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1、The FutureBrand Index2021A unique brand perception study September 2021INTRODUCTIONFUTUREBRAND INDEX 2021 Twelve months ago,and against the backdrop of a global pandemic and other significant disruptions,we unveiled the FutureBrand Index(FBI)2020 a first look of how brands were faring,and a glimpse
2、at how customer sentiments and expectations were being reframed.Today we follow up with the FutureBrand Index 2021,at a time when it is becoming increasingly clear that the experience of 2020 super-charged public worry as our worst fears for our health,wealth,environment and society were escalated a
3、nd conflated.Amidst the chaos however,lies great opportunity.For the first time,we have real change at the top of our Index.Only Apple has stayed the course.What our research reveals is that todays thriving companies are those prioritising innovation to consistently impact individual well-being and
4、drive change for good at scale.There are some familiar names but its the newcomers to which company managers might wish to pay most attention.Alongside a renewed focus on corporate purpose and an elevation of ESG-orientated behaviours,we predict a new era of opportunity for companies that create the
5、 platforms and infrastructures on which human life can thrive into the future.From energy to entertainment,consumer staples to corporate finance,those companies that are able to convince customers,employees and investors,today,that their approaches and offerings will be category-defining tomorrow,wi
6、ll enjoy long-term and significant competitive advantage.Armed with a unique dataset,established over seven years of research,FutureBrand are perfectly placed to not only assess which brands will rise to the challenge ahead,but also advise on how those who are missing the mark can recalibrate to sei
7、ze the opportunity.LookingBeyondThe Pandemic3FutureBrand Index 2021/Copyright 2021 FutureBrand2FUTUREBRAND INDEX 2021 CONTENTS01 Why the 2021 FutureBrand Index matters02 New for 2021 2.1 The Top 20 16 2.2 Whats New and Whats Important 1803 The Top 100 Brands 3.1 The Top 100 Brands 34 3.2 The Top 5 4
8、4 3.3 The Top 5 Risers 58 3.4 The Top 5 Fallers 72 3.5 Whos In,Whos Out in 2021 7804 Sector by Sector 4.1 Technology 86 4.2 Consumer Discretionary(previously Consumer Services)92 4.3 Consumer Staples(previously Consumer Goods)98 4.4 Healthcare 104 4.5 Financials 11005 Summary06 Notes and Methodology
9、 Detail0623283FutureBrand Index 2021/Copyright 2021 FutureBrand45FUTUREBRAND INDEX 2021Why the 2021FutureBrand Index Matters01.FutureBrand Index 2021/Copyright 2021 FutureBrand67WHY THE 2021 FUTUREBRAND INDEX MATTERSPerceptionBrandThe FutureBrand Index is a global brand percept
10、ion study that reorders PwCs Global Top 100 Companies by Market Cap on perception strength rather than financial strength.Unlike a number of other reports,the FutureBrand Index is not based on consumer research.Instead,it prioritises the calibre of people it surveys,choosing only to speak to informe
11、d professionals who are in key positions and have compelling and pivotal opinions.As a result,our data gives us an insight into the minds of those with their fingers already on the pulse;business leaders,decision makers and market watchers.This data helps us identify and track where a company is alr
12、eady strong and what needs to be prioritised moving forward and over time to ensure continued growth and success.Adding further weight to our insights is the fact that like last year our research was conducted at a pivotal moment in the pandemic saga as the global community took stock of just over 1
13、2 months of isolations,lockdowns and re-emergence.FutureBrand Index 2021/Copyright 2021 FutureBrand89We work with QRi Consulting,our global research partner and a respected specialist in brand,communication,product strategy and tactics.With more than three decades of experience,the depth and breadth
14、 of QRis research is perfectly suited to our work.In conjunction with QRi Consulting,over the last seven years we have spoken to a global audience of 18,000 informed professionals from 17 countries who were aware of and knew something about at least seven of the top 100 companies of that year.For a
15、more detailed breakdown of our methodology,please see page 124.WHY THE 2021 FUTUREBRAND INDEX MATTERSINFORMED Professionals:18,000GLOBAL REACH Countries:17METHODOLOGYPersonalityHas strong and engaging personalityMissionHas a clear senseof the futureStoryHas a clear and defined storyRespectRespects a
16、nd enhancespeoples livesWell-beingContributes to peoples well-beingPleasureA pleasurable brandTrustIs a trusted brandConsistencyDelivers a consistent experience to customersSeamlessnessMeets customer needs at every touchpointPeopleWell-known for the quality of its peoplePremiumHas products and/or se
17、rvices that people value more than their competitorsInspirationInspires changefor the betterAuthenticityHas the credibility and authenticity to achieve its visionInnovationCreates products and services that are genuinely usefulResource ManagementActs ethically to maintain a sustainable environment I
18、ndispensabilityPeople depend on the brandIndividualityIs distinctive and differentThought LeadershipHas strong ideas and principlesPurposeExperience11FutureBrand Index 2021/Copyright 2021 FutureBrand10TRENDS AND THE PANDEMIC EFFECTWHY THE 2021 FUTUREBRAND INDEX MATTERSLinking all of our successstori
19、es this year is theconcept of Consistency.The ability to grow brandperception across a widevariety of attributes and to do so both within and beyond a companys given sector appears to be increasingly critical to success as customers and all other stakeholders look for and expect seamless and transpa
20、rent execution in order to get back to feeling good after the tumultuous year that was 2020.This is inherently linked to Well-being and Quality of Life,with customers reappraising and engaging with brands that support the totality of human life,not just the aspects associated with their products or
21、services.Comparing and contrasting last years Index with the 2021 ranking has also revealed much about the impact of the pandemic.Its now increasingly likely that the anticipated return to pre-pandemic norms will be far more gradual than once thought and that the companies once thought of as being s
22、ecure at the top cannot rest on their laurels.Customer-facing companies are also no longer top dogs were experiencing the ascent of B2B as public awareness of how these formally behind-the-scenes giants are now present in our daily lives.FutureBrand Index 2021/Copyright 2021 FutureBrand1213FUTUREBRA
23、ND INDEX 202102.New For 2021FutureBrand Index 2021/Copyright 2021 FutureBrand1415The Top 20 As our Global Top 100table shows,its all changeat the top indeed,onlyApple has managed to hold onto its spot in theTop Five,as the last 12 months have recast the deck and brought other,perhaps unexpected,comp
24、anies to the fore.Well examine some of this in more detail in our sector snapshots later on in the report,but first heres the crucial Top 20.NEW FOR 2021THE TOP 202.1469FBI Global Ranking 20212021 vs 2020CompanyFBI Global Ranking 2020PwC2021Position7132109
25、62568456724122765PMS 186RGBASML HoldingsAppleProsus NV Danaher CorpNextEra EnergyTSMCKweichow MoutaiPing An InsuranceReliance IndustriesMicrosoftAmazonToyotaSamsungTeslaIntel Medtronic AbbVie AIA GroupJohnson&JohnsonTata ConsultancyFutureBrand I
26、ndex 2021/Copyright 2021 FutureBrand1617Technology adoption and integrationLeadership challenges/Workplace cultureChanging customer tastes/expectationsOrganisations innovation pipelineCorporate reputation and trustCurrent skills/capabilities of an organisationFailure to engage diverse audiences and
