Brand perception is a great and unwieldy thing. It can propel a corporation to market dominance or send it into a tailspin that
can be hard — even impossible — to recover from.
With that in mind, tools like surveys can be an important part of determining how customers experience a company’s culture or
how they perceive their interactions with it.
Morning Consult recently polled more than 300,000
Americans about the brands they feel have the most positive influence on the people they serve. Asked whether a company or brand
makes a positive or negative impact on their community, those surveyed ranked United Parcel Service, Inc (NYSE:
UPS) highest, with the U.S. Postal Service an extremely close
second.
Courtesy of
Statista
Morning Consult suggested the frequency of interaction and high visibility of certain brands helped propel them to higher
rankings in the study. That may explain how package delivery occupies three of the top five slots.
Other companies rounding out the top 10 include FedEx Corporation (NYSE: FDX), Amazon.com, Inc (NASDAQ: AMZN) and Dollar Tree, Inc (NASDAQ: DLTR). Of the top 50, nearly one-third were food-related companies like
McDonald’s Corporation (NYSE: MCD) and
Starbucks Corporation (NASDAQ: SBUX), while
retailers like Best Buy Co, Inc (NYSE: BBY)
and Costco Wholesale Corporation (NASDAQ: COST) made up another 34 percent.
For UPS, only 3 percent of respondents felt the company's impact was negative. Another 33 percent either had no opinion or said
they didn’t know.
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Photo courtesy of UPS.
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