What Do Rodney Dangerfield and Some U.S. Companies Have in Common?

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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.

Questions:
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 Street.com, Aug. 23 (Retrievable at http://247wallst.com/special-report/2013/08/23/the-ten-least-respected-companies-in-america/)