Searching for authenticity?

You've come to the right place.

The 2017 Cohn & Wolfe Authentic Brands study examines the role of authenticity in business, the attributes associated with an authentic brand and the impact of authenticity on consumer, investor and employee attitudes and behaviors.

The fifth report in our Authentic Brands series, which launched in 2012, this year’s study is our most ambitious yet. We surveyed more than 15,000 consumers across 15 markets on their perceptions of more than 1,400 brands, and applied our proprietary algorithm to determine the Authentic 100, an annual index of global brands ranked by consumer perception of authenticity.

We have also determined the top 20 most authentic brands in Brazil, Canada, China, France, Germany, Hong Kong, India, Indonesia, Italy, Singapore, Spain, Sweden, United Arab Emirates, the United Kingdom and the United States.

Placement	Brand	Placement	Brand
1		51
2		52
3		53
4		54
5		55
6		56
7		57
8		58
9		59
10		60
11		61
12		62
13		63
14		64
15		65
16		66
17		67
18		68
19		69
20		70
21		71
22		72
23		73
24		74
25		75
26		76
27		77
28		78
29		79
30		80
31		81
32		82
33		83
34		84
35		85
36		86
37		87
38		88
39		89
40		90
41		91
42		92
43		93
44		94
45		95
46		96
47		97
48		98
49		99
50		100

Placement

Brand

Placement

Brand

100

Placement	Brand	Placement	Brand
51		101
52		102
53		103
54		104
55		105
56		106
57		107
58		108
59		109
60		110
61		111
62		112
63		113
64		114
65		115
66		116
67		117
68		118
69		119
70		120
71		121
72		122
73		123
74		124
75		125
76		126
77		127
78		128
79		129
80		130
81		131
82		132
83		133
84		134
85		135
86		136
87		137
88		138
89		139
90		140
91		141
92		142
93		143
94		144
95		145
96		146
97		147
98		148
99		149
100		150

Placement

Brand

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Brand

101

102

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100

150

Placement	Brand	Placement	Brand
1		11
2		12
3		13
4		14
5		15
6		16
7		17
8		18
9		19
10		20

Placement

Brand

Placement

Brand

Placement	Brand
1
2
3
4
5
6
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9
10
11
12
13
14
15
16
17
18
19
20

Placement

Brand

Methodology

How We Did It

Methodology

The 2017 Authentic Brands study is the result of a combination of primary and secondary research, including surveys on more than 1,400 brands, measuring more than 200 global brands, administered over two months (May to June 2017) to over 15,000 consumers in 15 markets: Brazil, Canada, China, France, Germany, Hong Kong, India, Indonesia, Italy, Singapore, Spain, Sweden, United Arab Emirates, the United Kingdom and the United States.

The full list of more than 1,400 brands included in the Authentic 100 survey was based on an examination of the following reports: BrandZ’s 100 Most Valuable Brands; Forbes’ 100 Most Valuable Brands and the Reputation Institute’s Global RepTrak® 100 Most Reputable Companies list. Cohn & Wolfe also consulted Y&R Group’s BrandAsset® Valuator (BAV) to determine which brands should be included in each country’s surveys, based on regional familiarity.

Searching for authenticity?

You've come to the right place.

Want to learn more about
how your brand stacks up?

The Global Authentic 100

Sweden Top 20 in Authenticity

How We Did It

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Searching for authenticity?

You've come to the right place.

Want to learn more abouthow your brand stacks up?

The Global Authentic 100

Sweden Top 20 in Authenticity

How We Did It

Want to learn more about
how your brand stacks up?

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