Banking is a reputation business, where big name deals and large dollars confer a certain respect -- if not awe. Not surprisingly, the industry's biggest name -- Goldman Sachs -- is also considered the most prestigious by survey takers across the street. It ranks nearly a point higher than traditional competitors like Morgan Stanley and JP Morgan -- and nearly 2 points better than upstarts like Evercore and Centerview Partners. Overall, the prestige of firms remained relatively steady, with just Deutsche Bank, Qatalyst Partners, and Greenhill Partners losing anything more than .3 of a point.