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1、INDEX2023 A unique brand perception study that surveys informed business professionals about the worlds largest companies.September 2023The FutureBrandIndex 2023 2 2FutureBrand Index 2023The Big Story The Big StoryCopyright 2023 FutureBrandNavigating the Purpose Void:The FutureBrand Index 2023 revea
2、ls the dawning of a new purpose era.One where huge opportunity exists for forward-thinking companies that prioritise tangible innovation to imagine products and services that make essential impacts on peoples everyday lives.The world is currently in a state of deep disruption and the public at large
3、 are wondering who really has their backs,and who is all talk.Here lies what we are calling the purpose void a place where an ever more informed and enquiring public relegates companies that fail to practice what they preach.However,for those who do,and are able to overtly demonstrate their stated c
4、orporate purpose through highly tangible,everyday experiences,the possibilities are almost as endless as they are exciting.At this time when trust and truth are eroding in many areas of society and more and more people are finding themselves slipping down Maslows hierarchy,companies of all sizes hav
5、e an opportunity to seize an increasingly meaningful role in peoples lives.3FutureBrand Index 2023The Big Story continuedSince 2014,the FutureBrand Index has reordered PwCs Global Top 100 Companies by Market Capitalisation to instead reflect the strength of each companys brand affinity.Each year our
6、 survey data shows how perceptions of the worlds leading firms are changing and reveals which are setting themselves up for future success.Our seemingly pragmatic survey respondents ranked top-performing companies high in areas such as having strong principles,acting ethically,having a clear sense o
7、f the future and inspiring change for the better.It is these criteria,as much as financial measures,which will mark the difference between those companies which sail past the purpose void and those which get drawn ever closer to it.After falling out of our Top Five last year,Apple a highly innovativ
8、e firm providing the essential communication technology many people rely on every day has stormed into first place.The tech firms stellar performance comes as consumer-facing brands rise back up the ranking after two years of decline.Now in its tenth year,the 2023 report also provides a new ranking
9、of companies leading the shift towards circular business models,as well as those seen to be good employers.As a potential recession continues to loom ominously on the horizon,we once again look at who is best placed to weather such a storm.A spotlight is also cast on artificial intelligence both the
10、 opportunities and the potential pitfalls,as this new era of purpose heightens the importance of ethics and corporate conscience.The future is certainly bright,but as this years FutureBrand Index shows,only for those companies which can demonstrate what they stand for through clear actions that unqu
11、estionably impact everyday lives.The Big StoryCopyright 2023 FutureBrandIn a world where safety and security are scarce,brands must become beacons of progressive responsibility and purpose-based action.They need to act as trust lighthouses that can ease peoples concerns and shine a light on a better
12、 future.JON TIPPLE GLOBAL CHIEF STRATEGY OFFICER FUTUREBRAND“4ContentsFutureBrand Index 202301 What is the 05 FutureBrand Index?02 Five Brand Priorities in 2023 0903 The Top 100 Brands 1104 Leaders&Risers 17 4.1 Top Five 18 4.2 Notable Risers 2405 The Trends 30 5.1 Navigating AIs Ascension 31 5.2 Th
13、e Consumer Brand Comeback 33 5.3 Corporate Conscience 3506 What AI Tells Us 3707 Perceptions 40 of Positive Impact08 Sector by Sector 48 8.1 Consumer Discretionary 49 8.2 Information Technology 51 8.3 Consumer Staples 53 8.4 Healthcare 55 8.5 Energy&Utilities 57 8.6 Communications Services 59 8.7 Fi
14、nancials 61 8.8 Industrials/Materials 63 09 Summary 65Copyright 2023 FutureBrandWhat is the FuturebrandIndex?FutureBrand Index 20231INSIGHTOPPORTUNITYCopyright 2023 FutureBrandNorth America n=745Latin America n=598Europe n=604Middle East/Africa n=401Asia Pacific n=736TOTAL n=3,0842023 Sample Global
15、Coverage by Region6Copyright 2023 FutureBrandFutureBrand Index 2023What is The FutureBrand Index?Now in its tenth year,the FutureBrand Index is a global study which reorders PwCs Global Top 100 Companies by Market Cap based on brand perception strength.Our Top 100 is calculated using 18 brand purpos
16、e and experience attributes.1.0Regardless of sector,the FutureBrand Index demonstrates that companies which enjoy long-term competitive advantage are those which are best able to consistently balance corporate purpose with everyday experience.Importantly,our rankings also show that financial strengt
17、h does not necessarily translate into brand perception strength making future growth less certain.Unlike a number of other reports,the FutureBrand Index is not based on consumer research.Instead,it prioritises the calibre of people it surveys,speaking to leading professionals(CEOs,Chairs,MDs and top
18、-level Civil Servants)as well as skilled professionals and junior managers.This gives us an insight into the minds of those with their fingers already on the pulse and in turn helps us to identify and track where a company is already strong,where it is getting stronger,and what needs to be prioritis
19、ed in the short and long-term future to ensure continued growth and success.7Copyright 2023 FutureBrandMethodology We 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 dep
20、th and breadth of QRis research is perfectly suited to our work.Over the last nine years,QRi Consulting has enabled us to speak with a global audience of over 24,000 informed professionals from 17 countries.Key details for 2023:We conducted over 3,000 QualiQuant interviews with informed professional
21、s Respondents were a mix of male and female,21 to 75-years-old and ABC1 The global sample included respondents from North America,Latin America,Europe,the Middle East,Africa and Asia Pacific This years fieldwork took place between 31st May and 12th June 2023 Its a ranking of 100 companies when some
