Who does business trust?

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

3/4/10, Fortune

Whew, what a year! Last January bankers looked positively sheepish in their new role as federal employees. But by the end of 2009 they had ditched their government bosses and begun swaggering again. During the same period Ford went from the worst loss in its history to the top of U.S. car companies, its stock up more than 300% — while Toyota began what would become a dramatic fall.

The financial crisis may finally be abating, but after a year of dramatic ups and downs, there’s little doubt that corporate reputation matters more than ever before. Perhaps it’s no surprise, then, that while entire industries adjust to wrenching changes as the economy starts to stabilize, a ranking of who’s admired and who’s not would have particular import.

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