What a difference 10 years can make.
Apple has surged ahead of Google in terms of brand reputation, receiving the highest score in the 13 year history of the study by Harris Interactive. Out of six key reputation areas, Apple beat all other companies in four of them: financial performance, products and services, vision and leadership, and workplace environment. The study surveys consumers based on the 60 most visible brands of the past year.
They used to be amongst the lower-placed companies, ranking 34th in 2000 and 40th in 2001. Last year they finished 4th as a result of more popular products that consumers can't get enough of, and improving finances.
Robert Fronk, Executive Vice President of Harris Interactive, said that Apple benefited from being a 'hybrid' company, offering software and hardware as well as having retail stores.
Not making the list at all was Facebook, with Fronk stating that, 'They have no connection right now with consumers. They are a functional tool I use to accomplish something else.
"They so lack in the emotional appeal attributes. They are strong in financial performance, but lack in the areas that form a more solid reputation foundation."