The 2021 Axios Harris Poll 100 reputation rankings

This survey is the result of a partnership between Axios and Harris Poll to gauge the reputation of the most visible brands in America, based on 20 years of Harris Poll research. From the Patagonia to SpaceX, here's how this year's class stacks up.

Methodology: The Axios Harris Poll 100 is based on a survey of 42,935 Americans in a nationally representative sample conducted April 8-21, 2021. The two-step process starts fresh each year by surveying the public’s top-of-mind awareness of companies that either excel or falter in society.

• These 100 “most visible companies” are then ranked by a second group of Americans across the seven key dimensions of reputation to arrive at the ranking. If a company is not on the list, it did not reach a critical level of visibility to be measured.