22、go up,others must come down!PersonalityHas strong and engaging personalityMissionHas a clear senseof the futureStoryHas a clear and defined storyRespectRespects and enhancespeoples livesWell-beingContributes to peoples well-beingPleasureA pleasurable brandAttachmentBuilds a strong emotional connecti
23、onConsistencyDelivers a consistent experience to customersSeamlessnessMeets customer needs at every touchpointPeopleWell-known for the quality of its peoplePremiumHas products and/or services that people value more than their competitorsInspirationInspires changefor the betterAuthenticityHas the cre
24、dibility and authenticity to achieve its visionInnovationCreates products and services that are genuinely usefulResource ManagementActs ethically to maintain a sustainable environment IndispensabilityPeople depend on the brandIndividualityIs distinctive and differentThought LeadershipHas strong idea
25、s and principlesExperiencePurposeFutureBrand Index 2023What is The FutureBrand Index?1.02014 n=3,0332105 n=3,0042106 n=3,0002018 n=3,0002020 n=3,0002021 n=3,1082022 n=3,209 2023 n=3,084TOTAL n=24,438Total number of participants 8Copyright 2023 FutureBrandFutureBrand Index 2023What is The FutureBrand
26、 Index?1.0The FutureBrand Index:Five Points of UniquenessSample:An informed global and professional public,not consumersCompanies:Unlike most other brand studies,we do not choose which companies we feature,taking instead those determined by PwCGlobal scale:PwCs Top 100 are the most prominent compani
27、es in the world,maximising insights and inspiration for allResearch:We outsource all research to a 3rd party specialist business to maximise the impartiality of our findingsMethodology:No other brand study connects financial strength and brand strength the way we do,giving us a unique perspective on
28、 what it takes to be truly futureproof year-on-year.12345The Five Big Brand Priorities in 2023FutureBrand Index 20232Copyright 2023 FutureBrand10Copyright 2023 FutureBrandFutureBrand Index 2023The Five Big Brand Priorities in 20232.0To avoid the purpose void amid eroding levels of societal confidenc
29、e,corporate trust and rising fears associated with new technology,business leaders must be fully across the following:Purpose Relevance:Does your company still stand for the things that people really care about today?Internal Comprehension:Do your people understand what your purpose is and know how
30、to execute it across the total experience ecosystem,including brand,service and product?Smart Prioritisation:Do your people know which specific parts of your total experience ecosystem exponentially matter i.e.the truly signature moments?Taming Technology:Where technology intersects,is the experienc
31、e reassuring and enabling customers?Uncompromising Distinctiveness:Do all and each of these moments uniquely reflect your brand and nobody else?12345100TOPCopyright 2023 FutureBrand3The Top 100Brands FutureBrand Index 202312569113The Top 100 Brands FutureBrand Index 2023The Top
32、 100Brands120Information TechnologyInformation TechnologyUtilitiesConsumerDiscretionaryInformation TechnologyIndustrialsInformation TechnologyInformation TechnologyInformation TechnologyFinancialsSectorHealthcareConsumerDiscretionaryEnergyCommunication ServicesCommunication ServicesConsumerDiscretio
33、naryConsumerDiscretionaryHealthcareConsumerStaplesConsumerStaplesSectorFBI Global Ranking 2023FBI Global Ranking 20232023 vs 20222023 vs 2022FBI Global Ranking 2022FBI Global Ranking 2022PwC 2023PositionPwC 2023Position6 982221324 31 5 222863010
34、0274953504859846623CompanyCompany3.1=No Change New EntryUpDownDifference between FBI 2023&FBI 202231(2021)Copyright 2023 FutureBrand13The Top 100 Brands FutureBrand Index 2023The Top 100Brands2140FinancialsHealthcareHealthcareHealthcareHealthcareInformation TechnologyCommunication ServicesHealthcare
35、HealthcareInformation TechnologySectorConsumerDiscretionaryConsumerStaplesInformation TechnologyFinancialsConsumerStaplesFinancialsIndustrialsConsumerStaplesCommunication ServicesConsumerStaplesSectorFBI Global Ranking 2023FBI Global Ranking 20232023 vs 20222023 vs 2022FBI Global Ranking 2022FBI Glo
36、bal Ranking 2022PwC 2023PositionPwC 2023Position 3330 8384049613946 25 70 458938320CompanyCompany3.1=No Change New EntryUpDownDifference between FBI 2023&FBI 202264(2021)18(2021)NEW ENTRY Copyright 2023 FutureBrand22728293033738394062
37、437285The Top 100 Brands FutureBrand Index 2023ConsumerDiscretionaryCommunication ServicesConsumer StaplesConsumerDiscretionaryHealthcareConsumer StaplesEnergyInformation TechnologyEnergyMaterialsSectorHealthcareFinancialsConsumerDiscretionaryFinancialsFinancialsIndustrialsCons
38、umerDiscretionaryFinancialsHealthcareFinancialsSectorFBI Global Ranking 2023FBI Global Ranking 20232023 vs 20222023 vs 2022FBI Global Ranking 2022FBI Global Ranking 2022PwC 2023PositionPwC 2023Position 5850 36291667 652 47 53 2645659835337543269539624474326571260362182CompanyCompany3.1=No
39、 Change New EntryUpDownDifference between FBI 2023&FBI 202299(2014)53(2021)Copyright 2023 FutureBrand447484950557585960781630359The Top 100Brands416015The Top 100 Brands FutureBrand Index 2023Information TechnologyInformation TechnologyCommunication Servic
40、esEnergyEnergyInformation TechnologyHealthcareCommunication ServicesCommunication ServicesHealthcareSectorConsumerStaplesInformation TechnologyIndustrialsFinancialsIndustrialsInformation TechnologyInformation TechnologyFinancialsConsumer DiscretionaryInformation TechnologySectorFBI Global Ranking 20
41、23FBI Global Ranking 20232023 vs 20222023 vs 2022FBI Global Ranking 2022FBI Global Ranking 2022PwC 2023PositionPwC 2023Position747673 6063788864 629471898675 43 66 80 77905467225492999743CompanyCompany3.1=No Change New EntryUpDownDifference between FBI 2023&FBI 202285(2020)80(2
42、020)Copyright 2023 FutureBrand667686970777787980421182311612=3311263The Top 100Brands618016The Top 100 Brands FutureBrand Index 2023FinancialsMaterialsHealthcareIndustrialsIndustrialsFinancialsEnergyCommunication ServicesFinancialsHealthcareSectorIndustrialsEnergyCom
43、munication ServicesInformation TechnologyHealthcareFinancialsFinancialsIndustrialsFinancialsConsumerStaplesSectorFBI Global Ranking 2023FBI Global Ranking 20232023 vs 20222023 vs 2022FBI Global Ranking 2022FBI Global Ranking 2022PwC 2023PositionPwC 2023Position688179908392 95 8499 9385 98 96 9757100
