It all boils down to one’s philosophy on the role of the brand: If you believe in the power of brands–meaning the commercial value of lasting relationships with consumers that brands can create–then shouldn’t your marketers be engaged in the relentless pursuit of ideas that will elevate their brands?

Targeting senior creative agency executives, The Global Brand Owner Reputation let the leaders identify attributes that make a brand attractive as a client, and then graded twenty-seven global brands against those attributes.

Nike, Apple, Google, Adidas and Volkswagen set atop the rest. The lowest performing brands were L’Oreal, GlaxoSmithKline, Reckitt Benckiser, Colgate, Johnson & Johnson and SC Johnson.

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