27、talentNew entrants/Start upsClimate change/Finite essential resourcesProtecting their price premiumWHATS NEW AND WHATS IMPORTANTNEW FOR 2021Failing to keep up with technology and innovation are perceived to be the keythreats to future success for companies.0%20%16%15%14%15%13%13%N/A10%12%10%10%10%7%
28、9%7%8%9%6%6%5%Threats to Future Success202020212.2FutureBrand Index 2021/Copyright 2021 FutureBrand1819WHATS NEW AND WHATS IMPORTANTNEW FOR 2021Personal well-being dominates worries for the future,undoubtedly influenced by theeffects of the pandemic over the last year.FutureBrand Index 2021/Copyrigh
29、t 2021 FutureBrand2021AppleAmazonAlphabetTeslaMicrosoftWHATS NEW AND WHATS IMPORTANTNEW FOR 2021Positive Impact:Environment and SocietyCompanies that are seen to enable and have a positive impact on our Environment and Society today and in the future are perceived to;Bring people together Be inclusi
30、ve,focussing on diversity and equality Be focussed on ecological solutions Be greener,showing efforts to reduce carbon footprint Care about employees Care about and support the local community Provide necessary and needed everyday products/services Be innovative and visionary Contribute to global an
31、d local causes Have a positive impact on the community Improve Quality of LifeSo,who are the winners?211361410“Amazon is huge and cares about this planet.They are actively working towards ethnic diversity among their employees.They are working towards less of a carbon footprint by using all-electric
32、 delivery.”NORTH AMERICAN PROFESSIONAL113493PMS 186RGBFutureBrand Index 2021/Copyright 2021 FutureBrand2223113AmazonAppleAlphabetMicrosoftFacebookWHATS NEW AND WHATS IMPORTANTNEW FOR 2021Positive Impact:Social Justice and EquityCompanies that are seen to enable and have a positive impact on our Soci
33、al Justice and Equity today and in the future,are perceived to focus on:Diversity,Equality and Inclusion Giving back to the community Supporting those who are underprivileged Looking after its employees Being against discrimination and injustice Bringing people together Being committed to social cau
34、ses Standing up for peoples rights Running social programmes and initiatives Always innovating to improve Quality of LifeSo,who are the winners?112361049“Facebook has been supporting lots of features focusing on safety and inequalities happening.And also condemning any racial inequalities happening
35、around the globe.”NORTH AMERICAN PROFESSIONAL4312FutureBrand Index 2021/Copyright 2021 FutureBrand2425Top 5 companies committed to Diversity,Equity and Inclusion,providing products and services doing good for all of society:ASML Prosus NV NextEra Energy Danaher Corp Kweichow MoutaiNEW FOR 2021Future
36、Brand Index 2021/Copyright 2021 FutureBrand26279WHATS NEW AND WHATS IMPORTANTNEW FOR 2021Companies perceived to be moving ahead,have a strong purpose and a clear vision for the future.The key drivers for moving ahead in three years time are:Has a clear sense of the future Has the credibility and aut
37、henticity to achieve its vision Inspires change for the better1AppleTeslaAlphabetTSMCPfizerTop 5 Moving ahead in 3 years 21436630“Tesla have created genuinely innovative products that will fit into the future of automobiles instead of just making automobiles that satisfy current needs.”NORTH AMERICA
38、N PROFESSIONAL41915PMS 186RGBFutureBrand Index 2021/Copyright 2021 FutureBrand2829Reasons to want to buy products and services from a companyWith a myriad of brands selling an incalculable number of products and services,the main reasons behind final purchase decisions are changing:Emotional attachm
39、ent a trusted company Has a credible authentic vision Creates genuinely useful innovationsWHATS NEW AND WHATS IMPORTANTNEW FOR 2021Reasons to want to work for a companyPersonal development,making a lasting difference and being valued appear to be uppermost when it comes to choosing where to work:Pro
40、vides inspiration for change They employ quality people Respects and enhances livesTop 5Top 5FutureBrand Index 2021/Copyright 2021 FutureBrand3031FUTUREBRAND INDEX 202103.The Top100BrandsFutureBrand Index 2021/Copyright 2021 FutureBrand3233248307255866914TechnologyConsumer Disc
41、retionaryUtilitiesTechnologyTechnologyTechnologyConsumer StaplesHealthcareEnergyHealthcareTechnologyConsumer DiscretionaryTechnologyHealthcareHealthcareConsumer DiscretionaryFinancialsFinancialsTechnologyTechnology3640358SectorSectorFBI Global Ranking 2021FBI Global Ranking 20212021 vs 20
42、202021 vs 2020CompanyFBI Global Ranking 2020FBI Global Ranking 2020PwC 2021PositionPwC 2021PositionCompanyPMS 186RGB75680FUTUREBRAND INDEX 2021THE TOP 100 BRANDS/120FutureBrand Index 2021/Copyright 2021 FutureBrand3435IndustrialsConsu
43、mer StaplesConsumer DiscretionaryHealthcareConsumer StaplesConsumer DiscretionaryConsumer DiscretionaryConsumer StaplesConsumer DiscretionaryHealthcareTechnologyTechnologyConsumer DiscretionaryTechnologyConsumer StaplesConsumer DiscretionaryEnergyIndustrialsHealthcareHealthcareSectorFBI Global Ranki
44、ng 2020PwC 2021Position3033NEWENTRY546658854736595234539621964924220(2018)NEWENTRYNEWENTRYSectorFBI Global Ranking 2020PwC 2021PositionCompanyFUTUREBRAND INDEX 2021THE TOP 100 BRANDS/2140FBI Global Ranking 20212021 vs 20203272442224353637383940FBI Global R
45、anking 20212021 vs 2020929227282930CompanyFutureBrand Index 2021/Copyright 2021 FutureBrand3637CompanyTechnologyFinancialsTelecommunicationsConsumer StaplesConsumer StaplesConsumer DiscretionaryBasic MaterialsConsumer DiscretionaryTechnologyConsumer StaplesIndustrialsFinancials
46、HealthcareIndustrialsConsumer DiscretionaryFinancialsTelecommunicationsTelecommunicationsFinancialsBasic MaterialsSectorSectorFBI Global Ranking 2020FBI Global Ranking 2020PwC 2021PositionPwC 2021Position70366879599445290967513310054(2016)(2018)(2018)483872268395337792643958887
47、FUTUREBRAND INDEX 2021THE TOP 100 BRANDS/4160FBI Global Ranking 20212021 vs 2020754555657585960FBI Global Ranking 20212021 vs 202073352420424344454647484950CompanyFutureBrand Index 2021/Copyright 2021 FutureBrand3839CompanyHealthcareHealthcareTechnologyConsumer Discr
48、etionaryHealthcareEnergyHealthcareFinancialsTechnologyTelecommunicationsHealthcareFinancialsTechnologyConsumer DiscretionaryFinancialsTechnologyHealthcareTelecommunicationsConsumer DiscretionaryEnergySectorSectorFBI Global Ranking 2020FBI Global Ranking 2020PwC 2021PositionPwC 2021Position5628576051
49、67379725897654876946289(2016)NEWENTRYFUTUREBRAND INDEX 2021THE TOP 100 BRANDS/6180FBI Global Ranking 20212021 vs 20202234777787980FBI Global Ranking 20212021 vs 20205535206226364656667686970CompanyFutureBrand Index 2021/Cop
50、yright 2021 FutureBrand4041CompanyIndustrialsFinancialsConsumer DiscretionaryTelecommunicationsHealthcareIndustrialsTechnologyFinancialsConsumer DiscretionaryTechnologyFinancialsTelecommunicationsIndustrialsFinancialsTechnologyIndustrialsIndustrialsEnergyTelecommunicationsConsumer StaplesSectorSecto
51、rFBI Global Ranking 2020FBI Global Ranking 2020PwC 2021PositionPwC 2021Position997978989775493NEWENTRYNEWENTRY(2016)(2018)95207787868288453429877744350FUTUREBRAND INDEX 2021THE TOP 100 BRANDS/81100FBI Global Ranking 20212021 vs 20208114162=24=9979899100FBI
52、 Global Ranking 20212021 vs 202061=6428384858687888990CompanyFutureBrand Index 2021/Copyright 2021 FutureBrand4243FUTUREBRAND INDEX 202103.2 The Top Five FutureBrand Index 2021/Copyright 2021 FutureBrand4445So,what sets the Top Five apart from the rest,and how have they made it to the top
53、 after an extraordinary year?This years Top Five is dominated by companies either in the technology space or linked to it in some way.Aside from Apple the sole company to have held onto its Top Five spot from 2020 each of this years entrants have experienced a significant jump in standing over the l
