APCO Worldwide announced the ranking of the world’s Top 100 Champion Brands, based on a global study evaluating the brand strength of nearly 500 of the largest public and private corporate brands. The highest scoring brands in 2014 were Microsoft, Intel, Google, Nestlé and Disney.
The list included 16 Asia Pacific-headquartered companies into the global list of the Top 100 Champion Brands. Majority of these Asia Pacific companies that made it onto the list are Japanese, with Japan having 10 companies on the list and two in the top ten.
Among the companies from APAC were Honda Motor at eight, Sony at nine, and Samsung at 23. The others included Panasonic, Acer, Toyota Group, Kirin Holdings, Canon, Nissan Motor, Seven & I Holdings, Bridgestone, HTC, Jardine Matheson, Lenovo Group, Sharp and Haier.
The study, conducted by APCO Insight, the opinion research group of APCO Worldwide, addresses today’s changing stakeholder landscape, in which individuals have increased expectations for corporations and see them playing a greater role in their lives. Seventy seven percent of respondents stated that corporations now have a bigger impact on their lives than they did 10 years ago, and 68 percent indicated that, when evaluating companies, it is as important to know how the company operates as it is to know what it sells.
“Corporate brands are operating in an era of increased stakeholder expectations and influence; simply being well-run and profitable is not enough,” said Margery Kraus, founder and CEO of APCO Worldwide. “In order to be successful, great brands must recognise that they need to go beyond trust and be champions for their stakeholders before those stakeholders will champion them. Only companies that ingrain this into their DNA can earn their place as true leaders in their industries and society.”
More than 36,000 individuals in 14 key markets around the world provided their opinions about the role of and expectations for corporations. Nearly all who participated (94 percent) believe companies have the ability to shape a better society, and almost as many (87 percent) believe that most companies exist to create value for multiple interests in society.