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Archived Annual RQ

Historical Results: 2007

Historical Results: 2006

Rank Company Ranked in the Annual RQ 2006  RQ Score 2006 RQ Score 2005
1 Microsoft Corporation 80.74 78.11
2 Johnson & Johnson 80.44 80.56
3 3M Company 80.09 78.78
4 Google 79.81 79.52
5 The Coca-Cola Company 79.52 79.69
6 General Mills 79.38 78.03
7 United Parcel Service (UPS) 79.07 79.37
8 Sony Corporation 78.58 78.75
9 Toyota Motor Corporation 78.14 77.27
10 The Procter & Gamble Company 77.99 75.91
11 Amazon.com, Inc. 77.66 NA
12 Whole Foods Market 77.58 NA
13 The Walt Disney Company 77.49 75.88
14 Honda Motor Co. 77.26 75.60
15 FedEx Corporation 76.69 77.79
16 Intel Corporation 76.36 77.27
17 Lowe's 75.86 NA
18 Home Depot 75.34 76.50
19 General Electric Company 75.25 73.39
20 Costco 75.14 74.03
21 Berkshire Hathaway Inc. 74.68 NA
22 Apple Computer 74.59 70.59
23 Dell, Inc. 74.22 75.73
24 PepsiCo 73.88 75.26
25 Nike 73.73 72.11
26 IBM Corporation 73.56 73.42
27 The Boeing Company 73.52 73.10
28 Starbucks Corporation 73.25 72.93
29 Southwest Airlines 72.92 73.21
30 Target Corporation 72.64 71.83
31 Nordstrom 71.97 NA
32 Best Buy Co. 71.93 69.74
33 Unilever 71.74 70.28
34 American Express Company 71.48 NA
35 J.C. Penney Company 71.45 68.81
36 Wells Fargo & Company 69.81 NA
37 Verizon Communications 69.43 67.01
38 Hewlett-Packard 69.14 69.44
39 Merck 69.01 64.07
40 Wal-Mart Stores 68.28 69.99
41 Sears Holdings Corporation 67.64 65.26
42 State Farm Insurance 67.55 NA
43 Bank of America Corporation 67.55 66.00
44 SBC Communications 66.83 66.67
45 Citigroup Incorporated 66.69 65.00
46 AT&T Inc. 66.60 62.37
47 McDonald's 66.43 66.83
48 Time Warner, Inc. 65.57 63.85
49 DaimlerChrysler 65.22 64.47
50 Royal Dutch/Shell 64.22 59.45
51 Allstate Corporation 64.16 65.82
52 BP 63.97 NA
53 Chevron Corporation 63.42 62.46
54 Sprint Corporation 62.88 61.01
55 Ford Motor Company 62.74 66.14
56 Altria Group 62.58 61.62
57 General Motors Corporation 62.50 66.07
58 Comcast Corporation 61.49 62.08
59 ExxonMobil Corporation 60.65 59.57
60 Halliburton Company 52.48 52.22

Note: Companies with identical RQs at one decimal place are ordered according to their RQ ranking at the second decimal place. Companies with identical RQs at the second decimal place are ordered according to their RQ ranking at the third decimal place.

Historical Results: 2005

Rank Company Ranked in the Annual RQ 2005 RQ Score 2005
1 Johnson & Johnson 80.56
2 The Coca-Cola Company 79.69
3 Google* 79.52
4 United Parcel Service (UPS) 79.37
5 3M Company 78.78
6 Sony Corporation 78.75
7 Microsoft Corporation 78.11
8 General Mills 78.03
9 FedEx Corporation 77.79
10 Intel Corporation 77.27
11 Toyota Motor Corporation 77.27
12 Home Depot 76.50
13 The Procter & Gamble Company 75.91
14 The Walt Disney Company 75.88
15 Dell Computer Corporation 75.73
16 Honda Motor Co. 75.60
17 Pepsico 75.26
18 Costco* 74.03
19 IBM Corporation 73.42
20 General Electric Company 73.39
21 Southwest Airlines 73.20
22 The Boeing Company 73.10
23 Starbucks Corporation 72.93
24 Nike 72.11
25 Target Corporation 71.83
26 E.I. D uPont De Nemours (DuPont) * 71.56
27 Apple Computer 70.59
28 Unilever 70.28
29 Wal-Mart Stores 69.99
30 Best Buy Co. 69.74
31 Hewlett-Packard/Compaq 69.44
32 Pfizer 69.10
33 J.C. Penney Company 68.81
34 Verizon Communications 67.01
35 McDonald's 66.83
36 SBC Communications 66.67
37 Ford Motor Company 66.14
38 General Motors Corporation 66.07
39 Bank of America Corporation 66.00
40 Allstate Corporation 65.82
41 Sears Holdings Corporation (Parent of Kmart/Sears, Roebuck, and Co.) 65.26
42 Gateway 65.17
43 Citigroup Incorporated 65.00
44 DaimlerChrysler 64.47
45 Merck & Co., Inc* 64.07
46 Time Warner Inc. 63.85
47 ChevronTexaco Corporation 62.46
48 AT&T Corporation 62.37
49 Comcast Corporation* 62.08
50 Altria Group 61.62
51 Sprint Corporation 61.01
52 Martha Stewart Living Omnimedia 60.99
53 ExxonMobil Corporation 59.57
54 Royal Dutch/Shell* 59.45
55 Tyco International, Ltd. 58.39
56 United Airlines/ UAL Corporation* 53.09
57 Halliburton Company 52.22
58 Adelphia Communications Corporation 49.75
59 MCI (formerly Worldcom) 46.80
60 Enron 30.05

