Well, it wasn't the opinion of the editors, but of business leaders; as for the general public, Google still ranks very high: https://www.thebalance.com/retail-brands-with-the-best-reput... and https://www.forbes.com/sites/karstenstrauss/2017/02/28/the-w...

   2015 - #10
   2014 - #14
   2013 - #4
   2012 - #2
   2011 - #1

This looks like a collapsing reputation to me. Perhaps it hasn't fully collapsed yet, but you can see how big a hit it took recently.

Yeah, at this rate they might only be the twentieth most popular brand by 2020! The horror!

This really counts as collapse to you? How many companies would kill to be that widely recognized?

Sagging, maybe. Caused by collapsing moral fortitude, maybe.

But even being on the list means it hasn't collapsed.