苹果公司正在崛起的全球招牌是隐私，它将自己的企业声誉押在了限制大规模监控上。
Apple's emerging global brand is privacy; it has staked its corporate reputation on limiting the sort of mass surveillance.
大多数公司做了战略性的慈善，并期待回报、即对企业声誉的回报，但如果回报是负面的，不会对企业的声誉有帮助。
"Most corporations undertake strategic philanthropy expecting a return, a benefit to reputation," says Hawkins. "If an evaluation comes back negative, it doesn't help reputation."
近年来通过不断强化企业自身的核心竞争力，公司实力不断增强，在国内外市场上享有良好的声誉。
Continue to strengthen in recent years through their own core competencies, the company increased their strength in the domestic market enjoy a good reputation.
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