2016 - enso · NGOs. !eir specialty is helping companies facing signi"cant challenges to their reputation or brand, or even full-blown crises. !ey help them pivot from defense to

2016 Brand World Value Index


ensoenso.co/worldvalue

#worldvalue

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Creating World Value

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At enso, our mission is to create value for brands and people, by uniting them around shared success. We develop strategy, creative, and community activation for brands like Google, Khan Academy, Medium and Omidyar Network. What unites our work is a philosophy on where the world is heading, and what that means for brands.

We’ve always been interested in helping brands add value to their bottom line and to the world. The research contained in this report seeks to explore a new way to measure brand value — specifically which brands people see as most valuable and are most motivated to support.

Our perspective on the world is an optimistic one.

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We believe that people are now more powerful than ever, because of the tools we all have access to, and a rising sense of purpose in our lives. The combination of clear purpose and the tools to affect the world around us, leads to an unprecedented level of agency in regular people. People power has already been directed towards regime change (e.g. Arab Spring), creating new resources (e.g. Wikipedia, Kickstarter), new brands (e.g. Airbnb, Uber), and transforming older brands (e.g. American Express rallying millions of people around Small Business Saturday).

Creating shareholder value & creating world value.

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Given this new power in everyday people, brands have an opportunity to evolve towards a more expansive sense of value creation — one that adds value to the world. And given new levels of transparency and agency, making the choice to embrace world value is a matter of urgency.

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To make this transition a less abstract concept, we decided a new metric was needed to measure the value brands bring to the world. We looked at four dimensions of a brand to make up this new metric:

1. Awareness of Purpose

What does the brand stand for,

beyond making money?

2. Alignment with

Purpose

Is the company’s purpose something that aligns with

what people care about?

3. Active

Support

Is the company’s purpose something that people would publicly support?

4. Impact on Purchase

Does the company’s purpose

motivate people to buy from the brand?

Purpose-oriented brands will have greater, more enduring success.

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This research exists to create a baseline, to help facilitate conversation within brands, and to help guide brands’ evolution. You will see that the rankings differ markedly from traditional “brand value” indices, and may be surprising to some. But traditional brand value research is based on financial value, determined by the ability of the brand to drive purchase or command a premium. This lens primarily considers brands’ value to shareholders, rather than to the broader world. Our belief is that brands that inspire and align around purpose will have greater, more enduring success than brands oriented only towards profit. When a brand is built upon big, enduring values, it can outlast the shifting sands of culture, and set up peer-to-peer advocacy — working with people power to scale the brand and have an impact on the world.

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This is the beginning of our Brand World Value Index. We will be rolling out more in-depth analysis of different demographics, psychographics, geographies and market sectors. If you have observations or ideas, please share them with us: [email protected]

Thanks for reading. enso

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Number of Brands Tested

49

49

51

Sample Size Per Wave

1000

1000

1000

Overall Margin of Error Per Wave

+/- 3.1%

+/- 3.1%

+/- 3.1%

Wave 1

Wave 2

Wave 3

Please note that the margins of error by wave for each sub-audience and

individual brand will be higher than the total audience.

Methodology

Quadrant StrategiesQuadrant Strategies (www.quadrantstrategies.com) is a

research-driven consultancy that works with Fortune 100

companies, political leaders around the world, and major

NGOs. Their specialty is helping companies facing significant

challenges to their reputation or brand, or even full-blown

crises. They help them pivot from defense to offense — to a

place where they can move the brand and business forward.

They do this using carefully crafted research to create the

strategy and tactics for dealing with the short-term challenges

and then determining what the company’s story should be for

the long-term.

Quadrant Strategies was founded on a clear principle: clients

need strategic counsel, not just data. Their partners have

advised 25 of the Fortune 50, on some of the highest profile

corporate and public affairs issues of the last two decades, as

well as presidents and prime ministers around the world. For

more information please visit www.quadrantstrategies.com.

Between February 2 and March 18, 2016, Quadrant Strategies fielded three surveys among 1000 people,

each of demographically-representative samples of U.S. general population aged 18+. Across the three

waves, we tested a total of 149 brands, spanning a mix of industries and company sizes, ranging from start-

ups to established companies. The methodology is summarized as follows:

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Audience SegmentationIn addition to rating brands, participants were

asked a series of profiling questions ranging from

demographics to behavioral and attitudinal charac-

teristics, including but not limited to community

involvement, outlook on life, dependence on technol-

ogy, political affiliation, passion for the environment,

reliance on others, personal goals, self-confidence,

and support for causes. Using these questions, we

identified sub-audiences that represent key consumer

groups to better understand these consumers’ views

of the brands tested, assess their affinity for particu-

lar brands, and identify any correlation between their

concerns or favorite causes and the brand ratings. The

audiences we looked at include the following:

Millennial / Gen Z

Moms

Gen X and Boomers

Elites

Social and Purpose Engaged

Tech Positive

Tech Skeptic

Activists

Environmentally Engaged

Optimists

Nonprofit Engaged

Young & Social

Democrats

Republicans

Independents

Aged 18-34

Women with children under 18 living at home

Aged 35+

College educated, earn $100K+ in personal annual income

Those who regularly post on social media and think it is important to live life with a sense of purpose

Those who strongly agree that technology can help improve the world’s current problems

Those who don’t agree that technology can help improve the world’s current problems

Actively involved in the community and follow politics

Work hard to take steps to protect the environment

Identify as an optimistic person

Actively support nonprofits or causes with money or time

Millennials who regularly post on social media

Identify as leaning Democrat or as strongly Democrat

Identify as leaning Republican or as strongly Republican

Identify as an Independent politically

Sub-Audience Defining Characteristics

Methodology

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1. Awareness of Purpose

For each of the following, please

indicate how aware you are, or not, of its purpose

(beyond just making money).

2. Alignment with

Purpose

For each of the following, please indicate the extent to which its purpose is in line with what you

yourself care about.

3. Active

Support

For each of the following, please indicate how likely you would be to

openly support an effort to advance its core purpose.

4. Impact on Purchase

For each of the following, please

indicate whether its purpose as you understand it makes you more or less likely to buy its products or services if

given the opportunity to.

If a participant was not familiar with a brand, his or her response to each of

the follow-up questions for that brand on purpose, support and purchase

motivation were not included in our calculations.

Methodology

Each brand was ranked by an index score calculated using four key questions that participants answered for each brand:

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Awareness of Purpose

Impact on Purchase

Active Support

Alignment with Purpose

Brand World Value Indexing Equation

The index score for each brand was calculated

from those metrics as follows:

Methodology

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Executive Summary

When we set out to conduct this research, rather than seeking to understand what brands contribute to shareholder value, we were interested in one thing: how people valued brands.

We didn’t know what to expect. And frankly, the results sur-prised us. A few technology brands that help enable important things for people on the web ranked near the top. Amazon enables shopping online, Google helps people find things on-line, and PayPal gives people an easy way to send money and pay for things.

Also, near the top were trusted, established brands that have been a part of the cultural fabric for a long time. Brands like Kellogg’s, Kraft, Dove, Disney and Johnson & Johnson that are in our lives daily and support our basic needs. But maybe most surprising were the number of nonprofit brands that were among the most valued brands. Goodwill, Girls Scouts of America, YMCA and Save the Children were right alongside corporate brands that have invested millions in communities and marketing in an effort to win the love of people for years.

Throughout the list there are some big surprises. TOMS, for example, a brand built around social impact, is ranked higher by people than Adidas, that has spent billions over decades to build its brand. Apple, which is always in the top five of any list that measures value, drops to #26 in this ranking, below competitors Samsung, Google and Microsoft.

Finally, near the bottom of the list are brands that are per-ceived as less valuable: banking, financial, alcohol, oil and cigarettes. Also, near the bottom are a few of the high-flying tech unicorns that have recently emerged onto the scene: Snapchat, Uber and Airbnb — which clearly have work to do to convince people of their value over the long-term.

As you read this, it’s worth remembering what this index shows: people’s perception of a brands’ purpose, how closely it aligns with their own values and is motivating them to purchase, and importantly, whether they would be willing to publicly support the brands’ purpose. In other words, it can be thought of as a measure of how well a brand resonates

with what people care about. What it is not: a measure of what “good” the brand is actually doing through its supply chain, employee relations, customer benefit, environmental impact, etc.

Some brands have clearly established a strong perception of creating value for people and the world; others have the op-portunity to build their business success by clearly articulating their purpose in a way that aligns with people and motivates action. There is a lot of value to be created as the focus of brands shifts from serving just shareholders to serving the broader world.

Brand World Value 2016

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2016 Brand World Value Rankings

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Goodwill leads the inaugural Brand World Value Index. The organization has a $5bn operating budget, which is a fraction of Amazon’s $107bn 2015 revenue. But Goodwill touches millions of people’s lives in a way that aligns with their own values, and motivates them to actively support the organization’s purpose.

Three technology companies that did not exist 25 years ago are in the top 10, largely due to establishing their purpose and utility in people’s lives. In many cases, relatively small, new brands with a strong sense of purpose have ranked higher than giant, estab-lished brands.

This ranking reveals how people think of brands as adding value to themselves and the world, and which they will actively support. And in shedding light on that, we hope brands embrace a more complete sense of the value they exist to create.

UPSHome DepotCoca-ColaMicrosoftYMCASave The ChildrenColgateFedExSubwayCVS PharmacyLowe’sWorld Wildlife FundSamsungNewman’s OwnTargetAppleFacebookBen & Jerry’sDoritosNestléLAY’SWikipediaSonyMcDonald’sGeneral ElectricWhole FoodsLiptonYoplaitTrader Joe’sWalmart

LEGOYahooeBayCanonProcter & GambleNikePetfinderKrogerVerizonTOMSPepsiPaneraSunChipsFordHewlett-PackardMasterCardNBCAT&TSeventh GenerationChevroletIntelSouthwest AirlinesKINDStarbucksIKEAThe North FaceL’OréalLevi StraussPandoraAnnie’s Homegrown

AdidasEtsyChobaniToyotaHondaState FarmAllstateChase BankHonest CompanyAmerican AirlinesESPNFitbitNPRAlwaysREIClif BarPatagoniaPampersIBMChipotleBarbieT-MobileTwitterGeicoOracleCaterpillarTime WarnerUnited AirlinesDelta Air LinesKickstarter

GoodwillAmazonGoogleKellogg’sPayPalDisneyGirl Scouts of the USAKraftJohnson & JohnsonDove

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414243444546474849505152535455565758596061626364656667686970

7172737475767778798081828384858687888990919293949596979899

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101102103104105106107108109110111112113114115116117118119120121122123124125126127128129130

MediumThomson ReutersZapposLinkedInAxeUniqloTeslaSpotifyLyftComcastPfizerAmerican ExpressMethodSolarCityVenmoUnileverH&MLockheed MartinEileen FisherExxonMobilBoeingVirginBudweiserKhan Academy(RED)Wells FargoCiscoBank of AmericaChevronUber

131132133134135136137138139140141142143144145146147148149

BMWRalph LaurenCitiOne CampaignCoorsMorgan StanleyVolkswagenVICESnapchatHeinekenAudiAirbnbSalesforce.comMiller LiteLululemonGoldman SachsRed BullMonsantoMarlboro

2016 Brand World Value Rankings

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Brand Ranking : Awareness of PurposeRespondents were asked how aware they are, or not, of each brand’s purpose, beyond just making money.

