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Who Do Consumers Trust?
A company's worth is rarely equal to the sum of its assets. In fact, most corporations hold intangible value. An important case in point: brand image. Research shows that brand power can account for as much as 10% of the change in a company's stock price—up or down. The past year has made all too clear that a company's image is no guarantee of future performance. The following publicly traded brands are the "healthiest" right now, as measured by (
"YouGov's BrandIndex"), which tracks consumers' perceptions across six categories by polling 5,000 people each weekday. YouGov, a polling firm, scores each category from -100 to +100, then averages the grades for each company to come up with its BrandIndex score.
