Starbucks Among the Most Admired and Least Loved Brands
Fortune and isobel conducted two separate pieces of research with differing results.
Fortune's list of the World's Most Admired Companies is just out, with Starbuck's ranked as the fifth most admired company in the world. The list, which has been compiled since 1983 also ranked the coffee giant number one in a range of categories including innovation, people management, social responsibility, quality of management, financial soundness, and quality of products and services.
The survey is based on responses from 3,800 executives and includes a starting list of 1800 companies globally.
However, another survey released by London based ad agency isobel suggests that the UK public may not be as enamoured with the brand as US executives are.
Their survey, conducted in association with OnePoll, polled 1500 UK consumers and asked them to identify brands against a number of 'love characteristics, and asked them to identify those brands they hated. Unluckily for Starbucks, they ranked as the nation's 8th most hated brand, just behind McDonald's, but ahead of KFC.
