Nestle 5th most beloved brand

Survey: Nestlé “world’s 5th most beloved brand” 

A survey of 70,000 consumers in 15 major international markets has found thatNestlé is the fifth most loved brand in the world.

Nestlé was the highest ranked food and beveragecompany in the research which was carried out by APCO Insight, a global opinionresearch company.

The rankings are the result of a decade-long researchproject including the global survey of more than 600 of the world’s largestcorporate brands.

The key to success

Responding to the research Executive Vice PresidentPatrice Bula said, “Good Food, Good Life is the promise we commit to everyday,everywhere – enhancing people’s lives throughout life with good food andbeverages.  The great efforts our people make to deliver this pledgecreate great results, as this research shows, by winning with consumers.”

Every day Nestlé produces around a billion productsthat are sold in almost every country in the world.

As the world’s leading Nutrition, Health and Wellnesscompany, Nestlé’s products offer consumers tastier and healthier choices andhas done so for nearly 150 years.

In 2012 global sales were more than CHF 92 billion.43% of those sales were in emerging markets.

Relevance and understanding

The APCO study identified eight different emotions including pride, understanding and curiosity, that are critical toeffective brand communication.

Nestlé scored highest on relevance and understanding.

The researchers named Walt Disney as the world’s mostloved company, followed by Yahoo, Google and Sony. Kellogg’s was 12th,Coca Cola 14th and Pepsico 17th .

“The best brands are those that build a strong,enduring emotional attachment with consumers,” Bryan Dumont, president of APCOInsight said in a statement that accompanied the launch of the report.

Brand Building the Nestlé Way

The company’s “Brand Building the Nestlé Way”programme provides a framework for marketeers to build great brands that appealto consumers.

Nestlé has also invested heavily in digital and socialmedia to complement these efforts and drive profitable brand conversations.

Facebook fans

Today there are more than 850 Nestlé brand pages onFacebook in addition to more than a thousand websites dedicated to thecompany’s brands around the world.

In total the company has around 180 million Facebookfans.

Earlier this year Nestlé was named one of the world’s top ten most reputable companies in the annual ‘Global Rep Trak’ study.

The company achieved ninth place in the study, whichis designed to understand how organisations build trust and support with thegeneral public worldwide.

Related information:

APCO Worldwide

http://www.apcoworldwide.com/content/news/press_releases2013/emotional_linking1009.aspx

Reputation Institute

http://www.reputationinstitute.com/

2013 RepTrakTM 100 study

http://www.reputationinstitute.com/thought-leadership/global-reptrak-100

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