Apple, Google see reputation of corporate brands tumble in survey


Apple Inc and Alphabet Inc’s Google corporate brands dropped in an annual survey while Inc maintained the top spot for the third consecutive year, and electric carmaker Telsa Inc rocketed higher after sending a red Roadster into space.

iPhone maker Apple dropped to 29th from its previous position of No. 5, and Google dropped from 8th to No. 28. Apple had ranked No. 2 as recently as 2016, according to the annual Harris Poll Reputation Quotient poll released on Tuesday.

John Gerzema, CEO of the Harris Poll, told Reuters in an interview that the likely reason Apple and Google fell was that they have not introduced as many attention-grabbing products as they did in past years, such as when Google rolled out free offerings like its Google Docs word processor or Google Maps and Apple’s then-CEO Steve Jobs introduced the iPod, iPhone and iPad.

That reasoning seems odd. What does “attention-grabbing products” have to do with a company’s reputation? Especially given that “film production company The Weinstein Co made its debut at 99th out of 100 on the list”. So – its reputation got better?