The US-based paper producer also received the second-highest score among all firms surveyed in the area of social responsibility.

The poll addressed companies on eight key attributes related to reputation. These included: employee talent; financial soundness; innovation; long-term investment value.

Other areas covered were: quality of management; quality of products and services; social responsibility; and use of corporate assets.

The survey was conducted by an independent management-consulting firm on behalf of Fortune. It focused on the 10 largest firms by turnover in 64 industries, talking to 10,000 executives, directors and analysts.