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2016 Brand World Value Index
2016 Brand World Value Index
ensoenso.co/worldvalue
#worldvalue
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2016 Brand World Value Index
Creating World Value
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2016 Brand World Value Index
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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2016 Brand World Value Index
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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2016 Brand World Value Index
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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2016 Brand World Value Index
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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2016 Brand World Value Index
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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2016 Brand World Value Index
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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2016 Brand World Value Index
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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2016 Brand World Value Index
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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2016 Brand World Value Index
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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2016 Brand World Value Index
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.
UPS
Home Depot
Coca-Cola
Microsoft
YMCA
Save The Children
Colgate
FedEx
Subway
CVS Pharmacy
Lowe’s
World Wildlife Fund
Samsung
Newman’s Own
Target
Apple
Ben & Jerry’s
Doritos
Nestlé
LAY’S
Wikipedia
Sony
McDonald’s
General Electric
Whole Foods
Lipton
Yoplait
Trader Joe’s
Walmart
LEGO
Yahoo
eBay
Canon
Procter & Gamble
Nike
Petfinder
Kroger
Verizon
TOMS
Pepsi
Panera
SunChips
Ford
Hewlett-Packard
MasterCard
NBC
AT&T
Seventh Generation
Chevrolet
Intel
Southwest Airlines
KIND
Starbucks
IKEA
The North Face
L’Oréal
Levi Strauss
Pandora
Annie’s Homegrown
Adidas
Etsy
Chobani
Toyota
Honda
State Farm
Allstate
Chase Bank
Honest Company
American Airlines
ESPN
Fitbit
NPR
Always
REI
Clif Bar
Patagonia
Pampers
IBM
Chipotle
Barbie
T-Mobile
Geico
Oracle
Caterpillar
Time Warner
United Airlines
Delta Air Lines
Kickstarter
GoodwillAmazonGoogleKellogg’sPayPalDisneyGirl Scouts of AmericaKraftJohnson & JohnsonDove
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Medium
Thomson Reuters
Zappos
Axe
Uniqlo
Tesla
Spotify
Lyft
Comcast
Pfizer
American Express
Method
SolarCity
Venmo
Unilever
H&M
Lockheed Martin
Eileen Fisher
ExxonMobil
Boeing
Virgin
Budweiser
Khan Academy
(RED)
Wells Fargo
Cisco
Bank of America
Chevron
Uber
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BMW
Ralph Lauren
Citi
One Campaign
Coors
Morgan Stanley
Volkswagen
VICE
Snapchat
Heineken
Audi
Airbnb
Salesforce.com
Miller Lite
Lululemon
Goldman Sachs
Red Bull
Monsanto
Marlboro
2016 Brand World Value Rankings
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2016 Brand World Value Index
Brand Ranking :
Awareness of PurposeRespondents were asked how aware they are, or not, of each brand’s purpose, beyond just making money.
2020
2016 Brand World Value Index
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).
NOTE:Awareness of Purpose
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Clif Bar
Lockheed Martin
Oracle
H&M
Kickstarter
Petfi nder
REI
Seventh Generation
Monsanto
Unilever
Lyft
Honest Company
KIND
Patagonia
Annie’s Homegrown
Airbnb
Method
Th omson Reuters
Lululemon
(RED)
Venmo
Eileen Fisher
Khan Academy
SolarCity
Medium
Uniqlo
VICE
One Campaign
Salesforce.com
GoodwillMcDonald’sYMCAGirl Scouts of America
PayPalDisneyGoogleTargetUPSWalmartAmazon
CVS Pharmacy
FedEx
Johnson & Johnson
Microsoft
Subway
Pepsi
Verizon
Coca-Cola
Lowe’s
Starbucks
Apple
Nike
State Farm
Allstate
Kellogg’s
NBC
Samsung
LEGO
Nestlé
Sony
Yahoo
Dove
Home Depot
Pampers
Wikipedia
Ford
Kraft
LAY’S
Lipton
MasterCard
T-Mobile
Toyota
American Airlines
AT&T
eBay
Geico
Barbie
Chase Bank
Chevrolet
Colgate
Southwest Airlines
Whole Foods
Yoplait
Ben & Jerry’s
Canon
General Electric
L’Oréal
Volkswagen
Budweiser
Marlboro
Procter & Gamble
Wells Fargo
Adidas
Bank of America
Comcast
Doritos
ESPN
Honda
Red Bull
Time Warner
Trader Joe’s
United Airlines
American Express
Panera
Chipotle
Intel
Newman’s Own
SunChips
ExxonMobil
IKEA
Kroger
Levi Strauss
Miller Lite
Pandora
BMW
Delta Air Lines
Hewlett-Packard
IBM
Ralph Lauren
Audi
Chevron
Coors
Heineken
Citi
Save Th e Children
Uber
Pfi zer
World Wildlife Fund
Th e North Face
Axe
Caterpillar
Chobani
TOMS
Virgin
Boeing
Fitbit
Morgan Stanley
Zappos
Snapchat
Tesla
Cisco
Etsy
NPR
Spotify
Always
Goldman Sachs
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2016 Brand World Value Index
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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2016 Brand World Value Index
NOTE:Alignment of Purpose
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Lyft
Ralph Lauren
(RED)
Eileen Fisher
Lockheed Martin
Pampers
SolarCity
Venmo
Volkswagen
BMW
Cisco
Heineken
Morgan Stanley
Coors
Uber
Audi
Khan Academy
Snapchat
Miller Lite
VICE
Airbnb
Goldman Sachs
One Campaign
Lululemon
Red Bull
Salesforce.com
Monsanto
Marlboro
AmazonGoogleMicrosoftGoodwillPayPalKellogg’sJohnson & JohnsonDoveKraftUPSColgate
Disney
Coca-Cola
Home Depot
Lowe’s
Samsung
Subway
CVS Pharmacy
FedEx
Target
Sony
McDonald’s
Save Th e Children
Walmart
Yahoo
Lipton
Wikipedia
Apple
General Electric
LAY’S
Nestlé
YMCA
Doritos
Newman’s Own
Ben & Jerry’s
MasterCard
NBC
Yoplait
Girl Scouts of America
Procter & Gamble
Whole Foods
World Wildlife Fund
eBay
Hewlett-Packard
Nike
Verizon
Pepsi
Trader Joe’s
Canon
Chevrolet
Kroger
Panera
Intel
Pandora
AT&T
Levi Strauss
SunChips
Ford
Petfi nder
Southwest Airlines
Starbucks
L’Oréal
LEGO
Toyota
Adidas
Chase Bank
ESPN
IKEA
KIND
Seventh Generation
State Farm
Th e North Face
TOMS
Allstate
Annie’s Homegrown
Chobani
Honda
Always
Etsy
