This poll ranks reputations of America’s most visible brands. How did Texas companies do?

The 2025 Axios Harris Poll 100 reputation rankings were recently released, and many Texas-based companies made the list.

News website Axios and Harris Poll have collaborated on the ranking, which was created to gauge the reputation of America’s most visible brands, since 2019. The ranking is based on more than 20 years of Harris Poll research.

Sadly, H-E-B and Whataburger did not make the list, but other Texas-based companies did.

See the full 2025 Axios Harris Poll 100 reputation rankings list and methodology here.

Here are the Top 20 brands in Axios’s top 100 reputation rankings.

Axios’ 2025 Harris Poll reputation rankings

Each company is assigned a score which categorizes them by excellent, very good, good, fair, poor and very poor scores.

All companies within the top 10 are considered to have excellent reputations.

Companies from No. 11 to No. 43 are considered to have very good reputations.

Companies from No. 44 to No. 74 are considered to have good reputations.

Companies from No. 75 to No. 87 are considered to have fair reputations.

Companies from No. 88 to No. 97 are considered to have poor reputations.

Companies from No. 98 to No. 100 are considered to have very poor reputations.

Two Texas-based brands — USAA and Toyota (its U.S. headquarters are in Plano) — made the Top 20 for most trusted brands. the rest of the list consists of companies that aren’t headquartered in Texas, but still have a presence in the Lone Star state.

The Axios Harris Poll’s Top 20 most trusted brands for 2025 are:

1. Trader Joe’s

2. Patagonia

3. Microsoft

4. Toyota Motor Company

5. Costco

6. Samsung

7. Arizona Beverage Company

8. Nvidia

9. UPS

10. Apple

11. John Deere

12. Nintendo

13. Honda Motor Company

14. Fidelity Investments

15. Home Depot

16. USAA

17. Sony

18. Kraft Heinz Company

19. Amazon.com

20. In-N-Out Burger

The most trusted grocery stores for 2025

Following Trader Joe’s at No. 1 overall in the poll, the other most trusted grocer brands are:

• No. 5: Costco (excellent)

• No. 32: Aldi (very good)

• No. 35: Kroger (very good)

• No. 68: Target (good)

• No. 75: Dollar Tree (fair)

• No. 81: Walmart (fair)

• No. 85: Dollar General (fair)

H-E-B didn’t make this list since it’s a Texas-only business, and not nationwide, but the Dunnhumby Retailer Preference Index (RPI) ranked the Lone Star state store as the top U.S. grocery retailer for the last three years in a row. The 2025 Dunnhumby RPI showed H-E-B at No. 1 and Trader Joe’s at No. 8.

The most trusted airlines for 2025

Airline giants like American Airlines and Southwest Airlines are both based in North Texas. American is headquartered in Fort Worth while Southwest is at Dallas Love Field Airport.

Both are considered to have good reputations, according to the poll. Here’s where they ranked:

• No. 48: Delta Air Lines (good)

• No. 69: United Airlines (good)

• No. 73: Southwest Airlines (good)

• No. 74: American Airlines (good)

• No. 100: Spirit (very poor)

The most trusted energy companies for 2025

Exxon Mobil, which is headquartered in Houston, ranked well in the poll. Here’s where they placed in the rankings:

• No. 47: Royal Dutch Shell (good)

• No. 66: Exxon Mobil (good)

• No. 72: BP (good)

Most trusted fast food companies for 2025

Texans love their Whataburger, but unfortunately, this fast food chain did not make the list either. However, the chain does have a larger footprint than H-E-B, with locations in 17 different states.

The most trusted fast food chains, according to the poll, are:

• No. 20: In-N-Out Burger (very good)

• No. 26: Chick-Fil-A (very good)

• No. 56: Chipotle (good)

• No. 70: Taco Bell (good)

• No. 71: Starbucks (good)

• No. 80: McDonald’s (fair)

• No. 84: Burger King (fair)

Most trusted healthcare and insurance companies

USAA, a San Antonio-based bank that also offers life, car, home and renters’ insurance, has an “excellent” reputation status, according to the poll.

Here’s where other healthcare companies fall:

• No. 16: USAA (excellent)

• No. 57: CVS (good)

• No. 61: Pfizer (good)

• No. 62: Johnson & Johnson (good)

• No. 63: State Farm Insurance (good)

• No. 65: Walgreens (good)

• No. 92: United Healthcare Group (very poor)

Do you agree with these rankings? Let us know in the comments.

Ella Gonzales

Fort Worth Star-Telegram

Ella Gonzales is a service journalism reporter for the Fort Worth Star-Telegram. She is part of a team of local journalists who answer reader questions and write about life in North Texas. Ella mainly writes about local restaurants and where to find good deals around town.