AdWeek magazine and APCO Worldwide have released the results of their Most Loved Brands In The World survey, and a number of CE suppliers and CE retailers made the list, based on responses from 70,000 consumers in 15 major international markets.
The survey measured eight emotional feelings consumers have toward brands: understanding, approachability, relevance, admiration, curiosity, identification, empowerment and pride. Nancy Bachrach, an APCO senior advisor, said the survey is designed for marketers, who “need to know which emotions affect sales.”
Among CE suppliers, Google and Sony ranked the highest, at No. 3 and 4, respectively, with Apple coming in at No. 9. Microsoft (11), Dell (15), Sharp (16) and Hewlett-Packard (19) also made the top 20.
Other CE suppliers most loved include Panasonic (27), HTC (30), Samsung (35), LG (36), IBM (46), Whirlpool (49), Hitachi (64), Acer (79) and Canon (90).
On the pure-play retail side, Lowe’s (10) topped all other store chains of any kind except for Whole Foods. Retailers that sell a significant amount of CE and also made the cut include Costco (20), Target (21), Amazon (22), Toys”R” Us (48) and The Home Depot (54).
Other technology- and digital-based companies on the list: Yahoo (2), Netflix (7), Intel (37), Adobe (65), Boston Scientific (74), eBay (76), Facebook (81) and Siemens (84).
The survey offered up about 600 of the world’s largest brands to be ranked by consumers.
To no one’s surprise, The Walt Disney Company was the most-loved brand in the world, and certainly has a not-insignificant presence in CE and technology through hundreds of licensed toys, devices and one of the largest content catalogues in the world.
The entire list can be seen here.
