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Request: Citizen Brands - Is Greed Good?

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Google has been ranked as the most powerful brand in the world, yet it is regarded as Greedy - so is greed good?

Intel, Honda, Microsoft, Toyota, Nokia and Apple are all currently tracked and ranked - Apple lead the way on the 'aggressive' ranking and Nokia are safe and honest - so, once again we ask Is Greed Good?

Citizen Brands is a term, first coined by Michael Willmott in his book of the same name (published in 2000). It maps a series of ‘human’ and ‘business’ adjectives against a number of well known brands in various sectors. It remains an area of great interest to us. We believe that understanding reputation on these variables is critical for brands and is being overlooked in the current economic climate

In April 2011 we took some of those brands and tested them globally. Please request the initial maps.

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