Research shows that the public says that CSR is important to trust and reputation. This study asks: Do people make this link when they think about a specific company? Is it a stronger or weaker link when compared to, say, their views of the financial performance or leadership of a firm? Is the link between CSR and a company’s reputation pretty much the same in countries around the world or are their key variations? This report aims to answer these questions through an in-depth analysis of global reputation data on the largest companies in more than 25 countries around the world. In addition, the authors provide a model and guidelines for practitioners on how to use CSR to improve reputation in a global arena.