Amazon ranked in the top five in five of the six criteria, leading in emotional appeal, as well as products and services. The ecommerce retailer beat its competitors with an “RQ score” of 82.62. (Any score above 80 is considered “excellent.”) Apple — last year’s leader — followed close behind with 82.54, while the Walt Disney Company came in third with 82.12. Google and Johnson & Johnson round out the top five with scores of 81.32 and 80.95, respectively.
Detailed report here