T-Mobile
American Airlines
Chipotle
Fitbit
Honest Company
IBM
United Airlines
Delta Air Lines
NPR
Clif Bar
ExxonMobil
Geico
Time Warner
Patagonia
REI
American Express
Oracle
Boeing
Caterpillar
Chevron
Comcast
Pfi zer
Th omson Reuters
Unilever
Zappos
Axe
Budweiser
Spotify
Tesla
Bank of America
Kickstarter
Uniqlo
Wells Fargo
Citi
H&M
Medium
Method
Virgin
Barbie
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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2016 Brand World Value Index
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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2016 Brand World Value Index
NOTE:Willingness to Support Brand Purpose
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ComcastBoeingCiscoVirginBudweiserExxonMobilBank of AmericaOne CampaignUberWells FargoBMWChevronCitiMorgan StanleyRalph LaurenCoorsVICEVolkswagenHeinekenSnapchatAirbnbAudiMiller LiteSalesforce.comGoldman SachsLululemonRed BullMarlboroMonsanto
GoodwillAmazonGoogleKellogg’sGirl Scouts of AmericaSave Th e ChildrenPayPalWorld Wildlife FundDisneyKraftDoveJohnson & JohnsonCoca-ColaHome DepotUPSYMCAColgateFedExNewman’s OwnCVS PharmacyMicrosoftAppleLowe’sSamsungSubwayBen & Jerry’sFacebookPet� nderDoritosTarget
KINDNestléTrader Joe’sWikipediaGeneral ElectricLAY’SLEGOSeventh GenerationTOMSWhole FoodsCanonSonyYoplaitAnnie’s HomegrowneBayLiptonMcDonald’sKrogerNikeProcter & GambleWalmartYahooPaneraSunChipsFordHewlett-PackardIntelVerizonAT&TChevrolet
EtsyHonest CompanyPepsiSouthwest Airlines� e North FaceChobaniIKEAMasterCardNBCStarbucksL’OréalLevi StraussPandoraPatagoniaREIAdidasClif BarMediumNPRAlwaysFitbitHondaToyotaAllstateState Farm� omson ReutersAmerican AirlinesChase BankESPNOracle
UniqloKickstarterPampersSolarCityBarbieCaterpillarChipotleIBMTwitterVenmoEileen FisherKhan AcademyLyftMethodT-MobileZapposGeicoTime Warner(RED)AxeDelta Air LinesLinkedInSpotifyTeslaUnited AirlinesH&MLockheed MartinP� 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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2016 Brand World Value Index
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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2016 Brand World Value Index
NOTE:Purpose as Purchase Motivator
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Venmo
(RED)
Budweiser
Cisco
Virgin
Audi
BMW
Khan Academy
Ralph Lauren
Uber
Wells Fargo
Bank of America
One Campaign
Citi
Coors
Heineken
Volkswagen
Miller Lite
Morgan Stanley
Airbnb
VICE
Lululemon
Snapchat
Red Bull
Salesforce.com
Goldman Sachs
Monsanto
Marlboro
AmazonGoogleGoodwillKellogg’sDoveKraftPayPalJohnson & JohnsonColgateDisneyGirl Scouts of America
Home Depot
UPS
FedEx
Newman’s Own
Subway
Ben & Jerry’s
Coca-Cola
CVS Pharmacy
Lowe’s
Microsoft
Samsung
World Wildlife Fund
Doritos
Save Th e Children
Target
Nestlé
LAY’S
Sony
Lipton
YMCA
Apple
Kroger
Whole Foods
Canon
eBay
General Electric
Petfi nder
Procter & Gamble
Seventh Generation
Yoplait
Trader Joe’s
Walmart
LEGO
Panera
SunChips
TOMS
Wikipedia
Hewlett-Packard
McDonald’s
Nike
Th e North Face
Yahoo
Chevrolet
Ford
KIND
Pepsi
Verizon
Annie’s Homegrown
AT&T
Etsy
IKEA
Levi Strauss
Southwest Airlines
Adidas
Intel
MasterCard
NBC
L’Oréal
Pandora
Allstate
Honda
Honest Company
REI
State Farm
Starbucks
Always
American Airlines
Chobani
Fitbit
Toyota
Chase Bank
IBM
Clif Bar
Patagonia
Caterpillar
Delta Air Lines
NPR
T-Mobile
Barbie
Chipotle
ESPN
Oracle
Pampers
Time Warner
Axe
Medium
Tesla
Unilever
Uniqlo
United Airlines
Zappos
ExxonMobil
Geico
Kickstarter
Th omson Reuters
American Express
Comcast
Eileen Fisher
Lyft
Method
Pfi zer
Spotify
Boeing
Chevron
H&M
Lockheed Martin
SolarCity
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).
2727
2016 Brand World Value Index
Brand World Value By Population Segment
2828
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.
2929
2016 Brand World Value Index
#worldvalue
By Population Segment
Brand Ranking: Mil lennials / Gen Z
NOTE:millenials
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AmazonGoogleDisneyGoodwillKellogg’sDovePayPalCoca-ColaTargetFacebookSave Th e Children
Samsung
Subway
Microsoft
Apple
World Wildlife Fund
Wikipedia
Kraft
Colgate
UPS
CVS Pharmacy
TOMS
Johnson & Johnson
FedEx
LEGO
Nike
Home Depot
Doritos
Ben & Jerry’s
Girl Scouts of America
Sony
Pandora
Starbucks
Trader Joe’s
YMCA
Whole Foods
Walmart
Yoplait
Etsy
Petfi nder
KIND
eBay
Lowe’s
LAY’S
Nestlé
Newman’s Own
L’Oréal
Panera
McDonald’s
SunChips
IKEA
Chipotle
Pampers
Th e North Face
Yahoo
Kroger
Seventh Generation
Verizon
Canon
Lipton
Pepsi
AT&T
MasterCard
Spotify
Toyota
Always
Annie’s Homegrown
Southwest Airlines
Adidas
General Electric
Honest Company
Chase Bank
T-Mobile
NBC
Chevrolet
Fitbit
Barbie
Chobani
Snapchat
Patagonia
Ford
REI
Medium
Red Bull
Honda
Procter & Gamble
Uber
Allstate
Tesla
American Airlines
Comcast
NPR
State Farm
Geico
Th omson Reuters
Zappos
Caterpillar
Intel
Axe
Venmo
United Airlines
SolarCity
Kickstarter
Time Warner
Oracle
Lyft
Wells Fargo
Lockheed Martin
Method
H&M
Uniqlo
Bank of America
ESPN
Morgan Stanley
Clif Bar
Levi Strauss
Eileen Fisher
Chevron
Virgin
Hewlett-Packard
Unilever
American Express
BMW
Khan Academy
Miller Lite
One Campaign
Ralph Lauren
Delta Air Lines
Goldman Sachs
Audi
Pfi zer
(RED)
VICE
ExxonMobil
Volkswagen
IBM
Citi
Lululemon
Salesforce.com
Budweiser
Coors
Boeing
Airbnb
Marlboro
Heineken
Cisco
Monsanto
3030
2016 Brand World Value Index#worldvalueBy Population Segment
Difference from Overal l Brand World Value Ranking: Mil lennials / Gen Z
21enso.co/worldvalue
NOTE:Millenial / Gen Z
enso.co/worldvalue
Am
azon
Goo
gle
Dis
ney
Goo
dwill
Kel
logg
’s
Dov
e
Pay
Pal
Coc
a-C
ola
Targ
et
Face
book
+1 +1 +3 -3 -1
+5 +11 +6 0 +11
+4 - 2 +5 +16 +17
+6 +15 -10 -2 -9
Save
Th e
Chi
ldre
n
Sam
sun
g
Subw
ay
Mic
roso
ft
App
le
Wor
ld W
ildlif
e Fu
nd
Wik
iped
ia
Kra
ft
Col
gate
UP
S
3131
2016 Brand World Value Index
#worldvalue
By Population SegmentNOTE:Top Movers Millinial / Gen Z
Red
Bul
l
Snap
chat
Tw
itter
Spot
ify
Ube
r
Pan
dora
Chi
pot
le
Pam
per
s
Ets
y
Star
buck
s
+62 +59 +58 +43 +42 +37 +37 +34 +32 +31
-28 -31 -31 -34 -36 -39 -42 -49 -50 -67
