It’s good to be loved (and even really
liked, according to Sally Field). But love for an individual and love for a company are very different.
As professionals, we want our companies to be loved, but there can only be a few most beloved brands in the world.
Here are the top 10 most beloved brands, according to a recent APCO Worldwide survey
of 70,000 consumers in 15 countries.
1. Walt Disney Co.
8. Whole Foods
The rankings are based on what APCO calls its “Emotional Linking Index,” a measure of how brands connect with consumers on the basis of understanding, approachability, relevance, admiration, curiosity, identification, empowerment, and pride.
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The survey found tech companies do particularly well when it comes to relevance, while restaurants and retail outlets are considered approachable. Food and beverage companies rank best in the pride category. Folks are proud of Coca-Cola (No. 14) and Pepsi (No. 17).
For the full list of the top 100, check out this infographic