44、3886598CompanyCompany3.1=No Change New EntryUpDownDifference between FBI 2023&FBI 202280(2016)61(2020)56(2021)81(2021)Copyright 2023 FutureBrand887888990997989963329771311021142=The Top 100Brands81100Copyright 2023 FutureBrand4Leaders
45、&RisersFutureBrand Index 2023RISERSTOP 5615618FutureBrand Index 2023Information TechnologyInformation TechnologyUtilitiesIndustrialsInformation TechnologySectorFBI Global Ranking 20232023 vs 2022FBI Global Ranking 2022PwC 2023Position1234573 22Company2Leaders&Risers/The Top Five4.1“TOP5Co
46、pyright 2023 FutureBrandIf in the past the worlds top brands were those promoting well-intentioned,but softer sentiment through warm words,today we observe brands which marry corporate purpose with real,positive impact climbing up the ranking.JON TIPPLE/GLOBAL CHIEF STRATEGY OFFICER/FUTUREBRANDThe T
47、op Five There are three new entrants to the Top Five in 2023,with NextEra Energy and CATL the only brands able to hold on to their spot for a consecutive year.All five demonstrate how brands can evade the purpose void by delivering genuinely on what people perceive to really matter today.A Top Five
48、constant since 2014,Apple fell out of the group last year.This year the tech giant has returned with a bang,launching from seventh place into first position.Rival Samsung comes in fifth,reflecting the tangible purpose both firms fulfil by providing the electronics people rely on in their daily lives
49、.In fact,every brand in this years Top Five leads technological innovation around essential products and services.CATL is enabling the future of transport with its EV batteries,while the microchips produced by TSMC power everything from smartphones to AI.Last years leader NextEra Energy has dropped
50、slightly in the ranking,but remains in third place a testament to its work developing renewable energy solutions in a world teetering on the edge of a climate crisis.Considered strong employers and leaders in sustainability,the Top Five also reflect the importance of responsible corporate governance
51、 in this next phase of purpose.19Copyright 2023 FutureBrandApple has topped the FutureBrand Index twice previously:first in 2016 and again in 2020.Although the brand scores well above the sector average across all attributes,its improvements in indispensability and resource management which have lif
52、ted the iPhone manufacturer back into first place this year.Globally recognised for its commitment towards data privacy and high quality(if expensive)products,Apples visionary approach towards innovation tends to keep the company prominent in the news cycle.The business dominated headlines in June w
53、hen it unveiled its mixed reality headset Vision Pro,stunning journalists and consumers not only with its revolutionary technology,but also its hefty price tag.While Big Tech executed mass redundancies over the first half of 2023,eroding any sense of job security in the industry,Apple stood out with
54、 its concerted effort to avoid any large scale layoffs.So its no surprise that 48%of our sample would like to work for the business,considerably higher than the average 37%.Q11:For each of these companies please tell us where it is today?(Moving Ahead,Standing Still,Falling Behind)Q12:Where do you s
55、ee these companies being in 3 years time?(Moving Ahead,Standing Still,Falling Behind)Today 3 Years TimeFalling BehindStanding StillMoving AheadApple Today and 3 Years Time(Q11&Q12)Moving ahead in 3 years time average=61%7080201030405060%15%16%78%76%7%7%574161.Personality 2.Stor
56、y 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 Sector Average(2023)2022 2023Dashboard KeyApple6FutureBrand Index 2023
57、Leaders&Risers/The Top Five1Apple Every year they bring innovative products into the market.ME/AFRICAN PROFESSIONAL“Copyright 2023 FutureBrandCATL launched straight into the Top Five when it entered The FutureBrand Index for the first time last year,coming in third from the off.Having made particula
58、r improvements in its indispensability and consistency attribute scores this year,the Chinese lithium-ion battery manufacturer has climbed another rung on the ladder to reach second place.With a market share of 37%in 2022,CATL is the worlds biggest EV battery maker by a considerable margin.Despite d
59、eepening geopolitical rifts between China and the West,the firms revenues and profits have continued to surge this year.Respondents consider CATL to be trustworthy,with a strong sense of social responsibility and a commitment to future-oriented products.Recent product developments support this perce
60、ption;earlier this year the business unveiled a groundbreaking new cell type which could allow electric cars to use significantly lighter batteries,while also offering extended driving ranges.CATL also inspires a strong emotional connection,with the number of respondents who claim to be passionate a
61、bout the brand 11 percentage points higher than average.Over half would buy products or services from the company,again far exceeding the average.20Q15:Thinking about each company please say how much you agree or disagree with each of these statements?I would like to work for this CompanyI would buy
62、 Products&Services from this CompanyCATL Work For&Would Buy Products/Services(Q15)602010304050%574161.Personality 2.Story 3.Attachment 4.Consistency5.Seamlessness 6.People 7.Pleasure 8.Well-being9.Respect10.Mission11.Inspiration12.Authenticity 13.Innovation 14.Thought Leadershi
63、p15.Individuality 16.Indispensability 17.Resource Management 18.Premium Sector Average(2023)2022 2023Dashboard KeyCATL1FutureBrand Index 2023Leaders&Risers/The Top Five2Contemporary Amperex Technology(CATL)Battery technology will certainly gain in importance in the coming years.EUROPEAN PROFESSIONAL
64、“Copyright 2023 FutureBrand52%Average 44%51%Average 37%From entering the Top 100 at 13th in 2020 to topping the ranking last year,NextEra Energy has made notable improvements in its brand perception over the last three years.Although the renewable energy heavyweight has stepped back into third this
65、year,it continues to show strong growth on all attributes compared to the sector average.However,the brand has slightly fallen back on its ability to build a strong emotional connection,as well as its thought leadership,individuality and mission.Nevertheless,55%of respondents would buy products and