Ford
Clif
Bar
Del
ta A
ir L
ines
ESP
N
Gen
eral
Ele
ctri
c
Inte
l
Pro
cter
& G
ambl
e
IBM
Lev
i Str
auss
Hew
lett
-Pac
kard
Biggest Movers: Mil lennials / Gen Z
3232
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
By Population Segment
3333
2016 Brand World Value IndexBy Population Segment
NOTE:moms
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AmazonDoveDisneyGoodwillSave Th e ChildrenYMCAKellogg’sTargetGoogleKraftFacebook
Pampers
PayPal
Subway
Yoplait
Microsoft
LAY’S
Walmart
Johnson & Johnson
LEGO
Samsung
Sony
McDonald’s
Nestlé
TOMS
Nike
Colgate
Starbucks
Ben & Jerry’s
Pepsi
Girl Scouts of America
UPS
Whole Foods
Yahoo
Coca-Cola
Procter & Gamble
L’Oréal
Doritos
Lipton
Always
Pandora
CVS Pharmacy
Wikipedia
FedEx
Lowe’s
MasterCard
Home Depot
Toyota
Petfi nder
Panera
Etsy
Kroger
Apple
Trader Joe’s
SunChips
NBC
KIND
Barbie
World Wildlife Fund
General Electric
Levi Strauss
Chobani
Verizon
Newman’s Own
IKEA
Canon
eBay
Honest Company
Chevrolet
Seventh Generation
Th e North Face
Ford
United Airlines
Annie’s Homegrown
Wells Fargo
Volkswagen
Spotify
Method
Allstate
T-Mobile
Hewlett-Packard
AT&T
Chipotle
Fitbit
Southwest Airlines
State Farm
Patagonia
Adidas
Pfi zer
Ralph Lauren
Comcast
Honda
REI
Uber
Chase Bank
Zappos
Geico
American Airlines
Snapchat
Intel
Medium
Time Warner
H&M
Caterpillar
Oracle
NPR
Unilever
Clif Bar
Tesla
Lyft
SolarCity
Virgin
Lockheed Martin
Th omson Reuters
Red Bull
Venmo
Uniqlo
Axe
Eileen Fisher
One Campaign
IBM
ESPN
Morgan Stanley
ExxonMobil
Bank of America
American Express
Lululemon
Chevron
Delta Air Lines
Miller Lite
Budweiser
Goldman Sachs
Salesforce.com
(RED)
Citi
BMW
Marlboro
VICE
Khan Academy
Cisco
Kickstarter
Monsanto
Boeing
Coors
Heineken
Airbnb
Audi
Brand Ranking: Moms
3434
2016 Brand World Value IndexBy Population Segment
Difference from Overal l Brand World Value Ranking: Moms
26enso.co/worldvalue
NOTE:Moms
26enso.co/worldvalue
+1 Moms Rank 1 BWV Rank 2
Disney
+3 Moms Rank 3 BWV Rank 6
Dove
+8 Moms Rank 2 BWV Rank 10
Goodwill
-3 Moms Rank 4 BWV Rank 1
Save The Children
+11 Moms Rank 5 BWV Rank 16
+16 Moms Rank 11 BWV Rank 27
PayPal
-8 Moms Rank 13 BWV Rank 5
Pampers
+76 Moms Rank 12 BWV Rank 88
Subway
+5 Moms Rank 14 BWV Rank 19
Yoplait
+23 Moms Rank 15 BWV Rank 38
YMCA
+9 Moms Rank 6 BWV Rank 15
Target
+17 Moms Rank 8 BWV Rank 25
Kellogg’s
-3 Moms Rank 7 BWV Rank 4
-6 Moms Rank 9 BWV Rank 3
Kraft
-2 Moms Rank 10 BWV Rank 8
Microsoft
-2 +14 +22 -10 +21Moms Rank 16 BWV Rank 14
Walmart
Moms Rank 18 BWV Rank 40
LAY’S
Moms Rank 17 BWV Rank 31
Johnson & Johnson
Moms Rank 19 BWV Rank 9
LEGO
Moms Rank 20 BWV Rank 41
Amazon
3535
2016 Brand World Value IndexBy Population Segment
Biggest Movers:Moms
NOTE:Biggest Movers for Moms
Pam
per
s
Vol
ksw
agen
Wel
ls F
argo
Alw
ays
Ral
ph L
aure
n
Snap
chat
Star
buck
s
Met
hod
Ube
r
Bar
bie
+76 +61 +51 +44 +41 +39 +36 +35 +35 +33
-27 -27 -32 -34 -35 -37 -40 -40 -43 -43
App
le
Hew
lett
-Pac
kard
Del
ta A
ir L
ines
IBM
Hom
e D
epot
Wor
ld W
ildlif
e Fu
nd
New
man
’s O
wn
Inte
l
ESP
N
Kic
ksta
rter
3636
2016 Brand World Value IndexBy Population Segment
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
2016 Brand World Value IndexBy Population Segment
NOTE:Gen X
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GoodwillAmazonGoogleGirl Scouts of AmericaKellogg’sPayPalJohnson & JohnsonKraftUPSHome DepotYMCA
Dove
Lowe’s
Microsoft
FedEx
Colgate
Save Th e Children
Newman’s Own
Coca-Cola
CVS Pharmacy
Disney
Subway
World Wildlife Fund
Samsung
Apple
Ben & Jerry’s
General Electric
Nestlé
LAY’S
Procter & Gamble
Target
McDonald’s
Doritos
Lipton
Hewlett-Packard
Canon
Yahoo
Sony
Whole Foods
Yoplait
Wikipedia
eBay
Walmart
Intel
Ford
Trader Joe’s
Kroger
Levi Strauss
Verizon
LEGO
Pepsi
NBC
Chevrolet
Petfi nder
MasterCard
Panera
Southwest Airlines
Nike
AT&T
SunChips
Seventh Generation
State Farm
TOMS
Honda
IKEA
Allstate
Adidas
IBM
Th e North Face
Chobani
KIND
ESPN
Annie’s Homegrown
Starbucks
L’Oréal
American Airlines
Toyota
Clif Bar
NPR
Chase Bank
Pandora
Delta Air Lines
Honest Company
Fitbit
REI
Etsy
Oracle
Caterpillar
Always
Patagonia
Boeing
Geico
Pfi zer
Time Warner
Cisco
United Airlines
Budweiser
Barbie
Kickstarter
Th omson Reuters
T-Mobile
Zappos
Pampers
American Express
Chipotle
ExxonMobil
Axe
Unilever
Uniqlo
Medium
(RED)
Lyft
Method
Tesla
SolarCity
Eileen Fisher
Khan Academy
Lockheed Martin
H&M
Virgin
Venmo
Comcast
Coors
Spotify
Citi
Heineken
Chevron
Wells Fargo
One Campaign
Salesforce.com
BMW
Bank of America
VICE
Airbnb
Volkswagen
Ralph Lauren
Lululemon
Snapchat
Uber
Morgan Stanley
Audi
Goldman Sachs
Miller Lite
Monsanto
Red Bull
Marlboro
Brand Ranking: Gen X / Boomers
3838
2016 Brand World Value IndexBy Population Segment
20
NOTE:Gen X / Boomer
+1 -1 +6 -6 0+4 -2 +8 0 +3
-1 +2 0 +2 +20 0 0 +3 -1Y
MC
A
Dov
e
Low
e’s
Mic
roso
ft
FedE
x
Col
gate
Save
Th e
Chi
ldre
n
New
man
’s O
wn
Coc
a-C
ola
CV
S P
harm
acy
Goo
dwill
Am
azon
Goo
gle
Gir
l Sco
uts
of A
mer
ica
Kel
logg
’s
Pay
Pal
John
son
& Jo
hnso
n
Kra
ft
UP
S
Hom
e D
epot
Difference from Overal l Brand World Value Ranking:Gen X / Boomers
3939
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Biggest Movers for Generation X and Boomers
Cis
co
Boe
ing
Bud
wei
ser
IBM
Hew
lett
-Pac
kard
Lev
i Str
auss
Pfi z
er
Inte
l
Del
ta A
ir L
ines
Pro
cter
& G
ambl
e
+31 +29 +25 +20 +19 +19 +17 +16 +16 +15
-13 -13 -14 -14 -15 -15 -16 -16 -18 -35
Nik
e
Pan
dora
TO
MS
Com
cast
Dis
ney
Ets
y
Pam
per
s
Chi
pot
le
Spot
ify
Tw
itter
Biggest Movers: Gen X / Boomers
4040
2016 Brand World Value Index
#worldvalue
By Population Segment
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
4141
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Elites
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149
GoodwillTrader Joe’sGirl Scouts of America
YMCAPayPalWorld Wildlife FundSouthwest AirlinesNewman’s OwnJohnson & JohnsonCVS PharmacyFedEx
UPS
Patagonia
Amazon
Lowe’s
American Airlines
Canon
Verizon
Th e North Face
Seventh Generation
Annie’s Homegrown
Apple
REI
L’Oréal
Save Th e Children
Chase Bank
Whole Foods
Th omson Reuters
T-Mobile
KIND
NPR
Geico
Kroger
Barbie
Ben & Jerry’s
SunChips
Chobani
