Top 100 Most Loved Brands …Why Are They “Loved”?


APCO Insight, the global opinion research consultancy at APCO Worldwide, has published its list of the 100 Most Loved Companies. The Walt Disney Company topped the list followed by Yahoo!, Google and Sony respectively. Technology companies were the largest industry represented in the top 10 with Apple coming in at ninth on the list.

The rankings are the result of a decade-long research project including a global survey of more than 600 of the world’s largest corporate brands among more than 70,000 individuals in 15 key markets around the world.

The survey evaluated brands by measuring consumers’ emotional attachment on eight dimensions: Understanding, Approachability, Relevance, Admiration, Curiosity, Identification, Empowerment and Pride. And from that Bryan Dumont, President, APCO Insight, drew the (excuse me) obvious insight, “The best brands are those that build a strong, enduring emotional attachment with consumers.”

And, so there you have it folks. The most powerful, successful brands ALL have strong EMOTIONAL connections to their customers. Not the lowest prices, not the longest list of features or services, not the highest marketing spend, not ….well, you get the idea.

All successful brands establish and maintain an emotional connection to their customers. It’s true for both B2C and B2B brands, and large and small companies.

Sadly, many, if not most SME’s and especially those in the B2B space neglect this. That’s why they’re constantly swimming in that nameless, undifferentiated sea of brands that are paddling as hard as they can, but unfortunately, not really going anywhere.

Listen up marketers! Get yourselves an emotional component for your brand and use and build it. Things will be easier. I can help you. Contact me.



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