14 DAY TRIAL // Microsoft managed to get on top of brands like Google, Coca Cola, Johnson & Johnson, The Walt Disney Company, Intel, and McDonald's in the 2006 National Corporate Survey performed by Harris Interactive. The Annual RQ 2006 study revealed that, out of the most visible companies in the United States, Microsoft ranked number 1.
Microsoft position increased by seven places compared to 2005, while the Redmond Company has been redyeing Windows Vista and the 2007 Microsoft Office System. 2006 has been a full year for Microsoft, and this situation was reflected in the public perception of the company.
"In the case of Microsoft, we find a company that, while always scoring well in our annual study, there were certainly perceptual challenges regarding elements of its reputation," revealed Robert Fronk, Senior Vice President for the Brand and Strategy Consulting Group at Harris Interactive. "By focusing on the root causes of these perceptions and not just imagery or messaging, they were able to achieve higher levels of credibility with the general public. These types of perception shifts are not accidental and the value is nearly immeasurable."
According to Harris Interactive, reputation is as much a leverage as it is an asset in the corporate environment. Fronk commented that in today's markets, corporations have to respond adequately to the necessity to measure, understand and manage their reputation.
According to the Harris Interactive study, Microsoft accounts for a RQ Score of 80.74 in 2006. Google only managed 79.81, Amazon.com 77.66, Intel 76.36 and Apple Computers only 74.59.