2012 Score: 79.75
2011 Rank/Score: 13 / 80.51
Although it scored lower than last year, UPS moved up in the ranking by three slots. The package delivery company ranked third in emotional appeal with a score of 82.14 — about half a point more than Apple in the same category. In 2010, UPS served about 8.5 million customers daily, delivering about 15.6 million packages and documents.