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.)
Leadership
World’s Most Admired pitchmen?
How do the celebrities who represent great brands stack up? The most recognized spokesman (spokesgecko?) may surprise you.
