Always On: Introducing Morning Consult’s Reputation Score

Welcome to Always On. Each week, we’ll dig into a brand or audience trend you need to know about, tapping into Morning Consult Intelligence, our always-on insights platform powered by 15,000 daily surveys across 40+ countries. That means thousands of brands, audience deep dives, and enough fresh data to make your spreadsheets jealous. Sign-up here to get this email sent to you directly every week.

We often spotlight new product features in this email, but today we’ve got a particularly important one.

This week, we are excited to introduce Morning Consult’s Reputation Score™: A proprietary metric developed by our leading reputation researchers and data scientists that we believe will transform how clients leverage our data.

Updated daily in our Intelligence platform, the Reputation Score™ is composed of five key brand metrics: trust, admired employer, community impact, favorability, and value. With those five metrics, we’re able to score brands on a scale of 0-100 and benchmark them against competitors across the globe.

Brands with higher reputation scores consistently see stronger consumer consideration, increased loyalty, and higher purchase intent, which means they can directly tie these scores to real-world business outcomes. This offers a simple, easy-to-understand and transparent metric that gets updated daily, making it easier to catch warning signs early.

Take a look at the Most Reputable Brands in the automotive industry below, and download our free 2025 Most Trusted Brands report here to see the top brand in 133 categories and get a more in-depth overview of our reputation research.

Ready to see your brand’s Reputation Score™ in action? Schedule a demo to get a live walkthrough of your score — and discover how it fits into Morning Consult’s broader Intelligence platform. Plus: Join us for a webinar next week to learn more about how brands can use this score to stay on top of their public perception.

In this week’s edition of Always On, we’ll explore how clients can find and use the Reputation Score™ in Morning Consult Intelligence.

Going Deeper: Exploring Reputation Scores in MCI

You’ll find the Reputation Score™ in all the same places you’ll find our other brand tracking tools. Let’s start with the Brands section of Morning Consult Intelligence. Navigate there and select any brand — I’ll pick Tesla for this example. You’ll see we’ve added the MC Reputation Score™ at the top.

If you scroll down, you can also see how this metric is shifting over time by selecting it from the dropdown menu under “Metric.”

You can also filter to see how the metric is shifting for certain audiences and compare it to other brands. In this screenshot below, we’re comparing Tesla’s reputation score amongst Democrats with another major electric vehicle manufacturer, Rivian.

You’ll also find Morning Consult’s Reputation Score™ in…another major electric vehicle manufacturer, Rivian.

• News Data
• Dashboards

Extra Credit: The Tesla Case Study

Much has been written about how Tesla’s key brand metrics have nosedived in the past year as CEO Elon Musk increased his political activities in the United States. But Tesla’s reputational decline didn’t start with politics — it began with more subtle signals as early as 2021. In the 2025 edition of our Most Trusted Brands report, we use Tesla as a case study to explore how our Reputation Score™ can catch declines early.