Home Depot
Kraft
Wikipedia
Petfi nder
Kellogg’s
Oracle
Allstate
Zappos
Disney
Etsy
Target
Fitbit
Intel
Lyft
Comcast
State Farm
Lockheed Martin
Colgate
Microsoft
Caterpillar
Dove
Coca-Cola
Nike
Medium
Time Warner
Panera
Uniqlo
Morgan Stanley
Ford
Clif Bar
Adidas
ESPN
LEGO
TOMS
General Electric
Procter & Gamble
Nestlé
Samsung
Starbucks
Venmo
IKEA
Tesla
Kickstarter
Boeing
Khan Academy
Goldman Sachs
Yahoo
Eileen Fisher
American Express
Subway
AT&T
IBM
Toyota
MasterCard
Honda
Yoplait
Hewlett-Packard
Sony
Honest Company
Doritos
eBay
(RED)
Levi Strauss
Delta Air Lines
ExxonMobil
Lipton
Virgin
United Airlines
BMW
Citi
Pandora
McDonald’s
Heineken
Method
Pampers
Budweiser
H&M
Chevron
SolarCity
Chevrolet
Pepsi
Cisco
One Campaign
Chipotle
Unilever
Uber
Pfi zer
Audi
Always
Airbnb
LAY’S
Wells Fargo
Spotify
VICE
NBC
Coors
Bank of America
Salesforce.com
Marlboro
Axe
Walmart
Ralph Lauren
Lululemon
Monsanto
Snapchat
Miller Lite
Volkswagen
Red Bull
Brand Ranking: El ites
4242
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Elites
22enso.co/worldvalue
0 Elite Rank 1 BWV Rank 1
Girl Scouts of America
+4 Elite Rank 3 BWV Rank 7
Trader Joe’s
+37 Elite Rank 2 BWV Rank 39
YMCA
+11 Elite Rank 4 BWV Rank 15
PayPal
0 Elite Rank 5 BWV Rank 5
FedEx
+7 Elite Rank 11 BWV Rank 18
Patagonia
+74 Elite Rank 13 BWV Rank 87
UPS
-1 Tech Rank 12 BWV Rank 11
Amazon
-12 Elite Rank 14 BWV Rank 2
Lowe’s
+6 Elite Rank 15 BWV Rank 21
World Wildlife Fund
+16 Elite Rank 6 BWV Rank 22
Newman’s Own
+16 Elite Rank 8 BWV Rank 24
Southwest Airlines
+55 Elite Rank 7 BWV Rank 62
Johnson & Johnson
0 Elite Rank 9 BWV Rank 9
CVS Pharmacy
+10 Elite Rank 10 BWV Rank 20
American Airlines
+64 +27 -15 +30 +46Elite Rank 16 BWV Rank 80
Elite Rank 18 BWV Rank 3
Canon
Elite Rank 17 BWV Rank 42
Verizon
Elite Rank 19 BWV Rank 49
� e North Face
Elite Rank 20 BWV Rank 66
Goodwill
Brand World Value Ranking: El ites
4343
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Biggest Movers for Elites
Pat
agon
ia
Th om
son
Reu
ters
Mor
gan
Sta
nle
y
Am
eric
an A
irlin
es
Lin
kedI
n
T-M
obile
Loc
khee
d M
arti
n
RE
I
Gei
co
Gol
dman
Sac
hs
+74 +73 +69 +64 +63 +62 +62 +61 +61 +60
-66 -70 -70 -71 -71 -72 -79 -79 -101 -102
Son
y
Face
book
Lip
ton
Subw
ay
Pep
si
Dor
itos
McD
onal
d’s
NB
C
LA
Y’S
Wal
mar
t
Biggest Movers: El ites
4444
2016 Brand World Value Index#worldvalueBy Population Segment
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
America and Dove much lower than the general population. And they more highly rated lifestyle solution brands like Target, FedEx, Southwest
and Starbucks.
4545
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Social And Purpose Engaged
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GoodwillAmazonGoogleFedExMicrosoftYMCAJohnson & JohnsonTargetFacebookPayPalSave Th e Children
Subway
CVS Pharmacy
Lowe’s
UPS
Samsung
Kellogg’s
LEGO
Girl Scouts of America
Dove
Wikipedia
Disney
Sony
Kraft
Ben & Jerry’s
Coca-Cola
McDonald’s
Trader Joe’s
SunChips
Canon
L’Oréal
Lipton
Nestlé
Newman’s Own
Southwest Airlines
LAY’S
Yahoo
Verizon
Whole Foods
Kroger
Starbucks
World Wildlife Fund
Doritos
Panera
Colgate
Home Depot
Pepsi
TOMS
Chase Bank
Yoplait
American Airlines
Nike
Procter & Gamble
Walmart
KIND
MasterCard
Allstate
Apple
T-Mobile
Petfi nder
NBC
Seventh Generation
Annie’s Homegrown
Toyota
Time Warner
State Farm
Barbie
Pandora
Th e North Face
General Electric
Etsy
Geico
Zappos
Levi Strauss
Fitbit
Chobani
Th omson Reuters
eBay
Pampers
Oracle
Caterpillar
REI
Comcast
Chevrolet
Lyft
Honest Company
Lockheed Martin
NPR
AT&T
United Airlines
Patagonia
IKEA
Always
Hewlett-Packard
Morgan Stanley
Ford
Tesla
Intel
Adidas
Uniqlo
Virgin
Medium
Spotify
Snapchat
Venmo
ESPN
Pfi zer
Wells Fargo
Red Bull
Method
Ralph Lauren
Honda
H&M
Goldman Sachs
Eileen Fisher
Uber
Axe
Clif Bar
Kickstarter
Miller Lite
IBM
Volkswagen
Delta Air Lines
Chipotle
SolarCity
Marlboro
Unilever
ExxonMobil
One Campaign
Budweiser
Bank of America
(RED)
Lululemon
American Express
VICE
Chevron
Cisco
Khan Academy
Salesforce.com
Citi
Heineken
Boeing
Coors
BMW
Audi
Airbnb
Monsanto
Brand Ranking: Social & Purpose Engaged
4646
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Social Purpose Engage
23enso.co/worldvalue
Goo
dwill
Am
azon
Goo
gle
FedE
x
Mic
roso
ft
YM
CA
John
son
& Jo
hnso
n
Targ
et
Face
book
Pay
Pal
0 0 0 +14 +9 +9 +2 +17 +18 -5
+5 +7 +7 +7 -4 +7 -13 +23 -12 -10
Save
Th e
Chi
ldre
n
Subw
ay
CV
S P
harm
acy
Low
e’s
UP
S
Sam
sun
g
Kel
logg
’s
LE
GO
Gir
l Sco
uts
of A
mer
ica
Dov
e
Difference from Overal l Brand World Value Ranking: Social & Purpose Engaged
4747
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Biggest Movers for Social & Purpose Engaged
Tw
itter
Mor
gan
Sta
nle
y
L’O
réal
Red
Bul
l
Snap
chat
T-M
obile
Tim
e W
arn
er
Gol
dman
Sac
hs
Zap
pos
Loc
khee
d M
arti
n
+61 +39 +36 +36 +33 +32 +31 +30 +29 +29
-34 -34 -35 -36 -36 -36 -39 -39 -41 -44
Clif
Bar
IBM
Hom
e D
epot
Gen
eral
Ele
ctri
c
eBay
Chi
pot
le
Inte
l
Hon
da
Hew
lett
-Pac
kard
Ford
Biggest Movers: Social & Purpose Engaged
4848
2016 Brand World Value Index
#worldvalue
By Population Segment
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
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Tech Positive
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GoodwillAmazonGooglePayPalJohnson & JohnsonCVS PharmacyFedExGirl Scouts of America
UPSMicrosoftFacebook
Ben & Jerry’s
World Wildlife Fund
Lowe’s
YMCA
Disney
Kellogg’s
Newman’s Own
Coca-Cola
Wikipedia
Apple
Home Depot
Target
Dove
Canon
Trader Joe’s
Save Th e Children
Southwest Airlines
Samsung
Kraft
LEGO
Allstate
SunChips
Verizon
Sony
American Airlines
Whole Foods
State Farm
Kroger
Chase Bank
Starbucks
T-Mobile
Yoplait
Seventh Generation
Nike
Petfi nder
Subway
Colgate
Doritos
Panera
Th e North Face
KIND
Pepsi
Etsy
Intel
eBay
Nestlé
General Electric
L’Oréal
Annie’s Homegrown
Chipotle
Procter & Gamble
Pandora
Comcast
Lipton
Time Warner
Fitbit
AT&T
Barbie
Toyota
McDonald’s
TOMS
Chobani
LAY’S
Geico
Ford
Oracle
Yahoo
Caterpillar
Zappos
Walmart
NBC
NPR
Adidas
Lyft
Hewlett-Packard
Chevrolet
Th omson Reuters
REI
Honest Company
Patagonia
