Apple, Google brand reputations sink in latest Harris poll

The neon Google sign in the foyer of Google's new Canadian engineering headquarters in Kitchener-Waterloo. /REUTERS

The neon Google sign in the foyer of Google's new Canadian engineering headquarters in Kitchener-Waterloo. /REUTERS

The survey has been recorded annually since 1999, the most recent survey questioned 25,800 US adults from December 11 to January 12 about the reputation of the "most visible" corporate brands. Apple fell from fifth place in 2017 to 29th place.

2018 marks the third consecutive year, and the fourth out of the last five, that Seattle-headquartered Amazon has held the top spot in the annual poll of the 100 most visible companies, out Tuesday.

Google also declined in its positioning from no. 8 a year ago to no. 28 in 2018.

Apple and Google saw their reputations sink over the past year, according to the annual Harris Poll Reputation Quotient poll.

"Google and Apple, at this moment, are sort of in valleys", Gerzema said."We're not quite to self-driving cars yet. We do not yet see all the things in artificial intelligence they're going to do". Gerzema attributed Amazon's ranking to its expanding footprint in consumers' lives into areas like groceries via its Whole Foods acquisition.

Tesla climbed from the ninth spot on the survey to the third, likely due to their recent publicity stunts such as launching a sports auto into space on a SpaceX shuttle.

"He's a modern-day carnival barker - it's incredible", Gerzema said of Musk."This'The Right Stuff' attitude can capture the public's imagination when every news headline is incredibly negative". Facebook ranked 51st, its best showing since 2014 when it ranked 38th, the highest the firm ever listed in the poll.

Last place went to Japanese auto parts supplier Takata Corp (TKTDQ.PK), whose air bags can explode with too much force and have been linked to at least 22 deaths and hundreds of injuries, prompting the largest recall in automotive history and forcing Takata and its USA unit, TK Holdings Inc, into bankruptcy.