The Reputation Institute’s UK Pulse Report 2010 ranked retail brands highly but the list of 140 firms made torrid reading for the finance industry.
Royal Bank of Scotland languished at 138, with Lloyds at 136 and Barclays at 129. HSBC was the top-rated bank, finishing 65th.
British American Tobacco was firmly rooted to the foot of the table.
Marks & Spencer, Cadbury, William Morrison Supermarkets and Rolls Royce Aerospace are the only four brands to remain in the top ten after last year.
In a parallel survey ranking the reputations of public entities The Bank of England, the City of London and the FSA took the lowest three spots.