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CoreBrand, a consultancy firm investigating brand reputation, recently released a report on 1,000 U.S. Companies. The results are presented in this article. Interestingly the most respected brands are in the same industry and they are Coca-Cola and PepsiCo, Inc. While Coke has enjoyed this status for six years straight, Pepsi moved up from being the sixth most respected brand in 2012.

1. According to the article, what is the most important factor for earning a high level of respect as a company?
2. How did CoreBrand’s develop their report regarding company respect?
3. What factors do companies with the least respect have in common? Discuss how a balanced scorecard approach could help these companies.

CokeSource: McIntyre, D.A. and P. Ausick. (2013).The 10 Least Respected Companies in America, 247 Wall, Aug. 23 (Retrievable at