-day carnival barker - it's incredible", Gerzema said of Musk."This'The Right Stuff' attitude can capture the public's imagination when every news headline is incredibly negative".

This year, film production company The Weinstein Co made its debut at 99th out of 100 on the list after more than 70 women accused co-founder Harvey Weinstein of sexual misconduct, including rape.

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