All banks have suffered in the court of public opinion over the last few years as all manner of controversies tarnished brand after brand.

Goldman Sachs was among the most extreme sufferers. According to one measure of public perception of brand value, the YouGov's BrandIndex’s Buzz score, the gilded bank has begun a recovery. YouGov BrandIndex’s Buzz score asks respondents a single question daily: 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? And then it assigns a score.

The Buzz Improvers chart ranks the brands with the highest increase in Buzz between January and December 2011 and the same period in 2010. Both scores are representative of the general population. The company reports a resurgence may be in the offing.

Goldman Sachs Buzz scores “fell 20 points during the financial crisis in 2008, with scores leveling out and starting recovery in 2009. However, Goldman experienced an even larger 30 point decline in April 2010 after being charged with a $1 billion fraud over subprime mortgages. Goldman recovered some of their Buzz losses in 2010, but in 2011 the brand was able to lift Buzz back to pre-fraud suit levels.”

With that said, the score is still firmly in negative territory. Still, the coast may be more clear for some big changes to be made. The current CEO would certainly not leave unless it were plain and obvious that he was not being pushed by controversy, much of which seems to be passing.  

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