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Most Loved & Least Liked Brands
Welcome to this week’s edition of Authenticity Report.
This week, we review a new report that reveals which brands Americans love most—and least—based on key factors like trust, ethics, and culture.
Our Roundup features insights on authentic branding with WNBA’s Cameron Brink, strategies for fostering workplace authenticity, and tips on embracing authenticity to reduce holiday stress.
This Week’s Report
—> Most Loved & Least Liked Brands
—> Upcoming Event
—> Time To Choose
—> Authenticity Roundup
—> Top Voices
What Do You Think? We are reshaping and expanding our Authenticity platform, we'd love to have you on board and contribute! Email us directly at [email protected]
Read Time: 3.5 mins
| Key Takeaways
The Most Loved & Least Liked Brands
Brands are constantly working to build a good reputation, aiming for positive recognition that drives word-of-mouth marketing and boosts their image.
In a new infographic by Qualtrics, the most loved and least liked brands in America have been revealed, showcasing the companies that have successfully captured the public's favor—and those that haven't.
The top brands on the list include Nvidia, 3M, Fidelity, Sony, Adidas, USAA, Honda, Patagonia, Apple, and Samsung. These brands have earned strong reputations in character, culture, ethics, citizenship, trust, and overall growth potential. Their favorable scores reflect a high reputation quotient, a metric used to quantify positive public perception.
On the flip side, brands like Trump, X (formerly Twitter), Spirit Airlines, Meta, Fox, TikTok, Silicon Valley Bank, Shein, and Temu were among the least liked. These companies were rated lower in the same categories, reflecting public concerns around trust, culture, and ethics.
The infographic, based on data from the Axios Harris Poll 100, gives a detailed view of how these factors shape each brand's image. The poll highlights how consumer perception today is deeply influenced by both the values a brand upholds and its overall reputation trajectory.
| Tell Us
What most influences a brand's reputation today? |
| Upcoming Event
This Wednesday November 6th, Creative Leaders from Blizzard and Oakley will be speaking at CreativityFlow in Laguna Beach, CA.
Nikki Scoggins, VP of Creative Design and Content at Blizzard Entertainment, has a passion for transforming ideas into impactful content for global gaming franchises.
Brian Takumi, VP of Brand Soul + Creative at Oakley, is driving brand vision and innovation through storytelling to shape its future while honoring its rich legacy.
Secure your tickets to hear Nikki and Brian, use promo code “AUTHENTICITY”
| Time To Choose
What Brands Are Authentic? It is time once again to choose which brands you feel are authentic. Please tell us via our survey (it takes less than 5 minutes to fill out).
The results of your decisions will be part of our annual Authenticity 500 Index rankings, which you will receive for free.
| Authenticity Roundup
This week's curated reads from web
Cameron Brink / Urban Decay
branding
• WNBA’s Cameron Brink ‘It’s About Investing in Authenticity’
WNBA player Cameron Brink has joined Urban Decay as a brand ambassador, highlighting her alignment with the brand’s commitment to individuality and authenticity in beauty.
Read More → wwd
business
• 3 Tips For Managers To Build Genuine Authenticity In The Workplace
To build authenticity in the workplace, leaders should invest in mental well-being support, actively seek team feedback on inclusive leadership, and foster an environment where all employees feel safe to show up as their true selves.
Read More → forbes
society
• How Authenticity Can Help You Cope With Christmas Chaos
Author Kat John suggests that embracing authenticity can help reduce Christmas stress by encouraging people to focus on what truly matters to them, rather than trying to meet others' expectations.
Read More → medianet
| Key Takeaways
Why Are Some Brands Authentic?
Key Takeaways to apply to your personal and professional brand
We analyze the top 5 authentic brands - Patagonia, Ben & Jerry’s, Vans, Nike, and In-N-Out Burger- to uncover the secrets behind their success, and ways you can apply those to your brand.
| Check Out Past Reports
🌎 B Corp: More Than Just A Label
❤️ How Iconic CPG Brands Win Hearts
👚 Authenticity In Fashion
| Top Voices
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Our weekly guide explores the meaning of Authenticity as it relates to our personal and professional lives and the brands we connect with, bringing you the latest insights, curated news, and guest authors.
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