London Whale Did Less Damage to JPMorgan’s Rep Than Abacus Did Goldman

dimon2 London Whale Did Less Damage to JPMorgans Rep Than Abacus Did GoldmanWhich makes perfectly good sense because JPMorgan merely lost its shareholders money on the ill-fated chief investment office derivatives trade executed by Whale & Co., while Goldman played outside investors for drooling nincompoops. But as YouGov’s Ted Marzilli points out, the last time either bank’s consumer perception was this poor was April 2008, when the SEC hit Goldman with the Abacus complaint. (We’re taking Marzilli’s word on “consumer perception,” which YouGov’s BrandIndex measures by asking the following: “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”)

jp morgan buzz vs goldman sachs London Whale Did Less Damage to JPMorgans Rep Than Abacus Did Goldman

Also worth noting: Even a “good bank” like JPMorgan has had a hard time breaking the surface of positive perception since Lehman Brothers collapsed.

[Eric Piermont/AFP/Getty Images]