66、services from NextEra Energy,11 percentage points ahead of the average.It also outperforms on would work for and on perceptions that it is moving ahead.As the worlds largest utility company,NextEra Energy is known for its advanced technology,its commitment to sustainability and its positive impact o
67、n the environment.According to S&P Global Market Intelligence,the firm tops the leaderboard of companies planning renewable projects in the USs energy communities(as defined by the Inflation Reduction Act of 2022),with 176 projects planned as of May.21Q15:Thinking about each company please say how m
68、uch you agree or disagree with each of these statements?I would like to work for this CompanyI would buy Products&Services from this CompanyNextEra Energy Work For&Would Buy Products/Services(Q15)602010304050%574161.Personality 2.Story 3.Attachment 4.Consistency5.Seamlessness 6
69、.People 7.Pleasure 8.Well-being9.Respect10.Mission11.Inspiration12.Authenticity 13.Innovation 14.Thought Leadership15.Individuality 16.Indispensability 17.Resource Management 18.Premium Sector Average(2023)2022 2023Dashboard KeyNextEra Energy2FutureBrand Index 2023Leaders&Risers/The Top Five3NextEra
70、 Energy They have advanced technology and have made great progress for the future development of mankind.NORTH AMERICAN PROFESSIONAL“Copyright 2023 FutureBrand55%Average 44%48%Average 37%22Copyright 2023 FutureBrandQ11:For each of these companies please tell us where it is today?(Moving Ahead,Standi
71、ng Still,Falling Behind)Q12:Where do you see these companies being in 3 years time?(Moving Ahead,Standing Still,Falling Behind)Today 3 Years TimeFalling BehindStanding StillMoving AheadTSMC Today and 3 Years Time(Q11&Q12)Moving ahead in 3 years time average=61%7080201030405060%14%15%80%79%6%6%110293
72、56218114161.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 Sector Average(2023)2022 2023
73、Dashboard KeyFutureBrand Index 2023Leaders&Risers/The Top Five4Taiwan Semiconductor Manufacturing Company Limited(TSMC)Chips and semiconductors are integrated into daily life in an accelerated and inexorable way,and this company has almost a monopoly.LATAM PROFESSIONAL“Copyright 2023 FutureBrand5TSM
74、CAfter narrowly missing out in 2021,TSMC has finally made it into the Top Five this year with its highest ever ranking in the FutureBrand Index.The Taiwanese semiconductor firm has risen 33 places since 2014.TSMC is the worlds most valuable semiconductor company,with a near monopoly in advanced chip
75、 manufacturing in the smaller nanometer scale.Buoyed by the explosion of AI,the brands reputation for cutting edge technology,reliability and trustworthiness helps to drive high demand for its products globally.Despite slowing demand for chips,there appears little risk of job losses at TSMC in the n
76、ear future,as the firm plans to hire 6,000 employees this year.Close to half of respondents say they would work for the company,while its resilience to recession score has increased by nine percentage points since 2020.Of the purpose attributes,TSMC scores particularly well on innovation;in April,fo
77、r example,it announced plans to release software which will help customers get its newest chip technology into cars quicker.23Copyright 2023 FutureBrandQ11:For each of these companies please tell us where it is today?(Moving Ahead,Standing Still,Falling Behind)Q12:Where do you see these companies be
78、ing in 3 years time?(Moving Ahead,Standing Still,Falling Behind)Today 3 Years TimeFalling BehindStanding StillMoving AheadSamsung Today and 3 Years Time(Q11&Q12)Moving ahead in 3 years time average=61%7080201030405060%20%23%74%72%6%5%574161.Personality 2.Story 3.Attachment 4.Co
79、nsistency5.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 Sector Average(2023)2022 2023Dashboard KeyFutureBrand Index 2023Leaders&Risers/The Top Fi
80、ve5Samsung Electronics They have a track record of innovation and a wide range of products and services.Their potential for growth is significant,especially in emerging technologies like 5G,Internet of Things(IoT),and artificial intelligence(AI).NORTH AMERICAN PROFESSIONAL“Copyright 2023 FutureBrand
81、6SamsungThis year marks Samsung Electronics fourth time in the Top Five,after ranking fifth in 2014 and third in 2016 and 2020.The lowest the brand has ever fallen in the Top 100 was 13th,which occurred in 2021.Hailing from South Korea,Samsung is a leading player in a number of sectors,from consumer
82、 electronics to semiconductors and lithium-ion batteries.Our respondents view Samsung as a trustworthy and reliable company which enables global connectivity with its well-designed products,while encouraging a positive corporate culture.The brand is also seen as innovative and forward thinking,scori
83、ng 11 percentage points above the average on perceptions that it is moving ahead in three years time.However,like TSMC,Samsung is battling falling demand for semiconductors,as well as wilting smartphone sales.Undeterred,Samsung has pushed ahead with plans to invest over$200bn into building the world
84、s largest chip making facility in South Korea.The business is seen to be more capable of weathering a downturn than most,with its resilience to a recession score up five percentage points since 2020 to 46%.24Copyright 2023 FutureBrandNotable Risers Among the most notable brands to jump up this years
85、 Top 100 are Microsoft,Unilever,Amazon,Nestl and Tesla.As with the Top Five,the products and services provided by most of these firms are relied upon by people and businesses every day;indeed,all but Tesla score above their sector average on indispensability.Innovation and trust are also a key theme
86、,with our respondents valuing brands with the credibility to lead us into the future in a safe and transparent way.Notably,all five are seen to have a positive impact both within their field and beyond.Leaders&Risers/Notable RisersFutureBrand Index 20234.2RISERS25Copyright 2023 FutureBrandQ11:For ea
87、ch of these companies please tell us where it is today?(Moving Ahead,Standing Still,Falling Behind)Q12:Where do you see these companies being in 3 years time?(Moving Ahead,Standing Still,Falling Behind)Today 3 Years TimeFalling BehindStanding StillMoving AheadMicrosoft Today and 3 Years Time(Q11&Q12
88、)Moving ahead in 3 years time average=61%7080201030405060%21%23%72%74%6%3%574161.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.
