Which are the most desirable brands globally? Which brands have become more or less desirable over the past year? These are the questions that Clear’s global study on Brand Desire attempts to answer.
The study covers 22,000 people across 6 countries, 23 categories and over 500 brands, to understand the dynamics of desire – what qualities makes a brand valuable and give it relevance and personality.
The top 10 brands globally, according to the study are: Apple, Google, Sony, BMW, Microsoft, WWF, Mercedes, Disney, Audi, and Tiffany.
How Brand Desire is calculated:
Desirable brands are those that make people think, feel and act positively.
- Think metrics demonstrate whether a brand commands respect and attention.
- Feel metrics identify whether the brand creates a strong emotional attachment, and whether people would pick it among other alternatives.
- Act metrics determine whether the brand is capable of positively influencing behaviour, i.e. would people be likely to talk about the brand, or be interesting in knowing more about it.
Here’s how the top brands score on these metrics:
|
Feel |
Think |
Act |
| Brand that matters the most: Google | Most respected brand: WWF | Most talked about brand: Apple |
| Most attractive brand: Apple | Most irreplaceable brand: Google | A brand people would most love to use in the future: Apple |
| Brand that people are most proud to be seen with: BMW | Greatest brand: Apple | A brand people want to hear more about: Apple |
Another interesting aspect to note – which are the brands that have seen significant improvement over the last 12 months?
At the top of this list is Nivea (global rank 40) which saw an increase of 12% in desirability level. Samsung (global rank 15) and VW ( global rank 28) both saw an 11% increase, and Fiat (global rank 94) and Dell (global rank 40) saw a 10% increase, so we see that challenger brands are becoming prominent in various verticals.