Last month, a poll conducted by Harris Interactive found that Sony [2] is the "best brand [3]." Kraft [4], Dell [5], General Motors [6], and Microsoft [7] fill out the top five. The poll suggests that corporate reputation is tightly tied to brand image -- and, intriguingly, all of the top brands are company names. In your organization, how much effort goes into branding products and services? How much goes into branding the company itself?