89、Indispensability 17.Resource Management 18.Premium Sector Average(2023)2022 2023Dashboard KeyMicrosoftFutureBrand Index 2023Leaders&Risers/Notable RisersMicrosoft Microsoft is most likely to become the most successful company globally due to its innovation,strong leadership and the trust it puts in
90、all of its employees.ME/AFRICAN PROFESSIONAL“Copyright 2023 FutureBrand69Narrowly missing out on a spot in the Top Five,Microsoft has leapt nine places up the Index into sixth position.Its no surprise to see the tech brand boosted by a particularly strong indispensability score this year;as uncertai
91、nty persists in the wider world,Microsoft continues to sell essential software depended on by consumers and businesses alike.As one professional from the Latin America region points out:“Microsoft has a very good track record in terms of future strategy”.Currently that strategy includes hefty invest
92、ment into both its cybersecurity arm(now a$20bn-a-year business)and AI development.Microsofts integrated generative AI tool Copilot launched earlier this year,for example.With its deep pockets,the business is a strong contender in the AI race but only if it is able to maintain high levels of trust,a
93、s will be explained on page 31.Microsoft also scores well in areas related to corporate responsibility,ranking in the top five as a leader in both diversity,equity and inclusion(DE&I)and circularity.26Copyright 2023 FutureBrand200023Unilever All Measures2010304050%34%30%30%26%3
94、3%37%44%574161.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 Sector Average(
95、2023)2021 2023Dashboard KeyUnileverFutureBrand Index 2023Leaders&Risers/Notable RisersUnilever Their products are necessities and they have a good reputation,keep their prices affordable and have what I believe to be a large customer following.NORTH AMERICAN PROFESSIONAL“Copyright 2023 FutureBrand18
96、13As mentioned earlier in this report,Unilever is part of this years consumer brand comeback story.The FMCG giant has had a chequered history with The FutureBrand Index,placing as high as ninth in 2014 and as low as 50th in 2018.However,this year the business is back in the Top 20 for the first time
97、 in four years.Considered trustworthy,reliable and accessible to everyone,Unilever provides a diverse portfolio of consumer products which are needed daily by people around the world.As consumers struggle with the high cost-of-living and concerns about the future,trusted companies like Unilever beco
98、me beacons of security.The brand has demonstrated growth across nearly all attributes this year,achieving an especially high score for innovation.Dedicated R&D to improve the performance and sustainability of its products is a core part of Unilevers purpose-driven business,with previous CEO Alan Jop
99、e crediting the“effectiveness of our innovation”with driving strong sales growth over the first quarter.27Copyright 2023 FutureBrandQ11:For each of these companies please tell us where it is today?(Moving Ahead,Standing Still,Falling Behind)Q12:Where do you see these companies being in 3 years time?
100、(Moving Ahead,Standing Still,Falling Behind)Today 3 Years TimeFalling BehindStanding StillMoving AheadAmazon Today and 3 Years Time(Q11&Q12)Moving ahead in 3 years time average=61%7080201030405060%16%19%78%74%6%7%574161.Personality 2.Story 3.Attachment 4.Consistency5.Seamlessne
101、ss 6.People 7.Pleasure 8.Well-being9.Respect10.Mission11.Inspiration12.Authenticity 13.Innovation 14.Thought Leadership15.Individuality 16.Indispensability 17.Resource Management 18.Premium Sector Average(2023)2022 2023Dashboard KeyAmazonFutureBrand Index 2023Leaders&Risers/Notable RisersAmazon Amaz
102、on offers good services,various choices and is customer friendly.EUROPEAN PROFESSIONAL“Copyright 2023 FutureBrand1615After plummeting 20 places in the Index to 31st position in 2022,Amazon has reversed its trajectory this year,re-entering the Top 20 after climbing 15 places up the list.Like Microsof
103、t,Amazons rise was in part driven by its indispensability score.As we enter this new age of purpose,Amazon provides a reliable service to customers and a broad range of products at affordable prices.Respondents also consider the brand to be leading the future of online shopping,which remains hugely
104、popular post-Covid.Meanwhile,Amazon Web Services(AWS)supports much of the online ecosystem with its cloud computing services.Reflecting the brands ubiquity,55%of professionals would buy its products and services against an average of 44%.As is the case across Big Tech,Amazon considers AI-powered too
105、ls to be critical to its future.In April AWS launched generative AI models Bedrock and Titan;more recently,the company rolled out AI-generative product review summaries.But again,data security and responsible development will be key to success.28Copyright 2023 FutureBrand200021
106、2023Nestl All Measures2010304050%574161.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 1
107、8.Premium Sector Average(2023)2022 2023Dashboard KeyNestlFutureBrand Index 2023Leaders&Risers/Notable RisersNestl It is a socially responsible brand as well as being a high-quality company in terms of its products,and therefore I think it has a great chance of continuing to grow.LATAM PROFESSIONAL“C
108、opyright 2023 FutureBrand201533%34%29%32%33%41%44%35%Similar to Unilever,Nestl the worlds largest food and beverage company is described by our sample as having a diverse portfolio of quality products which are consumed by people every day.No wonder then that the brand has also leapt up the Index th
109、is year,returning to the Top 20 for the first time since 2015.Nestl has shown improvements on many attribute scores since last year,with a particularly strong performance on resource management,individuality and authenticity.The company also scores in the top 15%of brands in the Index on its premium
110、 perception;however,higher prices have done little to put customers off,as more than half of respondents say they would buy Nestls products.29Copyright 2023 FutureBrandQ11:For each of these companies please tell us where it is today?(Moving Ahead,Standing Still,Falling Behind)Q12:Where do you see th
111、ese companies being in 3 years time?(Moving Ahead,Standing Still,Falling Behind)Today 3 Years TimeFalling BehindStanding StillMoving AheadTesla Today and 3 Years Time(Q11&Q12)Moving ahead in 3 years time average=61%7080201030405060%17%17%77%75%7%9%574161.Personality 2.Story 3.A
112、ttachment 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 Sector Average(2023)2022 2023Dashboard KeyTeslaFutureBrand Index 2023Leader
113、s&Risers/Notable RisersTesla I believe more people will be buying electric vehicles in the future.NORTH AMERICAN PROFESSIONAL“Copyright 2023 FutureBrand725Tesla appears to have avoided any negative association with CEO Elon Musks high-profile takeover of Twitter (now X)this year,storming 25 places u
114、p the Top 100 and into the Top 10.The brand has shown an increase in many attribute scores,after mainly recording declines in 2022.Safe and reliable transport is an everyday human need and,amid climate change and rising fuel costs,electric vehicles(EVs)are seen as the future of the industry.Founded
115、in 2003 to expedite the move to sustainable transport and energy,Tesla is considered a credible expert in the space.The business has also been at the forefront of AI development,both as a tool to improve its manufacturing efficiency and to support its moonshot projects,such as self-driving cars.But
116、Tesla appears conscious of the ethical difficulties AI presents,with Musk having spoken transparently about both its dangers and opportunities.Its predictable then that Tesla ranks among the top 10 brands perceived to be moving ahead in three years time.2023TRENDSThe Trends What the leaders and rise
117、rs are getting rightFutureBrand Index 20235Copyright 2023 FutureBrandNavigating AIs AscensionFrom OpenAIs revolutionary language model ChatGPT to the creative tools of Adobe Firefly,developments in AI especially generative AI have dominated the tech scene over the past year.This is reflected in this
118、 years Index,as actively investing in future technologies,including AI is now considered the most important factor determining a companys future success.Brands forging ahead in AI have jumped up the Index,including Top Five brands Apple,Samsung and TSMC,and notable risers Microsoft,Amazon and Tesla.
119、Intels investment in AI innovation has also pushed it up the list(by 11 places to 22nd),as has Broadcoms(up 28 places to 33rd).In line with this,the top companies perceived to be moving ahead today and in three years time are all technology firms(see page 42).Leading both lists is Nvidia,a leading s
120、upplier in AI software and chips.The firm,which hailed“a new computing era”after beating profit and revenue forecasts in August,also ranks 8th in the Top 100.31FutureBrand Index 2023Copyright 2023 FutureBrandThe Trends5.132FutureBrand Index 2023Copyright 2023 FutureBrandThe Trends/Navigating AIs Asc
121、ension5.1Likewise,failure to adopt and integrate new technologies is still seen to be the number one threat to businesses,as in previous years.The risk is not just failing to keep up,but failing to adopt these technologies in an ethical way.AI in particular is a double-edged sword.Its potential to p
122、ositively impact lives is offset by concerns about data privacy,its ability to spread disinformation and the possibility it may replace human jobs.Dystopian-inspired fears about AIs learning potential are also rife.Data security will also be a pressing concern.Already some companies have banned Chat
123、GPT among employees to prevent accidental leaks of sensitive information,including both Apple and Samsung.If firms are going to capitalise on AI,they need to put in place clear policies and practices to protect their brand.Responsible development is also required from the worlds tech giants.While Ap
124、ple,the leader of the Top 100,has hinted towards the development of its own AI technology,the business has also spoken publicly about its challenges.In a May earnings call,CEO Tim Cook recognised that there are a“number of issues that need to be sorted”.While the ability to adopt new technology is s
125、een as critical,transparent behaviour and corporate responsibility are also extremely important to our respondents.Carefully navigating AIs capabilities should therefore be a top priority for brands.33SECURITY TRUTHFutureBrand Index 2023Copyright 2023 FutureBrandThe Trends/The Consumer Brand Comebac
126、k5.2The Consumer Brand ComebackOver the last two years the FutureBrand Index has tracked B2B businesses as they have marched up the Top 100,leaving consumer-facing brands in their dust.But with the purpose void on the horizon,consumer brands have reversed their trajectory and leapt back up the list.
