A brand’s relevance is key to survival. Yet, what makes a brand relevant in one country, does not necessarily translate to another. The challenge: how can brands become relentlessly relevant around the world?

In our Brand Relevance Index™ (BRI), we polled 45,000 consumers in the US, UK, Germany and China about 800+ brands. Six were revealed as clear favorites by those surveyed – adidas, Apple, Microsoft, Nike, Samsung and Visa. Interestingly, not one is among the top 15 largest global advertisers. Yet many companies that vastly outspend them, including Procter & Gamble, Volkswagen, and ABInBev, fell behind in our Index. So, what makes these six so special?

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