54、ast 12 months.All of them are credible and compelling examples of delivering customer experiences that bring their higher order purpose to life-and specifically in ways that suggest they are ahead when it comes to innovating the platforms and infrastructures on which human life can be maintained and
55、 enhanced in the future.THE TOP FIVE718128PwC 2021Position123 45FBI Global Ranking 20212021 vs 2020CompanyFBI Global Ranking 2020111 828THE TOP 100 BRANDSFutureBrand Index 2021/Copyright 2021 FutureBrand4647Today3 Years TimeQ11:For each of these companies please tell us where it us where
56、it is today?(Falling Behind,Standing Still,Moving Ahead)Q12:Where do you see these companies being in 3 years time?(Falling Behind,Standing Still,Moving Ahead)Falling BehindStanding StillMoving AheadASML Today and 3 Years Time(Q11&Q12)Moving ahead in 3 years time average=59%70201030405060%28%27%55%5
57、4%17%19%7ASML Holdings Last year ASML,the company on which the worlds chipmakers depend,made an impressive entry to the FutureBrand Index,making its debut at number eight.This year,it continued to build on its momentum across all attribute sets,delivering high scores across the board and demonstrati
58、ng a particularly strong showing across both its Purpose and Experience attribute sets.Having cornered the market in the global electronics supply chain,as the sole manufacturer of the most advanced equipment critical to modern chipmaking,ASML found itself at the centre of the global chip shortage w
59、hich has threatened to disrupt life as we know it impacting everything from cars to consumer technology.With this in mind,it is reasonable to expect strong perception performance on attributes like Innovation,Indispensability,and the quality of its People-but it also brings Pleasure,contributes to h
60、uman Well-being and has a great Story too.This cross-attribute performance is the key to meeting the diverse demands and expectations of todays public and,right now,this company is out in front even ahead of the mighty Apple.57416“It is an up-and-coming giant.”NORTH AMERICAN PR
61、OFESSIONAL1THE TOP FIVEASML“They make chips that have become essential to very many things we take for granted.”NORTH AMERICAN PROFESSIONALTHE TOP 100 BRANDS1.Personality 2.Story 3.Attachment 4.Consistency5.Seamlessness 6.People 7.Pleasure 8.Well-being9.Respect10.Mission11.Inspiration12.Authenticity
62、 13.Innovation 14.Thought Leadership15.Individuality 16.Indispensability 17.Resource Management 18.Premium 2020 2021FutureBrand Dashboard KeyFutureBrand Index 2021/Copyright 2021 FutureBrand4849“Technology is ever changing,and Apple is a company that is always looking forward and exploring how to im
63、prove its products.”ASIA PACIFIC PROFESSIONALAppleLast year,Apple wrestled back the crown and took top billing in the FutureBrand Index,having last occupied the number one spot in 2016.However,the tech companys second place position this year is not notable for the fact that it has dropped,but rathe
64、r for the fact that it is the only brand from 2020 which has managed to hold on to a Top Five spot.Add to that the fact that Apple has consistently ranked in the top four since the inception of the FutureBrand Index and its clear that there is much that can be learned from the technology giant.In th
65、e last seven years,the majority of the companys attribute scores have increased year-on-year,demonstrating Consistency in evolution which has been noted by our respondents.Pleasure is one of its strongest Experience attributes,and passion for the brand continues to ride high at 46%(the same score as
66、 in 2020).57416Apple“Apple has always been forward thinking.”NORTH AMERICAN PROFESSIONALTHE TOP FIVETHE TOP 100 BRANDS21DistantIndifferentCloseAdmirationPassionate0%50%Apple Emotional Connection(Q6)4%46%30%9%10%Q6:Thinking about your gut feeling about each of these companies pl
67、ease put each company into one of these boxes Passionate,Admiration,Close,Indifferent,Distant.For example if you feel passionate about any of them,put them into passionate.You can put them in as many boxes as you like or none.1.Personality 2.Story 3.Attachment 4.Consistency5.Seamlessness 6.People 7.
68、Pleasure 8.Well-being9.Respect10.Mission11.Inspiration12.Authenticity 13.Innovation 14.Thought Leadership15.Individuality 16.Indispensability 17.Resource Management 18.Premium 2020 2021FutureBrand Dashboard KeyFutureBrand Index 2021/Copyright 2021 FutureBrand5051“Its emphasis and direction with tech
69、nology,internet and start-up incubation aligns well with the direction business,consumer usage and participation are moving into the future.”MIDDLE EASTERN(ME)/AFRICAN PROFESSIONALProsus NV Another new entrant last year,when it came in at 11 in the ranking,Prosus NV has climbed 8 places since 2020 t
70、o secure the number three spot.Like ASML,Prosus NV is fundamental to enabling us to live life as we wish;as Europes largest consumer internet company and one of the largest technology investors in the world,Prosus NVs activity is instrumental in ensuring businesses,individuals and governments are ab
71、le to function.Helping it secure the number three spot is like its Top Five peers a steady increase in all attributes,with a particularly strong showing for delivering an engaging Experience at every touchpoint and delivering sustainable value.According to our respondents,the technology company is a
72、lso considered to be redefining the category further reflected in the fact that admiration for Prosus NV is at a respectable 32%and that 52%of our respondents predicted it would still be moving ahead in three years time.57416Prosus NV“Their services and products are leaders and
73、 productivity is very high.”ME/AFRICAN PROFESSIONALTHE TOP FIVETHE TOP 100 BRANDS38DistantIndifferentCloseAdmirationPassionate0%35%Prosus NV Emotional Connection(Q6)3%31%32%19%15%Q6:Thinking about your gut feeling about each of these companies please put each company into one of these boxes Passiona
74、te,Admiration,Close,Indifferent,Distant.For example if you feel passionate about any of them,put them into passionate.You can put them in as many boxes as you like or none.1.Personality 2.Story 3.Attachment 4.Consistency5.Seamlessness 6.People 7.Pleasure 8.Well-being9.Respect10.Mission11.Inspiration
75、12.Authenticity 13.Innovation 14.Thought Leadership15.Individuality 16.Indispensability 17.Resource Management 18.Premium 2020 2021FutureBrand Dashboard KeyFutureBrand Index 2021/Copyright 2021 FutureBrand5253DistantIndifferentCloseAdmirationPassionate0%50%Danaher Corp Emotional Connection(Q6)6%25%2
76、8%27%15%Q6:Thinking about your gut feeling about each of these companies please put each company into one of these boxes Passionate,Admiration,Close,Indifferent,Distant.For example if you feel passionate about any of them,put them into passionate.You can put them in as many boxes as you like or none
77、.“It is dedicated to the quality of water to give environmental solutions and is at the forefront in many respects.”LATIN AMERICAN(LATAM)PROFESSIONALDanaher CorpComing in at number four,Danaher is the only healthcare company in 2021s Top Five.Yet another new entrant in 2020 when it was ranked number
78、 16 we predicted last year that it was likely to become a future staple of the Index.This Fortune 500 science and technology innovator,whose sales range from diagnostics and life-sciences research equipment to environmental fields managed to climb 12 places in the last 12 months,demonstrating a fair
79、ly well-rounded set of results and an increase in all attribute scores.Whats especially noteworthy is how a healthcare company has grown its associations with Personality,Story and Pleasure almost as much as Mission,Thought Leadership and Authenticity the latter attributes more naturally connected t
