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Home Industry News Cohn and Wolfe report ranks tech companies as world’s most authentic brands

Cohn and Wolfe report ranks tech companies as world’s most authentic brands

25th October 2017

Cohn and Wolfe has published its annual ranking of the world's most authentic brands, with leading tech companies occupying the top spots.

The agency's 2017 Global Authentic 100 was based on surveys of 15,000 consumers across 15 markets, with participants asked about their perceptions of more than 1,400 brands. Reliability, respectfulness and "being real" were rated as the primary criteria by respondents.

The top five companies in the ranking were Amazon, Apple, Microsoft, Google and PayPal, with another two tech brands – Intel and HP – also making the top ten alongside Adidas, Lego and BMW.

Donna Imperato, Cohn and Wolfe's global chief executive officer, said: "Our research shows a link between brands that behave and communicate authentically and their ability to attract and keep customers – and, ultimately, build stronger businesses."

The report also revealed that Generation Xers and baby boomers generally considered their personal relationships with a company when evaluating authenticity, whereas millennials were more likely to favour personal attention, innovation and social consciousness.

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