The Reputation Quotient first asks respondents to identify the most visible businesses and then rate each on an array of attributes in six categories: Emotional Appeal, Products & Services, Social Responsibility, Vision & Leadership, Workplace Environment, and Financial Performance.
You can check out the entire report [PDF] but here are the bottom 10 companies in this year’s report:
52. Wells Fargo
53. JPMorgan Chase
56. Bank of America
57. American Airlines
59. Goldman Sachs
That’s five former (and possibly future) Worst Company In America winners — Comcast, BP, Bank of America (Countrywide), Halliburton, AIG — in one list, which only goes to show that Consumerist readers know how to pick ‘em.
It’s worth noting that Bank of America had the highest year-over-year improvement in its Reputation Quotient, but still only managed to be ranked #56 out of 60.
For those that are interested, here is this year’s top 10, which does include four businesses that have been in the Worst Company tournament (Apple, Google, Johnson & Johnson, Sony), but have never won:
3. Walt Disney Company
5. Johnson & Johnson
7. Whole Foods
9. Procter & Gamble