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Cohn & Wolfe global study reveals 100 most Authentic Brands

The 2016 Authentic Brands Study defines authenticity in the eyes of consumers. Among the top 20 brands in its list are Disney, Amazon, Apple, Samsung and Lego

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Cohn & Wolfe global study reveals 100 most Authentic Brands

Cohn & Wolfe global study reveals 100 most Authentic Brands

The 2016 Authentic Brands Study defines authenticity in the eyes of consumers. Among the top 20 brands in its list are Disney, Amazon, Apple, Samsung and Lego

BestMediaInfo Bureau | Delhi | May 4, 2016

Cohn-&-Wolfe

Cohn & Wolfe, a global communications agency within the WPP group, has unveiled its inaugural 'Authentic 100', an annual index of global brands ranked by consumer perception of authenticity. Among the top 20 brands in the global Authentic 100 are Disney, Amazon, Apple, Samsung, Lego, Ford, Google and Coca-Cola. The full list of the Authentic 100 brands is available at Authentic100.com.

The 2016 study on authenticity defines for the first time, what consumers believe are the individual attributes of authentic behaviour and whether a brand displaying these attributes will affect the actions of consumers. The study identifies a large “authenticity gap” between brands and consumers, with 75 per cent of nearly 12,000 consumers surveyed across 14 markets indicating that brands and companies have a credibility problem.

Key findings of the study:

High Global Cynicism:

Consumer cynicism is highest in Western Europe, with only seven per cent of those surveyed in the UK, France, Germany and Spain – and a mere five per cent in Sweden – describing brands as “open and honest.” In the least cynical countries – China and Indonesia – that number only climbs to 36 per cent and 35 per cent, respectively. Americans fall somewhere in the middle and closer to the global average of 22 per cent, with less than a quarter of Americans (23 per cent) seeing brands as honest.

Privacy Matters:

Given the recent public standoff between Apple (#5 on the global Authentic 100) and the United States FBI over encryption technologies, it is worth noting that privacy concerns are now seen as a core component of what makes a brand authentic in the eyes of consumers. Globally, “protecting customer data and privacy” ranked as the fourth most important attribute of authenticity today.

The Authenticity Opportunity:

Nearly nine out of 10 consumers are willing to take action to reward a brand for its authenticity, including 52 per cent who would recommend the brand to others and 49 per cent who would pledge loyalty to the brand. Twenty per cent of the consumers surveyed would be prepared to put their money on the table and invest in a brand that proves its authenticity.

Authenticity as a Personal Experience:

Consumers are looking for daily, real-life reminders that they can count on brands. In defining authenticity, they prioritize “high quality” (66 per cent) and “delivering on promises” (70 per cent) over more lofty measures like “social responsibility” (57 per cent) and “environmental responsibility” (55 per cent).

“The rules of communication have irrevocably changed, and we're seeing consumers reward brands that understand how to engage with them openly and honestly. In fact, consumers will forgive the occasional corporate misstep if a company is upfront, and addresses the issue head-on,” said Donna Imperato, CEO, Cohn & Wolfe. “The brands topping the Authentic 100 understand this, and have demonstrated consistently that they value more than just their bottom lines by fostering a genuine dialogue with their customers.”

For the first time, Cohn & Wolfe has created and applied a proprietary algorithm, reflecting the three driving factors guiding consumers' perceptions, to diagnose how brands perform on authenticity.

Cohn & Wolfe's analysis has identified three key drivers of authenticity:

1) Reliable: Consumers rate brands as authentic when they “deliver on promises” and are of “high quality”;

2) Respectful: These brands “treat customers well” and “protect customer data and privacy” – a key concern for consumers across markets; and

3) Real: Brands that rate high on this driver “communicate honestly” and “act with integrity.”

The study is the fourth in the Cohn & Wolfe Authentic Brands series. The 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 behaviours.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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