127、34FutureBrand Index 2023Copyright 2023 FutureBrandThe Trends/The Consumer Brand ComebackCONSUMER DISCRETIONARY Sector Ranking:1stCONSUMER STAPLES Sector Ranking:3rd5.2Many of these provide products and services relied upon by millions of people daily to meet their basic human needs,which is of signi
128、ficant value in this new age of purpose and impact.In fact,consumer discretionary is the strongest of the nine sectors which make up the Top 100 in 2023,the first time it has topped the list since the reports inception.Consumer staples has had a similarly strong year,coming in third.The Top 20 also
129、had a consumer brand shakeup this year,with Unilever,Amazon and Nestl all back in the prestigious group for the first time in years.Nestl returns to the Top 20 after dropping out in 2015,while Amazon is back in for the first time since 2017 and Unilever for the first time since 2019.In particular,it
130、s those brands associated with being premium providing quality and trusted products or services at a higher price which are rising up the ranking.While premium has been a key driver for businesses across the board this year,consumer brands have experienced a particular boost.The likes of Tesla,Nike,
131、Toyota,Starbucks and The Coca-Cola Company all claim high positions this year while also falling in the top 25%of premium attribute scores.Outside of our research,we can see the value of a premium perception reflected in consumer buying behaviour.In the alcohol industry,for example,premium brands ac
132、ross spirits,beers and wines are experiencing huge growth,even as inflation has consumers counting their pennies.“Many customers,from business-to-business buyers to end consumers,want to interact with organisations that put forth products and services that can make a difference in our individual liv
133、es and the world in general.JON TIPPLE GLOBAL CHIEF STRATEGY OFFICER FUTUREBRANDFutureBrand Index 2023Copyright 2023 FutureBrandThe Trends/Corporate Conscience5.3Corporate ConscienceCompanies which can demonstrate,via real product and service experience,both a conscience and responsible corporate go
134、vernance resonated strongly with our sample this year.Promises about the future are now virtually meaningless;brands have to act ethically today to avoid falling into the purpose void.In fact,the data reveals an opportunity for businesses to step in where governments are failing to deliver.TRUST35“I
135、n order to garner high brand esteem,companies must foster agility,spearhead innovation,and embrace an unwavering commitment to corporate social responsibility.LYNNE FIELDHEAD OF STRATEGY FUTUREBRAND NORTH AMERICA36FutureBrand Index 2023Copyright 2023 FutureBrandThe Trends/Corporate Conscience5.3CIRC
136、ULAR As the worlds big powers fall behind on their greenhouse gas emissions targets,firms providing the technology and services which underpin the shift towards a more sustainable future sit high in the Top 100 once again this year,continuing the dominant trend observed in 2022.Both renewable energy
137、 firm NextEra Energy and EV battery producer CATL remain in the Top Five,as analysed earlier in this report.Our research also reveals how important it is that brands are leading the transition towards circular business models an arguably more impactful approach towards sustainability than initiative
138、s such as carbon offsetting.The brands perceived to be leading the way are Apple,Amazon,Tesla,Microsoft and Google all companies which rank high in the Top 100 this year.Providing secure and quality jobs should also be of critical concern to corporations as we navigate global economic instability an
139、d adapt to a post-Covid working world.The highly publicised mass layoffs executed by a number of powerful firms over the past year after failing to reach growth targets has painted a somewhat shaky picture for future employment.Those businesses powering the future of technology are seen as safe and
140、worthy places to work this year,with Nvidia,CATL,Apple,TSMC and ASML leading the pack.All five fall in the overall Top 10.Efforts to palpably improve diversity,equity and inclusion(DE&I)remain important as companies seek to provide products and services to an increasingly diverse audience,while also
141、 building an inclusive workforce.At the top of the ranking this year is Apple,our Top 100 leader.AIWhat AI Tells UsFutureBrand Index 20236Copyright 2023 FutureBrand38FutureBrand Index 2023Copyright 2023 FutureBrandWhat AI Tells Us51322525EnergyConsumer StaplesInformation TechnologyCommunication Serv
142、icesConsumer DiscretionarySectorFBI Global Ranking 20232023 vs 2022FBI Global Ranking 2022PwC 2023Position483833739 70 6132 957731883Company2899(2014)64(2021)What AI Tells Us Top Five RisersWith interest in AIs strategic capabilities only increasing,we used Googles generative AI chatbot Bard to anal
143、yse the five brands which saw the biggest improvements in their FutureBrand Index ranking this year,gathering insight into the actions these companies have taken,the impact they have had,and what other brands can learn from their success.In 2023 the biggest jumps were made by crude oil producer Cono
144、coPhillips(up 51 places),telecommunications firm AT&T(up 32 places),semiconductor manufacturer Broadcom (up 28 places),electric vehicles brand Tesla and global beer brewer AB InBev(both up 25 places).Focusing on brand purpose These brands all have a clear brand purpose that they communicate to consu
145、mers,which has helped to give them a sense of meaning and value.AT&T,for example,claims its purpose is to“create connection”,which it demonstrates through its actions.In recent years the company has invested in new technologies and services to help people stay connected,and in 2022 expanded its 5G a
146、nd fibre optic networks in the US by 100,000 square miles the equivalent of the United Kingdom to help connect urban and tribal communities.Investing in innovation All of these brands are constantly investing in new products and services and are always looking for ways to improve their offerings,whi
147、ch has helped to keep them ahead of the competition.At Broadcom,that has meant investing in new technologies such as 5G and AI.In April the firm unveiled a new chip to connect AI supercomputers,for example.Meanwhile,ConocoPhillips has been investing in carbon capture and storage technology,which is
148、a way to capture carbon dioxide emissions from power plants and other industrial facilities and store them underground.The company this year joined fellow oil giant Shell with an investment in direct air capture(DAC)start-up Avnos,in a deal reportedly worth in excess of$80m.The five brands which mad
149、e the biggest jumps up the Index this year have all taken steps to strengthen their positions.These steps include:39FutureBrand Index 2023Copyright 2023 FutureBrandThe AIs analysis:Five key takeawaysWhat AI Tells Us Focusing on customer experience All of these brands put a lot of emphasis on providi
150、ng a positive customer experience.This includes making it easy to do business with them,providing excellent customer service and listening to customer feedback.This year AT&T came number one in customer satisfaction for business wireline service delivered to large enterprise customers,according to a
151、 study by J.D.Power the brands sixth year leading the ranking.Committing to sustainability Many of these brands are committed to sustainability,which means taking steps to reduce their environmental impact and to operate in a more sustainable way.Revealing his third Master Plan earlier this year,Tes