* New to the Annual RQ survey and/or not measured in Annual RQ 2004 

Historical Results: 2004

Rank Company Ranked in the Annual RQ 2004 RQ Score 2004
1 Johnson & Johnson 79.81
2 3M Company 79.07
3 The Coca-Cola Company 78.90
4 The Procter & Gamble Company 78.26
5 United Parcel Service (UPS) 78.24
6 Microsoft Corporation 78.00
7 Sony Corporation 77.95
8 FedEx Corporation 77.49
9 General Mills 77.42
10 Honda Motor Co. 76.15
11 Intel Corporation 76.10
12 Dell Computer Corporation 76.00
13 Toyota Motor Corporation 75.59
14 Lowe's 75.43
15 Home Depot Co. 74.77
16 The Walt Disney Company 74.03
17 Starbucks Corporation 73.68
18 Target Corporation 73.25
19 Anheuser-Busch Companies 73.17
20 Hewlett-Packard/Compaq 73.16
21 Southwest Airlines 73.08
22 General Electric Company 72.66
23 Unilever Group 72.55
24 PepsiCo 72.54
25 IBM Corporation 71.77
26 Pfizer 70.97
27 Nike 70.57
28 Wal-Mart Stores 70.56
29 American Express Company 70.47
30 The Boeing Company 70.40
31 Sears, Roebuck and Co. 70.06
32 Best Buy Co. 69.15
33 McDonald's 68.56
34 Apple Computer 68.26
35 General Motors Corporation 68.18
36 Verizon Communications 67.71
37 J.C. Penney Company 67.56
38 Ford Motor Company 65.64
39 DaimlerChrysler 65.21
40 SBC Communications 65.05
41 Citigroup Incorporated 64.10
42 Time Warner (formerly AOL/Time Warner) 63.89
43 Bank of America Corporation 63.56
44 ExxonMobil Corporation 63.09
45 Allstate Corporation 62.46
46 Gateway 62.27
47 Chevron Texaco Corporation 62.22
48 Altria Group 60.58
49 AT&T Corporation 60.23
50 AMR Corporation (American Airlines) 60.13
51 Sprint Corporation 59.63
52 Tyco International, Ltd. 59.35
53 Martha Stewart Living Omnimedia 58.36
54 Bridgestone Corporation* (Parent of Brigestone/Firestone) 58.08
55 Alticor* (Parent of Amway) 54.63
56 Adelphia Communications Corp. 52.61
57 Kmart Corporation 51.06
58 Halliburton Company 50.25
59 MCI (formerly Worldcom) 43.53
60 Enron 29.03

Here are the 15 most visible companies in the UK:

Rank Company Ranked in the Annual RQ 2004 RQ Score 2004
1 Virgin Group 77.18
2 Sony 76.12
3 The Body Shop 74.37
4 Microsoft 74.11
5 Tesco 72.84
6 John Lewis Partnership 72.4
7 Wal-Mart 69.25
8 J.Sainsbury PLC 67.54
9 United Co-op 64.62
10 British Airways 62.74
11 Marks & Spencer Group 62.11
12 BT (British Telecom 59.58
13 Royal Dutch Shell 58.06
14 Centrica 56.86
15 McDonald's 56.2

Here are the 15 most visible companies in Germany:

Rank Company Ranked in the Annual RQ 2004 RQ Score 2004
1 Porsche 75.41
2 ALDI 75.19
3 BMW 73.18
4 Microsoft 69.99
5 Siemens 68.99
6 BASF 68.72
7 DaimlerChrysler 68.69
8 Volkswagen 68.53
9 Bayer 67.07
10 McDonald's 62.82
11 Schlecker 61.17
12 Deutsche Bank 55.47
13 Deutsche Post 54.9
14 Deutsche Telekom 52.9
15 Deutsche Bahn 45.88

Here are the 15 most visible companies in France:

