The Top 100 Brands; who do you love…or hate?

Love and Hate text concept on red and black dices

The Axios/Harris 100 poll results are out. The annual survey measures the reputation of the most visible brands. The resulting list places them in order of their positive to negative public opinion.

Here is how they describe their methodology:

Methodology: The Axios Harris Poll 100 is based on a survey of 42,935 Americans in a nationally representative sample conducted April 8-21, 2021. The two-step process starts fresh each year by surveying the public’s top-of-mind awareness of companies that either excel or falter in society.

I have reviewed the entire list both from a general point of view and from the outlook of someone in the toy industry. First, an overview:

The 10 Brands Receiving the Most Positive Responses


2. Honda

3. Moderna

4. Chic-fil-A

5. SpaceX

6. Chewy

7. Pfizer

8. Tesla Motors

9. Costco

10. Amazon

The 10 Brands Receiving the Most Negative Responses

90. Uber

91. My Pillow

92. Comcast

93. Twitter

94. TikTok

95. Wells Fargo

96. Sears


98. Facebook

99. Fox Corporation

100. The Trump Organization

From a Toy Industry Perspective

9. Costco

10. Amazon

41. Target

48. Best Buy

51. EA

53. Hobby Lobby

55. Kohls

71. Dollar General

74. Dollar Tree

82. GameStop

83. Walmart

89. JC Penney

96. Sears


The most obvious observation is that no toy company made the list. In fact, very few consumer products companies of any kind were included.

I was, however, struck by the large number of retailers that made the list. The results for the retail industry were, however, were disappointing, with ten of the fourteen companies listed in the bottom half.

Costco, however, has a solid reputation. On the other hand, Walmart ranked a dismal 83rd, only thirteen above virtually out-of-business Sears and below both Dollar General and Dollar Tree. Perhaps they and JC Penney need to study what Costco is doing.

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