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Brand Ranking: Awareness of Purpose

Awareness of purpose is the first of the four

dimensions that comprise the Brand World Value

Index. It is worth bearing in mind that people’s

interpretation of “purpose, beyond just making

money” can vary significantly. To some, purpose

may mean serving the needy (hence Goodwill

scoring so high). To others, providing accessible,

low-cost food may qualify (hence McDonald’s

scoring so high). Other dimensions of Brand

World Value are likely to give a better read on

how “good” people perceive the brand’s purpose

to be (Alignment with Purpose, Active Support,

Impact on Purchase).

121122123124125126127128129130131132133134135136137138139140141142143144145146147148149

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101112131415161718192021222324252627282930

313233343536373839404142434445464748495051525354555657585960

616263646566676869707172737475767778798081828384858687888990

919293949596979899

100101102103104105106107108109110111112113114115116117118119120

Clif BarLockheed MartinOracleH&MKickstarterPetfi nderREISeventh GenerationMonsantoUnileverLyftHonest CompanyKINDPatagoniaAnnie’s HomegrownAirbnbMethodTh omson ReutersLululemon(RED)VenmoEileen FisherKhan AcademySolarCityMediumUniqloVICEOne CampaignSalesforce.com

GoodwillMcDonald’sYMCAGirl Scouts of the USAPayPalDisneyGoogleTargetUPSWalmartAmazonCVS PharmacyFacebookFedExJohnson & JohnsonMicrosoftSubwayPepsiVerizonCoca-ColaLowe’sStarbucksAppleNikeState FarmAllstateKellogg’sNBCSamsungLEGO

NestléSonyYahooDoveHome DepotPampersWikipediaFordKraftLAY’SLiptonMasterCardT-MobileToyotaAmerican AirlinesAT&TeBayGeicoBarbieChase BankChevroletColgateSouthwest AirlinesTwitterWhole FoodsYoplaitBen & Jerry’sCanonGeneral ElectricL’Oréal

VolkswagenBudweiserMarlboroProcter & GambleWells FargoAdidasBank of AmericaComcastDoritosESPNHondaRed BullTime WarnerTrader Joe’sUnited AirlinesAmerican ExpressPaneraChipotleIntelNewman’s OwnSunChipsExxonMobilIKEAKrogerLevi StraussMiller LitePandoraBMWDelta Air LinesHewlett-Packard

IBMLinkedInRalph LaurenAudiChevronCoorsHeinekenCitiSave Th e ChildrenUberPfi zerWorld Wildlife FundTh e North FaceAxeCaterpillarChobaniTOMSVirginBoeingFitbitMorgan StanleyZapposSnapchatTeslaCiscoEtsyNPRSpotifyAlwaysGoldman Sachs

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Brand Ranking: Alignment with PurposeRespondents were asked to what extent a brand’s purpose aligned with what they themselves cared about.

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101112131415161718192021222324252627282930

313233343536373839404142434445464748495051525354555657585960

616263646566676869707172737475767778798081828384858687888990

919293949596979899

100101102103104105106107108109110111112113114115116117118119120

LinkedInLyftRalph Lauren(RED)Eileen FisherLockheed MartinPampersSolarCityVenmoVolkswagenBMWCiscoHeinekenMorgan StanleyCoorsUberAudiKhan AcademySnapchatMiller LiteVICEAirbnbGoldman SachsOne CampaignLululemonRed BullSalesforce.comMonsantoMarlboro

AmazonGoogleMicrosoftGoodwillPayPalKellogg’sJohnson & JohnsonDoveKraftUPSColgateDisneyCoca-ColaHome DepotLowe’sSamsungSubwayCVS PharmacyFedExTargetFacebookSonyMcDonald’sSave Th e ChildrenWalmartYahooLiptonWikipediaAppleGeneral Electric

LAY’SNestléYMCADoritosNewman’s OwnBen & Jerry’sMasterCardNBCYoplaitGirl Scouts of the USAProcter & GambleWhole FoodsWorld Wildlife FundeBayHewlett-PackardNikeVerizonPepsiTrader Joe’sCanonChevroletKrogerPaneraIntelPandoraAT&TLevi StraussSunChipsFordPetfi nder

Southwest AirlinesStarbucksL’OréalLEGOToyotaAdidasChase BankESPNIKEAKINDSeventh GenerationState FarmTh e North FaceTOMSAllstateAnnie’s HomegrownChobaniHondaAlwaysEtsyT-MobileAmerican AirlinesChipotleFitbitHonest CompanyIBMUnited AirlinesDelta Air LinesNPRClif Bar

ExxonMobilGeicoTime WarnerPatagoniaREITwitterAmerican ExpressOracleBoeingCaterpillarChevronComcastPfi zerTh omson ReutersUnileverZapposAxeBudweiserSpotifyTeslaBank of AmericaKickstarterUniqloWells FargoCitiH&MMediumMethodVirginBarbie

Brand Ranking: Alignment with Purpose

Beyond traditional brand awareness or loyalty

metrics, this question is designed to get at the

extent to which people see a brand as aligning

with who they are as people, as represented by

their values. We are interested in this because we

believe that alignment with values is a precursor

to enduring brand relationships, creating brand

resiliency and the opportunity for brands to work

alongside people towards shared success. Just

as in human relationships, shared values lead to

trust and affinity.

This lens results in some significant shifts from

the first, awareness-focused question. For

example, McDonald’s falls from #2 to #23 in

this list, and Walmart moves from #10 to #25.

Google (#7 to #2), Microsoft (#16 to #3) and

Dove (#34 to #8) all move in the other direction.

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Brand Ranking: Active SupportRespondents were asked how likely they would be to openly support an effort to advance each brand’s core purpose.

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101112131415161718192021222324252627282930

313233343536373839404142434445464748495051525354555657585960

616263646566676869707172737475767778798081828384858687888990

919293949596979899

100101102103104105106107108109110111112113114115116117118119120

ComcastBoeingCiscoVirginBudweiserExxonMobilBank of AmericaOne CampaignUberWells FargoBMWChevronCitiMorgan StanleyRalph LaurenCoorsVICEVolkswagenHeinekenSnapchatAirbnbAudiMiller LiteSalesforce.comGoldman SachsLululemonRed BullMarlboroMonsanto

GoodwillAmazonGoogleKellogg’sGirl Scouts of the USASave Th e ChildrenPayPalWorld Wildlife FundDisneyKraftDoveJohnson & JohnsonCoca-ColaHome DepotUPSYMCAColgateFedExNewman’s OwnCVS PharmacyMicrosoftAppleLowe’sSamsungSubwayBen & Jerry’sFacebookPetfi nderDoritosTarget

KINDNestléTrader Joe’sWikipediaGeneral ElectricLAY’SLEGOSeventh GenerationTOMSWhole FoodsCanonSonyYoplaitAnnie’s HomegrowneBayLiptonMcDonald’sKrogerNikeProcter & GambleWalmartYahooPaneraSunChipsFordHewlett-PackardIntelVerizonAT&TChevrolet

EtsyHonest CompanyPepsiSouthwest AirlinesTh e North FaceChobaniIKEAMasterCardNBCStarbucksL’OréalLevi StraussPandoraPatagoniaREIAdidasClif BarMediumNPRAlwaysFitbitHondaToyotaAllstateState FarmTh omson ReutersAmerican AirlinesChase BankESPNOracle

UniqloKickstarterPampersSolarCityBarbieCaterpillarChipotleIBMTwitterVenmoEileen FisherKhan AcademyLyftMethodT-MobileZapposGeicoTime Warner(RED)AxeDelta Air LinesLinkedInSpotifyTeslaUnited AirlinesH&MLockheed MartinPfi zerUnileverAmerican Express

Brand Ranking: Active Support

The rise of social media has turned regular citizens into powerful, effective media channels today. This power makes the importance of regular citizens’ support of brands critical: people have exponen-tially more power to advocate for, or against, a brand than in days gone by, when brands thought about people simply as “consumers”.

This metric is designed to test the depth of peo-ple’s alignment with a brand (public support of a brand being a greater hurdle than private support), and to understand brands’ ability to mobilize people to work alongside them — to use the power of their personal media channels for the benefit of a brand. Given the multiplying power this support can bring, we use this metric as a multiplying force in calculating the Brand World Value Index.

This lens results in some significant shifts from the first (awareness-focused) and second (values alignment-focused) question. For example, Save The Children leaps from #99 in the first list to #6 in this list, and World Wildlife Fund jumps from #101 to #8, indicating people are motivated to publicly work towards child and planetary welfare. But so too do some traditional product brands leap: Kraft from #39 to #10 and Newman’s Own from #80 to #19. Moving significantly in the other direction, McDonald’s and Pepsi both drop 45 places, Walmart drops 41 places and Verizon drops 39 places — suggesting people are not motivated to publicly work towards those brands’ success.

The biggest drops? Volkswagen (77 places) and Marlboro (85 places).

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Brand Ranking: Impact on PurchaseRespondents were asked to indicate whether its purpose as you understand it makes you more or less likely to buy its products or services if given the opportunity to.

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101112131415161718192021222324252627282930

313233343536373839404142434445464748495051525354555657585960

616263646566676869707172737475767778798081828384858687888990

919293949596979899

100101102103104105106107108109110111112113114115116117118119120

Venmo(RED)LinkedInBudweiserCiscoVirginAudiBMWKhan AcademyRalph LaurenUberWells FargoBank of AmericaOne CampaignCitiCoorsHeinekenVolkswagenMiller LiteMorgan StanleyAirbnbVICELululemonSnapchatRed BullSalesforce.comGoldman SachsMonsantoMarlboro

AmazonGoogleGoodwillKellogg’sDoveKraftPayPalJohnson & JohnsonColgateDisneyGirl Scouts of the USAHome DepotUPSFedExNewman’s OwnSubwayBen & Jerry’sCoca-ColaCVS PharmacyLowe’sMicrosoftSamsungWorld Wildlife FundDoritosSave Th e ChildrenTargetNestléLAY’SSonyLipton

YMCAAppleKrogerWhole FoodsCanoneBayGeneral ElectricPetfi nderProcter & GambleSeventh GenerationYoplaitTrader Joe’sWalmartLEGOPaneraSunChipsTOMSWikipediaFacebookHewlett-PackardMcDonald’sNikeTh e North FaceYahooChevroletFordKINDPepsiVerizonAnnie’s Homegrown

AT&TEtsyIKEALevi StraussSouthwest AirlinesAdidasIntelMasterCardNBCL’OréalPandoraAllstateHondaHonest CompanyREIState FarmStarbucksAlwaysAmerican AirlinesChobaniFitbitToyotaChase BankIBMClif BarPatagoniaCaterpillarDelta Air LinesNPRT-Mobile

BarbieChipotleESPNOraclePampersTime WarnerAxeMediumTeslaUnileverUniqloUnited AirlinesZapposExxonMobilGeicoKickstarterTh omson ReutersAmerican ExpressComcastEileen FisherLyftMethodPfi zerSpotifyTwitterBoeingChevronH&MLockheed MartinSolarCity

Brand Ranking : Impact on Purchase

Purpose may feel good and add brand luster, but

can it increase revenue? This metric is an indica-

tor of that. While there is always a gap between

intention and action, we are interested in purpose-

inspired purchase motivation between brands.

