Markets
Brand Reputations: Ranking the Best and Worst in 2023
Brand Reputations: Ranking the Best and Worst in 2023
A company’s reputation has become incredibly important in today’s world, where consumers, investors, and stakeholders are more discerning than ever.
That’s why the Axios Harris Poll 100 has been measuring the reputations of the most visible companies in the United States for over two decades. In the graphic above, we’ve visualized the results for 2023, which are based on a survey of over 16,000 Americans from a nationally representative sample.
Data and Highlights
Each company’s score in the ranking is based on nine underlying categories. These are Character, Trajectory, Trust, Culture, Ethics, Citizenship, Vision, Growth, and Products & Services.
The top 10 of the Axios Harris Poll 100 come from a mix of industries including retail, technology, and automotive.
2023 Rank | Company | Score | Score Category | |
---|---|---|---|---|
#1 | Patagonia | 83.5 | Excellent | |
#2 | Costco | 82.1 | Excellent | |
#3 | John Deere | 82.0 | Excellent | |
#4 | Trader Joe's | 81.7 | Excellent | |
#5 | Chick-fil-A | 81.4 | Excellent | |
#6 | Toyota | 81.0 | Excellent | |
#7 | Samsung | 81.0 | Excellent | |
#8 | Amazon | 80.7 | Excellent | |
#9 | USAA | 80.6 | Excellent | |
#10 | Apple | 80.6 | Excellent |
Patagonia takes the top spot overall, ranking first in the Character, Trajectory, Ethics, Citizenship, and Products & Services categories. The outdoor clothing brand has many social initiatives, including a self-imposed Earth tax that provides financial support to nonprofit environmental protection groups.
Costco is another highly ranked retailer, snagging first place in the Trust, Culture, and Growth categories. The company is famous for its unique warehouse-style stores, and is growing its international presence. As of June 2023, Costco had 854 locations in total, with 267 outside of the U.S.
If you’ve been keeping count, these two brands have claimed #1 in eight out of the nine underlying categories. The last category, Vision, goes to fast food restaurant chain Chick-fil-A.
In addition to its chicken sandwiches, Chick-fil-A is widely known for its corporate culture of care, where employees are treated more like family than just workers.
Biggest Reputation Drops
Brands that took the biggest reputational hits in 2023 were Taco Bell (-20), Netflix (-20), Target (-21), Chrysler (-22), and Tesla (-50).
Looking closer at Netflix, the company scores “excellent” in Products & Services, but only “good” in terms of Character and Citizenship. It’s possible that the company’s decision to crack down on password sharing may have negatively impacted its reputation.
Tesla took the biggest hit this year, and a closer look at its category scores reveals some interesting takeaways.
Tesla - Reputation Score by Cateogry | ||
---|---|---|
Category | Score Classification | Score |
Character | Fair | 69.3 |
Trajectory | Excellent | 80.0 |
Trust | Fair | 69.1 |
Culture | Good | 70.5 |
Ethics | Good | 71.3 |
Citizenship | Fair | 68.1 |
Vision | Excellent | 80.5 |
Growth | Very Good | 78.8 |
Products & Services | Excellent | 81.0 |
Tesla - Total Score | Good | 74.3 |
With an “excellent” score in Products & Services, Vision, and Trajectory, it’s safe to assume that consumers still view Tesla as a pioneer in electric vehicles.
Where the firm has fallen, however, is in Character, Trust, and Citizenship, which may have something to do with public perception of CEO Elon Musk. The outspoken billionaire has become increasingly active on social media in recent years, and this may be rubbing some consumers the wrong way.
Tesla’s reputation may have also taken a hit after it announced significant price cuts in early 2023, which angered many recent buyers that had paid a higher price.
Markets
The European Stock Market: Attractive Valuations Offer Opportunities
On average, the European stock market has valuations that are nearly 50% lower than U.S. valuations. But how can you access the market?