Rank Company Ranked in the Annual RQ 2004 RQ Score 2004
1 L'OREAL 76.14
2 Danone 73.51
3 Microsoft 69.76
4 PSA Peugeot Citroen 69.24
5 Carrefour 68.19
6 EDF 67.52
7 Renault 67.27
8 Air France 64.36
9 La Poste 61.05
10 Total 59.22
11 McDonald's 58.94
12 SNCF 58.37
13 France Telecom 54.16
14 Credit Lyonnais 46.45
15 Vivendi 43.36

Historical Results: 2003

Rank Company RQ Score 2003 Rank Company RQ Score 2003
1 Johnson & Johnson 79.47 31 The Boeing Company 68.86
2 United Parcel Service (UPS) 78.49 32 Merck & Co. 68.76
3 The Coca-Cola Company 77.95 33 Sears, Roebuck and Co. 68.50
4 The Walt Disney Company 77.95 34 J.C. Penney Company 68.41
5 Microsoft Corporation 77.86 35 Best Buy Co. 68.26
6 General Mills 77.35 36 McDonald's 68.11
7 FedEx Corporation 77.00 37 General Motors Corporation 66.97
8 3M Company 76.67 38 Ford Motor Company 66.03
9 Procter & Gamble 76.48 39 Unilever Group 65.90
10 Dell Computer Corporation 76.04 40 Verizon Communications 65.55
11 Honda Motor Co. 75.84 41 SBC Communications 65.24
12 Eastman Kodak Company 75.84 42 Gateway 64.50
13 Sony Corporation 75.81 43 DaimlerChrysler 64.05
14 Home Depot Co. 75.78 44 Bank of America Corporation 63.43
15 Berkshire Hathaway 75.73 45 AT&T Corporation 61.83
16 Intel Corporation 74.86 46 Sprint Corporation 59.58
17 Starbucks Corporation 74.57 47 ExxonMobil Corporation 59.05
18 General Electric Company 74.17 48 AMR (American Airlines) 57.60
19 Anheuser-Busch Companies 74.07 49 AOL/Time Warner 57.25
20 Toyota Motor Corporation 74.01 50 Halliburton Company 57.17
21 Southwest Airlines 73.38 51 Qwest Communications 55.61
22 Hewlett-Packard 72.95 52 UAL (United Airlines) 55.47
23 Wal-Mart Stores 72.87 53 Bridgestone/Firestone 53.95
24 PepsiCo 72.42 54 Altria Group 53.49
25 Target Corporation 72.09 55 Martha Stewart Living Omnimedia 51.75
26 E.I. Du Pont De Nemours 71.58 56 Kmart Corporation 51.13
27 IBM Corporation 71.53 57 R.J. Reynolds Tobacco Holdings 51.01
28 Pfizer 71.34 58 Global Crossing 40.09
29 Apple Computer 69.87 59 WorldCom 36.63
30 Nike 69.81 60 Enron 26.66

Historical Results: 2002 - 2001

 Rank Company  RQ Score 2002 Company RQ Score 2001
1 Johnson & Johnson 82.1 Johnson & Johnson 82.5
2 Harley Davidson 80.7 Microsoft 81.8
3 Coca-Cola 79.0 Coca-Cola 80.8
4 United Parcel Service (UPS) 78.7 Intel 80.8
5 General Mills 78.6 3M 80.2
6 Maytag 78.5 Sony 79.4
7 Eastman Kodak 78.5 Hewlett-Packard 79.2
8 Home Depot 78.2 FedEx 78.3
9 Dell 78.2 Maytag 78.1
10 3M 77.9 IBM 78.1
11 Sony 77.5 Disney 78.0
12 FedEx 76.8 General Electric 78.0
13 Microsoft 76.8 Dell 77.1
14 Procter & Gamble 76.7 Procter & Gamble 76.6
15 Disney 76.2 United Parcel Service (UPS) 76.6
16 PepsiCo 75.3 Anheuser-Busch 76.5
17 Wal-Mart 75.2 Wal-Mart 76.3
18 Anheuser-Busch 74.9 Toyota 75.6
19 Intel 74.6 Home Depot 75.6
20 General Electric 74.5 Cisco Systems 75.2
21 Xerox 73.3 Target 75.1
22 Southwest Airlines 73.3 Honda 74.5
23 Hewlett-Packard 73.2 Boeing 74.2
24 IBM 73.1 Southwest Airlines 73.7
25 Honda 73.1 General Motors 73.6
26 Target 73.0 Pfizer 73.0
27 Toyota 72.9 Nordstrom 72.9
28 DuPont 71.0 DuPont 72.1
29 Sears 70.9 Merck 71.8
30 Cisco Systems 70.4 Nike 71.6
31 Nike 69.6 Xerox 71.3
32 General Motors 69.4 Yahoo! 71.3
33 JC Penney 69.3 McDonald's 71.1
34 Unilever 68.9 Amazon.com 70.1
35 Boeing 68.8 Gateway 69.7
36 Gateway 68.7 Citigroup 69.3
37 Apple 68.3 Unilever 68.8
38 McDonald's 68.0 Sears 68.5
39 American Express 67.6 Apple 68.3
40 Verizon 65.8 K-Mart 66.4
41 AT&T 65.2 Chevron 66.2
42 DaimlerChrysler 64.8 State Farm Insurance Companies 66.1
43 Ford Motor Company 63.9 Compaq 65.5
44 Merrill Lynch 63.7 Sprint 65.3
45 Exxon Mobil 63.5 Exxon Mobil 65.2
46 Citigroup 63.3 AT&T 65.2
47 ChevronTexaco 62.7 BP (formerly BP Amoco) 65.0
48 SBC 62.4 Texaco 65.0
49 AMR (American Airlines) 59.6 Lucent 64.5
50 AOL/Time Warner 59.4 AOL/Time Warner 64.5
51 Sprint 57.7 Royal Dutch/Shell 64.3
52 Philip Morris 53.9 Ford 63.9
53 K-Mart 53.4 AMR (American Airlines) 63.6
54 Qwest 51.0 RJ Reynolds 63.4
55 Bridgestone/ Firestone 50.3 UAL (United Airlines) 62.5
56 Adelphia 41.6 DaimlerChrysler 61.9
57 Andersen Worldwide 40.1 Bank of America 60.2
58 WorldCom 37.0 MCI WorldCom 56.8
59 Global Crossing 33.4 Philip Morris 56.4
60 Enron 26.2 Bridgestone/ Firestone 46.7

