Study Identifies World’s Most Authentic Brands

Amazon, Apple and Microsoft top consumers’ estimation of the most “authentic” brands in Cohn & Wolfe’s 2017 Authentic Brands Study. Rounding out the global Top 10 of the 100-brand list are Google, PayPal, Adidas, Intel, Lego, BMW and HP.

The fifth in an annual series, Cohn & Wolfe’s Authentic Brands report examines authenticity’s role in business, the attributes associated with it, and its effect on consumer, investor and employee attitudes and behaviors. In compiling the report, the communications and public relations agency surveyed 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. Looking at the U.S. market, the top 10 are Amazon, PayPal, Burt’s Bees, Crayola, M&M’s, Lego, Hershey’s, Newman’s Own, AAA and UPS.

“Consumers today want to buy from companies that engage with them in a genuine way. Our research shows a link between brands that behave and communicate authentically and their ability to attract and keep customers—and, ultimately, build stronger businesses,” says Donna Imperato, CEO of Cohn & Wolfe.

Cohn & Wolfe found that 91 percent of consumers would recommend a brand they found authentic or buy its products. In its analysis, Cohn & Wolfe identify three key drivers of authenticity:

Reliable: Consumers rate brands as authentic when they "deliver on promises" and are of "high quality."

Respectful: These brands "treat customers well" and "protect customer data and privacy."

Real: Brands that "communicate honestly" and "act with integrity."

Cohn & Wolfe’s full Authentic 100 list can be found here.

filed under October 2017
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