Industry: Consumer Products

Headquarters: New Brunswick, N.J.

Reasons behind the ranking: Johnson & Johnson, maker of medical devices, pharmaceuticals and consumer goods, gains trust with its baby-care products and drugstore brands, such as Band-Aid and Neutrogena. American mothers see it as a reliable household name. The company maintained its 2009 most-favored status. Consumers ranked it as the No. 1 company for reputable products, corporate governance and citizenship.

Industry: Food Manufacturing

Headquarters: Northfield, Ill.

Reasons behind the ranking: Kraft, America’s biggest food manufacturer, rolled out a new corporate logo and branding campaign in February 2009. The company’s marketing push earned Kraft awareness and trust beyond its Mac n’ Cheese and Nabisco brands. Kraft maintained its 2009 position as the No. 2 company.

Industry: Food Manufacturing

Headquarters: Battle Creek, Mich.

Reasons behind the ranking: Kellogg, the world’s largest cereal maker, is a new addition to this year’s rankings, thanks to a lower revenue qualification. Reputation Institute judged for the first time companies with revenues of $8 billion, down from $13 billion in previous years. Kellogg’s cereals, including Special K and Frosted Mini Wheats, win trust at the breakfast table.

Industry: Entertainment, Information and Media

Headquarters: Burbank, Calif.

Reasons behind the ranking: Like Johnson & Johnson, Disney’s target audience includes children and parents who trust and love the company. The global entertainment company has direct contact with consumers of all ages through its business operations in media networks, parks and resorts, studio entertainment and consumer products. It moved up to America’s fourth favorite company from seventh last year.

Industry: Food Manufacturing

Headquarters: Purchase, N.Y.

What it does: Known for selling carbonated soft drinks, PepsiCo also markets packaged food brands, such as Quaker Oats and Frito-Lay. Gatorade and Tropicana are the top drivers of its noncarbonated beverages.

Reasons behind the ranking: PepsiCo, maker of soft drinks and packaged food brands, such as Quaker Oats and Frito-Lay, boosted its do-good image this year. The company launched its Pepsi Refresh social media campaign, giving award money to community leaders who are spreading good word about the brand. Pepsi moved up to No. 5 from 16 last year.

Industry: Consumer Goods

Headquarters: Downers Grove, Ill.

What it does: SaraLee makes food, beverages and household goods, such as Brylcreem hair products and Kiwi shoe polish. Hillshire Farm, Jimmy Dean and Ball Park are among the company’s best-known food brands.

Reasons behind the ranking: Like Kellogg, SaraLee is a new addition to this year’s rankings, thanks to lower revenue qualifications. Americans view SaraLee’s sweet treats and deli meats as reliable, quality products.

Industry: Technology, Information and Media

Headquarters: Mountain View, Calif.

Reasons behind the ranking: Google boosted its rating this year, moving to the seventh spot from No. 8. The Web giant gained luster through its free cloud-based consumer services.

Industry: Technology, Information and Media

Headquarters: Redmond, Wash.

Maker of computing software and entertainment hardware, including the Xbox gaming system, Microsoft moved into the eighth position from No. 11 in 2009. The Bill and Melinda Gates Foundation has largely erased Microsoft’s monopolistic image and has replaced it with a friendlier, more philanthropic one.

Industry: Transport and Logistics

Headquarters: Atlanta, Ga.

The world’s largest package delivery company gets a lot of face time with consumers, who see UPS as a company with solid corporate governance. UPS lost traction with consumers, falling to America’s ninth favored company, from third position last year.

Industry: Food Manufacturing

Headquarters: Dallas, Texas

Like Kellogg and SaraLee, Dean Foods is a new addition to this year’s rankings, thanks to lower revenue qualifications. Dean is a distributor of agricultural brands and dairy products, such as Horizon Organic, Berkeley Farms, Land O’ Lakes and International Dairy.