Considering “would I commit my own money to

this purpose?”, puts a different lens on things.

Here too, some surprises. Traditional consumer

packaged goods brands score well relative to the

first, purpose-awareness list: Kellogg’s, Dove,

Kraft and Colgate all jump 20+ places to reach

the top 10. The biggest leap of all is

Seventh Generation (up 88 places) and the

biggest drop is Marlboro (down 86 places). Many

purpose-oriented brands do very well: KIND (up

76 places), Annie’s Homegrown (up 75 places),

Newman’s Own (up 65 places), TOMS (up 60

places), Honest Company (up 58 places), REI (up

52 places), and Ben & Jerry’s (up 40 places).

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Brand World Value By Population Segment

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2016 Brand World Value Index#worldvalueBy Population Segment

Tech BrandsMillennials have grown up with the internet and have a strong desire to be connected and share their experiences with their peers. Social media sites like Facebook (+17), Twitter (+58), and Snapchat (+59) all moved up in the rankings, along with music streaming sites Spotify (+43) and Pandora (+37). Wikipedia (+15) and Etsy (+32) both land in the top 50.

Shared EconomyThis demographic has shown an increasing reluctance to buy things like cars, houses and other goods which is reflected in Uber (+42) and Lyft (+1) increasing in the rankings. Interestingly, despite a big market-ing push, Airbnb (-3) doesn’t get the bump from Millennials that is expected.

Brand World Value Rankings for Millennials / Generation Z

By Population Segment

Social ImpactBrands that are built around a social goal, such as TOMS (+28), perform well with Millennials, as do brands that have a strong link to social good such as Starbucks (+31), Chipotle (+37), KIND (+21) and Target (+16).

With buying power in the billions in the largest global demographic, it’s no surprise that brands and marketers are going to great lengths to target Millennials. The brands that perform well in the rankings are the ones that have aligned themselves with known Millennial values of connectedness and social purpose.

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#worldvalue


Brand Ranking: Mil lennials / Gen Z

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313233343536373839404142434445464748495051525354555657585960

616263646566676869707172737475767778798081828384858687888990

919293949596979899

100101102103104105106107108109110111112113114115116117118119120

121122123124125126127128129130131132133134135136137138139140141142143144145146147148149

AmazonGoogleDisneyGoodwillKellogg’sDovePayPalCoca-ColaTargetFacebookSave Th e ChildrenSamsungSubwayMicrosoftAppleWorld Wildlife FundWikipediaKraftColgateUPSCVS PharmacyTOMSJohnson & JohnsonFedExLEGONikeHome DepotDoritosBen & Jerry’sGirl Scouts of the USA

SonyPandoraStarbucksTrader Joe’sTwitterYMCAWhole FoodsWalmartYoplaitEtsyPetfi nderKINDeBayLowe’sLAY’SNestléNewman’s OwnL’OréalPaneraMcDonald’sSunChipsIKEAChipotlePampersTh e North FaceYahooKrogerSeventh GenerationVerizonCanon

LiptonPepsiAT&TMasterCardSpotifyToyotaAlwaysAnnie’s HomegrownSouthwest AirlinesAdidasGeneral ElectricHonest CompanyChase BankT-MobileNBCChevroletFitbitBarbieChobaniSnapchatPatagoniaFordREIMediumRed BullHondaProcter & GambleUberAllstateTesla

American AirlinesComcastNPRState FarmGeicoTh omson ReutersZapposCaterpillarLinkedInIntelAxeVenmoUnited AirlinesSolarCityKickstarterTime WarnerOracleLyftWells FargoLockheed MartinMethodH&MUniqloBank of AmericaESPNMorgan StanleyClif BarLevi StraussEileen FisherChevron

VirginHewlett-PackardUnileverAmerican ExpressBMWKhan AcademyMiller LiteOne CampaignRalph LaurenDelta Air LinesGoldman SachsAudiPfi zer(RED)VICEExxonMobilVolkswagenIBMCitiLululemonSalesforce.comBudweiserCoorsBoeingAirbnbMarlboroHeinekenCiscoMonsanto

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Difference from Overal l Brand World Value Ranking: Mil lennials / Gen Z

21enso.co/worldvalue

NOTE:Millenial / Gen Z

enso.co/worldvalue

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#worldvalue

By Population SegmentTop Movers Millinial / Gen Z

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Spot

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-28 -31 -31 -34 -36 -39 -42 -49 -50 -67

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Biggest Movers: Mil lennials / Gen Z

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2016 Brand World Value IndexBy Population Segment

Benefit ing chi ldren Not surprisingly, Moms connect to brands that provide a direct impact to children such as non-profit organizations Save the Children (+11), and YMCA (+9), as well as powerhouse consumer brands Pampers (+76) and LEGO (+21).

Power buyingMoms highly rated brands that serve as the tools of the infrastructure of their lives as the power buyers the family. Amazon (#1), Target (+17) and Walmart (+22).

Life infrastructure Moms highly rated brands that serve as the tools of the infrastructure of their lives as Chief Procurement Officer and Chief Communication Officer of the family. Amazon (#1), Target (+17), Walmart (+22) and Facebook (+16).

Leading with purpose Moms ranked brands that are iconic examples of purpose more highly than the general sample, reinforcing the relevance of positive social impact efforts to Moms, including Dove (+8) and its Real Beauty cam-paign, Yoplait (+23) and its support for breast cancer research, and TOMS (+25) with its one-for-one philanthropic model.

Women’s self-care Moms highly rated women’s self-care brands who have put purpose forward in communications in the past year, seeming to notice the Always (+44) “Like A Girl” campaign and L’Oréal (+30) “Women of Worth” initiative.

Family favorites Moms were also more likely to connect with all-American family favorites like LAY’S (+14), McDonald’s (+11) and Pepsi (+21).

Declining brands Girl Scouts (-24), UPS (-21), Coca Cola (-22), CVS (-22) FedEx (-26), Lowe’s (-24), Home Depot (-35)

The Mom rankings reflect the complex role she often plays in her home as chief nurturer, power buyer, communicator, changemaker and magic-maker. Moms in America across our sample more highly rated brands that support her in fueling the life of the family, brands that support her as a woman, as well as brands that support her values in making a better world.

Brand World Value Rankings for Moms


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919293949596979899

100101102103104105106107108109110111112113114115116117118119120

121122123124125126127128129130131132133134135136137138139140141142143144145146147148149

AmazonDoveDisneyGoodwillSave Th e ChildrenYMCAKellogg’sTargetGoogleKraftFacebookPampersPayPalSubwayYoplaitMicrosoftLAY’SWalmartJohnson & JohnsonLEGOSamsungSonyMcDonald’sNestléTOMSNikeColgateStarbucksBen & Jerry’sPepsi

Girl Scouts of the USAUPSWhole FoodsYahooCoca-ColaProcter & GambleL’OréalDoritosLiptonAlwaysPandoraCVS PharmacyWikipediaFedExLowe’sMasterCardHome DepotToyotaPetfi nderPaneraEtsyKrogerAppleTrader Joe’sSunChipsNBCKINDBarbieWorld Wildlife FundGeneral Electric

Levi StraussChobaniVerizonNewman’s OwnIKEACanoneBayHonest CompanyChevroletSeventh GenerationTh e North FaceFordUnited AirlinesAnnie’s HomegrownWells FargoVolkswagenSpotifyMethodAllstateT-MobileTwitterHewlett-PackardAT&TChipotleFitbitSouthwest AirlinesState FarmPatagoniaAdidasPfi zer

Ralph LaurenComcastHondaREIUberChase BankZapposGeicoAmerican AirlinesSnapchatIntelMediumLinkedInTime WarnerH&MCaterpillarOracleNPRUnileverClif BarTeslaLyftSolarCityVirginLockheed MartinTh omson ReutersRed BullVenmoUniqloAxe

Eileen FisherOne CampaignIBMESPNMorgan StanleyExxonMobilBank of AmericaAmerican ExpressLululemonChevronDelta Air LinesMiller LiteBudweiserGoldman SachsSalesforce.com(RED)CitiBMWMarlboroVICEKhan AcademyCiscoKickstarterMonsantoBoeingCoorsHeinekenAirbnbAudi

Brand Ranking: Moms

3434


Difference from Overal l Brand World Value Ranking: Moms

2626

+1 Moms Rank 1 BWV Rank 2

Disney


Dove


Goodwill

-3 Moms Rank 4 BWV Rank 1

Save The Children


Facebook


PayPal


Pampers


Subway


Yoplait


YMCA


Target


Kellogg’s


Google


Kraft


Microsoft

-2 +14 +22 -10 +21Moms Rank 16 BWV Rank 14

Walmart

Moms Rank 18 BWV Rank 40

LAY’S


Johnson & Johnson


LEGO


Amazon

3535


Biggest Movers:Moms

Pam

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Volk

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Alw

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Snap

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Star

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+76 +61 +51 +44 +41 +39 +36 +35 +35 +33

-27 -27 -32 -34 -35 -37 -40 -40 -43 -43

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3636


Brand World Value Rankings for Generation X / Boomers

All-American BrandsThe older generations demonstrated a stronger connection to All-American traditional brands Procter & Gamble (+15) and Levi Strauss (+19), yet were less rewarding to traditional family brands Coca-Cola (-6), Disney (-15) and Target (-6).

Old TechGen X and Boomers were more likely to rate traditional tech brands Hewlett-Packard (+19), Intel (+16) and General Electric (+8) positively, perhaps reflecting their longstanding exposure to, and relationship with, those brands.

This segment is defined as age 35+.

Perhaps the most striking trend in the data for those over 35 years of age is how little the rankings differ from the general population. They might be considered “the establishment,” generally reflecting the strength of big brands that have connected with them on values over the years.

New techWhile still rating new tech brands Amazon (#2), Google (#3) and PayPal (#6) at the top of the list, they rated Wikipedia (-10) and Facebook (-7) lower than other groups.

