Apple has the very best corporate reputation score among all major brands and companies in America, according to Harris. The firm's 2012 Reputation Quotient survey uncovered this year's best reputations and, once again, technology companies performed well overall.
At the top was Apple, a clear leader with a score well above 85 out of 100. In second was Google at just under 83. Amazon, in fourth place, is the third tech company in the top five with a score of nearly 82. Last year, Google was first overall, with Apple in 5th and Amazon in 8th.
It's worth noting that Apple's score of almost 86 is the highest score ever awarded to any company in 13 years of Harris polling. Apple's one-year leap is also among the greatest ever, and is particularly impressive during a year that saw most companies stagnate or drop in score.
Apple scored first in four of the six dimensions—"financial performance," "vision and leadership," "products and services," and "workplace environment." Amazon won "emotional appeal" and Kraft Foods won "social responsibility."