Food products make Top 100 Authentic brands list
The survey, complied by global communications agency Cohn & Wolfe, saw Disney top the list, followed by BMW and Microsoft.
Coca-Cola came in at 19, Nestlé at 22 and Lindt at 38.
The Authentic 100 surveyed 12,000 people in 14 markets and found that 75% indicated that brands and companies have a credibility problem.
Nearly nine out of 10 consumers were willing to take action to reward a brand for its authenticity. More than half (52%) would recommend the brand to others and 49% would pledge loyalty to a brand.
Open and honest
However, consumer cynicism globally was high against brands, with only 7% of those surveyed in UK, France, Germany and Spain described brands as open and honest.
“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 is a company is upfront, and addresses the issue head on,” says Cohn & Wolfe ceo Donna Imperator.
“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.”
Enjoy this photo gallery which charts the top food and drink brands.