80、o the provision of healthcare solutions and services.57416Danaher CorpTHE TOP FIVETHE TOP 100 BRANDS412“It has very good brand satisfaction.”ASIA PACIFIC PROFESSIONAL1.Personality 2.Story 3.Attachment 4.Consistency5.Seamlessness 6.People 7.Pleasure 8.Well-being9.Respect10.Missi
81、on11.Inspiration12.Authenticity 13.Innovation 14.Thought Leadership15.Individuality 16.Indispensability 17.Resource Management 18.Premium 2020 2021FutureBrand Dashboard KeyFutureBrand Index 2021/Copyright 2021 FutureBrand5455“Their target is to revolutionise the energy industry towards sustainable e
82、nergy.”NORTH AMERICAN PROFESSIONALNextEra EnergyWith its focus on renewable energy,especially solar and wind,last year we noted that NextEra Energy was an exciting entrant in the FutureBrand Index 2020 Top 20.Since then,the energy company has continued to go from strength to strength,increasing all
83、its attribute scores in the last 12 months.The only utilities representative in this years Top Five,the company scores more strongly on its Experience attributes than Purpose,with Mission coming in as its strongest single attribute.Reflecting its focus on delivering a sustainable future through alte
84、rnative energy solutions is the fact that 69%of our respondents felt that the company would still be moving ahead of others in three years time,10%higher than our Index average.57416NextEra Energy“Future-energy sustainability,a leader in solar energy.”EUROPEAN PROFESSIONALTHE T
85、OP FIVETHE TOP 100 BRANDS581.Personality 2.Story 3.Attachment 4.Consistency5.Seamlessness 6.People 7.Pleasure 8.Well-being9.Respect10.Mission11.Inspiration12.Authenticity 13.Innovation 14.Thought Leadership15.Individuality 16.Indispensability 17.Resource Management 18.Premium 2020 2021FutureBrand Da
86、shboard KeyToday3 Years TimeQ11:For each of these companies please tell us where it us where it is today?(Falling Behind,Standing Still,Moving Ahead)Q12:Where do you see these companies being in 3 years time?(Falling Behind,Standing Still,Moving Ahead)Falling BehindStanding StillMoving AheadNextEra
87、Energy Today and 3 Years Time(Q11&Q12)Moving ahead in 3 years time average=59%70201030405060%23%24%70%69%7%7%FutureBrand Index 2021/Copyright 2021 FutureBrand5657FUTUREBRAND INDEX 202103.3The TopFiveRisersFutureBrand Index 2021/Copyright 2021 FutureBrand5859All but one of this yearsTop Five performe
88、rs werepromising new entrants or movers and shakers in 2020.With that in mind,what do2021s Top Five Risers tellus about whats going ontoday and where thingsmight go tomorrow?63THE TOP 100 BRANDSTHE TOP FIVE RISERSTOP RISER:Saudi Aramco6345373327PwC 2021Position282029 5045FBI Global Ranking 20212021
89、vs 2020CompanyFBI Global Ranking 20206566 837226920109591FutureBrand Index 2021/Copyright 2021 FutureBrand606163Saudi Aramco Coming in at a lowly 91st place in the FutureBrand Index 2020 despite topping PwCs Top 100 companies by market capitalisation list in the same year this oil and gas giant is m
90、aking good on its ambition to shift perceptions around its Mission and Purpose and,in particular,how that relates to Respect and care for human life and Innovation.This shift has enabled Saudi Aramco to climb 63 places to number 28 in this years Index.Indeed,since its partial IPO,perceptions of the
91、oil and gas powerhouse have rounded out markedly,with a particularly strong showing on Mission and a recognition of its ability to redefine the energy category.As with ASML,Apple and Prosus NV,its the companys ability to drive brand perceptions not typically associated with its sector that is most i
92、mpressive and suggest its future potential.Providing a sense of Inspiration and pushing its Mission alongside a renewed Personality and Story are not perhaps what one might have expected to see in just over 12 months since we first benchmarked Saudi Aramco,but indicate that its upward trajectory has
93、 only just begun.“It has great potential.”ASIA PACIFIC PROFESSIONAL“Consistent and financially stable.One of the leaders in this industry.”EUROPEAN PROFESSIONAL57416THE TOP 100 BRANDSTHE TOP FIVE RISERS28Saudi Aramco1.Personality 2.Story 3.Attachment 4.Consistency5.Seamlessness
94、 6.People 7.Pleasure 8.Well-being9.Respect10.Mission11.Inspiration12.Authenticity 13.Innovation 14.Thought Leadership15.Individuality 16.Indispensability 17.Resource Management 18.Premium 2020 2021FutureBrand Dashboard KeyFalling BehindStanding StillMoving AheadSaudi Aramco Today and 3 Years Time(Q1
95、1&Q12)Moving ahead in 3 years time average=59%70201030405060%37%33%47%49%17%18%Today3 Years TimeQ11:For each of these companies please tell us where it us where it is today?(Falling Behind,Standing Still,Moving Ahead)Q12:Where do you see these companies being in 3 years time?(Falling Behind,Standing
96、 Still,Moving Ahead)FutureBrand Index 2021/Copyright 2021 FutureBrand626345Tata Consultancy Tata Consultancys upward momentum in this years rankings has seen it jump 45 places to edge itself into the Top 20,with all its attribute scores across both Purpose and Experience increasing significantly in
97、the last 12 months.As a result,nearly half of our respondents stated that they would like to work for the company and buy its products,coming in at 46%and 44%respectively.The move upwards for the global IT services and consulting firm sees it begin to catch up with another Indian behemoth,Reliance I
98、ndustries,which has held onto its impressive 2020 debut spot in the Top 10.Together,these giants are beginning to carve out a new and exciting story about the business prowess and potential of India a country that will soon overtake China to become the most populous in the world.“It carries a legacy
99、 and dedication behind every product it releases,I have tremendous faith in its future.”ME/AFRICAN PROFESSIONAL“Very good,reliable company,delivering good consistent growth.It works for the good of society at large.It is an excellent company and has a great potential.”ASIA PACIFIC PROFESSIONAL110293
100、5621811416THE TOP 100 BRANDSTHE TOP FIVE RISERS20Tata Consultancy1.Personality 2.Story 3.Attachment 4.Consistency5.Seamlessness 6.People 7.Pleasure 8.Well-being9.Respect10.Mission11.Inspiration12.Authenticity 13.Innovation 14.Thought Leadership15.Individuality 16.Indispensability 17.Resou
101、rce Management 18.Premium 2020 2021FutureBrand Dashboard KeyFalling BehindStanding StillMoving AheadTata Consultancy Today and 3 Years Time(Q11&Q12)Moving ahead in 3 years time average=59%70201030405060%36%31%53%59%11%10%Today3 Years TimeQ11:For each of these companies please tell us where it us whe
102、re it is today?(Falling Behind,Standing Still,Moving Ahead)Q12:Where do you see these companies being in 3 years time?(Falling Behind,Standing Still,Moving Ahead)FutureBrand Index 2021/Copyright 2021 FutureBrand646537LVMH LVMH has had a mixed bag of results since the FutureBrand Index began in 2014,
103、peaking at number 19 in 2016s ranking,before falling sharply to number 70 in the 2018 Index.In 2020,the company began to climb the rankings once again,coming in at 66.In 2021 LVMHs ascent has been supercharged by a growing customer focus on luxury and need to seek pleasure wherever it is accessible,
104、in lieu of pre-pandemic freedoms.Indeed,it should come as no surprise then that the luxury retailers strongest attribute overall is Pleasure.Even as global lockdowns began to ease in early 2021,LVMH delivered a forecast-beating first quarter driven by demand in the US and China as customers sought t
105、o indulge and celebrate in what one of our respondents referred to as a“high quality life”.“Peoples lives will be more high quality;people cannot do without fashion.”ASIA PACIFIC PROFESSIONAL“Large brand influence,excellent quality.”ASIA PACIFIC PROFESSIONALFalling BehindStanding StillMoving AheadLV
