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During a time when the “friendly skies” aren’t so friendly anymore, Southwest has won favor with customers for perks — like a free checked bag — that have disappeared from most airlines. The company has experienced 40 consecutive years of profitability, and net incomes hit $805 million in 2013. The American travel favorite is now looking to take its service internationally. Southwest will begin sending passengers to Aruba, the Bahamas and Jamaica in July 2014.

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Nine Key Attributes of Reputation

People management5
Use of corporate assets5
Social responsibility7
Quality of management3
Financial soundness3
Long-term investment value4
Quality of products / services10
Global competitiveness11