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.
GLOBAL INDEX
Placement | Brand | Placement | Brand |
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51
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2
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52
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3
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53
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54
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55
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6
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56
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7
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57
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8
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58
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9
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59
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10
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60
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11
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61
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12
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62
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13
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63
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14
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64
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15
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65
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16
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66
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17
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67
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18
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68
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19
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69
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20
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70
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21
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71
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22
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72
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23
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73
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24
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74
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25
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75
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26
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76
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27
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77
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28
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78
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29
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79
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30
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80
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31
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81
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32
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82
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33
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83
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34
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84
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35
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85
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36
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86
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37
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87
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38
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88
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39
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89
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40
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90
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41
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91
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42
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92
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43
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93
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44
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94
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45
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95
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46
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96
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47
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97
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48
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98
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49
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99
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50
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100
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Placement | Brand | Placement | Brand |
51
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101
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52
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102
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53
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103
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54
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104
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55
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105
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56
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106
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57
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107
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58
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108
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59
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109
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60
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110
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61
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111
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62
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112
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63
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113
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64
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114
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65
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115
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66
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116
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67
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117
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68
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118
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69
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119
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70
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120
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71
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121
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72
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122
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73
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123
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74
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124
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75
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125
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76
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126
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77
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127
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78
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128
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79
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129
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80
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130
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81
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131
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82
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132
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83
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133
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84
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134
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85
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135
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86
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136
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87
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137
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88
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138
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89
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139
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90
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140
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91
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141
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92
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142
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93
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143
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94
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144
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95
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145
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96
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146
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97
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147
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98
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148
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99
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149
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100
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150
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Placement | Brand | Placement | Brand |
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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