America’s Most Loved Companies

photo by Tom Bricker via Flickr

Love is often rather difficult to quantify–especially in regard to businesses. As difficult as it may be to calculate there are a select number of corporations that invoke unwavering and sometimes fanatical loyalty.

Have you ever wondered why consumers “love” Google? APCO has, and according to their analysts, they have a methodology to quantify the extent of just how loved such companies are.

The APCO method defines love for a corporation using eight key factors, which include:

  • Curiosity
  • Pride
  • Admiration
  • Empowerment
  • Relevance
  • Approachability
  • Identification
  • Understanding

It is through these factors, that consumers’ sense of brand loyalty and subsequently a company’s level of success is determined.

So using APCO’s methodology, what exactly are the world’s most loved companies?


Using a sample size of 70,000 consumers across 15 international markets APCO determined that these companies are the world’s 100 most loved.

Below are the top five companies and just how loveable they really are.


Emotional linking index: 73.3

Most loved companies

Nestlé, like several of the top 15 most loved brands has been a staple of global households long before the advent of the Internet.

Given that Nestlé is the world’s biggest food company, boasting a market capitalization of nearly $240 billion USD, it’s no wonder that they were able to sell just under $100 billion of merchandise in 2014.

Size aside, Nestlé also happens to be one of the world’s most loved brands and needless to say, they’ve come a long way since the olden days of pushing baby formula to impoverished countries.


Emotional linking index: 74.1

Most loved companies
photo by Luke Ma

When it comes to electronics, there’s not much Sony doesn’t have its hand in making. Cameras, audio equipment, gaming devices, TVs, and even robots are among the endeavors in their repertoire.

Thanks to the Sony’s line of gaming consoles, the Playstation, the electronics giant became enormously profitable in the 1990s. The Playstation’s first generation would go on to sell over 100 million consoles worldwide, making it the first ever gaming system to accomplish such a feat.

Aside from a couple scandalous cases involving fake movie reviewers and bribed disc jockeys, Sony has maintained a fairly positive image since their inception in 1946–at least compared to many corporations.


Emotional linking index: 74.2

Most loved companies
photo by keso s

You’d be hard-pressed to find another website as firmly cemented in people’s day-to-day lives as Google.

With CEO Elon Musk at the helm, Google has transcended its title as the world’s most popular search engine and has even segwayed into making laptops, inventing new live streaming devices, and venture capitalism.

Its progressive, philanthropic, and and employee-friendly business model has without a doubt landed them as number three on the list of 100 most loved companies.


Emotional linking index: 74.3

Most loved companies
photo by JD Hancock

Though Yahoo clocks in at number two (nearly tied with Google), the all-things-media provider may be one of the more unexpected additions to APCO’s list of most loved companies.

Popularity is one thing that Yahoo does not lack. According to Gigaom Yahoo websites bring in a whopping 800 million plus users per month.

In 2012 Yahoo taught the world a little bit about resumé honesty when CEO Scott Thompson was given the boot after just four months on the job.

Walt Disney

Emotional linking index: 74.7

Most loved companies
photo by Tom Bricker

Given APCO’s list is based heavily off of emotional linkage, it’s no wonder a childhood pillar like Walt Disney tops their list.

Since the 1920s, Disney has been captivating the minds of children with movies, cartoons, and later their immersive and multi-billion dollar profiting theme parks.

For a company that’s been the at the brunt of numerous scandals, Disney has, as evidenced by the survey, arrived in 2014 with its reputation fully intact.

We measure success by the understanding we deliver. If you could express it as a percentage, how much fresh understanding did we provide?
James Pero