The 10 Brands With the Best (and Worst) Reputations in the US

Of all major brands, Trader Joe’s has the best reputation among US consumers, according to recent research from Axios and The Harris Poll.

The report was based on a two-step process. First, the researchers surveyed a nationally representative sample of Americans to determine the 100 brands that are most top-of-mind with the public. Next, a nationally representative sample of 33,096 US adults rated the most visible brands across seven key dimensions of reputation. Each brand was then assigned a reputation score between 1 (critically bad reputation) and 100 (excellent reputation).

Trader Joe’s tops the list with a score of 82.4.

HEB Grocery ranks second and is followed by Patagonia, The Hershey Company, Wegmans, Samsung, Toyota, Amazon, Honda, and Sony.

The Trump Organization, with a 54.5 score, has the worst reputation among US consumers.

Wish.com has the second worst reputation, followed by Twitter, Facebook, Fox, Spirit, TikTok, Sears, Wells Fargo, Uber, and My Pillow.

About the research: The report was based on a two-step process. First, the researchers surveyed a nationally representative sample of Americans to determine the 100 brands that are most top-of-mind with the public. Next, a nationally representative sample of 33,096 US adults rated the most visible brands across seven key dimensions of reputation. Each brand was then assigned a reputation score between 1 (critically bad reputation) and 100 (excellent reputation).