Apple may be the world’s ‘top brand’, but it definitely isn’t the most loved by consumers.
According to APCO Worldwide, Walt Disney is the most beloved company, followed by Yahoo!, Google, Sony, and Nestle.
To create the following list, APCO surveyed 70,000 consumers from 15 major international markets—measuring “eight emotional feelings people have towards brands”.
The eight emotional feelings are ‘understanding’, ‘approachability’, ‘relevance’, ‘admiration’, ‘curiosity’, ‘identification’, ‘empowerment’, and ‘pride’.
Going back to Apple, the company is placed 9th on the list; Microsoft at 11th; Coca-Cola—despite promoting happiness—is ranked 14th place; and Samsung is ranked 35th.
What do you think of APCO’s top 100 list?
[via Adweek]