MasterCard
Honda
IKEA
Clif Bar
Pampers
Tesla
Spotify
Venmo
Kickstarter
Levi Strauss
Uber
Morgan Stanley
Uniqlo
Always
IBM
Lockheed Martin
Medium
ESPN
Delta Air Lines
Unilever
American Express
United Airlines
Virgin
Eileen Fisher
Pfi zer
Axe
Red Bull
Snapchat
H&M
SolarCity
Wells Fargo
Volkswagen
Boeing
ExxonMobil
Budweiser
Cisco
Ralph Lauren
Khan Academy
Goldman Sachs
Bank of America
BMW
Method
One Campaign
Miller Lite
Chevron
Citi
Marlboro
Airbnb
(RED)
Audi
Heineken
VICE
Coors
Lululemon
Salesforce.com
Monsanto
Brand Ranking: Tech Positive
5050
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Tech Skeptic
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GoodwillAmazonGoogleKellogg’sDisneySubwayKraftNestléSave Th e ChildrenHome DepotPayPal
Coca-Cola
McDonald’s
Microsoft
Walmart
LAY’S
UPS
Dove
Johnson & Johnson
YMCA
Colgate
Samsung
Girl Scouts of America
Lipton
Lowe’s
Pepsi
FedEx
Yoplait
Procter & Gamble
Yahoo
CVS Pharmacy
Apple
NBC
World Wildlife Fund
Ford
Target
Doritos
Sony
Newman’s Own
Whole Foods
eBay
Levi Strauss
TOMS
Nike
General Electric
Ben & Jerry’s
LEGO
Chevrolet
Wikipedia
Salesforce.com
Kroger
Petfi nder
Trader Joe’s
Goldman Sachs
One Campaign
VICE
Airbnb
MasterCard
IKEA
AT&T
Panera
Pfi zer
Intel
Lululemon
Pandora
Verizon
Canon
Always
Venmo
Hewlett-Packard
Southwest Airlines
Adidas
SolarCity
Chobani
Method
Th omson Reuters
Th e North Face
SunChips
Pampers
KIND
L’Oréal
Etsy
Khan Academy
Medium
Patagonia
Monsanto
(RED)
Annie’s Homegrown
Eileen Fisher
Oracle
Lockheed Martin
Kickstarter
Starbucks
Morgan Stanley
REI
Seventh Generation
Wells Fargo
H&M
NPR
Clif Bar
Uniqlo
Lyft
Tesla
Unilever
ESPN
Caterpillar
Honest Company
Zappos
Toyota
Barbie
United Airlines
Uber
Geico
State Farm
Cisco
Virgin
Chase Bank
Fitbit
Spotify
Snapchat
Honda
Time Warner
IBM
Boeing
Marlboro
Ralph Lauren
Red Bull
Allstate
T-Mobile
Axe
Audi
American Airlines
Bank of America
ExxonMobil
Comcast
Volkswagen
Delta Air Lines
BMW
Coors
Miller Lite
Budweiser
Citi
Chipotle
Heineken
Chevron
American Express
Brand Ranking: Tech Skeptic
5151
2016 Brand World Value Index
#worldvalue
By Population Segment
40
35
30
25
20
15
10
05
1
Sketpic vs Positive
Goodwill
Disney
UPS
Save The Children Colgate
Kraft
Coca-Cola
FedEx
Amazon
Girl Scouts of America
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
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
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
BWV Rank
Tech Rank
BWV Rank
Tech Rank
BWV Rank
Tech Rank
BWV Rank
Tech Rank
BWV Rank
Tech Rank
BWV Rank
Tech Rank
BWV Rank
Tech Rank
BWV Rank
Tech Rank
BWV Rank
Tech Rank
BWV Rank
Tech Rank
BWV Rank
Tech Rank
BWV Rank
Tech Rank
BWV Rank
Tech Rank
BWV Rank
Tech Rank
BWV Rank
Tech Rank
BWV Rank
Tech Rank
BWV Rank
Tech Rank
BWV Rank
Tech Rank
BWV Rank
Tech Rank
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
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Biggest Movers for Tech Positive vs. Tech Skeptictech positive
Tw
itter
Lin
kedI
n
T-M
obile
Alls
tate
Com
cast
Am
eric
an A
irlin
es
Stat
e Fa
rm
Cha
se B
ank
Sout
hwes
t Air
lines
Mor
gan
Sta
nle
y
+64 +54 +49 +44 +44 +43 +37 +37 +34 +31
-30 -31 -32 -33 -35 -38 -38 -39 -43 -45
ESP
N
IKE
A
Col
gate
Hew
lett
-Pac
kard
Lev
i Str
auss
Yaho
o
Mas
terC
ard
McD
onal
d’s
Wal
mar
t
LA
Y’S
Biggest Movers: Tech Positive
5353
2016 Brand World Value Index#worldvalueBy Population Segment
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
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Activists / Civic Engaged
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GoodwillYMCAJohnson & JohnsonGirl Scouts of America
CVS PharmacyPayPalFedExUPSLowe’sTrader Joe’sAmazon
World Wildlife Fund
Save Th e Children
Newman’s Own
Southwest Airlines
SunChips
Microsoft
Samsung
Seventh Generation
Apple
Kellogg’s
Wikipedia
Target
Kroger
Petfi nder
Subway
NPR
Ben & Jerry’s
L’Oréal
Verizon
Whole Foods
Canon
Kraft
Time Warner
LEGO
Home Depot
Sony
Panera
State Farm
Allstate
American Airlines
Yahoo
TOMS
Chobani
Yoplait
Lipton
IKEA
Colgate
Lyft
Th e North Face
T-Mobile
NBC
Toyota
Etsy
Annie’s Homegrown
Nestlé
Geico
Coca-Cola
Dove
MasterCard
Zappos
LAY’S
Disney
Nike
Chase Bank
Comcast
McDonald’s
Starbucks
Barbie
Adidas
Doritos
Honest Company
Fitbit
Procter & Gamble
Pepsi
KIND
Caterpillar
United Airlines
Intel
General Electric
Th omson Reuters
REI
Pandora
IBM
Patagonia
Walmart
Levi Strauss
Chipotle
Hewlett-Packard
Honda
eBay
Venmo
AT&T
Ford
Uniqlo
Eileen Fisher
ESPN
Oracle
Chevrolet
Clif Bar
Kickstarter
Virgin
Uber
Lockheed Martin
Pampers
Tesla
Khan Academy
Delta Air Lines
Method
Morgan Stanley
Medium
ExxonMobil
SolarCity
Unilever
Boeing
Wells Fargo
Chevron
Always
Ralph Lauren
Pfi zer
Spotify
Goldman Sachs
BMW
(RED)
Miller Lite
Marlboro
Budweiser
Cisco
Red Bull
VICE
Axe
H&M
American Express
Volkswagen
Snapchat
Airbnb
One Campaign
Salesforce.com
Bank of America
Coors
Heineken
Audi
Citi
Lululemon
Monsanto
Brand Ranking: Activists
5555
2016 Brand World Value Index#worldvalueBy Population Segment
24enso.co/worldvalue
NOTE:Activists / Civic Engaged
24enso.co/worldvalue
0 Activists Rank 1 BWV Rank 1
Johnson & Johnson
+6 Activists Rank 3 BWV Rank 9
YMCA
+13 Activists Rank 2 BWV Rank 15
Girl Scouts of America
+3 Activists Rank 4 BWV Rank 7
CVS Pharmacy
+15 Activists Rank 5 BWV Rank 20
Amazon
-9 Activists Rank 11 BWV Rank 2
Save The Children
+3 Activists Rank 13 BWV Rank 16
World Wildlife Fund
+10 Activists Rank 12 BWV Rank 22
Newman’s Own
+10 Activists Rank 14 BWV Rank 24
Southwest Airlines
+47 Activists Rank 15 BWV Rank 62
PayPal
-1 Activists Rank 6 BWV Rank 5
UPS
+3 Activists Rank 8 BWV Rank 11
FedEx
+11 Activists Rank 7 BWV Rank 18
Lowe’s
+12 Activists Rank 9 BWV Rank 21
Trader Joe’s
+29 Activists Rank 10 BWV Rank 39
-13 +36 -4 +4 +39Activists Rank 16 BWV Rank 29
Microsoft
Activists Rank 18 BWV Rank 14
SunChips
Activists Rank 17 BWV Rank 53
Samsung
Activists Rank 19 BWV Rank 23
Seventh Generation
Activists Rank 20 BWV Rank 59
Goodwill
Difference from Overal l Brand World Value Ranking:Activists
5656
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Biggest Movers for Activists
Tim
e W
arn
er
Lyft
