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Tuesday 14 February 2012
Apple Lands Top Spot On Harris Reputation Poll With Highest Score Ever
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Apple officially passed Amazon in the 2012 Reputation Quotient (RQ) published in the most recent Harris Poll Study. This is a bigger deal than you might think because in the current culture of the business world public perception is a critical consideration that can have lasting impact on the longevity of a company’s success.I might be overstating the point here as I sometimes have been known to do, but there are some interesting trends in public perception that will undoubtedly continue to make waves. Keep in mind that this particular poll has been running for 13 years and Apple’s top score reflects the success of its ability to combine several industries into a single tour de force.
“We are seeing the emergence of a group of companies that garner reputation equity by being positively associated with multiple industries,” said Robert Fronk, executive vice president and Global Corporate Reputation Practice Lead for Harris Interactive. “Companies like Apple, Google, and Amazon.com combine innovation and leadership across multiple business areas, giving them true competitive advantage.”
The six areas deconstructed in the poll’s analysis are as follows (with the top company in each category listed):
- Social Responsibility – Whole Foods
- Emotional Appeal – Amazon.com
- Financial Performance – Apple
- Products & Services – Apple
- Vision & Leadership – Apple
- Workplace Environment – Apple
While Amazon is first in emotional appeal, Apple is ahead in the majority of categories. Amazon has spent years developing trust with consumers who need to feel secure when purchasing online because Amazon does not have physical stores to visit.
Of course I am always interested in the polling process and Harris Interactive describes their methodology:
“In its 13th consecutive year, The Annual RQ surveys more than 17,000 members of the American general public, utilizing its proprietary Harris Poll online panel. Respondents are first asked to identify the 60 most visible companies and then surveyed to rate these companies based on their reputation on 20 different attributes that comprise the RQ instrument. The attributes are then grouped into six different reputation dimensions: Emotional Appeal, Products & Services, Social Responsibility, Vision & Leadership, Workplace Environment, and Financial Performance. In addition to the 20 attributes, the study includes a number of reputation-related questions that help provide a comprehensive understanding of public perceptions. The 2012 RQ survey was conducted from December 2, 2011 to December 19, 2011.”
I definitely identify with the results of the poll and find myself constantly feeling better about life when I shop at Whole Foods. I also trust Amazon with my money… Of course you already know how I feel about Apple. It’s good to be number 1!
Via:Tapcentral
This post was written by: Irfan Jam
Irfan Jam is a professional blogger, web designer and front end web developer. Follow him on Facebook
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