Companies With the Best Reputations in 2023 (Axios Harris Poll)

Reviewed by Joe Chierotti, CEO, Defamation Defenders · Updated October 2026 · 6 min read

Short answer

In the 2023 Axios Harris Poll 100, which surveyed more than 16,000 Americans, Patagonia ranked first for corporate reputation, followed by Costco, John Deere, Trader Joe’s, and Chick-fil-A. The common thread: consistent products and service, a clear identity, and behavior that matches what the company says it values.

Key takeaways

Patagonia, Costco, John Deere, Trader Joe’s, and Chick-fil-A led the 2023 ranking.
Toyota, Samsung, Amazon, and Apple were also in the top 10.
The poll measured dimensions including trust, culture, growth, and products and service.
Reputation follows behavior: consistency and keeping promises matter most.
Smaller businesses can apply the same lessons through reviews and customer experience.

Table Of Content

The 2023 reputation leaders

Rank	Company
1	Patagonia
2	Costco
3	John Deere
4	Trader Joe’s
5	Chick-fil-A
6	Toyota
7	Samsung
8	Amazon
10	Apple

Source: 2023 Axios Harris Poll 100, as reported by CNBC. Respondents named companies with strong and poor reputations, and the 100 most-mentioned companies were rated across several reputation dimensions.

What the leaders have in common

Consistency

Customers get the same experience every time.

Clear values

Patagonia’s environmental stance and Costco’s member value are easy to explain.

Employees as ambassadors

Strong culture shows up in service and in employer reviews.

Keeping promises

Reputation is earned when behavior matches marketing.

Want a stronger reputation for your business?

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How to apply these lessons to your business

Fix the most common complaints in your reviews.
Ask every satisfied customer for a review.
Respond to every review, good and bad.
Keep your search results and Google Business Profile accurate and complete.
Watch your employer reviews; they affect customers too.

Corporate reputation FAQs

Which company had the best reputation in 2023?

Patagonia ranked first in the 2023 Axios Harris Poll 100.

How is corporate reputation measured?

Surveys like the Axios Harris Poll ask the public to rate companies across dimensions such as trust, culture, growth, and products and service.

Can a small business build a reputation like these brands?

Yes, by delivering consistently, earning genuine reviews, and managing its search results.

Build a reputation customers trust

Get a free review of your company’s search results and reviews.

Get My Free Review Call 1-800-785-1749

Defamation Defenders is an online reputation management company, not a law firm. This article is general information, not legal advice.

Companies With the Best Reputations in 2023, and What They Did Right