NP
R
Tw
itter
Sout
hwes
t Air
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Com
cast
Seve
nth
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erat
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Zap
pos
T-M
obile
L’O
réal
+61 +57 +55 +54 +47 +41 +39 +39 +38 +37
-39 -43 -44 -46 -48 -49 -50 -52 -52 -60
AT
&T
Che
vrol
et
Ford
Dor
itos
Coc
a-C
ola
Gen
eral
Ele
ctri
c
Wal
mar
t
Dov
e
eBay
Dis
ney
Biggest Movers: Activists
5757
2016 Brand World Value Index#worldvalueBy Population Segment
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
2016 Brand World Value Index#worldvalueBy Population Segment
Environmentally
Verizon
Apple
Ben & Jerry’s
Sony
SunChips
Seventh Generation
Kroger
LEGO
Southwest Airlines
Coca-Cola
Petfi nder
Yoplait
Allstate
Yahoo
Nestlé
Lipton
McDonald’s
Pandora
KIND
Toyota
NBC
Th e North Face
LAY’S
Walmart
Nike
Barbie
American Airlines
GoodwillGoogleAmazonGirl Scouts of America
Johnson & JohnsonSave Th e ChildrenTrader Joe’sPayPalYMCAFedExWorld Wildlife Fund
UPS
Microsoft
Lowe’s
CVS Pharmacy
Wikipedia
Target
Dove
Whole Foods
Kellogg’s
Newman’s Own
Canon
Kraft
Samsung
Colgate
Home Depot
Disney
TOMS
Subway
L’Oréal
NPR
General Electric
Panera
State Farm
T-Mobile
Procter & Gamble
Etsy
Doritos
Hewlett-Packard
Chobani
Ford
Chase Bank
IKEA
Zappos
Pepsi
Fitbit
Annie’s Homegrown
REI
Chevrolet
MasterCard
Time Warner
Intel
Adidas
Caterpillar
Oracle
eBay
Starbucks
Method
Honda
Levi Strauss
Honest Company
AT&T
Lyft
Comcast
Th omson Reuters
Patagonia
Geico
Pampers
ESPN
Always
Virgin
IBM
Tesla
Clif Bar
United Airlines
Uniqlo
Spotify
SolarCity
Chipotle
Venmo
Medium
American Express
Lockheed Martin
Delta Air Lines
Uber
H&M
Budweiser
Kickstarter
Eileen Fisher
Morgan Stanley
Volkswagen
BMW
ExxonMobil
Pfi zer
Chevron
Boeing
Snapchat
Unilever
Red Bull
One Campaign
Heineken
Ralph Lauren
Axe
Wells Fargo
Khan Academy
Airbnb
Bank of America
Cisco
(RED)
Audi
Citi
Coors
Goldman Sachs
Marlboro
Miller Lite
VICE
Salesforce.com
Lululemon
Monsanto
31
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Brand Ranking: Environmental ly Engaged
5959
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Environmentally engaged
29enso.co/worldvalue
Goo
dwill
Goo
gle
Am
azon
Gir
l Sco
uts
of A
mer
ica
John
son
& Jo
hnso
n
Save
Th e
Chi
ldre
n
Tra
der
Joe’s
Pay
Pal
YM
CA
FedE
x
0 1 -1 +3 +4 +10 +32 -3 +6 +8
+11 -1 +1 +7 +5 +16 +8 -8 +17 -16
Wor
ld W
ildlif
e Fu
nd
UP
S
Mic
roso
ft
Low
e’s
CV
S P
harm
acy
Wik
iped
ia
Targ
et
Dov
e
Who
le F
oods
Kel
logg
’s
Difference from Overal l Brand World Value Ranking:
Environmental ly Engaged
6060
2016 Brand World Value Index#worldvalueBy Population SegmentNOTE:Top Moves for the Environmentally Engaged
Lin
kedI
n
Tw
itter
L’O
réal
Tra
der
Joe’s
Alls
tate
Bar
bie
Zap
pos
T-M
obile
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
Pep
si
Mas
terC
ard
LA
Y’S
Gen
eral
Ele
ctri
c
Coc
a-C
ola
Axe
AT
&T
Dor
itos
eBay
Biggest Movers:
Environmental ly Engaged
6161
2016 Brand World Value Index#worldvalueBy Population Segment
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
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Optimists
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GoodwillJohnson & JohnsonAmazonGoogleFedExPayPalUPSYMCALowe’sMicrosoftCVS Pharmacy
Girl Scouts of America
Kellogg’s
Save Th e Children
Samsung
Target
Kraft
Subway
Colgate
Dove
Disney
Home Depot
Apple
Nestlé
Coca-Cola
Canon
Newman’s Own
Sony
TOMS
Walmart
World Wildlife Fund
Trader Joe’s
Verizon
LAY’S
Procter & Gamble
Southwest Airlines
LEGO
McDonald’s
Yoplait
SunChips
Wikipedia
Lipton
Nike
Yahoo
General Electric
Whole Foods
Kroger
Doritos
Ben & Jerry’s
L’Oréal
Pepsi
Panera
Toyota
KIND
MasterCard
American Airlines
Chobani
NBC
Th e North Face
Ford
State Farm
Allstate
Hewlett-Packard
Seventh Generation
Pandora
Chase Bank
Petfi nder
T-Mobile
Time Warner
Etsy
IKEA
AT&T
Starbucks
Oracle
Chevrolet
Adidas
Intel
Annie’s Homegrown
Honest Company
Barbie
Zappos
eBay
Fitbit
Geico
REI
Levi Strauss
Pampers
Patagonia
Comcast
Honda
Caterpillar
NPR
Method
Clif Bar
United Airlines
Always
IBM
Lyft
ESPN
Pfi zer
Th omson Reuters
Spotify
Uniqlo
Delta Air Lines
Morgan Stanley
Venmo
Wells Fargo
Unilever
Lockheed Martin
American Express
Boeing
Chipotle
Axe
Ralph Lauren
Kickstarter
H&M
SolarCity
ExxonMobil
Tesla
Medium
Cisco
Virgin
Snapchat
Eileen Fisher
Budweiser
Bank of America
Chevron
Miller Lite
Uber
One Campaign
Volkswagen
Goldman Sachs
BMW
Red Bull
VICE
Coors
Khan Academy
Citi
Heineken
Audi
Lululemon
Salesforce.com
(RED)
Marlboro
Airbnb
Monsanto
Brand Ranking: Optimists
6363
2016 Brand World Value Index#worldvalueBy Population Segment
25enso.co/worldvalue
NOTE:Optimists
25enso.co/worldvalue
0 Optimists Rank 1 BWV Rank 1
Amazon
-1 Optimists Rank 3 BWV Rank 2
Johnson & Johnson
+7 Optimists Rank 2 BWV Rank 9
-1 Optimists Rank 4 BWV Rank 3
FedEx
+13 Optimists Rank 5 BWV Rank 18
CVS Pharmacy
+9 Optimists Rank 11 BWV Rank 20
Kellogg’s
-9 Optimists Rank 13 BWV Rank 4
Girl Scouts of America
-5 Optimists Rank 12 BWV Rank 7
Save The Children
+2 Optimists Rank 14 BWV Rank 16
Samsung
+8 Optimists Rank 15 BWV Rank 22
PayPal
-1 Optimists Rank 6 BWV Rank 5
YMCA
+7 Optimists Rank 8 BWV Rank 15
UPS
+4 Optimists Rank 7 BWV Rank 11
Lowe’s
+12 Optimists Rank 9 BWV Rank 21
Microsoft
+4 Optimists Rank 10 BWV Rank 14
Target
+9 -9 +1 -2 -10Optimists Rank 16 BWV Rank 25
Subway
Optimists Rank 18 BWV Rank 19
Kraft
Optimists Rank 17 BWV Rank 8
Colgate
Optimists Rank 19 BWV Rank 17
Dove
Optimists Rank 20 BWV Rank 10
Goodwill
Difference from Overal l Brand World Value Ranking: Optimists
6464
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:
Biggest Movers for
Optimists
Mor
gan
Sta
nle
y
Sout
hwes
t Air
lines
Tim
e W
arn
er
Tw
itter
Am
eric
an A
irlin
es
T-M
obile
TO
MS
Toyo
ta
Zap
pos
Ora
cle
+28 +26 +26 +24 +23 +22 +21 +20 +20 +19
+24 +24 +23 +22 +20
-18 -20 -20 -21 -21 -21 -22 -22 -25 -41
Kic
ksta
rter
Dor
itos
Lev
i Str
auss
Pet
fi nde
r
ESP
N
(RE
D)
Ben
& Je
rry’
s
Med
ium
Chi
pot
le
eBay
Biggest Movers: Optimists
6565
2016 Brand World Value Index#worldvalueBy Population Segment
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
