The study by Grupo Consultores UK (GCUK), shown exclusively to Marketing Week, reveals those who work in the marketing industry admire the brands also best loved by consumers.
John Lewis was followed by Apple and Virgin as the top three most admired brands in a survey of over 200 marketers.
A correlation between the brands admired and rated campaigns emerged, with seven of the top 15 campaigns coming from members of the top 10 most respected brands – John Lewis, Apple, Virgin Group, Nike, O2, Virgin Atlantic and Volkswagen.
The top 10 also shows that marketers admire companies that have had long-term success as global market leaders, and those where marketing is well known as being embedded within the corporate culture as the driver of profit and growth.
Nike and Coca-Cola, in 4th and 7th, both fall into the former category, while Procter & Gamble and Unilever in 5th and 9th are examples of the latter.
Read the full feature here.
1. John Lewis
5. Proctor & Gamble
=10 Virgin Atlantic, Tesco, Volkswagen