3737


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313233343536373839404142434445464748495051525354555657585960

616263646566676869707172737475767778798081828384858687888990

919293949596979899

100101102103104105106107108109110111112113114115116117118119120

121122123124125126127128129130131132133134135136137138139140141142143144145146147148149

GoodwillAmazonGoogleGirl Scouts of the USAKellogg’sPayPalJohnson & JohnsonKraftUPSHome DepotYMCADoveLowe’sMicrosoftFedExColgateSave Th e ChildrenNewman’s OwnCoca-ColaCVS PharmacyDisneySubwayWorld Wildlife FundSamsungAppleBen & Jerry’sGeneral ElectricNestléLAY’SProcter & Gamble

TargetMcDonald’sDoritosFacebookLiptonHewlett-PackardCanonYahooSonyWhole FoodsYoplaitWikipediaeBayWalmartIntelFordTrader Joe’sKrogerLevi StraussVerizonLEGOPepsiNBCChevroletPetfi nderMasterCardPaneraSouthwest AirlinesNikeAT&T

SunChipsSeventh GenerationState FarmTOMSHondaIKEAAllstateAdidasIBMTh e North FaceChobaniKINDESPNAnnie’s HomegrownStarbucksL’OréalAmerican AirlinesToyotaClif BarNPRChase BankPandoraDelta Air LinesHonest CompanyFitbitREIEtsyOracleCaterpillarAlways

PatagoniaBoeingGeicoPfi zerTime WarnerCiscoUnited AirlinesBudweiserBarbieKickstarterTh omson ReutersT-MobileZapposPampersAmerican ExpressChipotleExxonMobilAxeUnileverUniqloMediumLinkedIn(RED)LyftMethodTeslaSolarCityEileen FisherKhan AcademyLockheed Martin

H&MVirginVenmoComcastCoorsSpotifyCitiTwitterHeinekenChevronWells FargoOne CampaignSalesforce.comBMWBank of AmericaVICEAirbnbVolkswagenRalph LaurenLululemonSnapchatUberMorgan StanleyAudiGoldman SachsMiller LiteMonsantoRed BullMarlboro

Brand Ranking: Gen X / Boomers

3838


20

NOTE:Gen X / Boomer

+1 -1 +6 -6 0+4 -2 +8 0 +3

-1 +2 0 +2 +20 0 0 +3 -1YM

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Hom

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Difference from Overal l Brand World Value Ranking:Gen X / Boomers

3939


Biggest Movers for Generation X

Cis

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Bud

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IBM

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+31 +29 +25 +20 +19 +19 +17 +16 +16 +15

-13 -13 -14 -14 -15 -15 -16 -16 -18 -35

Nik

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Pand

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TO

MS

Com

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Dis

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Etsy

Pam

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Chi

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Spot

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Twitt

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Biggest Movers: Gen X / Boomers

4040


#worldvalue


Banks Maybe not surprisingly, they valued financial services brands like Morgan Stanley (+69), Goldman Sachs (+60), Chase Bank (+51), American Express (+23) and Citi (+22) more than other consumers who rate banks significantly lower.

Outdoor Adventure Also, enjoying massive jump among these consumers are outdoor brands like Patagonia (+74), REI (+61) and The North Face (+46).

News Sources Select online and offline news sources were viewed as more valuable by these consumers. Traditional sources like Thomson Reuters (+73) and NPR (+51) as well as emerging online news sources such as LinkedIn (+63), Medium (+38) and Twitter (+23) all gained ground with this group.

Social ImpactPatagonia (+74), Seventh Generation (+38), Annie’s Homegrown (+48), Khan Academy (+39)

Airl inesInterestingly, these consumers generously reward two airline brands, Southwest Airlines (+55) and American Airlines (+64), but rated Delta Airlines (-6) and United Airlines (-11) lower than other consumers.

Declining brandsLays (-101), McDonalds (-79), Pepsi (-71), Lipton (-70), Doritos (-72), Subway (-71) Facebook (-70), NBC (-79), Walmart (-102), Sony (-66)

Elites are defined as people who are college educated and earn $100K+ in personal annual income.

The brands that made huge jumps with these influential consumers were perhaps speaking to lifestyle and interests. Also, brands that are focused on social impact or improving health gained ground with this group, perhaps speaking to their understanding of the challenges we col-lectively face. Interestingly, these consumers also demonstrated their discerning view of brands, giving two airlines big boosts while two airlines lost ground when compared to the general public. Some brands are ranked much lower than by the general population; this includes some food brands that are perceived as being less healthy as well as a few other ubiquitous brands in culture.

Brand World Value Rankings for Elites

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919293949596979899

100101102103104105106107108109110111112113114115116117118119120

121122123124125126127128129130131132133134135136137138139140141142143144145146147148149

GoodwillTrader Joe’sGirl Scouts of the USAYMCAPayPalWorld Wildlife FundSouthwest AirlinesNewman’s OwnJohnson & JohnsonCVS PharmacyFedExUPSPatagoniaAmazonLowe’sAmerican AirlinesCanonGoogleVerizonTh e North FaceSeventh GenerationAnnie’s HomegrownAppleREIL’OréalSave Th e ChildrenChase BankWhole FoodsTh omson ReutersT-Mobile

KINDNPRGeicoKrogerBarbieBen & Jerry’sSunChipsChobaniHome DepotKraftLinkedInWikipediaPetfi nderKellogg’sOracleAllstateZapposDisneyEtsyTargetFitbitIntelLyftComcastState FarmLockheed MartinColgateMicrosoftCaterpillarDove

Coca-ColaNikeMediumTime WarnerPaneraUniqloMorgan StanleyFordClif BarTwitterAdidasESPNLEGOTOMSGeneral ElectricProcter & GambleNestléSamsungStarbucksVenmoIKEATeslaKickstarterBoeingKhan AcademyGoldman SachsYahooEileen FisherAmerican ExpressSubway

AT&TIBMToyotaMasterCardHondaYoplaitFacebookHewlett-PackardSonyHonest CompanyDoritoseBay(RED)Levi StraussDelta Air LinesExxonMobilLiptonVirginUnited AirlinesBMWCitiPandoraMcDonald’sHeinekenMethodPampersBudweiserH&MChevronSolarCity

ChevroletPepsiCiscoOne CampaignChipotleUnileverUberPfi zerAudiAlwaysAirbnbLAY’SWells FargoSpotifyVICENBCCoorsBank of AmericaSalesforce.comMarlboroAxeWalmartRalph LaurenLululemonMonsantoSnapchatMiller LiteVolkswagenRed Bull

Brand Ranking: El ites

4242


22

0 Elite Rank 1 BWV Rank 1

Girl Scouts of the USA

+4 Elite Rank 3 BWV Rank 7

Trader Joe’s


YMCA


PayPal


FedEx


Patagonia


UPS

-1 Tech Rank 12 BWV Rank 11

Amazon

-12 Elite Rank 14 BWV Rank 2

Lowe’s


World Wildlife Fund


Newman’s Own


Southwest Airlines


Johnson & Johnson


CVS Pharmacy


American Airlines

+64 +27 -15 +30 +46Elite Rank 16 BWV Rank 80

Google

Elite Rank 18 BWV Rank 3

Canon


Verizon


Th e North Face


Goodwill

Brand World Value Ranking: El ites

4343


Pata

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+74 +73 +69 +64 +63 +62 +62 +61 +61 +60

-66 -70 -70 -71 -71 -72 -79 -79 -101 -102

Sony

Face

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Lipt

on

Subw

ay

Peps

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Dor

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McD

onal

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NB

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LAY

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Wal

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Biggest Movers: El ites

4444


Social networking brandsTrue to their active lives on social media, this segment was more likely to highly rate social juggernauts Facebook (+18), Wikipedia (+11) and Twitter (+61).

Lifestyle BrandsThis segment more highly rated favorites LEGO (+23), Target (+17), and FedEx (+14). While lower on the list, this group also saw big jumps for SunChips (+24), L’Oréal (+36), Southwest (+26) and Starbucks (+22).

Brand World Value Rankings for Social & Purpose Engaged

Declining brandsSurprisingly, this segment rated purpose marketing provocateur Dove lower than the general population (-10), as well as the Girls Scouts of America (-12). Other prominent declining brands for this segment in-clude Kellogg’s (-13), Disney (-16), Kraft (-16) and Coca-Cola (-13).

Social and purpose engaged are defined as people who are active in social media (vs. passive “observers”) and seeking a purpose-oriented life.

This segment regularly shares their thoughts and opinions on social media and expresses that living a life of purpose is important to them. While their socially active behavior was reflected in higher ratings for social media brands, they actually rated purpose-oriented Girl Scouts of the USA and Dove much lower than the general population. And they more highly rated lifestyle solution brands like Target, FedEx, Southwest and Starbucks.

4545


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313233343536373839404142434445464748495051525354555657585960

616263646566676869707172737475767778798081828384858687888990

919293949596979899

100101102103104105106107108109110111112113114115116117118119120

121122123124125126127128129130131132133134135136137138139140141142143144145146147148149

GoodwillAmazonGoogleFedExMicrosoftYMCAJohnson & JohnsonTargetFacebookPayPalSave Th e ChildrenSubwayCVS PharmacyLowe’sUPSSamsungKellogg’sLEGOGirl Scouts of the USADoveWikipediaDisneySonyKraftBen & Jerry’sCoca-ColaMcDonald’sTrader Joe’sSunChipsCanon

L’OréalTwitterLiptonNestléNewman’s OwnSouthwest AirlinesLAY’SYahooVerizonWhole FoodsKrogerStarbucksWorld Wildlife FundDoritosPaneraColgateHome DepotPepsiTOMSChase BankYoplaitAmerican AirlinesNikeProcter & GambleWalmartKINDMasterCardAllstateAppleT-Mobile

Petfi nderNBCSeventh GenerationAnnie’s HomegrownToyotaTime WarnerState FarmBarbiePandoraTh e North FaceGeneral ElectricEtsyGeicoZapposLevi StraussFitbitChobaniTh omson ReuterseBayPampersOracleLinkedInCaterpillarREIComcastChevroletLyftHonest CompanyLockheed MartinNPR

AT&TUnited AirlinesPatagoniaIKEAAlwaysHewlett-PackardMorgan StanleyFordTeslaIntelAdidasUniqloVirginMediumSpotifySnapchatVenmoESPNPfi zerWells FargoRed BullMethodRalph LaurenHondaH&MGoldman SachsEileen FisherUberAxeClif Bar

KickstarterMiller LiteIBMVolkswagenDelta Air LinesChipotleSolarCityMarlboroUnileverExxonMobilOne CampaignBudweiserBank of America(RED)LululemonAmerican ExpressVICEChevronCiscoKhan AcademySalesforce.comCitiHeinekenBoeingCoorsBMWAudiAirbnbMonsanto

Brand Ranking: Social & Purpose Engaged

4646


NOTE:Social Purpose Engage


Goo

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FedE

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Mic

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YMC

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John

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Targ

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Face

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0 0 0 +14 +9 +9 +2 +17 +18 -5

+5 +7 +7 +7 -4 +7 -13 +23 -12 -10

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UPS

Sam

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Kel

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LEG

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Difference from Overal l Brand World Value Ranking: Social & Purpose Engaged

4747


Twitt

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+61 +39 +36 +36 +33 +32 +31 +30 +29 +29

-34 -34 -35 -36 -36 -36 -39 -39 -41 -44

Clif

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Hom

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Ele

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Chi

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Inte

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Hon

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Hew

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Pack

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Ford

Biggest Movers: Social & Purpose Engaged

4848


#worldvalue


Brand World Value Rankings for Tech Positive

Social media brandsTech positives were much more likely to highly rate social media brands that empower people to connect and express themselves, be it to improve the world or their own lives, such as Facebook (+16), Twitter (+64) and LinkedIn (+54).

Sharing economyThis segment elevated ride-sharing brands: Lyft at #87 (+22) and Uber at #104 (+26), although they remain near the bottom of the list.

