Brand’s EQ measured in new report by Carat

Carat has launched a new piece of proprietary research to measure the emotional intelligence of brands globally.

Research for The Brand EQ Index captured the views of 10,000 people in 10 different markets on 48 of the world’s biggest brands from March onwards.

In Australia the top brands on the Brand EQ Index 2020 are Google and Microsoft (a Carat client) both scoring 72%. Other brands include Samsung, eBay, Kellogg’s, Netflix, Coca-Cola, Nike and Gillette which scored 65% and above.

According to Carat: “Our premise when we launched this study was to establish which brands build experiences that people felt to be most emotionally intelligent. In a world in which connecting a diverse range of brand experiences is becoming more important – and in which brands are increasingly seeking to create value for people and society – EQ seems to us to be a critical area on which to focus.”