Companies spend millions on developing both their corporate and product brands and over time you see some rise and some fall in the perception of the public. At the back end of last year a number of notable companies, including Starbucks, Amazon and Google, were exposed as paying little or no corporation tax in the UK. Despite the fact that what they were doing was perfectly legal, it led to a public reaction and, in the case of Starbucks, a consumer backlash and a drop in sales. It became apparent that these companies were going to have to do something to rectify the brand damage caused by the adverse publicity.
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