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.




Want to learn more about
how your brand stacks up?

 

Contact us at: authentic.brands@cohnwolfe.com


GLOBAL INDEX

The Global Authentic 100

Placement Brand Placement Brand
1
Amazon
51
McDonalds
2
Apple
52
Nissan
3
Microsoft
53
Nikon
4
Google
54
Nescafè
5
PayPal
55
Hilton
6
Adidas
56
Ben & Jerrys
7
Intel
57
Michelin
8
Lego
58
Seimens
9
BMW
59
Boeing
10
HP
60
Gm
11
Rolex
61
Volkswagen
12
Bosch
62
Black & Decker
13
Rolls-Royce
63
Colgate Palmolive
14
Visa
64
Pampers
15
Mercedes-Benz
65
Louis Vuitton
16
Nestle
66
Reebok
17
Audi
67
Heinz
18
Sony
68
YouTube
19
Bose
69
Tiffany & Co
20
Harley Davidson
70
BBC
21
Canon
71
Braun
22
Federal Express
72
P&G
23
Disney
73
Ferrero
24
Ikea
74
Bridgestone
25
Ford
75
Bayer
26
Levi's
76
Lexus
27
IBM
77
Budweiser
28
Johnson & Johnson
78
Chanel
29
Philips
79
Listerine
30
Coca-Cola
80
Del Monte
31
Colgate
81
Emirates
32
Nike
82
Toshiba
33
Dell
83
American Express
34
MasterCard
84
Pirelli
35
Porsche
85
Pixar
36
UPS
86
Crayola
37
Panasonic
87
LG
38
Lindt
88
Cisco
39
Hersheys
89
Unilever
40
Gillette
90
Starbucks
41
Honda
91
Lenovo
42
Cartier
92
Facebook
43
Samsung
93
Hasbro
44
Toyota
94
Hyatt
45
20th Century Fox
95
Pepsi
46
Marriott
96
Danone
47
3M
97
Heineken
48
Kellogg's
98
Prada
49
Loreal
99
GE
50
Kraft
100
Pizza Hut
Placement Brand Placement Brand
51
McDonalds
101
52
Nissan
102
53
Nikon
103
54
Nescafè
104
55
Hilton
105
56
Ben & Jerrys
106
57
Michelin
107
58
Seimens
108
59
Boeing
109
60
Gm
110
61
Volkswagen
111
62
Black & Decker
112
63
Colgate Palmolive
113
64
Pampers
114
65
Louis Vuitton
115
66
Reebok
116
67
Heinz
117
68
YouTube
118
69
Tiffany & Co
119
70
BBC
120
71
Braun
121
72
P&G
122
73
Ferrero
123
74
Bridgestone
124
75
Bayer
125
76
Lexus
126
77
Budweiser
127
78
Chanel
128
79
Listerine
129
80
Del Monte
130
81
Emirates
131
82
Toshiba
132
83
American Express
133
84
Pirelli
134
85
Pixar
135
86
Crayola
136
87
LG
137
88
Cisco
138
89
Unilever
139
90
Starbucks
140
91
Lenovo
141
92
Facebook
142
93
Hasbro
143
94
Hyatt
144
95
Pepsi
145
96
Danone
146
97
Heineken
147
98
Prada
148
99
GE
149
100
Pizza Hut
150
1
Amazon
2
Apple
3
Microsoft
4
Google
5
PayPal
6
Adidas
7
Intel
8
Lego
9
BMW
10
HP
11
Rolex
12
Bosch
13
Rolls-Royce
14
Visa
15
Mercedes-Benz
16
Nestle
17
Audi
18
Sony
19
Bose
20
Harley Davidson
21
Canon
22
Federal Express
23
Disney
24
Ikea
25
Ford
26
Levi's
27
IBM
28
Johnson & Johnson
29
Philips
30
Coca-Cola
31
Colgate
32
Nike
33
Dell
34
MasterCard
35
Porsche
36
UPS
37
Panasonic
38
Lindt
39
Hersheys
40
Gillette
41
Honda
42
Cartier
43
Samsung
44
Toyota
45
20th Century Fox
46
Marriott
47
3M
48
Kellogg's
49
Loreal
50
Kraft
51
McDonalds
52
Nissan
53
Nikon
54
Nescafè
55
Hilton
56
Ben & Jerrys
57
Michelin
58
Seimens
59
Boeing
60
Gm
61
Volkswagen
62
Black & Decker
63
Colgate Palmolive
64
Pampers
65
Louis Vuitton
66
Reebok
67
Heinz
68
YouTube
69
Tiffany & Co
70
BBC
71
Braun
72
P&G
73
Ferrero
74
Bridgestone
75
Bayer
76
Lexus
77
Budweiser
78
Chanel
79
Listerine
80
Del Monte
81
Emirates
82
Toshiba
83
American Express
84
Pirelli
85
Pixar
86
Crayola
87
LG
88
Cisco
89
Unilever
90
Starbucks
91
Lenovo
92
Facebook
93
Hasbro
94
Hyatt
95
Pepsi
96
Danone
97
Heineken
98
Prada
99
GE
100
Pizza Hut
Sweden United States China Hong Kong Indonesia Singapore India United Kingdom Canada Brazil Spain
COMING SOON...
France   Germany   Italy   Spain   UAE  

 

Sweden Top 20 in Authenticity

Placement Brand Placement Brand
1
Systembolaget
11
Hewlett-Packard
2
apoteket AB
12
Mercedes-Benz
3
Apotek Hjartat
13
Volvo
4
Ikea
14
Paypal
5
Apple
15
Lantmannen
6
BMW
16
Bosch
7
ICA
17
Samsung
8
Lego
18
Microsoft
9
Kronans Apotek
19
Visa
10
Rolex
20
Canon
Placement Brand
1
Systembolaget
2
apoteket AB
3
Apotek Hjartat
4
Ikea
5
Apple
6
BMW
7
ICA
8
Lego
9
Kronans Apotek
10
Rolex
11
Hewlett-Packard
12
Mercedes-Benz
13
Volvo
14
Paypal
15
Lantmannen
16
Bosch
17
Samsung
18
Microsoft
19
Visa
20
Canon

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.

© 2017 Authentic 100 / Cohn & Wolfe