Google, Microsoft and Walt Disney top for brand perception
Google is top of the Global Top 100 Companies when rated by brand perception, research from FutureBrand has found, up from third place when listed by financial worth.
Apple, which was first on the list by financial worth, fell to fourth place when the FutureBrand Index’ rated the companies by perception.
Tom Adams, global head of strategy at FutureBrand said: “Companies are also brands and our results show for the first time the extent to which the strongest in 2014 are able to transcend the positions dictated by opinions of their financial worth; opinions which in any case are formed largely by financial institutions.
“Google is the clear leader on such measures, but a special commendation goes to the greatest risers who have really grasped the importance of building a strong company brand to confound expectations of a negative Cap Gap [position move]”.
ExxonMobil fell from second place on the Global Top 100 Companies to 87th when looked at by brand perception, while AbbVie, SABIC, and MasterCard are the three greatest risers (rising 80, 72 and 67 places respectively).
Microsoft and Walt Disney ranked second and third on the FutureBrands Index, respectively, while Samsung, Toyota and Unilever also made the top 10.
FutureBrand’s research partner QRi surveyed 3,030 members of the informed public in 17 countries around the world to see the perception of the brands.