Companies that need a reputation makeover

It can take decades to build a well-respected brand, but it can crumble instantly with a CEO gaffe or a sleazy ad. Here are nine companies that need to stage a reputation comeback.

GoDaddy

reputation godaddy

In addition to its Super Bowl ads -- which featured scantily clad women and sparked charges of sexism -- the web domain hosting company has been criticized for a video of its founder killing an African elephant, its support of an antipiracy bill that other tech companies had opposed, and its role in a hack earlier this year that cost a well-known Twitter user his single-letter handle. Let's just say GoDaddy's reputation revamp is a work in progress.

  @FortuneMagazine - Last updated February 27 2014 07:04 AM ET
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