谁是全球最受赞赏的品牌代言人

    《财富》(Fortune)全球最受赞赏公司榜单(WMAC)是最具权威性的公司声誉衡量指标。在选择品牌代言人时，这些公司往往最青睐那些魅力四射的俊男靓女，这种倾向不足为奇。Q分值公司(Q Scores Company)以发布消费者与名人和其他人物的情感联系数据著称。应《财富》邀请，这家调查公司为我们提供了与多家WMAC前50强公司有关联的“品牌大使”的Q分值。这家公司的执行副总裁亨利•谢弗表示，高Q分值意味着信任，正直，可信度和强大的情感纽带。（谢弗说，一位典型的名人能够被大约30%的人认出，而在那些认识这位名人的人群中，大约16%的人声称，他或她是自己最喜爱的明星。）     

    Fortune's World's Most Admired list is the definitive measure of corporate reputation. So it should come as no surprise that when Most Admired companies use celebrities to represent their brands, they tend to select some pretty high-wattage individuals. Fortune asked the Q Scores Company, which produces data on consumers' emotional connections with celebrities and other figures, to provide Q Scores for "brand ambassadors" associated with several of the companies on the WMAC Top 50 All-Stars list. A high Q Score, says Henry Schafer, executive vice president of the company, implies trust, integrity, believability and strong emotional bonds. (The typical celebrity, Schafer says, enjoys awareness from about 30% of the population, and of those who are aware of the celebrity, about 16% say that individual is a favorite personality.）