The study by the WPP-owned global strategic marketing and insights agency involved 7,500 respondents (the online sample was sourced, and project executed, by Lightspeed Research) and looked at which brands had the most Visionary, Inspiring, Bold and Exciting (VIBE) attributes.

There have been several changes since its report last year. Electric car manufacturer Tesla moved into the number one position, just passing the previous number one, Google. Amazon’s VIBE climbed 10% as the company continued to extend its business into new territories.

While Apple remains a strong force to contend with, it has continued to slide down the rankings from the number one spot it held four years ago, when first measured (it is now number four). However Added Value notes that the survey was taken prior to the release of the iPhone 6.

Maggie Taylor, CEO of Added Value North America, said:  “Culture is constantly evolving. We use Cultural Insight to uncover what is emerging for our clients, and track their cultural health, to better enable them to anticipate and make the most appropriate next steps. People seek a multiplicity of brand experiences, super-personalised connectivity, and deeper, more meaningful interactions with the world around them – including the brands they affiliate with.”