From Forbes and the Reputation Institute comes a listing of one of the most intangible of intangibles:The World’s Most Respected Companies.

“Reputation” has become a watchword in the corporate world, and safeguarding a company’s image is now a top priority for many CEOs. That’s one reason why the Reputation Institute, a New York consulting firm, decided to rate the reputations of the biggest companies in the world. The results may surprise you; only one American company, for example, made it into the top ten worldwide.

The only US company in the top worldwide 10 was Kraft. Other top US companies include Johnson & Johnson, Pepsi, Disney, Home Depot, 3M, Kroger, Target, P&G and Deere.

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