Most organizations are concerned with legitimacy, as reflected in the annual Fortune magazine survey that ranks corporations based on their reputations and the annual Global Rep Trak 100 conducted by the Reputation Institute. In 2011, Apple and Google shared the top spot on the Global Rep Trak and ranked No. 1 and No. 2 on Fortune’s list of most admired. Success and good reputation go hand in hand. The fact that there is a payoff for having a good reputation is verified by a study of organizations in the airline industry. Having a good reputation was significantly related to higher levels of performance based on measures such as return on assets and net profit margin.