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Wednesday, November 25, 
12:19 pm

Reputation Institute ranks best, worst companies

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5logos-125x100.gifJust announced: the Reputation Institute's 2009 U.S. Reputation Pulse list, which ranks corporate reputations of top U.S. companies. Johnson & Johnson (NYSE:JNJ) topped the list this year, beating last year's winner Google Inc. (NASDAQ:GOOG), which fell to eighth place. Kraft Foods Inc. (NYSE:KFT), United Parcel Services Inc. (NYSE:UPS), General Mills Inc. (NYSE:GIS) and FedEx Corp. (NYSE:FDX) rounded out the top five.

The company experiencing the biggest movement: American International Group Inc. (NYSE:AIG). The poster child for bailout money fell to second to last on the bottom of the list. The Reputation Institute put a virtual asterisk on the financial services industry, noting "With mergers, bankruptcies and bail-outs, financial industries suffered the most with volatility in the composition of the list and the greatest individual company changes in reputation."

So what industries had a good year, reputation-wise, given where the economy has been the past 12 months? Consumer products, transportation and logistics,  industrial products, and computers were the best-ranked sectors, according to the report.

The Reputation Pulse rankings are based on consumers' trust and good feeling about a company across seven dimensions of reputation:  products/services, innovation, governance, workplace, citizenship, leadership and performance.

So how active were these companies on the dealmaking front in the past year? Here is a breakdown of the top winners, along with notable deal activity as detailed in The Deal's Pipeline:

1) Johnson & Johnson
Score = 83.58
Notable deal activity:

- Bid for Stiefel Laboratories Inc. in March 2009. Lost out to GlaxoSmithKline plc, which bought Stiefel for $3.6 billion in cash and debt.
- Acquired a group of French female hygiene and cosmetics companies, including Vania Expansion SNC and Laboratoires Polive SNC in February 2009.

2) Kraft Foods
Score = 81.09
Notable deal activity:

- In August 2008, Kraft Foods sold its Maarud, Estrella and Taffel snacks brands to Herkules Private Equity Fund for an undisclosed price.

3) UPS
Score = 80.86
Notable deal activity:

- Was in talks to buy Dutch rival TNT NV in August 2008.

4) General Mills
Score = 80.80
Notable deal activity:

- Sold its Pop Secret microwave popcorn business to Diamond Foods Inc. in a cash deal valued at about $190 million, in August 2008.

5) FedEx
Score = 80.30
Notable deal activity:

- As of March 2009, FedEx is still a rumored bidder for Royal Mail Group.

- Tom Groppe

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