The general public rates outstanding financial results and careful risk management as key elements of a company's "reputation quotient," according to a survey by Harris Interactive. Berkshire Hathaway placed first among 60 of the nation's "most visible" corporations with an RQ of 82.33 out of 100. Respondents were less sanguine about other profitable companies -- such as Goldman Sachs, which scored 51.36 -- if they were perceived as greedy.

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