demonstrated both the enduring character of corporate reputations but their ability to change quickly at the same time. Researchers determine which companies should be rated on the basis of a preliminary sampling of over 30,000 members of the U.S. general public, utilizing the proprietary Harris Poll online panel. Respondents are asked first to identify the 60 most visible companies and then to rate them on 20 different attributes that make up the Reputation Quotient (RQ) instrument The attributes are then grouped into six different reputation dimensions: Emotional Appeal, Products & Services, Social Responsibility, Vision & Leadership, Workplace Environment, and Financial Performance. The study also includes a number of questions that help provide a comprehensive understanding of how the public perceived firms' reputations. The 201 O rankings are as follows: