Google leading brand in world but losing sense of purpose, says global survey

Google is the leading brand in the world but it is losing its sense of purpose, according to a global survey of 3,000 people about 100 leading companies.

The Futurebrand Index 2015 ranked Apple in second place and Microsoft in third, with Walt Disney and AbbVie Healthcare rounding out the top five.

Futurebrand surveyed people across 17 countries including the UK, US and China about their perceptions of companies listed in the PwC Global Top 100 Companies report.

People were asked to rate the companies across a range of 18 attributes, including consistency, innovation and purpose, to arrive at an overall score.

Google, which also ranked first in last year’s Index, achieved the highest overall score with 48 per of those surveyed strongly agreeing that the company possessed all 18 attributes, down from 51 per cent last year.

However, Google lost ground with the public on its individual score for purpose, down to 52 per cent from 60 per cent last year.

Apple, which received an overall score of 45 per cent, down from 48 per cent in 2014, outranked Google on individual scores of perceptions of individuality and trust, despite coming second in the survey.
Microsoft was nudged into third place after coming second last year and achieved an overall score of 43 per cent.

By sector, the index said health care companies were the standout success this year with five places in the top 21. 

However, tech companies remained the sector leader in perception terms while oil, gas and financial received the lowest scores.

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