Ascending brandsThis segment also more strongly connected with CVS Phar-macy (+14), perhaps in recognition of their decision to stop selling cigarettes and purpose marketer Ben and Jerry’s (+16). Though further down the list, this group also saw large jumps in ratings for Southwest (+34), Allstate (+44) and T-Mobile (+49).

Top decl ining This group was less connected to top Brand World Value per-formers Dove (-14), Disney (-10) and Kellogg’s (-13).

Brand World Value Rankings for Tech Skeptic

Internet brandsTech skeptics were in fact less connected to Wikipedia (-18), but more connected to Yahoo (+11).

Rising brands Interestingly, tech skeptics rated a number of food brands more highly than the general public, such as Subway (+13), Nestlé (+22), McDonald’s (+21), LAY’S (+15), Pepsi (+25) and the middle American favorite Walmart (+25).

Brand World Value Rankings for Tech Positive vs. Tech Skeptic

These segments are defined by those who are excited about what technology is doing for people and the world (strongly agreeing with the statement “Technology can help improve the world’s current problems”), vs. people concerned about technology’s impact (who strongly disagreed with the state-ment).

Attitudes towards the technology’s ability to help or harm the world did not affect rankings for Brand World Value tech brand winners Amazon and Google.

4949


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313233343536373839404142434445464748495051525354555657585960

616263646566676869707172737475767778798081828384858687888990

919293949596979899

100101102103104105106107108109110111112113114115116117118119120

121122123124125126127128129130131132133134135136137138139140141142143144145146147148149

GoodwillAmazonGooglePayPalJohnson & JohnsonCVS PharmacyFedExGirl Scouts of the USAUPSMicrosoftFacebookBen & Jerry’sWorld Wildlife FundLowe’sYMCADisneyKellogg’sNewman’s OwnCoca-ColaWikipediaAppleHome DepotTargetDoveCanonTrader Joe’sSave Th e ChildrenSouthwest AirlinesTwitterSamsung

KraftLEGOAllstateSunChipsVerizonSonyAmerican AirlinesWhole FoodsState FarmKrogerChase BankStarbucksT-MobileYoplaitSeventh GenerationNikePetfi nderSubwayColgateLinkedInDoritosPaneraTh e North FaceKINDPepsiEtsyInteleBayNestléGeneral Electric

L’OréalAnnie’s HomegrownChipotleProcter & GamblePandoraComcastLiptonTime WarnerFitbitAT&TBarbieToyotaMcDonald’sTOMSChobaniLAY’SGeicoFordOracleYahooCaterpillarZapposWalmartNBCNPRAdidasLyftHewlett-PackardChevroletTh omson Reuters

REIHonest CompanyPatagoniaMasterCardHondaIKEAClif BarPampersTeslaSpotifyVenmoKickstarterLevi StraussUberMorgan StanleyUniqloAlwaysIBMLockheed MartinMediumESPNDelta Air LinesUnileverAmerican ExpressUnited AirlinesVirginEileen FisherPfi zerAxeRed Bull

SnapchatH&MSolarCityWells FargoVolkswagenBoeingExxonMobilBudweiserCiscoRalph LaurenKhan AcademyGoldman SachsBank of AmericaBMWMethodOne CampaignMiller LiteChevronCitiMarlboroAirbnb(RED)AudiHeinekenVICECoorsLululemonSalesforce.comMonsanto

Brand Ranking: Tech Positive

5050


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313233343536373839404142434445464748495051525354555657585960

616263646566676869707172737475767778798081828384858687888990

919293949596979899

100101102103104105106107108109110111112113114115116117118119120

121122123124125126127128129130131132133134135136137138139140141142143144145146147148149

GoodwillAmazonGoogleKellogg’sDisneySubwayKraftNestléSave Th e ChildrenHome DepotPayPalCoca-ColaMcDonald’sMicrosoftWalmartLAY’SUPSDoveJohnson & JohnsonYMCAColgateSamsungGirl Scouts of the USALiptonLowe’sPepsiFacebookFedExYoplaitProcter & Gamble

YahooCVS PharmacyAppleNBCWorld Wildlife FundFordTargetDoritosSonyNewman’s OwnWhole FoodseBayLevi StraussTOMSNikeGeneral ElectricBen & Jerry’sLEGOChevroletWikipediaSalesforce.comKrogerPetfi nderTrader Joe’sGoldman SachsOne CampaignVICEAirbnbMasterCardIKEA

AT&TPaneraPfi zerIntelLululemonPandoraVerizonCanonAlwaysVenmoHewlett-PackardSouthwest AirlinesAdidasSolarCityChobaniMethodTh omson ReutersTh e North FaceSunChipsPampersKINDL’OréalEtsyKhan AcademyMediumPatagoniaMonsanto(RED)Annie’s HomegrownEileen Fisher

OracleLockheed MartinKickstarterStarbucksMorgan StanleyREISeventh GenerationWells FargoH&MNPRClif BarUniqloLyftTeslaUnileverESPNCaterpillarHonest CompanyZapposToyotaBarbieUnited AirlinesUberGeicoState FarmCiscoVirginChase BankFitbitSpotify

SnapchatHondaTime WarnerIBMLinkedInBoeingMarlboroRalph LaurenRed BullAllstateTwitterT-MobileAxeAudiAmerican AirlinesBank of AmericaExxonMobilComcastVolkswagenDelta Air LinesBMWCoorsMiller LiteBudweiserCitiChipotleHeinekenChevronAmerican Express

Brand Ranking: Tech Skeptic

5151


#worldvalue


Goodwill

Disney

UPS

Save The Children Colgate

Google

Kraft

Coca-Cola

FedEx

Amazon


Home Depot

Kellogg’s

Johnson & Johnson

Microsoft

Subway

PayPal

Dove

YMCA

CVS Pharmacy

Tech Positive

Tech Positive

Tech Positive

Tech Positive

Tech Positive

Tech Positive

Tech Positive

Tech Positive

Tech Positive

Tech Positive

Tech Positive

Tech Positive

Tech Positive

Tech Positive

Tech Positive

Tech Positive

Tech Positive

Tech Positive

Tech Positive

Tech Skeptic

Tech Skeptic

Tech Skeptic

Tech Skeptic

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Tech Skeptic

Tech Skeptic

Tech Skeptic

Tech Skeptic

Tech Skeptic

Tech Skeptic

Tech Skeptic

Tech Skeptic

Tech Skeptic

Tech Skeptic

Tech Skeptic

Tech Skeptic

Tech Skeptic

Tech Skeptic

Tech Skeptic

Tech Skeptic

-10

+2

-11

-

-23

-6

+11

-

-1

-10

-32

-13

+4

+4

-29

+1

-14

-

+14

+1

-6

+7

-

+1

+1

-10

-

-16

+2

-4

-

-10

-

+13

-6

-8

-5

-12

Tech Rank

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BWV Rank

01

16

09

27

03

31

19

07

02

08

22

49

17

05

10

48

04

24

15

06

01

01

05

06

17

11

09

16

03

03

07

08

12

13

28

18

02

02

23

07

10

12

21

17

04

04

19

09

14

14

06

19

11

05

18

10

20

15

32

20

- -

Difference from Overal l Brand World Value Ranking: Tech Positive vs. Tech Skeptic

5252


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Mor

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+64 +54 +49 +44 +44 +43 +37 +37 +34 +31

-30 -31 -32 -33 -35 -38 -38 -39 -43 -45

ESPN

IKEA

Col

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Hew

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Levi

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Yaho

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Mas

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McD

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Wal

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LAY

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Biggest Movers: Tech Positive

5353


Brand World Value Rankings for Activists

Not as sold on the world value of big techPerhaps the most interesting pattern in the activist data are lower rankings for big tech, Amazon (-9), Google (-13) and Facebook (-8). This does not mean that they are anti-tech, but is suggestive of a more challenging attitude toward the tech juggernauts.

Top of l ist jumpersThis community-minded segment connected more strongly with one of the strongest community brands, YMCA (+13). They also more highly rated CVS Pharmacy (+15), perhaps driven by their decision in the past year to discontinue selling cigarettes.

Sources of pol it ical dialogueThis group follows politics closely and was reflected in higher connec-tions with high-minded NPR (+55) and Twitter (+54), a medium of political buzz and social activism.

Stocking the cupboardThis segment showed a strong pattern of connection to the values of a handful of grocery brands, from retailers, to food brands to packaged goods such as Trader Joe’s (+29), SunChips (+36), Seventh Generation (+39), Kroger (+23) and Chobani (+26).

Airl ine brandsThis segment must like to travel because they gave big bumps to Southwest Airlines (+47) and American Airlines (+36).

Insurance brandsActivists rated insurance brands State Farm (+34) and Allstate (+34).

Other r ising brandsPetfinder (+21), L’Oréal (+37), Time Warner (+61)

Declining brandsKraft (-26), Home Depot (-26)

Activists are defined as people involved politically and in their community, strongly agreeing with the statements: “I am actively involved in my community, in things like volunteer work, board service, etc.” and “I follow politics closely”.

5454


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616263646566676869707172737475767778798081828384858687888990

919293949596979899

100101102103104105106107108109110111112113114115116117118119120

121122123124125126127128129130131132133134135136137138139140141142143144145146147148149

GoodwillYMCAJohnson & JohnsonGirl Scouts of the USACVS PharmacyPayPalFedExUPSLowe’sTrader Joe’sAmazonWorld Wildlife FundSave Th e ChildrenNewman’s OwnSouthwest AirlinesGoogleSunChipsMicrosoftSamsungSeventh GenerationAppleKellogg’sWikipediaTargetKrogerPetfi nderSubwayNPRBen & Jerry’sL’Oréal

VerizonWhole FoodsCanonKraftFacebookTime WarnerLEGOHome DepotTwitterSonyPaneraState FarmAllstateAmerican AirlinesYahooTOMSChobaniYoplaitLiptonIKEAColgateLyftTh e North FaceT-MobileNBCToyotaEtsyAnnie’s HomegrownNestléGeico

Coca-ColaDoveMasterCardZapposLAY’SDisneyNikeChase BankComcastMcDonald’sStarbucksLinkedInBarbieAdidasDoritosHonest CompanyFitbitProcter & GamblePepsiKINDCaterpillarUnited AirlinesIntelGeneral ElectricTh omson ReutersREIPandoraIBMPatagoniaWalmart

Levi StraussChipotleHewlett-PackardHondaeBayVenmoAT&TFordUniqloEileen FisherESPNOracleChevroletClif BarKickstarterVirginUberLockheed MartinPampersTeslaKhan AcademyDelta Air LinesMethodMorgan StanleyMediumExxonMobilSolarCityUnileverBoeingWells Fargo

ChevronAlwaysRalph LaurenPfi zerSpotifyGoldman SachsBMW(RED)Miller LiteMarlboroBudweiserCiscoRed BullVICEAxeH&MAmerican ExpressVolkswagenSnapchatAirbnbOne CampaignSalesforce.comBank of AmericaCoorsHeinekenAudiCitiLululemonMonsanto

Brand Ranking: Activists

5555


2424

0 Activists Rank 1 BWV Rank 1

Johnson & Johnson

+6 Activists Rank 3 BWV Rank 9

YMCA




CVS Pharmacy


Amazon

-9 Activists Rank 11 BWV Rank 2

Save The Children


World Wildlife Fund


Newman’s Own


Southwest Airlines


PayPal

-1 Activists Rank 6 BWV Rank 5

UPS


FedEx


Lowe’s


Trader Joe’s


Google

-13 +36 -4 +4 +39Activists Rank 16 BWV Rank 29

Microsoft

Activists Rank 18 BWV Rank 14

SunChips


Samsung


Seventh Generation


Goodwill

Difference from Overal l Brand World Value Ranking:Activists

5656


Tim

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Lyft

NPR

Twitt

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Sout

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Com

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Seve

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Zap

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L’O

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+61 +57 +55 +54 +47 +41 +39 +39 +38 +37

-39 -43 -44 -46 -48 -49 -50 -52 -52 -60

AT&

T

Che

vrol

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Ford

Dor

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Coc

a-C

ola

Gen

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Ele

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Wal

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Dov

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eBay

Dis

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Biggest Movers: Activists

5757


Brand World Value Rankings for Environmentally Engaged

Wholesome productsOrganic-focused grocers Trader Joe’s (+32) and Whole Foods (+17) rank much higher than amongst the general population, as well as cer-tain product brands: Seventh Generation (+23), Method (+25), TOMS (+22). L’Oréal (+37) is perhaps a more surprising brand that did well with this segment.

