Goldman Sachs' reputation among both the general public and financially sophisticated Americans has been damaged by the events of the past year, according to research conducted for the Financial Times.
In a survey of 17,000 Americans, Brand Asset Consulting, a marketing company owned by WPP, the marketing services group, found that Goldman's stature – as measured by several gauges of brand strength – had suffered in 2008 and 2009.
“Goldman Sachs still has that Gordon Gekko look to it among the general public,” said Anne Rivers, who oversaw the survey, referring to the villain of the 1987 film Wall Street.
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