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
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.
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.
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.