Amazon pips Apple to most reputable brand crown

Amazon and Apple have earned top marks from consumers in a recent Harris Interactive poll on corporate reputation.

According to Harris, the Apple and Amazon are regarded as the most trustworthy brands, thanks to strategies to build out an intimate relationship with consumers.

This year, the companies added to a technology business landscape that continues to garner support from increasingly savvy customers.

"Our results show that Amazon has managed to build an intimate relationship with the public without being perceived as intrusive," executive vice president of reputation management at Harris Interactive Robert Fronk.

"And as the company that is so widely known for its personal recommendations, more than nine in 10 members of the public would recommend Amazon to friends and family."

Amazon jumped seven spots for this year's survey. The e-commerce giant beat out Apple this year to take the number one spot on Harris's poll.

Harris's poll ranks out corporate reputation based on consumer ratings on corporate social responsibly, emotional appeal, financial performance, products/services, vision/leadership, and workplace environment.

Out of those categories, Amazon received top honours for emotional appeal and products/services. While Apple took scored highest in the vision/leadership and financial performance categories.

Both firms beat out well known corporations like the Walt Disney Company, Johnson & Johnson, and Whole Foods.

"Companies need to evaluate and understand the increasing importance that playing a valuable social role has on reputation, purchase consideration, advocacy and positive word of mouth," wrote Harris in a statement.

"This is about a business having a purpose, not just checking the box on social responsibility or sustainability."

According to the study, 79 percent of consumers have a positive feeling towards the technology sector, up from 75 percent in 2011. 

"Companies that begin in the technology sector, which is by far and away the highest-rated industry when it comes to reputation, absorb the reputation equity from the industry, and then transcend the industry to become a more multi-faceted business," continued Harris.

Reports come from a consumer base that is slowly becoming more adept at seeking out information about a company. About 56 percent of consumers surveyed said they actively seek out information on companies they are interested in.

That figure represents a slight increase from last year when only 50 percent of consumers said they seek out info on companies.