106、MH Today and 3 Years Time(Q11&Q12)Moving ahead in 3 years time average=59%57416THE TOP 100 BRANDSTHE TOP FIVE RISERS2970201030405060%LVMH5%7%55%40%57%36%1.Personality 2.Story 3.Attachment 4.Consistency5.Seamlessness 6.People 7.Pleasure 8.Well-being9.Respect10.Mission11.Inspirat
107、ion12.Authenticity 13.Innovation 14.Thought Leadership15.Individuality 16.Indispensability 17.Resource Management 18.Premium 2020 2021FutureBrand Dashboard KeyToday3 Years TimeQ11:For each of these companies please tell us where it us where it is today?(Falling Behind,Standing Still,Moving Ahead)Q12
108、:Where do you see these companies being in 3 years time?(Falling Behind,Standing Still,Moving Ahead)FutureBrand Index 2021/Copyright 2021 FutureBrand666733Berkshire Hathaway Berkshire Hathaway jumped 33 places this year to occupy the number 50 spot a commendable effort after it slipped down to a low
109、ly 83rd spot in last years ranking.Working in its favour has been a slow but steady growth across all attributes,with a particularly strong showing on Story and Thought Leadership.However,the company will need to continue to focus on Mission in the months and years ahead,as it continues to struggle
110、to bring its score on this attribute up to its 2018 level,when it came in at number 29.As in previous years,Berkshire Hathaways chairman and CEO Warren Buffett was seen to be closely associated to the companys future successes(or failures)and therefore a key driver of shifts in perception.Given Buff
111、ett named a successor towards the end of our data collection for this years FutureBrand Index,it will be interesting to observe how this impacts the companys ranking in the months and years ahead.“Run for years by the guru of Wall Street,Warren Buffet.He is the most knowledgeable person about Wall S
112、treet markets and trends.I have every confidence that it is still growing into greatness and is on the upside swing still.”NORTH AMERICAN PROFESSIONAL“They have a clear vision,they know what they are in,they know how to achieve it.”ASIA PACIFIC PROFESSIONAL57416THE TOP 100 BRAN
113、DSTHE TOP FIVE RISERS50Berkshire Hathaway1.Personality 2.Story 3.Attachment 4.Consistency5.Seamlessness 6.People 7.Pleasure 8.Well-being9.Respect10.Mission11.Inspiration12.Authenticity 13.Innovation 14.Thought Leadership15.Individuality 16.Indispensability 17.Resource Management 18.Premium 2020 2021
114、FutureBrand Dashboard KeyFalling BehindStanding StillMoving AheadBerkshire Hathaway Today and 3 Years Time(Q11&Q12)Moving ahead in 3 years time average=59%70201030405060%3%4%59%38%55%41%Today3 Years TimeQ11:For each of these companies please tell us where it us where it is today?(Falling Behind,Stan
115、ding Still,Moving Ahead)Q12:Where do you see these companies being in 3 years time?(Falling Behind,Standing Still,Moving Ahead)FutureBrand Index 2021/Copyright 2021 FutureBrand686927China Mobile China Mobile is another Chinese success story this year,making a comeback after a significant drop in per
116、ception at the height of the pandemic in 2020.In particular,it has seen a marked improvement on its Purpose attributes and is held back only by its Personality attributes on the Experience side.Our respondents also perceived it as leading the way,with an above average 66%believing that it would be m
117、oving forward in three years time.“Chinese companies are very innovative and market leaders.”ME/AFRICAN PROFESSIONAL“This company is impressive;it is competent,it never cease to amaze,and it offers a very smart variety of services.”ME/AFRICAN PROFESSIONAL57416THE TOP 100 BRANDS
118、THE TOP FIVE RISERS45China MobileFalling BehindStanding StillMoving AheadChina Mobile Today and 3 Years Time(Q11&Q12)Moving ahead in 3 years time average=59%70201030405060%64%26%10%9%66%25%1.Personality 2.Story 3.Attachment 4.Consistency5.Seamlessness 6.People 7.Pleasure 8.Well-being9.Respect10.Miss
119、ion11.Inspiration12.Authenticity 13.Innovation 14.Thought Leadership15.Individuality 16.Indispensability 17.Resource Management 18.Premium 2020 2021FutureBrand Dashboard KeyToday3 Years TimeQ11:For each of these companies please tell us where it us where it is today?(Falling Behind,Standing Still,Mo
120、ving Ahead)Q12:Where do you see these companies being in 3 years time?(Falling Behind,Standing Still,Moving Ahead)FutureBrand Index 2021/Copyright 2021 FutureBrand7071FUTUREBRAND INDEX 202103.4The TopFiveFallersFutureBrand Index 2021/Copyright 2021 FutureBrand7273PwC 2021PositionTHE TOP 100 BRANDSTH
121、E TOP FIVE FALLERSJust as illuminating is the story told by this years fallers.Remarkably,three of this years biggest fallers featured in last years list of Top Risers:Taking the unwanted top spot in this list is Royal Dutch Shell,which has fallen 44 places since 2020 to come in at 73.Healthcare com
122、pany Novo Nordisk bucked the general upward trend in its sector to slip 37 places from 31 to 68 in the rankings.Roche is another healthcare company which has experienced a downward trajectory,dropping 35 places to come in at 62.Last year,at the outset of the pandemic,all three had taken a spot on a
123、risers list,characterised in the main by solid and stable healthcare or technology companies driven on by the serious and challenging times we faced.While some of this is likely to be attributable to natural research effects,its worth taking a closer look at whats going on here.44TOP FALLER:Royal Du
124、tch Shell738468 8763FBI Global Ranking 20212021 vs 2020CompanyFBI Global Ranking 20204331 502884137353729FutureBrand Index 2021/Copyright 2021 FutureBrand7475574485621811416THE TOP 100 BRANDSTHE TOP FIVE FALLERSAll of our T
125、op Five Fallers have seen their attribute scores decline across both Experience and Purpose.The fact that they also tend to fluctuate,year on year,suggests they are not balanced in the minds of the public.This further emphasises the point that companies that are best placed to do well are those that
126、 have a well-rounded perception set and that can project beyond their immediate sector norms.From utilities to healthcare to business services,every company needs to be thinking about how it plays to the totality of human well-being to thrive,not just the immediate and expected associations of their
127、 given sector or traditional customer.57448114166335Roche8441Broadcom8737S6837Novo Nordisk7344Royal Dutch Shell 1.Personality 2.Story 3.Attachment 4.Consistency5.Seamlessness 6.People 7.Pleasure 8.Well-being9.Respect10.Mission11.Inspiration12.Authenticity
128、13.Innovation 14.Thought Leadership15.Individuality 16.Indispensability 17.Resource Management 18.Premium 2016 2018 2020 2021FutureBrand Dashboard KeyFutureBrand Index 2021/Copyright 2021 FutureBrand7677FUTUREBRAND INDEX 202103.5Whos In,Whos Outin 2021FutureBrand Index 2021/Copyright 2021 FutureBran
129、d7879NEW ENTRANTS IN 2021THE TOP 100 BRANDSThere were a total of six new entrants this year.Chinese and Japanese players are on the rise and,forgive a moment of sentimentality,but its great to see Sony back in the Top 100.PwC 2021Position7396396293Consumer StaplesConsumer DiscretionaryTechnologyTele
130、communicationsConsumer DiscretionaryTelecommunicationsSector242732 798595FBI Global Ranking 20212021 vs 2020CompanyNEWENTRYNEWENTRYNEWENTRYNEWENTRYNEWENTRYNEWENTRY75“Sony is a very strong brand when you think of the future and modernisation.”LATAM PROFESSIONALFutureBrand Index 2021/Copyright 2021 Fu
131、tureBrand8081WHOS OUT IN 2021THE TOP 100 BRANDSA number of companies have dropped out of the PwC Top 100 Global Companies 2021 list this year.Dropped out (2021 vs 2020)HSBC Petro China Sanofi NTT Docomo Total IBM American Tower Corp Lockheed Martin GSK Gilead Sciences Nippon Telegraph China Life Ins