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Non-Pro� t Engaged
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GoodwillAmazonGirl Scouts of America
Newman’s OwnGoogleYMCAJohnson & JohnsonWorld Wildlife FundSave Th e ChildrenPayPalCVS Pharmacy
Microsoft
UPS
FedEx
TOMS
Petfi nder
Wikipedia
Kellogg’s
Kraft
Dove
Lowe’s
Samsung
Apple
Home Depot
Target
Whole Foods
Seventh Generation
Trader Joe’s
Ben & Jerry’s
Subway
Coca-Cola
Canon
Colgate
Sony
LEGO
Kroger
L’Oréal
Disney
Th e North Face
Lipton
Panera
KIND
Verizon
Etsy
SunChips
NPR
Annie’s Homegrown
Nestlé
Southwest Airlines
NBC
LAY’S
Yahoo
Chobani
Doritos
American Airlines
McDonald’s
Toyota
General Electric
Walmart
Intel
Yoplait
Allstate
State Farm
eBay
Hewlett-Packard
AT&T
Uniqlo
Pandora
REI
MasterCard
IKEA
Procter & Gamble
Fitbit
Patagonia
Nike
Pepsi
Ford
Venmo
Geico
Caterpillar
Zappos
Lyft
Starbucks
Barbie
Oracle
T-Mobile
Th omson Reuters
Method
Honda
United Airlines
Honest Company
Levi Strauss
Tesla
Adidas
Chase Bank
IBM
Time Warner
Pampers
Medium
Comcast
Clif Bar
Spotify
Eileen Fisher
Always
SolarCity
Chevrolet
Delta Air Lines
Kickstarter
Uber
Axe
Virgin
Lockheed Martin
Pfi zer
H&M
Unilever
Chipotle
Ralph Lauren
ESPN
ExxonMobil
Khan Academy
American Express
Wells Fargo
One Campaign
Morgan Stanley
Goldman Sachs
Cisco
Snapchat
VICE
Bank of America
Boeing
Budweiser
Red Bull
(RED)
BMW
Miller Lite
Salesforce.com
Chevron
Volkswagen
Airbnb
Citi
Audi
Lululemon
Coors
Marlboro
Heineken
Monsanto
Brand Ranking: Nonprofit Engaged
6767
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:NPO Engaged
27enso.co/worldvalue
Goo
dwill
Am
azon
Gir
l Sco
uts
of A
mer
ica
New
man
’s O
wn
Goo
gle
YM
CA
John
son
& Jo
hnso
n
Wor
ld W
ildlif
e Fu
nd
Save
Th e
Chi
ldre
n
Pay
Pal
0 0 + 4 +20 - 2 +9 +2 +14 +7 -5
+9 +2 -2 4 +35 +31 +15 -14 -11 -10
CV
S P
harm
acy
Mic
roso
ft
UP
S
FedE
x
TO
MS
Pet
fi nde
r
Wik
iped
ia
Kel
logg
’s
Kra
ft
Dov
e
Difference from Overal l Brand World Value Ranking: Nonprofit Engaged
6868
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Biggest Movers for
for the Nonprofi t Engaged
Lin
kedI
n
Un
iqlo
NP
R
TO
MS
Ven
mo
Seve
nth
Gen
erat
ion
Pet
fi nde
r
L’O
réal
Th e
Nor
th F
ace
Ets
y
+38 +37 +36 +35 +35 +32 +31 +30 +27 +27
-26 -26 -27 -27 -29 -29 -31 -32 -40 -49
Dor
itos
Adi
das
Pep
si
Lev
i Str
auss
Pro
cter
& G
ambl
e
Chi
pot
le
Nik
e
Dis
ney
ESP
N
Che
vrol
et
Biggest Movers: Nonprofit Engaged
6969
2016 Brand World Value Index#worldvalueBy Population Segment
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.
7070
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Young & Social
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AmazonGoogleDisneyDoveFacebookKellogg’sMicrosoftTargetCoca-ColaGoodwillSubway
Samsung
Starbucks
PayPal
Ben & Jerry’s
LEGO
Kraft
Wikipedia
TOMS
Apple
Doritos
CVS Pharmacy
YMCA
McDonald’s
Johnson & Johnson
FedEx
Sony
Save Th e Children
Yahoo
UPS
Whole Foods
Nike
LAY’S
Home Depot
Pepsi
Girl Scouts of America
Yoplait
Panera
Colgate
KIND
Nestlé
Pandora
Pampers
IKEA
Lipton
Lowe’s
World Wildlife Fund
Trader Joe’s
eBay
L’Oréal
Chase Bank
SunChips
Verizon
Walmart
MasterCard
Toyota
AT&T
NBC
Snapchat
Barbie
Etsy
Southwest Airlines
Always
Chipotle
Canon
Newman’s Own
Red Bull
Kroger
Chevrolet
Spotify
Procter & Gamble
T-Mobile
Honda
Petfi nder
Fitbit
Ford
General Electric
American Airlines
Adidas
Medium
Seventh Generation
Geico
Allstate
Axe
Th e North Face
Patagonia
State Farm
Time Warner
Zappos
Annie’s Homegrown
NPR
Th omson Reuters
Honest Company
Caterpillar
Comcast
REI
Uber
Ralph Lauren
Levi Strauss
Morgan Stanley
United Airlines
Method
Tesla
Wells Fargo
Virgin
Lyft
H&M
Lockheed Martin
Oracle
Chobani
Venmo
Bank of America
Intel
Miller Lite
Uniqlo
ESPN
Hewlett-Packard
SolarCity
Unilever
Kickstarter
One Campaign
Eileen Fisher
Chevron
Clif Bar
American Express
Goldman Sachs
Pfi zer
Budweiser
Volkswagen
BMW
Audi
Marlboro
ExxonMobil
(RED)
Delta Air Lines
VICE
Salesforce.com
IBM
Lululemon
Citi
Heineken
Khan Academy
Coors
Boeing
Airbnb
Cisco
Monsanto
Brand Ranking: Young & Social
7171
2016 Brand World Value Index#worldvalueBy Population Segment
28enso.co/worldvalue
NOTE:Young And Social
28enso.co/worldvalue
+1 Social Rank 1 BWV Rank 2
Disney
+3 Social Rank 3 BWV Rank 6
+1 Social Rank 2 BWV Rank 3
Dove
+6 Social Rank 4 BWV Rank 10
+22 Social Rank 5 BWV Rank 27
Subway
+8 Social Rank 11 BWV Rank 19
Starbucks
+51 Social Rank 13 BWV Rank 64
Samsung
+11 Social Rank 12 BWV Rank 23
PayPal
-9 Social Rank 14 BWV Rank 5
Ben & Jerry’s
+13 Social Rank 15 BWV Rank 25
Kellogg’s
-2 Social Rank 6 BWV Rank 4
Target
+17 Social Rank 8 BWV Rank 25
Microsoft
+7 Social Rank 7 BWV Rank 14
Coca-Cola
+4 Social Rank 9 BWV Rank 13
Goodwill
-9 Social Rank 10 BWV Rank 1
LEGO
+25 -9 +14 +74 +30Social Rank 16 BWV Rank 41
Wikipedia
Social Rank 18 BWV Rank 32
Kraft
Social Rank 17 BWV Rank 08
Social Rank 19 BWV Rank 93
TOMS
Social Rank 20 BWV Rank 50
Amazon
Difference from Overal l Brand World Value Ranking: Young & Social
7272
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:
Biggest Movers for the Young
& Social
Snap
chat
Red
Bul
l
Tw
itter
Star
buck
s
Pam
per
s
Spot
ify
Mor
gan
Sta
nle
y
Ral
ph L
aure
n
Ube
r
TO
MS
+79 +79 +74 +51 +44 +37 +34 +32 +31 +30
-33 -37 -38 -39 -40 -43 -43 -51 -54 -64
Lev
i Str
auss
ESP
N
Del
ta A
ir L
ines
Cho
ban
i
Clif
Bar
New
man
’s O
wn
Gen
eral
Ele
ctri
c
IBM
Inte
l
Hew
lett
-Pac
kard
Biggest Movers:Young & Social
7373
2016 Brand World Value IndexBy Population Segment
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 America, 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 America. 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
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Dems
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AmazonGoodwillGoogleYMCADoveKellogg’sSave Th e ChildrenPayPalGirl Scouts of America
TargetWorld Wildlife Fund
Ben & Jerry’s
Kraft
Johnson & Johnson
CVS Pharmacy
Apple
Disney
Newman’s Own
Home Depot
Microsoft
UPS
Samsung
Coca-Cola
FedEx
Colgate
Subway
Wikipedia
Lowe’s
Whole Foods
Doritos
McDonald’s
Sony
Petfi nder
Yoplait
NBC