Historical Results: 2000 - 1999

 Rank Company RQ Score 2000 Company RQ Score 1999
1 Johnson & Johnson 81.6 Johnson & Johnson 83.4
2 Maytag 80.6 Coca-Cola 81.6
3 Sony 80.5 Hewlett-Packard 81.2
4 Home Depot 80.0 Intel 81.0
5 Intel 79.9 Ben & Jerry's 81.0
6 Anheuser-Busch 79.4 Wal-Mart 80.5
7 IBM 78.6 Xerox 79.9
8 Disney 78.5 Home Depot 79.7
9 Microsoft 78.5 Gateway 78.8
10 Procter & Gamble 78.2 Disney 78.7
11 DaimlerChrysler 77.7 Dell 78.4
12 GE 77.2 General Electric 78.1
13 FedEx 77.2 Lucent 78.0
14 Wal-Mart 76.7 Anheuser-Busch 78.0
15 Cisco Systems 76.2 Microsoft 77.9
16 Coca-Cola 76.0 Amazon.com 77.8
17 GM 76.0 IBM 77.6
18 Honda 75.6 Sony 77.4
19 Toyota 75.6 Yahoo! 76.9
20 Hewlett-Packard 75.5 AT&T 75.7
21 Xerox 75.0 FedEx 75.7
22 Boeing 75.0    

* Note: Companies with identical RQs at one decimal place are ordered according to their RQ ranking at the second decimal place. Companies with identical RQs at the second decimal place are ordered according to their RQ ranking at the third decimal place.

Reputation Related Reprints

All reprints are in Adobe Portable Document Format (PDF). If you do not have it, you may download the free Adobe Reader here.

Annual RQ 2004

"WSJ Article on RQ"
November 15, 2004

Annual RQ 2003

"Corporate Scandals Hit Home"
February 19, 2004

"Delivering an Image: UPS vs. FedEx"
February 19, 2004

"Crisis of Identity: Unilever, Merck"
February 19, 2004

"Nonprofits Aren't Shielded From Rise in American Cynicism"
February 19, 2004

Annual RQ 2002

"Scandal-Filled Year Takes Toll on Firms' Good Names"
February 12, 2003

Annual RQ 2001 (formerly RQ Gold 2001)

"Companies' Reputations Depend On Service They Give Customers"
January 16, 2002

"Perils of Corporate Philanthropy"
January 16, 2002

"Companies with Leading Reputations Show Consistency in Their Rankings"
January 16, 2002

FSRQ 2001 (Financial Services Reputation Quotient)

"The Financial Services Reputation Quotient: A new study of corporate reputations in financial services."
American Banker, 14-page Special Report
May 23, 2001

Annual RQ 2000 (formerly RQ Gold 2000)

"Harris Interactive Survey Indicates Fragility of Corporate Reputations"
February 7, 2001

Airline RQ 2000

"Airlines' Reputations Hinge on Basics, Study Shows"
April 27, 2000

Annual RQ 1999 (formerly RQ Gold 1999)

"Corporate Reputations Are Earned with Trust, Reliability"
September 23, 1999

"The Best Corporate Reputations in America- Johnson & Johnson Turns Up Top"
September 23, 1999

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