UPS makes an appearance as the only Atlanta-based corporation in the Top 20 of the most reputable companies in the US, according to the sixth annual list from advisory firm Reputation Institute, in partnership with Forbes Media. UPS, in fact, ranks in the Top 10 at No. 6.
The Reputation Institute’s annual list is an attempt to rank brands by influence.
The private consulting firm conducted an online study among 32,946 consumers in which it measured their perceptions of companies among the 150 largest in the U.S. Participants were asked whether they were “somewhat” or “very” familiar with each company. Companies earned a score of 0 to 100, representing an average measure of people’s feelings–or reputation–for a company. The scores were statistically derived from four emotional indicators: trust, esteem, admiration, and good feeling.
The top-ranked company, Amazon, soared to the top of the list primarily from high scores on transparency and trust. Companies that hope to make an appearance on future lists could take a lesson and be more open with their communications with customers and other business partners.