Top Authentic Brands — Credibility Pays

Posted on November 29, 2017 by bermanevansretail

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.

  1. Amazon.
  2. Apple.
  3. Microsoft.
  4. Google.
  5. PayPal.
  6. Adidas.
  7. Intel.
  8. Lego.
  9. Hewlett-Packard (HP).
  10. Rolex.

Click the image to view the top 100 global brands. MANY are retailers.

Top Authentic Brands -- Credibility Pays. Authentic 100.

 

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:

  1. Amazon.
  2. PayPal.
  3. Burt’s Bees.
  4. Crayola.
  5. M&M’s.

To access the U.S. list, click the Amazon logo. Then, scroll down the page to the United States.

Top Authentic Global Brands -- Credibility Pays. Authentic 100. U.S. Top 50 Listing.
 

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.

Top Authentic Brands -- Credibility Pays. Authentic 100. Top 20 by Country.ng.

 

Posted in Global Retailing, Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 7: Communicating with the Customer | Tagged , , , , | Leave a comment

HubSpot’s Insightful Self-Branding Advice

Posted on November 28, 2017 by bermanevansretail

Insightful Self-Branding Advice. We value this topic as one of our favorites. And make it one of YOURS! Great self-brands lead to great careers. 🙂

How would YOU address these comments: I regularly ask my undergraduate and graduate students: Why should an employer want to hire YOU? What distinctive skills do YOU offer?
 

From HubSpot: Insightful Self-Branding Advice

Carly Stec, a senior content strategist at , offers excellent self-branding advice. Definitely worth an in-depth look!

“When you look for a job, expect to be Googled. When you try to land a speaking engagement, expect to be Googled. Send a guest contributor pitch to a blog you admire. And expect to be Googled. Why? Anyone who may work with you wants to know about you. That person wants an idea of your work and your personality. Then, he or she may respond to you.”

“As a result, your personal brand comes in. It refers to how you present or market yourself, your skills, and your work. Want to get past that initial Google search? You need a personal brand that reflects your capabilities. We assembled an A to Z guide. From consistency to networking, we walk you through the elements that define an impressive personal brand. So, you feel good about those Google search results.

The A to Z Guide begins with Authenticity. And it concludes with Zealous. Click the icon. Then, read the in-depth series of tips.

Insightful Self-Branding Advice. A to Z Guide from HubSpot:

 

Click the image for free bio tips and templates to get noticed. Note: Free sign-in required. Worth the effort!


 

Posted in Career Useful Information, Social Media and Retailing | Tagged , , , , | Leave a comment