June 25, 2008 - Four years after failing even to make the list, Google has taken top marks in Harris Interactive's annual Reputation Quotient survey of consumer attitudes toward major U.S. brands.

Consumers rated Google either first or second on reputation drivers such as financial performance, corporate vision, social responsibility, and workplace environment. The Internet giant earned a top ranking for social responsibility primarily due to its progressive workplace environment, the survey notes.

"For Americans to hold a company in high regards today, clearly more than just profits are needed," says Robert Fronk, senior VP of reputation strategy at Harris Interactive. "Companies need to focus on overall corporate social responsibility and how their employees are treated in order to build trust with today's consumers."

To take the number-one slot, Google beat out last year's RQ leader, Microsoft, as well as third-place-finisher Johnson & Johnson, which was the top-ranked company from 1999 to 2007.

The top finishers by reputational category are:

• Social Responsibility: Whole Foods, Google, General Mills, Microsoft, Johnson & Johnson
• Emotional Appeal: Johnson & Johnson, Kraft, General Mills, Google, 3M Company
• Financial Performance: Berkshire Hathaway, Google, Microsoft, Intel, Procter & Gamble
• Products & Services: Johnson & Johnson, 3M Company, Intel, Google, P&G
• Vision & Leadership: Berkshire Hathaway, Google, Microsoft, Intel, Apple
• Workplace Environment: Google, Johnson & Johnson, General Mills, Intel, Kraft

In general, the survey exposed a widening gap between strong and weak performers. Companies with a good reputation tended to retain their positions near the top of the list, while those with bad reputations saw their numbers slip further.

The survey also found a strong correlation between a company's overall reputation and the likelihood that consumers will purchase, recommend, or invest in a company or its products and services.

"What the RQ survey has shown in recent years is that companies that pay attention to enhancing their reputation see bottom line results," says Fronk. "The survey...provides a roadmap for what areas linked to corporate reputation have the most impact on consumers."

Find the complete survey results here.