All-conquering Google, which has trounced arch-rival Microsoft in almost every online arena, has delivered yet another blow – this time to the software titan's reputation.
The 2007 Reputation Quotient survey shows the web search leader atop the league of America's most trusted companies, knocking Microsoft from the number one spot.
In fact the latter has plummeted to tenth place behind the likes of Johnson & Johnson, Kraft Foods and Warren Buffet's investment colossus, Berkshire Hathaway.
The full top ten list is as follows (with last year's position in parentheses):
1. Google (4)
2. Johnson & Johnson (2)
3. Intel (16)
4. General Mills (6)
5. Kraft Foods (not listed)
6. Berkshire Hathaway (21)
7. 3M (3)
8. Coca-Cola (5)
9. Honda (14)
10. Microsoft (1)
The phone survey of 7,000 consumers, followed by 20,000 online interviews, asked them to rate companies' reputations in six categories: emotional appeal, products and services, social responsibility, vision and leadership, workplace environment and financial performance.