IT Pro is supported by its audience. When you purchase through links on our site, we may earn an affiliate commission. Learn more

Apple and Microsoft top list of 100 most cherished companies

iPhone maker viewed as innovative, consistent and trustworthy

Apple and Microsoft have topped a global list of the most cherished companies, according to research firm FutureBrand.

FutureBrand looked at the top 100 companies in the globe by market capitalisation, and accessed them based on perception strength, instead of finances alone.

It asked 3,000 consumers from 17 countries to give ratings for each brand on 18 attributes, including trust, authenticity, innovation and personality.

Topping the list, Apple scored favourably in terms of authenticity, individuality, innovation, consistency and pleasure. However, the consumers surveyed felt the company needs to improve on resource management, well being and respect.

It was a similar story for second place, Microsoft, which scored well on purpose, innovation, story and indispensability, but also needs to improve on resource management, wellbeing, respect and pleasure, consumers felt.

Other technology companies also scored well with consumers.South Korea's Samsung was third on the list, bounding up a huge margin from its previous 2015 position of 33. The company's Samsung Galaxy S7is likely to thank for its positive image the smartphone has outsold Apple's iPhone 6s in some countries.

Facebook and Amazon also made it into the top rankings, in sixth and eighth place.Google, however, fell from its previous number one spot to 21, as part of its new parent, Alphabet.

The list included companies from consumer goods, oil and gas, finance, healthcare, telecomsand technology. Other tech companies that made it into the list included IBM, SAP, Oracle, Cisco and Tencent.

UK businesses or divisions in the list included SAB Miller at 15, Unilever at 31, GlaxoSmithKline at 57, HSBC Holdings at 87 and the Vodafone Group at 88, and the BP Group at 97.

Featured Resources

Big data for finance

How to leverage big data analytics and AI in the finance sector

Free Download

Ten critical factors for cloud analytics success

Cloud-native, intelligent, and automated data management strategies to accelerate time to value and ROI

Free Download

Remove barriers and reconnect with your customers

The $260 billion dollar friction problem businesses don't know they have

Free Download

The future of work is already here. Now’s the time to secure it.

Robust security to protect and enable your business

Free Download

Recommended

Windows 11 Update 2022: The "first major" Windows 11 update brings slew of new business features
Microsoft Windows

Windows 11 Update 2022: The "first major" Windows 11 update brings slew of new business features

21 Sep 2022
Three critical vulnerabilities and one zero-day feature in Microsoft's September Patch Tuesday
Security

Three critical vulnerabilities and one zero-day feature in Microsoft's September Patch Tuesday

14 Sep 2022
Apple patches yet another zero-day flaw in substantial security update
zero-day exploit

Apple patches yet another zero-day flaw in substantial security update

13 Sep 2022
Microsoft Surface Laptop Go 2 review: Basic but brilliant
Laptops

Microsoft Surface Laptop Go 2 review: Basic but brilliant

13 Sep 2022

Most Popular

Why collaboration is key to digital transformation
Sponsored

Why collaboration is key to digital transformation

13 Sep 2022
Anonymous hacks Iranian government and state broadcasters
cyber attacks

Anonymous hacks Iranian government and state broadcasters

22 Sep 2022
What your hybrid workforce needs from their laptops
Advertisement Feature

What your hybrid workforce needs from their laptops

21 Sep 2022