| Reputation is the key of success. It has a strong impact on institutions, firms and products. It may be as fruitful as destructive.In fact, thanks to its reputation, Coca Cola remains the first brand world wide detaining a brand value estimated to 67 billion US dollars. This brand value represents 95% more than the assets of the group. On the contrary, several multinationals have gone through bitter experiences and each one has faced a different fate. Some firms perished. Some others changed their names. There are also companies which chose to have a million of sold items returned, at the very early signs of alarm, to avoid their customers’ dissatisfaction.
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