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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.

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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