Trader Joe’s
Lipton
TOMS
eBay
Seventh Generation
LEGO
Yahoo
Intel
LAY’S
General Electric
Procter & Gamble
Starbucks
Nestlé
Canon
NPR
AT&T
IKEA
Kroger
MasterCard
Pandora
Panera
Nike
Hewlett-Packard
KIND
Levi Strauss
Honda
Adidas
Verizon
Pepsi
Th e North Face
Toyota
Southwest Airlines
SunChips
Walmart
Chipotle
REI
Annie’s Homegrown
Etsy
Allstate
L’Oréal
ESPN
Honest Company
Chobani
Ford
Chevrolet
Patagonia
State Farm
Medium
Chase Bank
IBM
Th omson Reuters
American Airlines
Uniqlo
Always
Fitbit
Tesla
Pampers
United Airlines
Time Warner
Zappos
Clif Bar
Lyft
T-Mobile
Kickstarter
Geico
(RED)
Axe
Oracle
Barbie
H&M
Method
Venmo
Eileen Fisher
American Express
Caterpillar
Khan Academy
Spotify
Comcast
Pfi zer
Delta Air Lines
SolarCity
Wells Fargo
Unilever
Ralph Lauren
Virgin
Uber
BMW
Heineken
Budweiser
Boeing
Bank of America
Cisco
Volkswagen
One Campaign
Citi
Coors
ExxonMobil
Lockheed Martin
Chevron
Miller Lite
Audi
Airbnb
Morgan Stanley
VICE
Snapchat
Salesforce.com
Red Bull
Lululemon
Monsanto
Marlboro
Goldman Sachs
Brand Ranking: Democrats
7575
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:
Biggest Movers for
Democrats
NP
R
(RE
D)
NB
C
Chi
pot
le
Seve
nth
Gen
erat
ion
Inte
l
Ben
& Je
rry’
s
Star
buck
s
Med
ium
Un
iqlo
+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
Sun
Chi
ps
Cat
erpi
llar
Loc
khee
d M
arti
n
Nes
tlé
Del
ta A
ir L
ines
Che
vrol
et
Ford
Wal
mar
t
Biggest Movers: Democrats
7676
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Republicans
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GoodwillAmazonGoogleKellogg’sKraftJohnson & JohnsonPayPalGirl Scouts of America
DisneyCoca-ColaMicrosoft
Colgate
Home Depot
Lowe’s
Dove
Subway
Nestlé
FedEx
UPS
CVS Pharmacy
McDonald’s
Procter & Gamble
YMCA
Apple
LAY’S
Samsung
Doritos
Newman’s Own
Verizon
General Electric
Save Th e Children
Walmart
Canon
Lipton
Panera
Yahoo
Target
Pepsi
Wikipedia
Nike
eBay
Sony
Whole Foods
MasterCard
Yoplait
Ford
SunChips
Levi Strauss
Trader Joe’s
Kroger
State Farm
Hewlett-Packard
World Wildlife Fund
Southwest Airlines
LEGO
Chevrolet
Ben & Jerry’s
Allstate
NBC
Petfi nder
AT&T
L’Oréal
Annie’s Homegrown
American Airlines
Chase Bank
ESPN
Chobani
Adidas
IKEA
Honda
Starbucks
KIND
Fitbit
Delta Air Lines
Intel
TOMS
Etsy
Toyota
Caterpillar
Th e North Face
Seventh Generation
Pfi zer
Pandora
Geico
REI
IBM
T-Mobile
Boeing
Oracle
ExxonMobil
Clif Bar
Lockheed Martin
Always
Barbie
Honest Company
Time Warner
Pampers
United Airlines
Comcast
Unilever
Th omson Reuters
Chevron
Axe
Cisco
Budweiser
Eileen Fisher
Patagonia
Zappos
American Express
Khan Academy
Lyft
Ralph Lauren
Chipotle
Morgan Stanley
Medium
H&M
Venmo
Wells Fargo
SolarCity
(RED)
Citi
NPR
Uniqlo
Uber
Method
One Campaign
Spotify
Goldman Sachs
Audi
Kickstarter
Bank of America
VICE
Coors
Airbnb
BMW
Virgin
Salesforce.com
Snapchat
Heineken
Tesla
Volkswagen
Miller Lite
Lululemon
Monsanto
Red Bull
Marlboro
Brand Ranking: Republicans
7777
2016 Brand World Value Index#worldvalueBy Population SegmentNOTE:
Biggest Movers for
Republicans
Boe
ing
Exx
onM
obil
Pfi z
er
Che
vron
Loc
khee
d M
arti
n
Stat
e Fa
rm
Del
ta A
ir L
ines
Pro
cter
& G
ambl
e
Cis
co
Ver
izon
+32 +29 +28 +26 +25 +24 +24 +23 +22 +20
-22 -22 -23 -26 -27 -30 -32 -33 -36 -42
Pat
agon
ia
Spot
ify
Seve
nth
Gen
erat
ion
Chi
pot
le
TO
MS
Ben
& Je
rry’
s
Wor
ld W
ildlif
e Fu
nd
Kic
ksta
rter
Tesl
a
NP
R
Biggest Movers: Republicans
7878
2016 Brand World Value Index#worldvalueBy Population Segment
NOTE:Independents
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GoodwillAmazonGoogleDisneyKellogg’sPayPalKraftCoca-ColaColgateHome DepotSave Th e Children
YMCA
Microsoft
Dove
Johnson & Johnson
UPS
Girl Scouts of America
World Wildlife Fund
Ben & Jerry’s
Samsung
FedEx
Subway
Walmart
Lowe’s
CVS Pharmacy
Target
Wikipedia
Sony
Apple
General Electric
Doritos
Chevrolet
LAY’S
LEGO
Ford
Newman’s Own
Nestlé
Nike
eBay
Yahoo
Whole Foods
Intel
AT&T
Yoplait
Trader Joe’s
Canon
IKEA
Hewlett-Packard
Lipton
Pepsi
TOMS
KIND
Clif Bar
Th e North Face
Procter & Gamble
Kickstarter
Honest Company
Starbucks
Verizon
Always
SunChips
Southwest Airlines
Kroger
McDonald’s
Petfi nder
Panera
NBC
Adidas
Honda
Levi Strauss
Toyota
MasterCard
Seventh Generation
L’Oréal
Chobani
Pandora
Annie’s Homegrown
ESPN
Chipotle
Bank of America
Etsy
Chase Bank
Virgin
American Airlines
Allstate
Patagonia
IBM
American Express
Pampers
Spotify
Budweiser
State Farm
Barbie
SolarCity
Delta Air Lines
NPR
T-Mobile
Tesla
Caterpillar
Fitbit
Oracle
Axe
ExxonMobil
Method
United Airlines
Medium
H&M
Coors
Wells Fargo
Lockheed Martin
Khan Academy
REI
Uniqlo
Boeing
Cisco
Zappos
Unilever
Chevron
VICE
Pfi zer
Uber
Geico
Citi
BMW
Th omson Reuters
(RED)
Venmo
Eileen Fisher
Lululemon
Time Warner
Comcast
Snapchat
One Campaign
Salesforce.com
Lyft
Airbnb
Audi
Morgan Stanley
Goldman Sachs
Volkswagen
Ralph Lauren
Miller Lite
Monsanto
Red Bull
Heineken
Marlboro
Brand Ranking: Independents
7979
2016 Brand World Value Index#worldvalueBy Population SegmentNOTE:
Biggest Movers for
Indys
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
Pet
fi nde
r
Fitb
it
Com
cast
Th om
son
Reu
ters
RE
I
Lyft
McD
onal
d’s
Gei
co
Tim
e W
arn
er
Biggest Movers: Independents
8080
2016 Brand World Value Index#worldvalueBy Population Segment
Dem vs Rep vs Indy
Goodwill
Disney
UPS
Save The Children Colgate
Kraft
Coca-Cola
FedEx
Amazon
Girl Scouts of America
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 Democrats Independents Republicans Democrats Independents Republicans
Democrats Independents Republicans
Democrats Independents Republicans
Democrats Independents Republicans
Democrats Independents Republicans
Democrats Independents Republicans
Democrats Independents Republicans
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
2
4
6
8
10
12
14
16
2
4
6
8
10
12
14
16
Difference from Overal l Brand World Value Ranking: Democrats vs. Independents vs. Republicans
8181
2016 Brand World Value Index
Thanks for reading.
If you have observations or ideas, please share them with us: [email protected], or join the conversation at #worldvalue.
enso
2016 Brand World Value Index
enso.co/worldvalue
#worldvalue