Information and connectionThe Environmentally Engaged value Twitter (+49) and LinkedIn (+56) much more strongly than the general population, although Facebook (-12) does not have the same resonance.

American iconsA number of blue chip American icons decline with this segment, in-cluding Coca-Cola (-28), Disney (-21), Kellogg’s (-16) and LAY’S (-25).

Defined as people who strongly agree with the statement “I work hard in my own life to take steps to protect the environment”. People who care about the environment tend to rate information and conscious product brands higher and iconic corporate brands much lower.

Top rising brandsLinkedIn (+56), Twitter (+49), L’Oréal (+37), Trader Joe’s (+32), Zappos (+29), Method (+25), Seventh Generation (+23), TOMS (+22), Virgin (+21), Whole Foods (+17), Wikipedia (+16), Lyft (+16)

Top decl ining brandseBay (-43), AT&T (-34), Coca-Cola (-28), General Electric (-27), LAY’S (-25), Disney (-21), Nestlé (-17), Kellogg’s (-16), Facebook (-12)

5858


VerizonAppleBen & Jerry’sSonySunChipsSeventh GenerationKrogerLEGOFacebookSouthwest AirlinesCoca-ColaPetfi nderYoplaitTwitterAllstateYahooNestléLinkedInLiptonMcDonald’sPandoraKINDToyotaNBCTh e North FaceLAY’SWalmartNikeBarbieAmerican Airlines

GoodwillGoogleAmazonGirl Scouts of the USAJohnson & JohnsonSave Th e ChildrenTrader Joe’sPayPalYMCAFedExWorld Wildlife FundUPSMicrosoftLowe’sCVS PharmacyWikipediaTargetDoveWhole FoodsKellogg’sNewman’s OwnCanonKraftSamsungColgateHome DepotDisneyTOMSSubwayL’Oréal

NPRGeneral ElectricPaneraState FarmT-MobileProcter & GambleEtsyDoritosHewlett-PackardChobaniFordChase BankIKEAZapposPepsiFitbitAnnie’s HomegrownREIChevroletMasterCardTime WarnerIntelAdidasCaterpillarOracleeBayStarbucksMethodHondaLevi Strauss

Honest CompanyAT&TLyftComcastTh omson ReutersPatagoniaGeicoPampersESPNAlwaysVirginIBMTeslaClif BarUnited AirlinesUniqloSpotifySolarCityChipotleVenmoMediumAmerican ExpressLockheed MartinDelta Air LinesUberH&MBudweiserKickstarterEileen FisherMorgan Stanley

VolkswagenBMWExxonMobilPfi zerChevronBoeingSnapchatUnileverRed BullOne CampaignHeinekenRalph LaurenAxeWells FargoKhan AcademyAirbnbBank of AmericaCisco(RED)AudiCitiCoorsGoldman SachsMarlboroMiller LiteVICESalesforce.comLululemonMonsanto

313233343536373839404142434445464748495051525354555657585960

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616263646566676869707172737475767778798081828384858687888990

919293949596979899

100101102103104105106107108109110111112113114115116117118119120

121122123124125126127128129130131132133134135136137138139140141142143144145146147148149

Brand Ranking: Environmental ly Engaged

5959


NOTE:Environmentally engaged


Goo

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Save

Th e

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Tra

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oe’s

PayP

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YMC

A

FedE

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0 1 -1 +3 +4 +10 +32 -3 +6 +8

+11 -1 +1 +7 +5 +16 +8 -8 +17 -16

Wor

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nd

UPS

Mic

roso

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Low

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CV

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arm

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Wik

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Targ

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Dov

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Who

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oods

Kel

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’s

Difference from Overal l Brand World Value Ranking:

Environmental ly Engaged

6060


Top Moves for the Environmentally

Link

edIn

Twitt

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L’O

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Tra

der J

oe’s

Alls

tate

Bar

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Zap

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T-M

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Met

hod

Seve

nth

Gen

erat

ion

+56 +49 +37 +32 +32 +32 +29 +27 +25 +23

-23 -24 -24 -25 -27 -28 -28 -34 -39 -43

Star

buck

s

Peps

i

Mas

terC

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LAY

’S

Gen

eral

Ele

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c

Coc

a-C

ola

Axe

AT&

T

Dor

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eBay

Biggest Movers:

Environmental ly Engaged

6161


Brand World Value Rankings for Optimists

TransportationThe major package delivery companies, FedEx and UPS, are both in the top 10 for Optimists, and some airlines show big jumps (Southwest Airlines and American Airlines).

Home ImprovementAn interesting occurrence: Optimists like Lowe’s (+12), ranking it in the top 10 brands, but do not value Home Depot (-10) as strongly as the general population.

FinanceOptimists value finance companies — perhaps indicating a love/hate relationship with your finance provider depends upon your outlook — as they rated Morgan Stanley (+28), Wells Fargo (+16), State Farm (+14), Allstate (+14) and Chase Bank (+11).

CommunicationAnother interesting split within an industry: Optimists like Time Warner (+26 at #71) and T-Mobile (+22 at #70) more than the general population, but do not value AT&T as highly as others (-16, at #74).

Top rising brandsMorgan Stanley (+28), Southwest Airlines (+26), Time Warner (+26), Twitter (+24), American Airlines (+23), T-Mobile (+22), TOMS (+21), Toyota (+20), Canon (+18), Wells Fargo (+16), Verizon (+16), L’Oréal (+16), Chobani (+15), State Farm (+14), Allstate (+14), FedEx (+13), Lowe’s (+12), SunChips (+12), Chase Bank (+11)

Top decl ining brandseBay (-41), Chipotle (-25), Ben & Jerry’s (-22), Petfinder (-21), Doritos (-20), Intel (-18), Chevrolet (-17), AT&T (-16), Disney (-15), Coca-Cola (-12), Facebook (-12)

Defined as people who strongly agree with the statement “I am an optimistic person”.

Optimists value transportation, finance companies and some communications brands. A number of brands rise into the top 10 for Optimists: Johnson & Johnson (+7 to #2), FedEx (+13 to #5), UPS (+4 to #7), YMCA (+7 to #8), Lowe’s (+12 to #9) and Microsoft (+4 to #10).

6262


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313233343536373839404142434445464748495051525354555657585960

616263646566676869707172737475767778798081828384858687888990

919293949596979899

100101102103104105106107108109110111112113114115116117118119120

121122123124125126127128129130131132133134135136137138139140141142143144145146147148149

GoodwillJohnson & JohnsonAmazonGoogleFedExPayPalUPSYMCALowe’sMicrosoftCVS PharmacyGirl Scouts of the USAKellogg’sSave Th e ChildrenSamsungTargetKraftSubwayColgateDoveDisneyHome DepotAppleNestléCoca-ColaCanonNewman’s OwnSonyTOMSWalmart

World Wildlife FundTrader Joe’sVerizonLAY’SProcter & GambleSouthwest AirlinesLEGOMcDonald’sFacebookYoplaitSunChipsWikipediaLiptonNikeYahooGeneral ElectricWhole FoodsKrogerDoritosBen & Jerry’sL’OréalPepsiPaneraToyotaKINDMasterCardAmerican AirlinesChobaniNBCTh e North Face

FordState FarmAllstateHewlett-PackardSeventh GenerationPandoraChase BankPetfi nderTwitterT-MobileTime WarnerEtsyIKEAAT&TStarbucksOracleChevroletAdidasIntelAnnie’s HomegrownHonest CompanyBarbieZapposeBayFitbitGeicoREILevi StraussPampersLinkedIn

PatagoniaComcastHondaCaterpillarNPRMethodClif BarUnited AirlinesAlwaysIBMLyftESPNPfi zerTh omson ReutersSpotifyUniqloDelta Air LinesMorgan StanleyVenmoWells FargoUnileverLockheed MartinAmerican ExpressBoeingChipotleAxeRalph LaurenKickstarterH&MSolarCity

ExxonMobilTeslaMediumCiscoVirginSnapchatEileen FisherBudweiserBank of AmericaChevronMiller LiteUberOne CampaignVolkswagenGoldman SachsBMWRed BullVICECoorsKhan AcademyCitiHeinekenAudiLululemonSalesforce.com(RED)MarlboroAirbnbMonsanto

Brand Ranking: Optimists

6363


2525

0 Optimists Rank 1 BWV Rank 1

Amazon

-1 Optimists Rank 3 BWV Rank 2

Johnson & Johnson

+7 Optimists Rank 2 BWV Rank 9

Google


FedEx


CVS Pharmacy


Kellogg’s




Save The Children


Samsung


PayPal


YMCA


UPS


Lowe’s


Microsoft


Target

+9 -9 +1 -2 -10Optimists Rank 16 BWV Rank 25

Subway

Optimists Rank 18 BWV Rank 19

Kraft


Colgate


Dove


Goodwill

Difference from Overal l Brand World Value Ranking: Optimists

6464


Mor

gan

Stan

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Sout

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Tim

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Twitt

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Am

eric

an A

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TO

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Toyo

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cle

+28 +26 +26 +24 +23 +22 +21 +20 +20 +19

-18 -20 -20 -21 -21 -21 -22 -22 -25 -41

Kic

ksta

rter

Dor

itos

Levi

Str

auss

Petfi

nder

ESPN

(RED

)

Ben

& Je

rry’s

Med

ium

Chi

potle

eBay

Biggest Movers: Optimists

6565


Brand World Value Rankings for Nonprofit Engaged

Purpose-driven brandsMaking big jumps were NPR (+36), TOMS (+35), Seventh Generation (+32), Etsy (+27), Annie’s Homegrown (+22), KIND (+20) and Wikipe-dia (+15). Special mention should be made for Newman’s Own (+20), which is the #4 brand for this segment, above corporate behemoths like Google and Apple, and above food competitors like Kellogg’s and Kraft.

