- Disney, Amazon,
Apple, Samsung and Lego all achieve top 10 spots on the Authentic
100
- Consumer cynicism is high globally, with four out of five
stating brands are not "open and honest"
- Protecting privacy is now seen as a core component of what
makes a brand authentic
- Majority of consumers base perceptions of authenticity on
personal brand experiences, as opposed to corporate behavior at a
larger scale
NEW YORK, April 19, 2016 /PRNewswire/ -- Cohn &
Wolfe, a global communications agency, today unveils 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
Authentic 100 is available at Authentic100.com.
Logo -
http://photos.prnewswire.com/prnh/20130508/NY09998LOGO-b
The 2016 study on authenticity defines for the first time what
consumers believe are the individual attributes of authentic
behavior 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 percent of
nearly 12,000 consumers surveyed across 14 markets indicating that
brands and companies have a credibility problem.
Key findings of the study include:
- High Global Cynicism: Consumer cynicism is
highest in Western Europe, with
only seven percent of those surveyed in the UK, France, Germany and Spain – and a mere five percent in
Sweden – describing brands as
"open and honest." In the least cynical countries – China and Indonesia – that number only climbs to 36
percent and 35 percent, respectively. Americans fall somewhere in
the middle, and closer to the global average of 22 percent, with
less than a quarter of Americans (23 percent) 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 percent who would
recommend the brand to others and 49 percent who would pledge
loyalty to the brand. Twenty percent 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 percent) and "delivering on promises" (70 percent) over more
lofty measures like "social responsibility" (57 percent) and
"environmental responsibility" (55 percent).
"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," says 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."
Notes to Editors
About the 2016 Authentic Brands Study
This is the
fourth study in the Cohn & Wolfe Authentic Brands
series, which 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
behaviors.
Methodology
The 2016 Authentic Brands study and the
Authentic 100 are the result of a combination of primary and
secondary research, including surveys on more than 1,600 brands,
measuring 300 global brands, administered over two months
(September to October 2015) to nearly
12,000 consumers in 14 markets: Brazil, China, France, Germany, Hong
Kong, India, Indonesia, Italy, Singapore, Spain, Sweden, United Arab
Emirates, the United
Kingdom and the United
States.
The full list of 1,600 brands included in the survey was based
on an examination of the following reports: BrandZ's 100 Most
Valuable Brands; Forbes' 100 Most Valuable Brands and the
Reputation Institute's Global RepTrak® 100 Most Reputable Companies
list. Cohn & Wolfe also consulted Y&R Group's BrandAsset®
Valuator (BAV) to determine which brands should be included in each
country's surveys, based on regional familiarity.
About Cohn & Wolfe
Cohn & Wolfe, a global communications agency, builds brands
and corporate reputations through an uncompromising commitment to
creativity. The agency's strategic approach unearths fresh,
relevant insights leading to communications solutions that deliver
measurable business success. Throughout its 45-year history, Cohn
& Wolfe's brand marketing work and world-class digital media
campaigns have attracted top brands around the world, winning
awards at the Cannes Health Lions, the Global SABREs and the Global
PRWeek Awards. Headquartered in New
York, Cohn & Wolfe has more than 50 offices across
Asia, EMEA, Latin America and North America, and has been named a Best Place
to Work by The Holmes Report, PRWeek and PRNews. Cohn & Wolfe
is part of WPP (Nasdaq: WPPGY), the world's largest communications
services group.