132、urance BPFutureBrand Index 2021/Copyright 2021 FutureBrand8283FUTUREBRAND INDEX 202104.Technology Consumer Discretionary Consumer Staples Healthcare FinancialsSectorby SectorFutureBrand Index 2021/Copyright 2021 FutureBrand8485SECTOR OVERVIEWSECTOR BY SECTORUnlike in previous years however,when it w
133、as customer-facing tech brands which ruled the roost,this years technology success stories are companies which are critical behind-the-scenes enablers of the technology which underpins our everyday lives.In particular,the widely reported and disruptive shortage of semiconductors which began at the e
134、nd of 2020 appears to have had a huge impact on the perception of B2B companies which manufacture microchips and semiconductors.In tandem,an urgent need for connectivity at home whether for work or play-has made information technology services and internet providers like Prosus or Tata Consultancy e
135、ven more indispensable.Apple is therefore particularly notable for not only having held onto a spot in the top four since the inception of the FutureBrand Index in 2014,but for also being one of the few customer-facing technology brands left standing in a year which pushed many off their pedestals.T
136、echnologyThe technology sector continues to lead the way,with three of this years Top Five Risers coming from this sector.4.1FutureBrand Index 2021/Copyright 2021 FutureBrand8687SECTOR SNAPSHOTFBI Global Ranking 20212021 vs 2020CompanyFBI Global Ranking 2020PwC2021PositionSECTOR BY SECTORTechnology
137、Brands201050403035%2020%29%201833%201633%201533%2014Sector Performance Score by YearAverage score of all 18 Experience and Purpose Dimensions for all companies included in that sector for each year.784740223236484879984 40483757603565 435095NEW
138、ENTRY(2016)369243957967374878565364202137%TECHNOLOGY TOP RISER:Tata Consultancy45TECHNOLOGY TOP FALLER:Broadcom41“Technology companies are always looking to improve and create the next big thing.”NORTH AMERICAN PROFESSIONALFutureBrand Index 2021/Copyright 2021 FutureBrand888919TSMC Chip f
139、oundry TSMC is another top riser in the technology category,following the lead of the likes of Apple,ASML and Prosus NV in fulfilling a role which is both essential to the totality of human well-being and driving a positive perception over and above sector-specific attributes.The companys rise up th
140、e ranking has been slow but steady,supported by consistently increasing attribute scores year-on-year.No doubt because of its place at the heart of the global chip shortage,as the worlds largest contract chip manufacturer,it is particularly also strong on Indispensability.As a result,its now hoverin
141、g just outside the Top Five,coming in at number six,19 places above where it was just 12 months ago.In terms of future potential,its looking rosy for the technology company,with our informed respondents noting its potential for growth and propensity for Innovation.57416“They ar
142、e a leading provider of technology of the future.”EUROPEAN PROFESSIONAL6TSMC364Alphabet Alphabets reach is vast.As the holding company for flagship brand Google and associated businesses like YouTube,Chrome and Android,its products and services touch a global publication and is firmly embedded into
143、our daily lives.The fact that it is regarded as a steady ship is reflected in the fact that,since it first entered the FutureBrand Index in 2016,it has maintained a fairly consistent position outside the Top 20,but still in the top half of the rankings.This year,it has risen four places to rank at n
144、umber 36,still five below its peak in 2018 at number 31.Of all its attributes,it scores most strongly on Innovation and Mission,followed closely by Premium.57416“It has very skilled and diverse staff.It is involved in many areas with huge potential for growth,in the short and l
145、ong term.It is very profitable and global.”EUROPEAN PROFESSIONALAlphabetTECHNOLOGY BIG STORIESSECTOR BY SECTOR1.Personality 2.Story 3.Attachment 4.Consistency5.Seamlessness 6.People 7.Pleasure 8.Well-being9.Respect10.Mission11.Inspiration12.Authenticity 13.Innovation 14.Thought Leadership15.Individu
146、ality 16.Indispensability 17.Resource Management 18.Premium 2020 2021FutureBrand Dashboard KeyFutureBrand Index 2021/Copyright 2021 FutureBrand9091SECTOR OVERVIEWSECTOR BY SECTORIn contrast,companies providing luxury goods or online shopping have been positively impacted by the pandemic,as consumer
147、priorities(and access)shifted as a result of lockdown orders.LVMH in particular has benefited from the events of the last 12 months,with its 29-place jump in the FutureBrand 2021 Index securing it the accolade of being not only this categorys top riser,but also a member of the coveted Top Five Riser
148、 group overall.Online shopping giants Amazon and Alibaba also experienced a boost,rising 13 and 12 places respectively.Consumer Discretionary Unsurprisingly,companies associated most strongly with a bricks and mortar offering have suffered over the last 12 months with the likes of Walmart and McDona
149、lds falling sharply down the ranking.(We expect to see this rebound next year and moving forward).4.2FutureBrand Index 2021/Copyright 2021 FutureBrand9293SECTOR SNAPSHOTSECTOR BY SECTORFBI Global Ranking 20212021 vs 2020CompanyFBI Global Ranking 2020PwC2021PositionConsumer Discretionary Brands132929
150、9372724244729333444535770757685892414235417 66610 20 3669514144 55 NEW ENTRYNEW ENTRY(2018)(2016)%20829%202033%201629%201426%201527%Sector Performance Score by YearAverage score of all 18 Experience and Purpose Dimensions for all companies included in that sector for
151、 each year.202135%CONSUMER DISCRETIONARYTOP RISER:LVMH37PMS 186RGB43286629992517659374“People are spending more personally in a Covid-induced style of living.”ASIA PACIFIC PROFESSIONALCONSUMER DISCRETIONARY TOP FALLERS:Walmart/Costco34FutureBrand Index 2021/Copyright 2021 FutureBrand94951
152、1251329Amazon It should come as no surprise that Jeff Bezos behemoth continues to go from strength to strength in a year when the majority of the world has experienced a series of stay-at-home orders.An increase in attributes across the board this year saw it rise 13 places to number 11,just shy of
153、a coveted Top Ten spot.But dont think its success is just down to function the companys strongest attributes in 2021 are Mission and Pleasure.The breadth of its offering,from AWS to logistics and streaming content,mean it is well placed to fulfil a wide variety of public needs and save it from being
154、 boxed into one sector vertical.Indeed,a whopping 74%of our respondents felt that it would still be moving ahead in 3 years time,nearly 20%above our Index average.Volkswagen Volkswagen has gone up an impressive 29 places since it last appeared in a FutureBrand Index in 2018.Today,it comes in at numb
155、er 25 a respectable placing for a brand which has worked hard to rehabilitate its image in the last decade.Although it has yet to replicate its 2014 placement at 17,a strong focus on Story as its single strongest attribute and an increase overall on the Experience attributes set mean that it is once
156、 again a brand to watch in the automotive space.What stands out from our informed respondents anecdotal observations is a sense of evolution and momentum,with a keen focus on consumer needs and expectations.5744811416“This company has innovative solutions
157、to real challenges and is well positioned to continue to grow given the covid pandemic.”ME/AFRICA PROFESSIONAL“It is a company that is always evolving,always looking for the best technology for its customers.”LATAM PROFESSIONALAmazonVolkswagenCONSUMER DISCRETIONARY BIG STORIESSECTOR BY SECTOR(2018)1
