Associated Press
Facebook is one of the companies that received a weak reputation score.
- Many US brands have poor reputations, ranging from struggling retail companies like Sears to the Trump Organization.
- We teamed up with Reputation Institute to see what companies scored lowest in their respective industries.
- Reasons for poor rankings include innovation challenges, public distrust, and leadership issues.
- Visit BusinessInsider.com for more stories.
Whether you're deciding which fast food joint to grab a burger from, which bank to open a savings account with, or which airline to use for your next family vacation...you typically have options. And when it comes time to make a decision, there's a good chance you'll take each brand's reputation into consideration.
That's right: just like people, all companies have a reputation. To find out which big brands are struggling with a weak reputation, we teamed up with Reputation Institute.
Reputation Institute evaluates companies across seven "dimensions": products and services, innovation, workplace, governance, citizenship, leadership, and performance. The categories serve as drivers of reputation, some more than others in certain industries. Reputation scores can fall anywhere between 0 and 100: 0-39 is considered poor, 40-59 is considered weak, 60-69 is considered average, 70-79 is considered strong, and 80 and above is considered excellent.
These 10 companies all performed poorly in Reputation Institute's 2019 US RepTrak 100 study, where Netflix, Whirlpool, and Hershey ranked as the top three; additionally, they all ranked lowest in their respective industries. The study considered more than 167,000 individual ratings and more than 680 nominated companies.
A study conducted by Axios and Harris Poll also cited many of the same low-scoring companies, including Sears, the Trump Organization, and Philip Morris tobacco company. Business Insider's retail team has covered Sears' downfall, along with improvements other brands - such as McDonald's - are making in an attempt to boost their reputations.
Keep reading for a look at ten of Reputation Institute's lowest-scoring companies:
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