European Stock Market: Attractive Valuations Offer Opportunities
Europe is known for some established brands, from L’Oréal to Louis Vuitton. However, the European stock market offers additional opportunities that may be lesser known.
The above infographic, sponsored by STOXX, outlines why investors may want to consider European stocks.
Attractive Valuations
Compared to most North American and Asian markets, European stocks offer lower or comparable valuations.
Index | Price-to-Earnings Ratio | Price-to-Book Ratio |
---|---|---|
EURO STOXX 50 | 14.9 | 2.2 |
STOXX Europe 600 | 14.4 | 2 |
U.S. | 25.9 | 4.7 |
Canada | 16.1 | 1.8 |
Japan | 15.4 | 1.6 |
Asia Pacific ex. China | 17.1 | 1.8 |
Data as of February 29, 2024. See graphic for full index names. Ratios based on trailing 12 month financials. The price to earnings ratio excludes companies with negative earnings.
On average, European valuations are nearly 50% lower than U.S. valuations, potentially offering an affordable entry point for investors.
Research also shows that lower price ratios have historically led to higher long-term returns.
Market Movements Not Closely Connected
Over the last decade, the European stock market had low-to-moderate correlation with North American and Asian equities.
The below chart shows correlations from February 2014 to February 2024. A value closer to zero indicates low correlation, while a value of one would indicate that two regions are moving in perfect unison.
EURO STOXX 50 | STOXX EUROPE 600 | U.S. | Canada | Japan | Asia Pacific ex. China |
|
---|---|---|---|---|---|---|
EURO STOXX 50 | 1.00 | 0.97 | 0.55 | 0.67 | 0.24 | 0.43 |
STOXX EUROPE 600 | 1.00 | 0.56 | 0.71 | 0.28 | 0.48 | |
U.S. | 1.00 | 0.73 | 0.12 | 0.25 | ||
Canada | 1.00 | 0.22 | 0.40 | |||
Japan | 1.00 | 0.88 | ||||
Asia Pacific ex. China | 1.00 |
Data is based on daily USD returns.
European equities had relatively independent market movements from North American and Asian markets. One contributing factor could be the differing sector weights in each market. For instance, technology makes up a quarter of the U.S. market, but health care and industrials dominate the broader European market.
Ultimately, European equities can enhance portfolio diversification and have the potential to mitigate risk for investors.
Tracking the Market
For investors interested in European equities, STOXX offers a variety of flagship indices:
Index | Description | Market Cap |
---|---|---|
STOXX Europe 600 | Pan-regional, broad market | €10.5T |
STOXX Developed Europe | Pan-regional, broad-market | €9.9T |
STOXX Europe 600 ESG-X | Pan-regional, broad market, sustainability focus | €9.7T |
STOXX Europe 50 | Pan-regional, blue-chip | €5.1T |
EURO STOXX 50 | Eurozone, blue-chip | €3.5T |
Data is as of February 29, 2024. Market cap is free float, which represents the shares that are readily available for public trading on stock exchanges.
The EURO STOXX 50 tracks the Eurozone’s biggest and most traded companies. It also underlies one of the world’s largest ranges of ETFs and mutual funds. As of November 2023, there were €27.3 billion in ETFs and €23.5B in mutual fund assets under management tracking the index.
“For the past 25 years, the EURO STOXX 50 has served as an accurate, reliable and tradable representation of the Eurozone equity market.”
— Axel Lomholt, General Manager at STOXX
Partnering with STOXX to Track the European Stock Market
Are you interested in European equities? STOXX can be a valuable partner:
- Comprehensive, liquid and investable ecosystem
- European heritage, global reach
- Highly sophisticated customization capabilities
- Open architecture approach to using data
- Close partnerships with clients
- Part of ISS STOXX and Deutsche Börse Group
With a full suite of indices, STOXX can help you benchmark against the European stock market.
Learn how STOXX’s European indices offer liquid and effective market access.
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