Roger Fingas
Apple has reclaimed the top spot in the 2016 edition of the FutureBrand Index, which each year ranks the world's 100 biggest corporations according to their "perception strength," based on a survey of 3,000 consumers and professionals across 17 countries.
The two feelings most closely associated with Apple were passion and admiration, according to FutureBrand. Slotting in behind Apple in the top five were Microsoft, Samsung, Disney, and AbbVie, a healthcare firm.
Apple might have been relegated to second again, however, if it weren't for Google's major restructuring in August. Google claimed the top spot in 2015, but is now just one of several businesses under Alphabet, a newly-created parent company sitting at 21st place. Because Google itself is no longer one of the 100 biggest companies by market cap, it doesn't even qualify under Index rules, CNET noted.
Many of the companies toward the bottom of the list are in banking, oil, and tobacco, such as BP, Philip Morris, and Exxon Mobil. The least popular tech-related companies were Verizon (#83), Comcast (#86), and Vodafone (#88).
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Wesley Hilliard
AppleInsider Staff
Andrew Orr
Amber Neely
William Gallagher
3 Comments
Remember when Apple was the perennial underdog? Why do we now wring our hands if Apple isn’t at the top of some meaningless list, like this one? Aren’t we just as bad as the iHaters who are always on the lookout for bad news?
but but but Apple can't innovate, macs are late, and Tim Cook doesn't know product needs to resign. isn't that what they say?
Nice. I don't think any other brand brings out as much love or hatred in people as Apple does.
I met someone at a party recently who noticed my Apple Watch and asked me if it was useful. I said, yes, it was. He said he hated Apple. I realised the conversation would become pointless so I changed the topic.