John Deere among the most loved brands

John Deere among the most loved brands
Jun 02, 2023

The manufacturer ranked third out of 100 in a survey

By Diego Flammini
Staff Writer

A farm equipment manufacturer is viewed as one of the most favored brands in the United States.

John Deere ranked third out of 100 in the 2023 Axios Harris Poll 100 reputation rankings survey and is the only ag company to be on the list.

Grocery chain Costco and clothing company Patagonia round out the top three.

Trader Joe’s, Chick-fil-A, Toyota Motor Corporation, Samsung, Amazon, USAA and Apple help make up the top 10.

Between March 13 and 28, 16,310 Americans were asked to provide their opinions on which two brands “stand out as having the best reputation today and which have the worst,” the poll says.

One thing John Deere, Costco and Patagonia have in common is good company culture.

In fact, John Deere ranked second among all 100 listed companies in the “products and services” and “culture” categories.

What helps John Deere rank as highly as the others in the poll is the company’s commitment to uniting employees around the company’s values.

“John Deere has prioritized community engagement and implemented an active employee resource group strategy,” a poll summary reads.

An employee resource group strategy, or ERG, “is a voluntary, employee-led diversity and inclusion initiative that is formally supported by an organization,” says Gartner, a human resources support organization.

Companies that make extra efforts to involve employees in business decisions tend to see returns on that work.

“Our research shows that employees who see their own values reflected in their employer’s are more than twice as likely to go the extra mile for a client or colleague, advocate for their employer on social media, and stick with the company when it hits a crisis,” Ethan McCarty, CEO of Integral, an employee activation agency, said in a statement.

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