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Nike continues to have the most enviable roster of athletes endorsing the brand, including Lebron James, Tiger Woods and Serena Williams. In 2013, the sports apparel and shoe maker decided to leverage its popularity by making social media a core part of its marketing campaign, gaining more than 50 million views of their YouTube videos this year. The company’s 2013 revenues were up 8% to $25.3 billion from the previous fiscal year, with a net income increase of 9% to $2.5 billion.

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Nine Key Attributes of Reputation

People management2
Use of corporate assets3
Social responsibility1
Quality of management2
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Long-term investment value3
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