Consumer Demand For Value Places Google, Ikea As Top Brands

Google is the top-ranked brand in the world among consumers, according to a new report just issued by Havas Media’s “Meaningful Brands” research unit.  Ikea was ranked second in the survey, followed in order by Dove, Nike and Walmart.

The Meaningful Brands unit takes the pulse of 700 brands with a survey of over 134,000 consumers in 23 countries. It measures the perceived positive impact of brands on consumers across an array of qualitative and social benchmarks, such as health, happiness, financial well-being, and relationships, among others.

The unit’s last global brand report was two years ago. Then, Ikea was No. 1 and Google was runner up, followed by Nestle, Danone and French home improvement retailer Leroy Merlin.

In the U.S., Amazon and Target were ranked the top two brands respectively, which Havas concluded was a reflection of consumers’ “increasing demand for value.” Rounding out the top-10 U.S. brands, in order, were Johnson & Johnson, Campbell’s, Google, Kraft, Glad, Microsoft, Reynolds and Oral B.

“Technology brands are becoming new personal icons, empowering us to expand our potential,” stated Sara de Dios, global director of the Meaningful Brands unit.

In the U.S., consumers are focusing more on family, savings, stability, safety and health. On the flip side consumers seem less focused than they once were on luxury, social status and entertainment, the survey found.

The report noted that 64% of U.S. consumers feel that large companies should be actively involved in solving social and environmental problems. While 71% said they believe companies and brands should play a role in improving quality of life and well-being, only 9% of brands in the U.S. are perceived as doing so to a notable degree.  

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