The ‘FutureBrand Index’ is a from brand consultancy FutureBrand, sanctioned by Global Top 100 Companies creator PwC, measures perceptions of brand strength through in-depth quantitative research among thousands of consumers worldwide. FutureBrand Index 2014 list was released today and Microsoft was ranked No.2 in it. Google toped the list with Walt Disney and Apple taking No.3 and No.4 positions respectively. Some key findings in the report include financial value and past performance are no guarantee of future brand strength, being global makes a difference to brand strength, the value-perception gap for brands varies by sector, brand awareness is not enough to drive strong perceptions, Chinese companies and brands are not yet future proof and more.
A ‘future brand’ is a brand that is more likely to succeed in the future, not just one that is strong now. This is because it perfectly balances strong perceptions of its purpose in the world with the experience it delivers.
Our research shows that when people rate a company in the Global Top 100 as a ‘future brand’, 75% strongly agree that they would buy products and services from them, 68% strongly agree that the organisation commands a price premium, and nearly two thirds strongly agree that they would work for them.
You can download the full report for free here.