Information providersPeople engaged in nonprofits like information, boosting LinkedIn (+38), NPR (+36) and Wikipedia (+15), although Facebook falls for this group (-13).

Top rising brandsLinkedIn (+38), Uniqlo (+37), NPR (+36), TOMS (+35), Seventh Gen-eration (+32), Petfinder (+31), L’Oréal (+30), The North Face (+27), Etsy (+27), American Airlines (+24), Annie’s Homegrown (+22), Newman’s Own (+20), KIND (+20), World Wildlife Fund (+14), Wikipedia (+15)

Top decl ining brandsDisney (-32), Nike (-31), Procter & Gamble (-29), Pepsi (-27), Doritos (-26), Yoplait (-24), LAY’S (-21), Nestlé (-19), Coca-Cola (-18), Kellogg’s (-14), Kraft (-11), Home Depot (-12), Colgate (-16), Facebook (-13)

Defined as people who strongly agree with the statement “I actively support (with money or time) nonprofits or causes working on issues I care about”.

As people who are actively engaged with nonprofits (with time or money), it’s perhaps unsurprising that World Wildlife Fund jumps 14 places into the top 10, which includes five nonprofits. This is a striking difference from traditional brand value studies, which do not typically include nonprofits.

Also striking is the extent to which people engaged in nonprofits support purpose-driven brands, with many making big jumps relative to the general population. In contrast, traditional food and product brands fare particularly poorly, with big falls for Procter & Gamble (-29), Pepsi (-27), Doritos (-26), Yoplait (-24), Nestlé (-19), Coca-Cola (-18), Kellogg’s (-14) and Kraft (-11).

6666


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313233343536373839404142434445464748495051525354555657585960

616263646566676869707172737475767778798081828384858687888990

919293949596979899

100101102103104105106107108109110111112113114115116117118119120

121122123124125126127128129130131132133134135136137138139140141142143144145146147148149

GoodwillAmazonGirl Scouts of the USANewman’s OwnGoogleYMCAJohnson & JohnsonWorld Wildlife FundSave Th e ChildrenPayPalCVS PharmacyMicrosoftUPSFedExTOMSPetfi nderWikipediaKellogg’sKraftDoveLowe’sSamsungAppleHome DepotTargetWhole FoodsSeventh GenerationTrader Joe’sBen & Jerry’sSubway

Coca-ColaCanonColgateSonyLEGOKrogerL’OréalDisneyTh e North FaceFacebookLiptonPaneraKINDVerizonEtsySunChipsNPRAnnie’s HomegrownNestléSouthwest AirlinesNBCLAY’SYahooChobaniDoritosAmerican AirlinesMcDonald’sToyotaGeneral ElectricWalmart

IntelYoplaitAllstateState FarmeBayLinkedInHewlett-PackardAT&TUniqloPandoraREIMasterCardIKEAProcter & GambleFitbitPatagoniaNikePepsiFordVenmoGeicoCaterpillarTwitterZapposLyftStarbucksBarbieOracleT-MobileTh omson Reuters

MethodHondaUnited AirlinesHonest CompanyLevi StraussTeslaAdidasChase BankIBMTime WarnerPampersMediumComcastClif BarSpotifyEileen FisherAlwaysSolarCityChevroletDelta Air LinesKickstarterUberAxeVirginLockheed MartinPfi zerH&MUnileverChipotleRalph Lauren

ESPNExxonMobilKhan AcademyAmerican ExpressWells FargoOne CampaignMorgan StanleyGoldman SachsCiscoSnapchatVICEBank of AmericaBoeingBudweiserRed Bull(RED)BMWMiller LiteSalesforce.comChevronVolkswagenAirbnbCitiAudiLululemonCoorsMarlboroHeinekenMonsanto

Brand Ranking: Nonprofit Engaged

6767


NOTE:NPO Engaged


Goo

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0 0 + 4 +20 - 2 +9 +2 +14 +7 -5

+9 +2 -2 4 +35 +31 +15 -14 -11 -10

CV

S Ph

arm

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UPS

FedE

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TO

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Petfi

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Wik

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Kel

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’s

Kra

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Dov

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Difference from Overal l Brand World Value Ranking: Nonprofit Engaged

6868

2016 Brand World Value Index#worldvalueBy Population Segmentfor the Nonprofi t Engaged

Link

edIn

Uni

qlo

NPR

TO

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Venm

o

Seve

nth

Gen

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ion

Petfi

nder

L’O

réal

Th e

Nor

th F

ace

Etsy

+38 +37 +36 +35 +35 +32 +31 +30 +27 +27

-26 -26 -27 -27 -29 -29 -31 -32 -40 -49

Dor

itos

Adi

das

Peps

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Proc

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Gam

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Chi

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Nik

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Dis

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ESPN

Che

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Biggest Movers: Nonprofit Engaged

6969


Brand World Value Rankings for Young & Social

Social media & onl ine brandsUnsurprisingly, social media brands score much higher for this seg-ment than for the general population: Snapchat (+79), Twitter (+74), Spotify (+37), Uber (+31), Facebook (+22), Medium (+20), Pandora (+26) and Wikipedia (+14). Facebook jumps from #27 for the general population to #5; still below web competitors Amazon (#1) and Google (#2).

Purpose-oriented brandsSome of the standard-bearers of purpose-oriented brands find a natu-ral home with this younger segment: TOMS (+30), KIND (+22) and Wikipedia (+14).

Youth-oriented products & servicesBrands that have traditionally focused on younger people find natural supporters in this segment, with a particularly large jump for Red Bull (+79), which has built its brand largely through content and sponsor-ships that travel naturally through social media. Other brands jumping for this segment include: Pampers (+44), TOMS (+30), Barbie (+30), Al-ways (+20), IKEA (+20), Samsung (+11), LEGO (+25) and Pepsi (+15).

Some retai lersSome retailers are supported far more by this segment than by the general population, including Starbucks (+51), IKEA (+20) and Target

(+17), perhaps indicating that those retailers are positioned well to grow with these customers as they age, and to benefit from this seg-ment’s natural social tendencies.

Declining brandsThere are some brands that lose ground relative to their ranking for the general population that are not a big surprise, such as General Electric (-43) and Hewlett-Packard (-64), which are naturally focused on older, enterprise customers. But there are also some surprises: Newman’s Own (-43) had a big drop, so too did Clif Bar (-40) and ESPN (-37).

Top rising brandsSnapchat (+79), Red Bull (+79), Twitter (+74), Starbucks (+51), Pam-pers (+44), Spotify (+37), Uber (+31), TOMS (+30), Barbie (+30), Chase Bank (+26), Facebook (+22), Always (+20), IKEA (+20), Medium (+20), Target (+17), Samsung (+11), Pandora (+26), LEGO (+25), KIND (+22), Toyota (+17), Pepsi (+15), Wikipedia (+14)

Top decl ining brandsHewlett-Packard (-64), Intel (-54), Newman’s Own (-43), General Elec-tric (-43), Clif Bar (-40), ESPN (-37), Procter & Gamble (-27), Lowe’s (-26), World Wildlife Fund (-26), Home Depot (-23), Kroger (-21), UPS (-20), Johnson & Johnson (-17), Walmart (-15), Save the Children (-13)

Defined as people between 18-34 years old, who strongly or somewhat agree with the statement “I regularly post my thoughts on social media, and not just read what others have written”.

This segment is particularly coveted by marketers: with a lifetime of consumption ahead of them, and being not just passive followers on social media, but active sharers, these people are truly individual media channels, capable of influencing the opinion of the networks around them. They naturally support social media and web brands, as well as purpose and youth-oriented brands.

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313233343536373839404142434445464748495051525354555657585960

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919293949596979899

100101102103104105106107108109110111112113114115116117118119120

121122123124125126127128129130131132133134135136137138139140141142143144145146147148149

AmazonGoogleDisneyDoveFacebookKellogg’sMicrosoftTargetCoca-ColaGoodwillSubwaySamsungStarbucksPayPalBen & Jerry’sLEGOKraftWikipediaTwitterTOMSAppleDoritosCVS PharmacyYMCAMcDonald’sJohnson & JohnsonFedExSonySave Th e ChildrenYahoo

UPSWhole FoodsNikeLAY’SHome DepotPepsiGirl Scouts of the USAYoplaitPaneraColgateKINDNestléPandoraPampersIKEALiptonLowe’sWorld Wildlife FundTrader Joe’seBayL’OréalChase BankSunChipsVerizonWalmartMasterCardToyotaAT&TNBCSnapchat

BarbieEtsySouthwest AirlinesAlwaysChipotleCanonNewman’s OwnRed BullKrogerChevroletSpotifyProcter & GambleT-MobileHondaPetfi nderFitbitFordGeneral ElectricAmerican AirlinesAdidasMediumSeventh GenerationGeicoAllstateAxeTh e North FaceLinkedInPatagoniaState FarmTime Warner

ZapposAnnie’s HomegrownNPRTh omson ReutersHonest CompanyCaterpillarComcastREIUberRalph LaurenLevi StraussMorgan StanleyUnited AirlinesMethodTeslaWells FargoVirginLyftH&MLockheed MartinOracleChobaniVenmoBank of AmericaIntelMiller LiteUniqloESPNHewlett-PackardSolarCity

UnileverKickstarterOne CampaignEileen FisherChevronClif BarAmerican ExpressGoldman SachsPfi zerBudweiserVolkswagenBMWAudiMarlboroExxonMobil(RED)Delta Air LinesVICESalesforce.comIBMLululemonCitiHeinekenKhan AcademyCoorsBoeingAirbnbCiscoMonsanto

Brand Ranking: Young & Social

7171


2828

+1 Social Rank 1 BWV Rank 2

Disney


Google


Dove


Facebook


Subway


Starbucks


Samsung


PayPal

-9 Social Rank 14 BWV Rank 5

Ben & Jerry’s


Kellogg’s


Target


Microsoft


Coca-Cola


Goodwill


LEGO

+25 -9 +14 +74 +30Social Rank 16 BWV Rank 41

Wikipedia

Social Rank 18 BWV Rank 32

Kraft


Twitter


TOMS


Amazon

Difference from Overal l Brand World Value Ranking: Young & Social

7272


Snap

chat

Red

Bul

l

Twitt

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Star

buck

s

Pam

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Spot

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Mor

gan

Stan

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Ral

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aure

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TO

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+79 +79 +74 +51 +44 +37 +34 +32 +31 +30

-33 -37 -38 -39 -40 -43 -43 -51 -54 -64

Levi

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ESPN

Del

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Inte

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Biggest Movers:Young & Social

7373


Brand World Value and Political Affiliation

We also took a look at the data through the lens of political affiliation. Specifically we were interested to see how people who associated with the two major political parties view these brands and rate their value to the world. Surprisingly, there were a few things they agreed on. We will start with these, since there is plenty that they differ on.

