Articles

7.3.2011 Kraft, J&J top US charts

Kraft, Kellogg's and Johnson & Johnson are the companies boasting the best reputations among US consumers, a study has revealed. Prophet, the brand and marketing consultancy, surveyed 4,900 adults in the country, asking them to assess 145 corporations, drawn from 18 sectors, and all featuring in the Fortune 500.

Panellists rated these businesses based on their people, products, performance, purpose and personal relevance, yielding an index rating covering the extent to which they trusted, admired and respected the firms under scrutiny. Exactly 70% of the sample awarded organisations an "average" standing, equating to a score of between 60 and 70 points on a 100-point scale.

Consumer packaged goods manufacturers headed the rankings on 75.9 points, making them "leaders", as these enterprises were found to combine strong engagement with usefulness in contributors' everyday lives. Kraft led the charts on 81.3 points, having lodged 80.5 points in the same report last year, meaning it overtook Kellogg's, down to second after sliding from 82.1 points to 80.9 points in this period. Elsewhere in the top ten, General Mills logged 79.8 points and Coca-Cola attained 77.4 points, both slight dips on an annual basis, and Nestlé closed out this group, flat on 77.2 points. Despite a number of high-profile product recalls, Johnson & Johnson enjoyed a one point increase, to 80.8 points, claiming third, and helping the pharma industry secure 67.9 points, as a consequence.

While it has stimulated almost constant buzz, Apple remains outside the top tier, occupying thirteenth on 76.7 points, although the maker of the iPad and iPhone did record a 1.6-point leap. It was still behind Amazon, static on 77.3 points, and Sony, providing a moderate lift of 0.8 points to 78.6 points, and took fifth.

B.L. 7.3.2011