Coca-Cola and IBM top the bill for image

Coca-Cola and IBM’s identities have topped a MORI survey into the world’s most successful corporate image for the fourth time.

And British companies’ identities are lagging more in this survey than in the previous three studies. The biennial survey is by market research consultancy MORI for identity consultancy Henrion Ludlow & Schmidt.

Coca-Cola tops the league, followed by IBM and McDonalds. Mercedes-Benz is fourth, with Microsoft fifth. Sony and BMW are joint seventh.

The only British identities to make the top ten are Shell at sixth and British Airways and BP at joint ninth. BP was placed fifth in 1993. ICI drops from fourth place in 1991 to thirteenth.

“People responsible for corporate identity were asked an open question,” says HLS director Chris Ludlow. “It was up to them to name identities, so it is a great accolade for the UK to be included.”

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