The world's most 'authentic' brand is...
Tech brands topped an annual ranking of the world's 100 most authentic brands, with an online giant taking the top spot.
Amazon was voted No. 1 in Cohn & Wolfe’s 2017 Global Authentic 100, which examines the role of authenticity in business. Other brands in the top ten include Apple, Microsoft, Google, PayPal, Adidas, Intel, Lego, BMW, and HP. The only traditional retailer to crack the top 25 was Ikea, at No. 24.
For the past five years, Cohn & Wolfe has surveyed consumers across international brands to examine the impact of authenticity on the behaviors and attitudes of consumers, employees, and investors. This year, over 15,000 consumers in 15 markets were surveyed.
Cohn & Wolfe's analysis has identified three key drivers of authenticity:
• Reliable: Consumers rate brands as authentic when they "deliver on promises" and are of "high quality."
• Respectful: These brands "treat customers well" and "protect customer data and privacy" – a key concern for consumers across markets.
• Real: Brands that rate high on this driver "communicate honestly" and "act with integrity."
To see the full Athentiv 100 list, click here.
Amazon was voted No. 1 in Cohn & Wolfe’s 2017 Global Authentic 100, which examines the role of authenticity in business. Other brands in the top ten include Apple, Microsoft, Google, PayPal, Adidas, Intel, Lego, BMW, and HP. The only traditional retailer to crack the top 25 was Ikea, at No. 24.
For the past five years, Cohn & Wolfe has surveyed consumers across international brands to examine the impact of authenticity on the behaviors and attitudes of consumers, employees, and investors. This year, over 15,000 consumers in 15 markets were surveyed.
Cohn & Wolfe's analysis has identified three key drivers of authenticity:
• Reliable: Consumers rate brands as authentic when they "deliver on promises" and are of "high quality."
• Respectful: These brands "treat customers well" and "protect customer data and privacy" – a key concern for consumers across markets.
• Real: Brands that rate high on this driver "communicate honestly" and "act with integrity."
To see the full Athentiv 100 list, click here.