The surprising list, topped by Goodwill, Amazon, and Google, shows that consumers perceive "good" in a different way than the experts.
A company's shareholder value doesn't necessarily reflect its value to the wider world: how useful its products are, the good it does for people, how much it tries to minimize social and environmental harm. With that in mind, a new survey asked people to rank companies for their perceived "purpose"—the extent to which they stand for something other than making money.
Best Brands overall:
7. Girl Scouts of the USA
9. Johnson & Johnson
Enso, a marketing agency, commissioned the survey which asked 3,000 people how they perceived the "world value" of 149 well-known organizations, from Disney to United Airlines (some non-profits were also included). The results are quite different from traditional brand valuations, like Fortune's Most Valuable Brands research, which focus on financial value to the exclusion of other considerations.