Both Republicans and Democrats agree that Amazon, Google and Goodwill are in the top three. The only difference is that Democrats rank Amazon (1) above Goodwill (2). The only other brand that people of both parties can agree to put in their top 10 is Kellogg’s. So that is four out of 10 they agree on. It’s a start. For their remaining six, Democrats round out their top 10 with two nonprofit brands — Save the Children, YMCA, and Girl Scouts of the USA, as well as Dove, Target, and Pay-Pal. Republicans by contrast include the more established corporate

brands of Kraft, Johnson & Johnson, Coca-Cola, Disney, PayPal and Girl Scouts of the USA. Interestingly, Democrats rate Coca-Cola much lower (-14) than Republicans.

Some of the most striking results were how differently people from both parties ranked other very well- known ubiquitous brands. Repub-licans put Walmart at 32 and Democrats put it down at 70. Starbucks is also polarizing with Democrats ranking it 24 spots higher than Repub-licans. Maybe more predictably as a reflection of the issues they care about, Democrats put TOMS, the original one-for-one shoe company, at #39 and Republicans have it 38 slots lower at #77. Democrats also rank Tesla, the electric car maker, 50 spots higher than Republicans.

7474


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919293949596979899

100101102103104105106107108109110111112113114115116117118119120

121122123124125126127128129130131132133134135136137138139140141142143144145146147148149

AmazonGoodwillGoogleYMCADoveKellogg’sSave Th e ChildrenPayPalGirl Scouts of the USATargetWorld Wildlife FundBen & Jerry’sKraftJohnson & JohnsonCVS PharmacyAppleDisneyNewman’s OwnHome DepotMicrosoftUPSFacebookSamsungCoca-ColaFedExColgateSubwayWikipediaLowe’sWhole Foods

DoritosMcDonald’sSonyPetfi nderYoplaitNBCTrader Joe’sLiptonTOMSeBaySeventh GenerationLEGOYahooIntelLAY’SGeneral ElectricProcter & GambleStarbucksNestléCanonNPRAT&TIKEAKrogerMasterCardPandoraPaneraNikeHewlett-PackardKIND

Levi StraussHondaAdidasVerizonPepsiTh e North FaceToyotaSouthwest AirlinesSunChipsWalmartChipotleREIAnnie’s HomegrownEtsyAllstateL’OréalESPNHonest CompanyTwitterChobaniFordChevroletPatagoniaState FarmMediumChase BankIBMTh omson ReutersAmerican AirlinesUniqlo

AlwaysFitbitTeslaPampersUnited AirlinesTime WarnerZapposClif BarLyftT-MobileKickstarterGeico(RED)AxeOracleBarbieLinkedInH&MMethodVenmoEileen FisherAmerican ExpressCaterpillarKhan AcademySpotifyComcastPfi zerDelta Air LinesSolarCityWells Fargo

UnileverRalph LaurenVirginUberBMWHeinekenBudweiserBoeingBank of AmericaCiscoVolkswagenOne CampaignCitiCoorsExxonMobilLockheed MartinChevronMiller LiteAudiAirbnbMorgan StanleyVICESnapchatSalesforce.comRed BullLululemonMonsantoMarlboroGoldman Sachs

Brand Ranking: Democrats

7575


NPR

(RED

)

NB

C

Chi

potle

Seve

nth

Gen

erat

ion

Inte

l

Ben

& Je

rry’s

Star

buck

s

Med

ium

Uni

qlo

+32 +22 +21 +19 +18 +17 +16 +16 +16 +16

-15 -15 -16 -17 -18 -19 -19 -22 -27 -30

Bar

bie

Exx

onM

obil

SunC

hips

Cat

erpi

llar

Lock

heed

Mar

tin

Nes

tlé

Del

ta A

ir L

ines

Che

vrol

et

Ford

Wal

mar

t

Biggest Movers: Democrats

7676


123456789

101112131415161718192021222324252627282930

313233343536373839404142434445464748495051525354555657585960

616263646566676869707172737475767778798081828384858687888990

919293949596979899

100101102103104105106107108109110111112113114115116117118119120

121122123124125126127128129130131132133134135136137138139140141142143144145146147148149

GoodwillAmazonGoogleKellogg’sKraftJohnson & JohnsonPayPalGirl Scouts of the USADisneyCoca-ColaMicrosoftColgateHome DepotLowe’sDoveSubwayNestléFedExUPSCVS PharmacyMcDonald’sProcter & GambleYMCAAppleLAY’SSamsungDoritosNewman’s OwnVerizonGeneral Electric

Save Th e ChildrenWalmartCanonLiptonPaneraYahooFacebookTargetPepsiWikipediaNikeeBaySonyWhole FoodsMasterCardYoplaitFordSunChipsLevi StraussTrader Joe’sKrogerState FarmHewlett-PackardWorld Wildlife FundSouthwest AirlinesLEGOChevroletBen & Jerry’sAllstateNBC

Petfi nderAT&TL’OréalAnnie’s HomegrownAmerican AirlinesChase BankESPNChobaniAdidasIKEAHondaStarbucksKINDFitbitDelta Air LinesIntelTOMSEtsyToyotaCaterpillarTh e North FaceSeventh GenerationPfi zerPandoraGeicoREIIBMT-MobileBoeingOracle

ExxonMobilClif BarLockheed MartinAlwaysBarbieHonest CompanyTime WarnerPampersUnited AirlinesComcastUnileverTh omson ReutersChevronAxeCiscoBudweiserTwitterEileen FisherPatagoniaLinkedInZapposAmerican ExpressKhan AcademyLyftRalph LaurenChipotleMorgan StanleyMediumH&MVenmo

Wells FargoSolarCity(RED)CitiNPRUniqloUberMethodOne CampaignSpotifyGoldman SachsAudiKickstarterBank of AmericaVICECoorsAirbnbBMWVirginSalesforce.comSnapchatHeinekenTeslaVolkswagenMiller LiteLululemonMonsantoRed BullMarlboro

Brand Ranking: Republicans

7777


Boe

ing

Exx

onM

obil

Pfi z

er

Che

vron

Lock

heed

Mar

tin

Stat

e Fa

rm

Del

ta A

ir L

ines

Proc

ter &

Gam

ble

Cis

co

Veri

zon

+32 +29 +28 +26 +25 +24 +24 +23 +22 +20

-22 -22 -23 -26 -27 -30 -32 -33 -36 -42

Pata

goni

a

Spot

ify

Seve

nth

Gen

erat

ion

Chi

potle

TO

MS

Ben

& Je

rry’s

Wor

ld W

ildlif

e Fu

nd

Kic

ksta

rter

Tesl

a

NPR

Biggest Movers: Republicans

7878


123456789

101112131415161718192021222324252627282930

313233343536373839404142434445464748495051525354555657585960

616263646566676869707172737475767778798081828384858687888990

919293949596979899

100101102103104105106107108109110111112113114115116117118119120

121122123124125126127128129130131132133134135136137138139140141142143144145146147148149

GoodwillAmazonGoogleDisneyKellogg’sPayPalKraftCoca-ColaColgateHome DepotSave Th e ChildrenYMCAMicrosoftDoveJohnson & JohnsonUPSGirl Scouts of the USAWorld Wildlife FundBen & Jerry’sSamsungFacebookFedExSubwayWalmartLowe’sCVS PharmacyTargetWikipediaSonyApple

General ElectricDoritosChevroletLAY’SLEGOFordNewman’s OwnNestléNikeeBayYahooWhole FoodsIntelAT&TYoplaitTrader Joe’sCanonIKEAHewlett-PackardLiptonPepsiTOMSKINDClif BarTh e North FaceProcter & GambleKickstarterHonest CompanyStarbucksVerizon

AlwaysSunChipsSouthwest AirlinesKrogerMcDonald’sPetfi nderPaneraNBCAdidasHondaLevi StraussToyotaMasterCardSeventh GenerationL’OréalChobaniPandoraAnnie’s HomegrownESPNChipotleBank of AmericaEtsyChase BankVirginAmerican AirlinesAllstatePatagoniaIBMAmerican ExpressPampers

SpotifyBudweiserState FarmBarbieSolarCityDelta Air LinesNPRT-MobileTeslaCaterpillarFitbitOracleAxeExxonMobilMethodUnited AirlinesTwitterMediumH&MCoorsWells FargoLockheed MartinKhan AcademyREIUniqloBoeingCiscoZapposUnileverLinkedIn

ChevronVICEPfi zerUberGeicoCitiBMWTh omson Reuters(RED)VenmoEileen FisherLululemonTime WarnerComcastSnapchatOne CampaignSalesforce.comLyftAirbnbAudiMorgan StanleyGoldman SachsVolkswagenRalph LaurenMiller LiteMonsantoRed BullHeinekenMarlboro

Brand Ranking: Independents

7979


Ban

k of

Am

eric

a

Kic

ksta

rter

Vir

gin

Clif

Bar

Bud

wei

ser

Che

vrol

et

Coo

rs

Alw

ays

Am

eric

an E

xpre

ss

Hon

est C

ompa

ny

+47 +43 +38 +32 +31 +27 +25 +23 +23 +21

-17 -19 -19 -24 -26 -29 -29 -31 -31 -36

Stat

e Fa

rm

Petfi

nder

Fitb

it

Com

cast

Th om

son

Reu

ters

REI

Lyft

McD

onal

d’s

Gei

co

Tim

e W

arne

r

Biggest Movers: Independents

8080


Goodwill

Disney

UPS

Save The Children Colgate

Google

Kraft

Coca-Cola

FedEx

Amazon


Home Depot

Kellogg’s

Johnson & Johnson

Microsoft

Subway

PayPal

Dove

YMCA

CVS Pharmacy

Democrats Independents Republicans



Democrats Independents Republicans Democrats Independents Republicans Democrats Independents Republicans Democrats Independents Republicans Democrats Independents Republicans













-1 - -

-10 -5 -8

+9 +5 -15

-11 +2 -3 -2 -10 -1 -5 +1 +3 -5 -6 +3 +5 -4 -5

+1 - -

-7 +2 -1

-9 +8 +5

- - -

-11 +5 +3

-7 -4 -

-2 -1 -

-6 +1 +3

-8 -4 +3

-3 -1 -2

+11 +3 -8

+5 -6 -

Political Rank

Political Rank

Political Rank

Political Rank Political Rank Political Rank Political Rank Political Rank

Political Rank

Political Rank

Political Rank

Political Rank

Political Rank

Political Rank

Political Rank

Political Rank

Political Rank

Political Rank

Political Rank

Political Rank

BWV Rank

BWV Rank

BWV Rank

BWV Rank BWV Rank BWV Rank BWV Rank BWV Rank

BWV Rank

BWV Rank

BWV Rank

BWV Rank

BWV Rank

BWV Rank

BWV Rank

BWV Rank

BWV Rank

BWV Rank

BWV Rank

BWV Rank

02 01 01

21 16 19

07 11 31

17 04 09 09 17 08 13 07 05 14 15 06 05 14 15

01 02 02

19 10 13

26 09 12

03 03 03

24 08 10

25 22 18

06 05 04

20 13 11

27 23 16

08 06 07

04 12 23

15 26 20

01

11

16

06 07 08 09 10

02

12

17

03

13

18

04

14

19

05

15

20

Difference from Overal l Brand World Value Ranking: Democrats vs. Independents vs. Republicans

8181


Thanks for reading.

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