158、.Personality 2.Story 3.Attachment 4.Consistency5.Seamlessness 6.People 7.Pleasure 8.Well-being9.Respect10.Mission11.Inspiration12.Authenticity 13.Innovation 14.Thought Leadership15.Individuality 16.Indispensability 17.Resource Management 18.Premium 2018 2020 2021FutureBrand Dashboard KeyFutureBrand
159、Index 2021/Copyright 2021 FutureBrand9697SECTOR OVERVIEWSECTOR BY SECTOR As with previous years,Pleasure remains this categorys single strongest attribute which is perhaps why these brands rose in favour at a time when our sources of pleasure were limited to those housed within our immediate four wa
160、lls.Consumer StaplesWith the global population experiencing extended and recurring lockdowns over the last 12 months,resulting in a growth of home consumption,it would seem that Consumer Staples have reaped the benefits.4.3FutureBrand Index 2021/Copyright 2021 FutureBrand989965210092FBI G
161、lobal Ranking 20212021 vs 2020CompanyFBI Global Ranking 2020PwC2021PositionConsumer Staples Brands2103225245=7232430533 3459 387964100 SECTOR SNAPSHOTSECTOR BY SECTOR 201050403033%2020%27%201828%201628%201529%2014Sector Performance Score by YearAverage score of all 18 Experience and Purpo
162、se Dimensions for all companies included in that sector for each year.202135%CONSUMER STAPLESTOP RISER:PepsiCo24COMPETITORCOMPARISON:Coca-Cola10NEW ENTRY“Food and fast-moving consumer goods will always be on an upward trend.”ME/AFRICAN PROFESSIONALFutureBrand Index 2021/Copyright 2021 FutureBrand100
163、Procter&Gamble P&G has significantly risen up our ranking with positive moves across the board and in particular around Innovation and Story,where perhaps its everyday,familiar products and services might previously have struggled to register.Notably,it is particularly strong on the Exper
164、ience side,suggesting it is perceived as being essential to delivering on Well-being and Pleasure at a time when the global population has been hyper-focused on ensuring their immediate surroundings are clean,safe and supporting their well-being.Critically,it has demonstrated a consistent performanc
165、e across a wide range of attributes,not just those which are most readily associated with its sector.Although it has yet to reach the high of its 2014 position,at number 23,its rise up the rankings to number 37 means that it is edging ever closer after a few rocky years.PepsiCo Like many others in t
166、his years ranking,PepsiCo has benefited significantly from an increasing public focus on Pleasure.Have languished at the bottom of the rankings for a few years,an increase across all of the companys attribute scores has seen it jump up 24 places to come in at number 55,edging it ever closer to being
167、 in the top half of the Index.A focus on sustainability is also likely to have helped the company build on other strong attributes,such as Story and Authenticity.5744811416“They have a broad portfolio of brands which meet the needs of customers in their ev
168、ery day lives.”EUROPEAN PROFESSIONAL“Well established company with a history.”NORTH AMERICAN PROFESSIONALProcter&GamblePepsi-Co CONSUMER STAPLES BIG STORIESSECTOR BY SECTOR 1.Personality 2.Story 3.Attachment 4.Consistency5.Seamlessness 6.People 7.Pleasure 8.Well-being9.Respect10.Mission11.Inspiratio
169、n12.Authenticity 13.Innovation 14.Thought Leadership15.Individuality 16.Indispensability 17.Resource Management 18.Premium 2020 2021FutureBrand Dashboard KeyFutureBrand Index 2021/Copyright 2021 FutureBrand102103SECTOR OVERVIEWFor those companies associated with the COVID-19 vaccine,results have bee
170、n varied some experienced a boost,whilst others had to endure negative press and public uncertainty.The really good news is that,according to our respondents,Healthcare companies generally remain strongly associated with improving quality of life whether that be linked to combating the pandemic or n
171、ot.HealthcareAs a sector,Healthcarecontinues to improve overall.The onset of,and adjustmentto,the pandemic over thelast 12 months has madehealthcare brands evenmore indispensable andever more front of mind.Some are coping better inthe limelight than others.SECTOR BY SECTOR 4.4FutureBrand Index 2021/
172、Copyright 2021 FutureBrand0403032%2020%28%201828%201629%201526%2014Sector Performance Score by YearAverage score of all 18 Experience and Purpose Dimensions for all companies included in that sector for each year.202135%HEALTHCARE TOP RISER:UnitedHealth Group19SECTOR SNAPSHOTSECTOR BY SEC
173、TOR FBI Global Ranking 20212021 vs 2020CompanyFBI Global Ranking 2020PwC2021PositionHealthcare Brands2055352930353940466831618222745 39584926 56 6728463173 77707255846892997716054“Pharmaceutical companies are the go-to companies for growth.”EUROPEAN PROFES
174、SIONALHEALTHCARE TOP FALLER:Novo Nordisk37FutureBrand Index 2021/Copyright 2021 FutureBrand915UnitedHealth Group Like others in the Healthcare category,UnitedHealth Group scores strongly on Indispensability as the public reappraises and appreciates the integral role healthcare product and
175、 insurance providers play in facilitating our daily lives.Indeed,UnitedHealth went from strength to strength in 2021,adding 1 million new members to its privatised medical insurance plan,Medicare Advantage.As a top riser in the sector,UnitedHealth has benefited from a 19-place rise to take it to the
176、 number 39 spot in the ranking.Pfizer As one of the leading providers of a coronavirus vaccine,Pfizer has benefited strongly from a sharp focus on the Healthcare sector and a global realisation about the core role research and pharmaceutical companies play in ensuring we are able to live and move ar
177、ound the globe seamlessly.In particular,it is likely to have been boosted by significant endorsements by governments around the world.As you might expect,Pfizers strongest attributes are Well-being,Innovation,Indispensability and Mission,helping it rise 15 places up the ranking to the number 30 spot
178、.5744811416“Innovative.Always coming up with something new and exciting.”NORTH AMERICAN PROFESSIONAL“Pfizer has become an even bigger brand with the coronavirus vaccine currently being sold.In the coming years we will see the impact of this growth.”ME/AFRI
179、CAN PROFESSIONALUnitedHealth Group PfizerHEALTHCARE BIG STORIESSECTOR BY SECTOR1.Personality 2.Story 3.Attachment 4.Consistency5.Seamlessness 6.People 7.Pleasure 8.Well-being9.Respect10.Mission11.Inspiration12.Authenticity 13.Innovation 14.Thought Leadership15.Individuality 16.Indispensability 17.Re
180、source Management 18.Premium 2020 2021FutureBrand Dashboard KeyFutureBrand Index 2021/Copyright 2021 FutureBrand108109SECTOR OVERVIEWIndeed,the sector has scooped its highest performance score since the FutureBrand Index began in 2014,perhaps as a result of the greater need to rely on and trust fina
181、ncial institutions when business has been struggling,incomes reduced and jobs lost.And,where last year Chinese Financial Services brands saw a noticeable dip in the rankings,this year has seen a significant recoup of standing for the group,bringing them more in line with pre-pandemic perceptions fro
182、m 2018 when they seemed to be outperforming financial rivals from other countries.Ping An Insurance was a standout in the category,having risen seven places to enter the Top Ten for the first time at number 8.Other notable mentions include the Agricultural Bank of China,China Merchants Bank and Chin
183、a Construction Bank,all closing in on the top half of the ranking.Financial ServicesHaving experienced a downturn in fortunes at the start of the pandemic reflected in the bleak outlook reported in our last FutureBrand Index its looking much more positive for Financial Services brands 12 months on.S
184、ECTOR BY SECTOR4.5FutureBrand Index 2021/Copyright 2021 FutureBrand06989403028%2020%23%201824%201622%201519%2014Sector Performance Score by YearAverage score of all 18 Experience and Purpose Dimensions for all companies included in that sector for each year.202131%FI
