These 18 brands have the best and worst reputations in America right now

Patagonia and Costco beat tech giants like Amazon and Apple, and there’s bad news for Elon Musk on multiple fronts.

Axios has published the results of its 2023 Axios Harris Poll 100, which gauges the reputation of America’s most visible brands. While the top 10 most and least admired brands are interesting in themselves, the list also examines the fastest risers and droppers when compared to prior years.

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