According to the newly released 2023 reputation ranking Axios Harris Poll 100, Costco and Trader Joe's are two of the most loved brands In the USA.
The researchers compiled the rankings by surveying more than 16,000 people, who were asked to name two brands with excellent reputation and two brands with a bad reputation, selected from a list of the 100 most recognized companies by Americans.
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Subsequently, respondents were asked to rank these brands into nine reputation rating categories. The search resulted in seven favorite brands of the candidates. Can you imagine what the preferred choices would be?
America's 7 Favorite Brands
These are the seven that most managed to win the hearts of Americans:
- Patagonia;
- Costco;
- John Deere;
- Trader Joe's;
- Chick-fil-A;
- Toyota Motor Corporation;
- Samsung.
The report also highlights that Patagonia earned the top spot due to the quality of its products and favorable business ethics.
In a surprising decision, the brand's founder, Yvon Chouinard, relinquished the property valued at approximately $3 billion in 2022.
He transferred the company to the newly created Patagonia Purpose Trust and non-profit organization Holdfast Collective, that acts in social and environmental causes.
This transfer of ownership reflects Chouinard's commitment to preserving Patagonia's values and purpose while ensuring that it continues to positively impact the world.
Costco gained a prominent position in the ranking, placing second overall. In addition, it took first place in three specific categories: “trust”, “growth” and “culture”.
Despite not appearing among the 7 most loved brands, Amazon and Apple achieved an overall score seen as excellent, considered the highest level of the ranking. Amazon ranked eighth, while Apple ranked tenth.
So, were you surprised not to find these giants among the 7 most beloved American brands?
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