research

Nestle Makes Top 10 In 'Most Loved Companies'

Nestlé was the only food maker to make the top 10 in a new ranking of "Most Loved Companies" from global opinion research consultancy APCO Worldwide, although other food companies made the top 25 and top 100.

The rankings, which span numerous industries, measure consumers' emotional attachment to brands along eight dimensions (Understanding, Approachability, Relevance, Admiration, Curiosity, Identification, Empowerment and Pride), using APCO's proprietary Emotional Linking model. The firm's research included a survey of more than 70,000 consumers in 15 markets around the world.

Walt Disney Company emerged as #1. 

However, technology companies dominated the top rankings, with Yahoo at #2, Google at #3, Sony at #4, Apple at #9 and Microsoft at #11. Interestingly, Facebook ranked relatively low (#81), and Twitter didn't make the top 100. 

advertisement

advertisement

Nestlé came in at #5, followed by multinational retailer Auchan (#6), Netflix (#7), Whole Foods (#8) and, after Apple, Lowe's, at #10. 

Other food and beverage makers in the top 25 include Kellogg (#12), Hershey (#13), Coca-Cola (#14), PepsiCo (#17) and General Mills (#23). Others in the top 100 include Dr Pepper Snapple (#41), Del Monte (#50), Campbell (#59), Heinz (#75), Tyson (#85) and Mars (#91). 

No beer, spirits or wine brands made the top 100. 

Subway was the highest-ranked restaurant corporate brand (#32), followed by Darden (#34). Others in the top 100: Tim Hortons (#61), McDonald's (#69), Yum! (#78) and Starbucks (#96).

Non-foods CPG and drug makers on the list include Procter & Gamble (#28), Johnson & Johnson (#47), Johnson (#62) and Bayer (#93).

Just three automotive corporate brands made the top 100: Toyota (#67), Volkswagen (#89)* and Nissan (#98). But Harley Davidson came in at #29.

Aside from Lowe's, highly ranked retail brands include Costco (#20), Target (#21), Amazon (#22) and Ikea (#25).

The top 100 can be viewed on APCO's site.

* The article was amended to include this brand.

Next story loading loading..