FutureBrand Index 2014

Measuring what matters for future success

We believe 21st century brand strength is best understood in terms of the balance of perceptions between what a company stands for – its purpose – and how far it delivers on it – the resulting experience. And organizations that strike this balance will have a competitive advantage in the future. Not just that, but strong perceptions by our measures might be a better index of future success than current financial performance. To test this hypothesis, we set out to measure global public perception of the Global Top 100 Companies by market capitalization.

The FutureBrand Index report presents the findings of that research, including our ranking of the top 100, sector leaders and averages and 'ones to watch' for the future. It will be of value to any leader keen to understand the levers they can pull for greater future success.

Watch an introduction from Tom Adams

Global Head of Strategy, FutureBrand Worldwide

Download the report here:

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The global top 100 rankings

Brand Ranking Difference Market cap ranking* Sector
Google 1 +2 3 Technology
Microsoft 2 +2 4 Technology
Walt Disney 3 +37 40 Consumer Services
Apple Inc. 4 -3 1 Technology
Samsung Electronics 5 +13 18 Consumer Goods
Intel 6 +43 49 Technology
Toyota 7 +14 21 Consumer Goods
Johnson & Johnson 8 -1 7 Healthcare
Unilever 9 +43 52 Consumer Goods
IBM 10 +14 24 Technology
Facebook 11 +18 29 Technology
Boeing 12 +64 76 Industrials
SABIC 13 +72 85 Basic Materials
Visa 14 +28 42 Financials
Nestle 15 -5 10 Consumer Goods

* source: PwC Global Top 100 Companies by market capitalisation 2014

Key findings:

Financial value and past performance are no guarantee of future brand strength

Being global makes a difference to brand strength

The value-perception gap for brands varies by sector

Brand awareness is not enough to drive strong perceptions

Chinese companies and brands are not yet future proof

What is a 'future brand' and why does it matter?

A 'future brand' is a brand that is more likely to succeed in the future.

A ‘future brand’ is a brand that is more likely to succeed in the future, not just one that is strong now. This is because it perfectly balances strong perceptions of its purpose in the world with the experience it delivers.

Why it’s important to be a 'future brand'

Our research shows that when people rate a company in the Global Top 100 as a ‘future brand’, 75% strongly agree that they would buy products and services from them, 68% strongly agree that the organisation commands a price premium, and nearly two thirds strongly agree that they would work for them.

The key drivers of 'future brands'

There are a series of key drivers of a future brand – things that stand out as major differentiators between organizations with the strongest and weakest perceptions in our research. These relate to the attributes of thought leadership, innovation and authenticity. Future brands are seen always to be ahead of their competitors and are highly trusted by the global public.