Foreignness counts when building reputation

If there’s one thing that jumps out from Nielsen/Harris Poll’s latest report on the most reputable companies in the US, it is that foreignness counts.

Many foreign firms have high brand recognition and loyalty in the US, not to say substantial manufacturing interests, yet not a single European entity and only Honda, Samsung, Sony and Toyota from Asia are found to have an excellent or very good corporate reputation in the country.

Harris_RQ2014

 

Perhaps the world is less flat than many imagine.

 

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