TAIPEI, Taiwan - A survey of 70,000 consumers in 15 major international markets has found that Nestle is the fifth most loved brand in the world. Nestle was the highest ranked food and beverage company in the research which was carried out by APCO Insight, a global opinion research company.
The rankings are the result of a decade-long research project including the global survey of more than 600 of the world's largest corporate brands. The researchers named Walt Disney as the world's most loved company, followed by Yahoo, Google and Sony. Kellogg's was 12th, Coca Cola 14th and Pepsi 17th. In addition, Nestle was named one of the world's top 10 most reputable companies in the annual "Global Rep Trak" study in 2013. The company achieved ninth place in the study, which is designed to understand how organisations build trust and support with the general public worldwide.
Responding to the research, Executive Vice President Patrice Bula said, "Good Food, Good Life is the promise we commit to everyday, everywhere - enhancing people's lives throughout life with good food and beverages."
The APCO study identified eight different emotions including pride, understanding and curiosity that are critical to effective brand communication. Nestle scored highest on relevance and understanding. "The best brands are those that build a strong, enduring emotional attachment with consumers," Bryan Dumont, president of APCO Insight said in a statement that accompanied the launch of the report.
The company's "Brand Building the Nestle Way" programme provides a framework for marketers to build great brands that appeal to consumers. Nestle has also invested heavily in digital and social media to complement these efforts and drive profitable brand conversations.
Taiwan Nestle is dedicated to Creating Shared Value (CSV), and always regards "Good Food, Good Life" as their main goal in bringing "Nutrition, Health and Wellness" into the lifestyle in today's world. The 4th Nestle Healthy Kids Program is expected to benefit 6,500 children to enhance their health and nutritional education, said the company.