Buffett is the model of a modern mogul

After a recession that prompted the US government to spend hundreds of billions of dollars on corporate bailouts, 81 per cent of Americans told Harris Interactive that business's reputation is "not good" or "terrible".

That marked a slight improvement from last year, when 88 per cent took that view and was the second-worst rating since Harris began asking that question in 2002.

The best year was 2004, when 68 per cent of respondents said corporate America's reputation was "not good" or "terrible".

Effective management drove public perception, evidenced by the rise of Ford Motor Co – the one US automaker to avoid bankruptcy and bailout – which rose to 37th among the 60 most visible US companies, up from 51st a year earlier.

Omaha, Nebraska-based Berkshire's spot at the top of the list reflected public perception of Buffett as a chief executive who is both effective in running his company and not excessive in his pay or benefits.

"It's his humility and sense of accountability," said Robert Fronk, senior vice president at Harris. "You don't read about his excesses. Instead, you read the opposite. He still has the same office. He's going to make his kids comfortable, but they're not going to be billionaires."

Johnson & Johnson, Google Inc, 3M Co, headed by Yorkshireman George Buckley, and privately held SC Johnson & Son Inc rounded the list of the five companies with the best reputations.