The Chattanooga Volkswagen assembly plant, located in the Enterprise South industrial park, is photographed on Thursday, Jan. 14, 2016, in Chattanooga, Tenn.A public opinion poll conducted for Fortune magazine’s annual business reputation ranking shows that Amazon is rated as the strongest brand while Volkswagen was rated the lowest among the 100 biggest businesses.
Twenty factors such as workplace environment, social responsibility, vision and leadership were considered. Sarah Simmons, senior reputation consultant at Nielsen, the parent company of the Harris Poll which conducted the survey, told PR Week that Amazon is “best in class in a lot of ways.”
“They rank in the top five on all of the attributes on six dimensions,” she said.
Other top-ranked firms for reputation included Apple, Good, the Walt Disney Co. and Publix Super Markets.
Volkswagen ranked last in the list of 100 companies due to the ongoing scandal over the German automaker’s attempt to deceive emissions testing equipment with its diesel-powered engines.