185、NANCIAL SERVICESTOP RISER:Berkshire Hathaway33SECTOR BY SECTORSECTOR SNAPSHOTFBI Global Ranking 20212021 vs 2020CompanyFBI Global Ranking 2020PwC2021PositionFinancial Services Brands76331921420171=82=8472778297054 68848976 82 999897“Nothing moves without finance.”NORTH AMERICAN
186、 PROFESSIONALFINANCIAL SERVICESTOP FALLER:AIA Group 6FutureBrand Index 2021/Copyright 2021 FutureBrand7Bank of America Much has been made of the battle between the FinTechs and legacy financial institutions for public dominance.However,the rise in perception of both US and Chinese financi
187、al institutions over the last 12 months suggests that the battle is not quite won for either yet!With the public increasingly turning to established,legacy institutions for support,the tide may yet turn in favour of big banking again.For the Bank of America in particular,this has resulted in it clai
188、ming its highest ranking since the FutureBrand Index started in 2014,rising 20 places year-on-year to claim the number 64 spot.In addition to increasing its attribute scores across the board,it has seen a particular jump in its Story and People attributes in the Purpose set,alongside Authenticity an
189、d Thought Leadership in Experience.Ping An Insurance Like many of the other companies in our Top Ten this year,Ping An Insurance touches a number of areas of public life,from insurance and banking to healthcare.After a slight dip in the rankings in 2020 when many Chinese companies were impacted by a
190、 short-term perception shift driven by the pandemic Ping An rose seven places to number 8 in 2021,just one place short of its Index high in 2018.5744811416“It always moves ahead,future potential is seen from afar,its trusted.”ME/AFRICAN PROFESSIONAL“The go
191、od development in the market,with high-tech finance.”LATAM PROFESSIONALBank ofAmericaPing AnInsuranceSECTOR BY SECTORFINANCIAL SERVICES BIG STORIES1.Personality 2.Story 3.Attachment 4.Consistency5.Seamlessness 6.People 7.Pleasure 8.Well-being9.Respect10.Mission11.Inspiration12.Authenticity 13.Innova
192、tion 14.Thought Leadership15.Individuality 16.Indispensability 17.Resource Management 18.Premium 2020 2021FutureBrand Dashboard KeyFutureBrand Index 2021/Copyright 2021 FutureBrand114115FUTUREBRAND INDEX 2021Summary05.FutureBrand Index 2021/Copyright 2021 FutureBrand116117This yearsFutureBrand Index
193、research has revealeda number of key shifts in the way that the mostfuture-proof companieswork and how theypresent themselvesto the outside world.What unites them all is a an ability totranslate corporate purpose into tangibleexperiences that,crucially,make customersand the wider public feel that th
194、ey are,quite literally,building the systems,platforms and infrastructures on whichhuman life in all its variety and breadth can be maintained and enhanced.This washappening pre-2020,the pandemic andother disruptions simply heightened andconflated public expectation.The onus is on business to respond
195、 and this is incredibly exciting.We are now living in a life support world innovative brands who are able to adapt to change and,fundamentally,look beyond the pandemic to future global needs stand out above the rest.Technology continues to lead the way,with the need for connectivity elevated in ligh
196、t of the physical and emotional distance necessitated by global lockdowns.Healthcare as a sector has improved its standing in the rankings,as respondents reveal a greater desire to engage with companies who prioritise or contribute to a high Quality of Life.Trust remains key,and a growing consumer n
197、eed to lean on trusted institutions in uncertain times.Environment,Social&Governance(ESG)has outgrown the boardroom and the annual report;the public are looking under the hood and brands that can demonstrate they are having a positive impact on the environmental,on society,on social justice and on e
198、quity,will be able to rise to the scrutiny.FUTUREBRAND INDEX 2021SUMMARYFutureBrand Index 2021/Copyright 2021 FutureBrand118119Finally,it cannot be stated enough that to deliver in a post-pandemic world,todays businesses must accept and deliver on a new tier of public expectation that is more divers
199、e and unwilling to compromise than ever before.The key to future success will be the ability to embrace innovation at scale to make human life more sustainable and more pleasurable too.This means managers will need to really know who their audiences are,what their unmet needs are and,crucially,how y
200、oure going to make and deliver new breed products and services better and faster than others.HumanWell-beingFUTUREBRAND INDEX 2021SUMMARYFutureBrand Index 2021/Copyright 2021 FutureBrand120121FUTUREBRAND INDEX 202106.Notes and Methodology DetailFutureBrand Index 2021/Copyright 2021 FutureBrand122123
201、Now in its seventh year,the FutureBrand Index is a global perception study that reorders PwCs Global Top 100 Companies by Market Cap on perception strength rather than financial strength.Unlike most other ratings,the Index offers a rigorous assessment of how future-proof the worlds 100 most prominen
202、t companies are,based on the views of a highly informed and highly professional group of specialists.Using 18 indicators that,in FutureBrands experience,provide the most relevant signals of success(including Purpose and Experience),the rankings are determined with precise and proven parameters.In pr
203、evious years,our research has conclusively demonstrated that organisations who top the Index have a measurable competitive advantage,in part due to their standing on national and international stages.Importantly,our rankings show that financial strength does not necessarily translate into perception
204、 strength.This years fieldwork took place between 27 April and 12 May 2021.Since we began the FutureBrand Index,there have there have been six separate reports:2014,2015,2016,2018,2020 and 2021.OVERVIEWNOTES AND METHODOLOGY DETAILFutureBrand Index 2021/Copyright 2021 FutureBrand124125Any trademarks
205、appearing within this document are trademarks or registered trademarks of their respective owners.FutureBrand does not claim to own any third-party trademark or images contained within this document.Copyright 2021 and IP FutureBrandPhotography Credits:p2 Aatik Tasneem on Unsplashp9 Alex Perri on Uns
206、plashp21 Hamid Tajik on Unsplashp27 Charles Deluvio on Unsplash p121 Ben Blennerhassett on UnsplashAbout FutureBrandFutureBrand is a world leading brand transformation company.With offices across the world,we unite global experts in strategy,design and innovation to future-proof businesses through b
207、rand experiences that drive profitable,long-term Follow FutureBrandFor further information contact:James Martin Global Marketing For new business enquiries by region visit PartnersQRi QRi Consulting is FutureBrands global research partner for the FutureBrand Index.Working in close collaboration,QRi
208、helped to define the research approach against FutureBrands initial hypothesis,as well as managing recruitment,questionnaire development,and providing in-depth analysis of the qualitative and quantitative data underpinning the report.This is informed by QRis extensive research,brand and sector knowl
209、edge and experience as well as its proprietary QualiQuant methodologies.PwCFutureBrand has worked with the Capital Markets division of PwC in the UK,who kindly provided its Global Top 100 Companies by market capitalisation ranking as the data source for this research and report.The report and its findings have been informed by Capital Markets data,but FutureBrand is responsible for all views,opinion and data emerging from this research unless otherwise stated.The FutureBrand Index2021