Master the big show
Master the big show
The Victoria's Secret fashion show drew more than 10 million viewers on CBS in November (ratings have risen dramatically since hitting a low in 2006) and included celebrities like Kanye West and Jay-Z. The annual blowout, which cost $12 million, attracts worldwide attention. The brand's mighty publicity machine was tested in the following month, when a Bloomberg News report alleged that the company purchased cotton from a farm in Burkina Faso employing a 13-year-old. Limited Brands quickly disputed the report, avoiding a public relations mess for now.

By Scott Cendrowski and Anne VanderMey @FortuneMagazine - Last updated February 06 2012: 5:08 AM ET
Join the Conversation
Top 50 winners

Which companies have the best reputations? Apple tops the list for the third year in a row. Who else made the top 50 this year?