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  • Rank
    17
  • Prev Rank
    15
  • Industry
    Soaps and Cosmetics
  • Industry Rank
    1
  • Prev Industry Rank
    1
  • Overall Score
    7.11
  • HQ Country
    USA
  • Website

Last year the world’s largest consumer products maker said it would drop more than 100 brands to focus on its 80 bestsellers, which are responsible for more than 90% of company profits. One of the first to go: Duracell, which was sold to Berkshire Hathaway.

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Nine Key Attributes of Reputation

Innovation1
People management1
Use of corporate assets2
Social responsibility1
Quality of management4
Financial soundness1
Long-term investment value1
Quality of products / services1
Global competitiveness2