不久前，《纽约时报》报道，虽然通用电气（General Electric）在2011年整体利润高达142亿美元，但并未向联邦政府缴纳一分钱税款。调研公司YouGov在BrandIndex网站上发布的企业声誉得分显示，通用电气声誉随后遭受重创，在很长一段时间都处于下滑趋势。

    但苹果（Apple）则不同。

    上周，同样的报道又出现在《纽约时报》头版，文章详尽阐述了苹果不遗余力避税的种种行为，然而，苹果的声誉几乎未受影响。

    事实上，YouGov在本周二发布的报告中指出，就受访者对“假如你是该品牌员工，你会感到自豪还是羞愧？”这一问题的回答情况来看，在《纽约时报》爆料几天之后，苹果的声誉反而还有一定程度上升。

    市场调研公司YouGov得出结论称，苹果的社会声誉“简直堪比特氟隆”（特氟隆：一种制造不粘锅的主要原料，完全隔绝水、油等物质——译注）——至少在避税问题方面是如此。

    译者：项航

    When the New York Times reported last year that General Electric (GE) paid zero federal taxes on worldwide profits of $14.2 billion, the company's reputation took a steep and prolonged hit, as measured by YouGov's BrandIndex Reputation score.

    Not so Apple (AAPL).

    When the same paper ran a front-page story last week detailing the lengths to which Apple goes to avoid paying taxes, the company's consumer reputation barely budged.

    In fact, based on responses to the question "Would you be proud or embarrassed to work for this brand?" Apple's reputation score actually went up modestly a few days after the Times story broke, according to a YouGov report issued Tuesday.

    The market research firm concluded that Apple's public reputation is "virtually Teflon" -- at least in terms of tax avoidance.