Among the most visible companies in America, Google has become the most recognizable brand in technology too.
Only Johnson & Johnson and Coca-Cola rate higher that Google on the Harris Interactive survey of the most visible brands in the US.
Google’s place isn’t surprising, seeing how people now use Googling as a term to describe search in the way Xerox used to denote making a copy of something. Google has a “Reputation Quotient” of 79.52 according to Harris, which described some other details about the RQ process:
RQ research evaluates stakeholder perceptions across 20 attributes that are grouped into the six dimensions of reputation:
• Products & Services
• Financial Performance
• Workplace Environment
• Social Responsibility
• Vision & Leadership
• Emotional Appeal
Google’s search competitors at Microsoft and Time Warner also made the list. Microsoft was seventh out of the 60 companies listed, while AOL’s Time Warner was 46th. Yahoo was not listed. Other tech-related companies made the list: Sony, Intel, IBM, and Apple.
Reputations aren’t always good ones. The bottom of the RQ list contains names that most people would consider infamous rather than famous. Disgraced energy trader Enron placed 60th in the RQ list. MCI, Adelphia, and Tyco, all of whom have seen their leaders tried in court, rest a little above Enron.
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David Utter is a staff writer for Murdok covering technology and business.