• by Laurie Sullivan , Staff Writer @lauriesullivan, March 13, 2018

Google fell from its No. 8 position to No. 28, according to the annual Harris Poll Reputation Quotient poll released Tuesday. Apple also tumbled hard dropping from No. 5 to No. 29. One report suggests that Apple ranked as high as No. 2 in 2016.

The 2018 Harris Poll Reputation Quotient measures the reputation of the 100 most visible U.S. companies as perceived by the general public.

Amazon held on to its No. 1 ranking, retaining its lead from years gone by. Microsoft came in at No. 11. Other tech companies such as eBay came in at No. 48, while Facebook was No. 61.

John Gerzema, CEO of the Harris Poll, told Reuters that Google and Apple are “sort of in valleys” because the world hasn’t quite made it to self-driving cars and society has yet to see all the things that artificial intelligence can do.

When categorized by corporate reputation, Amazon also ranked No. 1 for products and services, emotional appeal, and financial performance. Amazon also ranked No. 10 for workplace environment. Microsoft earned high marks for products and services at No. 10, vision and leadership at No. 6, and workplace environment at No. 9. And financial performance at No. 10.

The top 10 reputation leaders in bringing the big ideals — defined at the “new moral authority," equal parts capitalist and activist — begin with Amazon at No. 1, followed by Wegmans, Tesla Motors, Chick-fil-A, The Walt Disney Company, HEB Grocery, UPS, Publix Super Markets, Patagonia, and Aldi.

The Harris Poll Reputation Quotient ranking defines these big ideals as public works that are financed by businesses not only to enhance reputation but to build brand and enterprise value.