Harris Interactive, one of the worldwide leaders in polling and research data, recently released its annual Reputation Quotient® study, ranking companies based on how the study’s participants named the brands that stand out as having both the best and worst reputations.

One of the biggest surprises of the study came at the top, with Wegmans Food Markets, a regional supermarket chain with just over 85 stores, taking the No. 1 spot over brand giants such as Amazon and Samsung, who came in at No. 2 and No. 3, respectively. The grocery brand surged to the top in its first appearance on the list, which ranks corporate reputation for 100 of the most visible brands, as according to the participants in the study, which can be read in full here.

Within the top 100 brands on the list, the trend of small-business success continued, with brands such as Kroger, Aldi, and Safeway joining Wegmans and Publix.  The positive reputation for these brands can be tied back to the connection consumers have with their frequent shopping points, where they draw a strong local connection while also allowing the brands to build trust and equity with the consumer.

“It is really interesting to see that two of the brands in the top are regional supermarkets,” said Lizzy Guterma, Interactive Marketing Manager at Addison Whitney. “These brands only touch a small population compared to the reach of other brands on the list yet the power of their brand and the loyalty their customer’s feel is clearly felt through these rankings.”

Some of the biggest fallers from the 2014 list include a trio of automotive manufacturers, which, given the run of recalls and safety concerns, is unsurprising. The reputations of these brands are based on consumer confidence in their products, which has been trending downward recently, having a direct impact on their reputational standing.

The question is, why does brand reputation matter? Why is a positive reputation more valuable than a negative one?

“A brand’s reputation with consumers goes a long way toward their success,” comments Guterma. “Brands that have seen their reputations become more negative almost always have seen their bottom line suffer, or are coming off a difficult moment in their brand life. Building back a positive reputation is one of the first steps in recovering, and can be the driving force in getting back on the right track as a brand.”

Source:

“Regional Grocer Wegmans Unseats Amazon To Claim Top Corporate Reputation Ranking” Feb. 15, 2015
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