Goldman Sachs’ reputation among both the general public and financially sophisticated US citizens has been damaged by the events of the past year, according to research conducted for the Financial Times.

As well as investment banking, the Wall Street firm operates businesses such as wealth management, catering to ultra high net worth clients. However, it has said little about its activities or strategies in this area when approached by WealthBriefing.

In a survey of 17,000 US citizens, the FT said that Brand Asset Consulting 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,” Anne Rivers, who oversaw the survey, referring to the villain of the 1987 film Wall Street, was quoted by the newspaper as saying.

Goldman’s long-time rival, Morgan Stanley, also suffered a decline in stature in the survey. But respondents liked and respected Morgan Stanley more than Goldman, a reversal of respondents’ sentiment in 2006, the newspaper said.

Goldman declined to comment.