Reputation surveys are usually beauty contests based on consumers' vague feelings about companies that they know or do business with. That makes them relatively useless.
Still, one poll has created news by putting Google (NASDAQ: GOOG) on top of its list. Whether that will translate into more profits or a better stock price is open to debate.
The Harris Interactive Reputation Quotient poll put Google in first place, replacing Microsoft (NASDAQ: MSFT) and dropping it to 10th place. Reuters writes that the polling firm said "They [Google] absolutely get tremendous credit for the social responsibility, which for them is also linked with their vision and leadership." Google's treatment of its work force was also a big factor.
Getting onto these lists probably does not mean much. The Fortune "Most Admired Companies" survey includes Starbucks (NASDAQ: SBUX) and GE (NYSE: GE). Both companies have had troubles in their operations and have missed earnings estimates. Their stocks have sold off sharply.
Google may want to see if it can tone down its reputation. That may be better for shareholders.
Douglas A. McIntyre is an editor at 247wallst.com.
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