Source: APCO Worldwide
Notes: APCO’s study – which looks at the brands that are doing the best at championing their stakeholders – determines that this year’s top brands (by Champion Brand Index ratings) are Microsoft (75.95), Intel (74.49), Google (73.85), NestlÃ© (73.62) and Walt Disney (73.33). The index ratings are based on survey responses measuring of 491 of the world’s public and private companies against the four key dimensions on which APCO defines a “Champion Brand” – alignment, authenticity, attachment, and advocacy.
About the Data: The Champion Brand Index survey was conducted between December 2013 and January 2014 and surveyed more than 35,000 people in 14 global economies. It was conducted by Darden and APCO. See here for more on the methodology.