We all shop, and we all eat. That’s not big news, and the companies we trust most have fallen into one of those two categories — retail and groceries — for a couple of years now. But not this time.
The Axios Harris Poll 100 ranks the reputations of the companies most on the minds of Americans. The 2024 report is based on two surveys of nearly 23,000 Americans across the country. The first poll respondents determined the nation’s top 100 most visible companies, and then a second group rated them on seven key dimensions of reputation. This includes values like trust, ethics and growth. A third survey was also conducted to ask more than 2,000 participants about brands and politics.
While companies from a variety of industries got top marks for their reputations, there’s one industry that dominates the following rankings. Can you guess what it is?
1. Nvidia
This company’s Reputational Quotient (RQ) score: 81.2 (excellent range)
How its rank has changed since 2023: NA (Nvidia was not in the Axios Harris Poll 100 in 2023)
Nvidia invented the first graphics processing unit (GPU) in 1999. These are now one of the most important components in computing technology today. The company continues to play a large role in the tech sphere because of its artificial intelligence (AI) technology.
Nvidia released its first AI network in 2012, and they’ve played a dominant role in the modern AI boom. Selling pre-trained AI models and other AI hardware, Nvidia was one of the best-performing stocks in 2023 as shares jumped by 239%. Its GPUs and other technologies are crucial to AI models like ChatGPT.
2. 3M
This company’s Reputational Quotient (RQ) score: 81 (excellent range)
How its rank has changed since 2023: +9 spots
In Minnesota, some long-term residents simply call 3M “The Mining,” an old-school nickname for the company originally known as the Minnesota Mining and Manufacturing Company. Its products — which include Scotch tape, Post-it Notes and Scotchgard — may not be glamorous, but they certainly have loyal fans.
3. Fidelity Investments
This company’s Reputational Quotient (RQ) score: 79.9 (very good range)
How its rank has changed since 2023: +26 spots
Fidelity is one of the four biggest brokerage firms in the U.S., next to Charles Schwab, JP Morgan and Vanguard. In the 2024 Axios Harris Poll, among other rankings, it holds the No. 2 spot for ethics and growth and the No. 3 spot for trust.
4. Sony
This company’s Reputational Quotient (RQ) score: 79.8 (very good range)
How its rank has changed since 2023: +8 spots
Japanese conglomerate Sony makes cameras, TVs, electronics and, through Sony Entertainment, big-screen movies and music. Its PlayStation 2 video game console, released in 2000, remains the best-selling video game console of all time. Going back a little further, Sony also revolutionized how we listen to music with the Sony Walkman, a portable cassette player released in 1979.
5. Adidas
This company’s Reputational Quotient (RQ) score: 79.4 (very good range)
How its rank has changed since 2023: +17 spots
Adidas has a history marked by sibling rivalry. Adolf (“Adi”) Dassler’s family went into the shoe business in Germany in the 1920s, but tension between Adolf and his brother, Rudolf, led the two to part ways. Rudolf went on to create Puma, while Adolf crafted the Adidas brand.
It worked out though. In 2023, Adidas was the fifth-largest apparel brand in the world, and Puma is still a strong competitor — although it didn’t make this list.
6. USAA
This company’s Reputational Quotient (RQ) score: 79.3 (very good range)
How its rank has changed since 2023: +3 spots
If you’re not from a military family, you might not be familiar with USAA. The acronym stands for the United Services Automobile Association, and it provides insurance and banking products to members of the military, veterans and their families. And it lives up to the highest military standards, poll respondents say, putting it at No. 1 for both character and citizenship and No. 3 for ethics.
7. Honda Motor Co.
This company’s Reputational Quotient (RQ) score: 79.3 (very good range)
How its rank has changed since 2023: +6 spots
Honda is perhaps best known for its cars, but it also makes motorcycles, power equipment and personal watercrafts. It’s even working on a humanoid robot, ASIMO, and other robotic technology engineered to help with everyday life.
8. Patagonia
This company’s Reputational Quotient (RQ) score: 79.1 (very good range)
How its rank has changed since 2023: -7 spots
Outdoor clothing and accessories retailer Patagonia dropped down on the list after holding the No. 1 spot last year and in 2021 (it was No. 3 in 2022). Since 1985, Patagonia has pledged 1% of sales to the restoration and preservation of the environment. In 2002, company founder Yvon Chouinard co-founded the nonprofit corporation 1% for the Planet to encourage other businesses to do the same.
9. Apple
This company’s Reputational Quotient (RQ) score: 79 (very good range)
How its rank has changed since 2023: +1 spot
You may be wearing, or carrying, a piece of Apple technology right now. Apple Inc. is a gigantic tech company known for its computers, smartphones and watches. In the 2024 Axios Harris Poll, it was ranked No. 2 for products and services, vision and trajectory. The value consumers put on Apple’s products shines through with Apple claiming 17.3% share of the smartphone market in the first quarter of 2024.
10. Samsung
This company’s Reputational Quotient (RQ) score: 78.8 (very good range)
How its rank has changed since 2023: -3 spots
You’ll see the Samsung name on everything from electronics, home appliances and life insurance to a South Korean theme park. Although Apple has about 17% share of the smartphone market, Samsung is even more prominent with a market share of 20.8%. Despite being competitors, Apple is actually a Samsung customer, reportedly using Samsung’s screens for the iPhone.
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