INDEX

RANK BRAND BRAND VALUE ($bil)

BRAND REVENUE ($bill)

COMPANY ADVERTISING ($mil)

1 Apple 104.3 156.5 1.100

2 Microsoft 56.7 77.8 2.600

3 Coca-Cola 54.9 23.5 3.342

4 IBM 50.7 104.5 1.339

5 Google 47.3 43.5 772

6 Mc Donald’s 39.4 88.3 788

7 General Electric 34.2 132.1 -

8 Intel 30.9 53.3 2.000

9 Samsung 29.5 181.0 4.398

10 Luis Vuitton 28.4 9.4 4.211

SOURCE: FORBES

LIMITED SERVICE RESTAURANTS

2013 PREVIOUS YEAR % CHANGE

FIRST YEAR % CHANGE

SUBWAY 83 1.2 1.2

PAPA JOHN’S 82 -1.2 7.9

LITTLE CAESAR 82 0.0 12.3DOMINO’S PIZZA 81 5.2 13.9

KFC 81 8.0 20.9

STARBUCKS 80 5.3 20.9

PIZZA HUT 80 2.6 15.9

DUNKIN’ DONUTS 80 1.3 1.3

WENDY’S 79 1.3 9.7

BURGUER KING 76 1.3 15.2

TACO BELL 74 -3.9 12.1

MC DONALD’S 73 0.0 15.9

SOURCE: AMERICAN CUSTOMER SATISFACTION INDEX

19941995

19961997

19981999

20002001

20022003

20052006

20072008

20092010

20112012

20130

10

20

30

40

50

60

70

80

90

SOURCE: AMERICAN CUSTOMER SATISFACTION INDEX

AVERAGE

MC DONALD’S

LOW COSTLESS TIMECONVENIENT FOR RESPONDENTSDESIGN FLEXIBILITY

LIMITED SAMPLERESPONDENT AVAILABILITY

COOPERATION PROBLEMSNO INTERVIEWER

SIMPLEFASTCHEAP

NOT RANDOMNO GENERALIZATIONNOT INFERENCE

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