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With some 35,000 locations in 100-plus countries, the bearer of the Golden Arches boasts one of the most-recognized brands in the world — and it’s been an Olympic Games sponsor for 38 years, no less. Still, the company has stumbled on its home turf, engendering negative publicity over employee pay and fast-food worker strikes. McDonald’s also saw U.S. comparable sales decreasing 1.4 percent in the fourth quarter of 2013, and CEO Don Thompson indeed described the year as “challenging.” He’s hoping a renewed focus on menu choices and customer engagement can help turn things, well, golden again.

Nine Key Attributes of Reputation

People management2
Use of corporate assets2
Social responsibility4
Quality of management2
Financial soundness2
Long-term investment value2
Quality of products / services5
Global competitiveness1