Why do most people trust those whom they know and .org Web sites? And distrust mass media and .com Web sites? In a word: credibility (authenticity). People’s trust is hard to earn and to retain. Thus, today’s post highlights top authentic brands — credibility pays for 2017. See how popular these brands are.
2017’s Top Authentic Brands
Cohn & Wolfe is a communications firm. Each year, it publishes a report on brand authenticity. For the 2017 report, it says:
“The Authentic Brands study covers authenticity in business. And it reviews attributes associated with an authentic brand. Also, it studies authenticity from diverse viewpoints. These include consumer, investor, and employee attitudes and behaviors. We surveyed 15,000+ consumers across 15 markets. And we asked about perceptions of 1,400+ brands. Then we applied our proprietary algorithm to determine the Authentic 100. In sum, this index ranks global brands by perception.”
“In addition, We determined the top authentic brands in 15 countries.” [We note these in the next two sections.]
The top ten global brands show this listing. From a global consumer perspective, American brands dominate.
- Amazon.
- Apple.
- Microsoft.
- Google.
- PayPal.
- Adidas.
- Intel.
- Lego.
- Hewlett-Packard (HP).
- Rolex.
Click the image to view the top 100 global brands. MANY are retailers.
2017’s Top Authentic Brands in the U.S.
With the 2017 study, Cohn & Wolfe identified 50 U.S. brands. “In the U.S., 62% of respondents said they would buy or be interested in buying a brand viewed as authentic.” And the top five among U.S. consumers:
- Amazon.
- PayPal.
- Burt’s Bees.
- Crayola.
- M&M’s.
To access the U.S. list, click the Amazon logo. Then, scroll down the page to the United States.
2017’s Top Authentic Brands Outside U.S.
Also In the 2017 study, Cohn & Wolfe identified the top 20 brands in 14 other counties:
- Brazil.
- Canada.
- China.
- France.
- Germany.
- Hong Kong.
- India.
- Indonesia.
- Italy.
- Singapore.
- Spain.
- Sweden.
- United Arab Emirates.
- United Kingdom.
To access the global list, click the Ikea logo. Then, scroll down the page. And choose a country.
Retailing: From A to Z 