China is its second-largest market after the U.S. so image and reputation matter greatly.

FORBES: Chinese Smartphone Maker Xiaomi Ups Specs, Adds TV Box

Such recalls can be disastrous for a food company's image and reputation.

ECONOMIST: Nestl��: Daring, defying, to grow | The

And just one oversight or error has the capacity to destroy a host city's reputation and damage a country's image.

BBC: Brand GB �C a good games