May 25, 2023
Axios Harris Poll 100 brand reputation survey has offered insight on the differing reputations of huge tech businesses, which find themselves at opposing extremes of the rankings.
The poll highlights a clear gap, with tech titans producing concrete products and useful services emerging as frontrunners and social networking platforms languishing at the bottom. Growing fears about artificial intelligence (AI) and a chronic lack of confidence in social media providers are adding to this disparity, both of which have fanned extreme public emotion.
The survey, which gathered responses from American people, showed that a considerable 75% are concerned about the spread of deep fakes and other generative AI material. Samsung, Amazon, and Apple have dominated the ranks, owing primarily to their dominance in the retail and hardware industries. TikTok, Meta (previously Facebook), and Twitter, on the other hand, are locked in a battle with Fox, the Trump Organization, and FTX for the least respectable businesses within the top 100.
Samsung (81), Amazon (80.7), and Apple (80.6) had the highest Reputational Quotient (RQ®) scores, effectively retaining their positions from the previous year. Sony (79.8), Microsoft (79.7), and LG (78.8) have also gained top-20 rankings. Surprisingly, while millennials choose Google as their favorite tech business, it ranks 35th overall. JP Morgan Chase outperforms Apple and Paypal in terms of data privacy protection.
TikTok (RQ of 61) is ranked 94th, with Meta (97th) and Twitter (98th) following. Notably, all three platforms had lower RQ scores than the prior year.
The sources for this piece include an article in Axios.
