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Erschienen in:
2009 | OriginalPaper | Buchkapitel
Not-for-profits
verfasst von : Michael Morley
Erschienen in: The Global Corporate Brand Book
Verlag: Palgrave Macmillan UK
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The world was initially skeptical when the first Edelman Trust Barometer in 2001 reported that the corporations that were at the top of most previously published brand rankings were outperformed by some of the best-known non-governmental organizations (NGOs). In Europe, Oxfam, Amnesty International, Greenpeace and World Wildlife Fund were in the top ten list of most trusted names, along with Microsoft and Coca-Cola.