According to Cohn & Wolfe, the New York-based global communications firm, consumers around the world value brands that are considered to be reliable, respectful and real – the three characteristics that contribute to a brand being seen as “authentic”.
Based on responses from 15,000 people across 15 markets, Cohn & Wolfe ranked 100 brands in terms of their authenticity, with Amazon taking top spot, followed by Apple, Microsoft, Google, PayPal, Adidas, Intel, LEGO, BMW and HP in the top ten.
Globally, 91% of consumers are reported to be willing to reward a brand for its authenticity by recommending the brand to friends or buying the product.
Meanwhile, 62% say that if a brand is perceived as authentic then they would be more interested in buying from that brand in the future.
However, the study revealed wide differences in brand perception across markets. While Amazon, Google and some others from the global top ten are rated highly in many Asian markets, local players also feature.
For example, Google, Microsoft and Amazon take the top three places in India, but Maruti Suzuki, the Indian subsidiary of Japanese carmaker Suzuki, comes in fourth.
As reported by Mumbrella, Apple, Sony, YouTube, BMW, Mercedes Benz and British Airways round out the top ten rankings for India.
And joining Huawei in China’s top ten are Hewlett-Packard, Bank of China, Intel, Haier, the Chinese consumer electronics firm, Visa, Tong Ren Tang, a pharmaceutical company, Siemens, Lenovo and Gree, an appliance manufacturer.
Separately, Google, Apple, Ikea, HSBC and Visa are seen as the five most authentic brands in Hong Kong, while Singaporeans opt for Apple, DBS Bank, Google, Singapore Airlines and 3M.
Commenting on the findings for Asia, Matt Stafford, APAC President at Cohn & Wolfe, said: “Our study highlights the opportunity for brands operating in Asia, as consumers in China, India and other key regional markets clearly recognise and appreciate efforts by companies to build strong customer relationships and improved user experiences.”
Sourced from Cohn & Wolfe, Mumbrella; additional content by WARC staff