A SURVEY OF THE U.S. GENERAL PUBLIC USING THE REPUTATION QUOTIENT FEBRUARY 2017 2017 HARRIS POLL RQ SUMMARY REPORTREPUTATION QUOTIENT (RQ) REVEALS REPUTATION STRENGTH OF AMERICA’S MOST VISIBLE COMPANIES RQ RATINGS NOVEMBER 2016–DECEMBER2016 23,000+ PEOPLE INTERVIEWEDTH ANNUAL RQ STUDY Quotient (RQ) measures the reputations of the 100 most visible companies in the U.S. as perceived by the general public. annually since 1999 and has proven to be an invaluable tool for managing corporate reputations and identifying new market risks and opportunities. The Harris Poll Reputation Quotient study results disclosed in this report may not be used for advertising, marketing or promotional purposes without the prior written consent of Harris Poll. Detailed methodology available at TheHarrisPollConsumers rate perceptions across 20 attributes, classified into six dimensions of corporate reputation RQ Score =[(Sum of ratings on the 20 attributes)/(the total number of attributes answered X 7)] X 100. Maximum RQ =100. PRODUCTS & SERVICES EMOTIONAL APPEAL SOCIAL RESPONSIBILITY RESPONSIBILITY WORKPLACE ENVIRONMENT FINANCIAL PERFORMANCE VISION & LEADERSHIP OPPORTUNITIES LEADERSHIP FOR THE FUTURE CORPORATE REPUTATION THE REPUTATION QUOTIENT (RQ)21T H E M E S The American public continues to lean in when it comes to corporate reputation.Far beyond just product information, the public is interested in how a company engages with the world.They increasingly serve as advocates and saboteurs, presenting a level of complexity (…and unpredictability,…and messiness,…and importance) to reputation managers that is unprecedented. The clear majority of Americans have talked about, advocated, or used reputation as a lens through which to make a purchase decision.The business value of a company’s reputation has never been higher. Corporate Reputation Dinner Table Conversation In a time when the sands are shifting relative to institutions, norms and politics, RQ delivers a stable and trustworthy view of corporate America.Overall, we see significant stability in reputation perceptions.In this instance, the world of corporate reputation is more the same than different, the sands are stable. The highest reputation companies are trusted just as much today as they have been in the recent past. Despite it all, Reputation Stability in Unpredictable Times
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