Google, Apple most culturally vibrant brands

LONDON: Google, Apple, and Samsung lead the list of the world's most culturally vibrant brands, according to research by WPP Group.

LONDON: Google, Apple, and Samsung lead the list of the world's most culturally vibrant brands, according to research by WPP Group.

The 2013 report by WPP questioned 62,250 respondents in 10 markets including the UK and US.

It asked contributors to name the global brands with the most "VIBE” – visionary, inspiring, bold, and exciting – attributes.

The research revealed technology brands are making the most powerful connections with consumers, as they accounted for six of the top 10 places.

WPP said that by achieving high levels of "cultural traction,” the top 10 brands were ensuring they stay more relevant to consumers.

2013 marks the first time that Added Value, the WPP-owned global brand development and marketing insight consultancy, has carried the research out globally. Last year, it conducted the study in the US.

The top 10 most culturally vibrant brands are:

  • Google
  • Apple
  • Samsung
  • Ikea
  • Microsoft
  • Sony
  • BMW
  • Audi
  • Coca-Cola
  • eBay

“At Audi, we are aware of the importance of continuously shaping our brand, making sure it is culturally relevant to a high degree – not just in Germany or Europe, but across the world including major markets like China and the US,” said Orazio Costadura, head of brand and customer management at Audi.

This story originally appeared on the website of Marketing, the sister publication of PRWeek at Haymarket Media.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in