Axios and Harris Poll have released their annual survey of American brand perception, revealing that Disney has fallen to its lowest ranking in company history. The entertainment giant now sits at number 79 on the list of top 100 most visible brands, marking a three-point decline from the previous year. This downward trend began in 2021 and has continued steadily, with Disney experiencing significant drops in 2022 and 2023 before stabilizing slightly in 2024 and 2025. While Disney maintains relatively strong scores in Vision and Products & Services divisions, the company struggles with Ethics and Character ratings, which remain the lowest categories. The survey indicates that Disney needs to make substantial changes to rebuild trust with customers and improve its public image. This ranking is based on 20 years of poll research and represents the reputation of the most prominent companies in America’s eyes.
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Disney Brand Reputation Drops to Lowest Ever in 2026 Survey
