Harris Poll Study Shows Political Effect On News Media’s Brand Equity

News media brands experienced a stark change in brand equity post-election, according to new research from The Harris Poll. Conservative support for TV News and News Services – including Fox News – declined across the board in the wake of “fake news.” Liberal-leaning consumers boosted support for The New York Times and CNN, while their support of Fox News declined sharply. [Read more…]

Google Slips into Second as Apple Soars to Coveted Top Spot with Highest Reputation Score According Harris Poll RQ® Study

Coca-Cola, Amazon.com and Kraft Foods fill out top five, knocking off Johnson & Johnson, 3M and reputation veteran Berkshire Hathaway in the 2012 Harris Poll Reputation Quotient®, which measures corporate reputation for the most visible companies in the U.S.

It’s a complicated world for corporate America as consumer perceptions grow increasingly negative. With the erosion of trust in corporate leadership, consumers have higher expectations and are demanding more information and transparency from companies with which they plan to spend their hard-earned dollars.

Through its 13 years, the Harris Poll Reputation Quotient (RQ) study has shown that the reputations of traditional manufacturers have fared well, though their overall visibility as an industry has declined; it also has indicated a rising affinity for technology companies. Customer inclination towards strong leadership and technological innovation may be the catalyst, and it is within this environment that Apple reigns supreme. This year regional brick-and-mortar retailers are more prominent, and many once-leading American companies are noticeably absent from the 2012 Harris Poll RQ study, which asks the general public to measure the reputations of the 60 most visible companies in the country.

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