Goodwill Number 1 In Name Brand Survey
Goodwill, the leading nonprofit provider of employment placement, job training and education services, has been ranked #1 on the annual World Value Index, an anticipated annual report that ranks world-class organizations by measuring and ranking each brand’s overall World Value, according to people’s perceptions. In the rankings, Goodwill leads Amazon, Google, Kellogg’s, Microsoft and other Fortune 100 and 500 brands.
The World Value Index is based on a nationally representative, comprehensive survey of 3,000 Americans on perception, awareness and behaviors in response to the purpose and mission of organizations and brands. The creative agency enso, which works to build mission-driven brands and Share MissionSM initiatives, developed the World Value Index as a tool for brands to measure the importance of creating “world value” for its audience segments. enso commissioned Quadrant Strategies, a research-driven consultancy that works with Fortune 100 and Fortune 50 companies, political leaders around the world and major nonprofits, to field surveys with various demographic representative samples of the U.S. population, ages 18 and up.
“The gratification that comes with this ranking is twofold: it attests to our work, and acknowledges that Goodwill’s purpose resonates among the communities that we serve,” said Bob Thayer president and CEO of Goodwill of North Florida. “Goodwill is honored to be featured on this list of world-class brands and be recognized as the #1 brand based on our value and the impact we have in communities across the world.”
To earn the World Value Index top ranking on the survey, Goodwill scored extremely well in the four areas of creating World Value, which refer to public perceptions of a brand’s purpose or mission:
- High awareness
- Relevant and resonant
- A strong motivator in garnering active support
- An influential factor in triggering purchases