152、la CEO Elon Musk outlined the companys plans to help convert the world to sustainable energy.As consumer preferences shift towards environmental responsibility,Teslas focus on sustainability has led to a more positive perception of the brand.Adapting to market trends All of these brands are aware of
153、 the latest market trends and are adapting their strategies accordingly.This includes expanding into new markets,launching new products and services and partnering with other companies.AB InBev has launched a number of new products in recent years,such as non-alcoholic beer and hard seltzer,which sh
154、ow that the company is willing to innovate to meet the changing needs of consumers.Demonstrating its commitment to these new market trends,AB InBev invested 31m upgrading the tech in its Belgian breweries this year,including investments to increase its no-and low-alcohol brewing capabilities.12345Pe
155、rceptions of Positive ImpactFutureBrand Index 20237Copyright 2023 FutureBrandFrom the companies they would most like to work for to the brands they believe are moving ahead,we asked our sample a number of questions to understand the key drivers behind positive brand perceptions in 2023.DRIVERS41Copy
156、right 2023 FutureBrandPerceptions of Positive ImpactFutureBrand Index 20237.1Technology adoption and integrationLeadership challenges/workplace cultureCorporate reputation and trustOrganisations innovation pipelineChanging customer tastes/expectationsCurrent skills/capabilities of an organisationCli
157、mate change/finite essential resourcesProtecting their price premiumFailure to engage diverse audiences and talentNew entrants/start ups0%20%Threats to Future Success2023 2022202115%13%6%13%12%9%9%8%7%9%Threats to SuccessReflecting the rising level of uncertainty in the world today and the looming p
158、urpose void,failing to maintain corporate reputation/trust has grown noticeably as a perceived threat to future business success,overtaking climate change/finite essential resources and changing consumer tastes/expectations.However,as in 2021 and 2022,failure to adopt and integrate new technology is
159、 still seen as the top threat,holding steady at 15%.42Copyright 2023 FutureBrandPerceptions of Positive ImpactFutureBrand Index 20237.1Future ThinkersAs the global pace of change continues to accelerate,the top companies perceived to be moving ahead in three years time are Nvidia,TSMC,Apple,AMD and
160、Tesla.As explored earlier in this report,all are related to technological innovation and all are leading in the development of AI.In stark contrast to last years FutureBrand Index,there are indications that this year,purpose is more important than experience in building the view that a company is mo
161、ving ahead.The key drivers all contribute towards a clear and compelling vision for the future,including:A strong sense of mission Inspiring positive change Authenticity in its words and actionsTop Five Moving Ahead in Three Years Time12345Nvidia TSMCAppleAMDTesla “Nvidia has made major breakthrough
162、s in the field of artificial intelligence and has become one of the worlds leading providers of artificial intelligence technology.”NORTH AMERICAN PROFESSIONAL43Copyright 2023 FutureBrandPerceptions of Positive ImpactFutureBrand Index 20237.1DE&IIn line with previous years,prioritising diversity,equ
163、ity and inclusion(DE&I)continues to be seen as highly important to future business success.The brands believed to be having the most impact this year are Apple,Google,Microsoft,Amazon and Coca-Cola,all of which appear high in the Top 100.Our data shows that in 2023,companies which are seen to be lea
164、ding on DE&I are perceived to:Treat employees fairly and equally Have a happy and content workforce Clearly promote diversity and inclusivity Be innovative in HR development Respect beliefs,cultures,race,gender and environment Protect peoples rights and fight against discriminationTop Five Perceived
165、 Leaders in DE&I12345Apple GoogleMicrosoftAmazonThe Coca-ColaCompany44Copyright 2023 FutureBrandPerceptions of Positive ImpactFutureBrand Index 20237.1The Circularity ShiftLast year the FutureBrand Index asked respondents to rate companies based on their perceived leadership in tackling climate chan
166、ge.Turning our attention towards more tangible climate action this year,we asked our sample to identify which companies they believe are taking steps towards implementing more circular business models.Seen as an important new way of conducting business,seven in 10 respondents agree that the meaning
167、of circularity in a business context is clear.The companies seen to be leading the charge are Apple,Amazon,Tesla,Microsoft and Google.According to our data,these companies are perceived to be:Continuously adapting and innovating Acting with a conscience and as responsible role model s Forward thinki
168、ng;solution-focused Sustainable,carbon neutral and able to maximise technology Aware of their global presence and impact Working towards a clear vision of the futureTop Five Leading onimplementing shifts towards Circularity 12345Apple Amazon TeslaMicrosoft Google I understand circularity to be an ec
169、onomy in which resources are reduced,recycled,reused as long as possible throughout the chain of production and consumption.NORTH AMERICAN PROFESSIONAL“45Copyright 2023 FutureBrandPerceptions of Positive ImpactFutureBrand Index 20237.1Where to work?The top five firms our respondents say they would w
170、ant to work for today are Nvidia,CATL,Apple,TSMC and ASML.Against a backdrop of mass redundancies and job security concerns,attributes which contribute towards a strong emotional connection are notably weaker this year.Instead,people want employers which can demonstrate safe and effective leadership
171、 and respect for the fundamental needs of their workforce.The key drivers for wanting to work for a company in 2023 are:Has strong leaders and employees who believe in their work Demonstrates respect for employees and their lives Inspires change for the betterTop Five Would Like to Work for12345Nvid
172、ia CATL Apple TSMCASML “It is the leading company,providing the best and safe services for consumers.”FAR EASTERN PROFESSIONAL46Copyright 2023 FutureBrandPerceptions of Positive ImpactFutureBrand Index 20237.1Who to buy from?We asked our sample what currently drives them to want to buy products and
173、services from a company and,once again,the attributes which contribute towards a strong emotional connection are weaker than last year.In 2023,people are instead looking to buy from companies which are high on premium,innovation and authenticity.As such,the top five are Nvidia,Nike,Danaher,TSMC and
174、Microsoft.The key drivers for wanting to buy products and services from a company are:Authenticity in its vision and actions Able to invent products,services and experiences which are genuinely useful and meet the changing needs of customers Commands a price premium in exchange for qualityTop Five W
175、ant to Buy Products&Services12345Nvidia Nike Danaher TSMCMicrosoft “Microsoft has a very good track record in terms of future strategy and is already thinking about what products it can offer people that they like,surpassing other companies.”LATAM PROFESSIONAL47Copyright 2023 FutureBrandPerceptions
176、of Positive ImpactFutureBrand Index 20237.1Recession ResilienceAlthough the world has thus far managed to avoid falling into a global recession,the future outlook still looks unstable.As economic growth forecasts chop and change,many economists say we cannot know for certain whether a recession will
177、 come and who will be worst hit until 2024.Reflecting this general feeling of uncertainty,there are indications that the key drivers for resilience to survive a recession are generally weaker this year,particularly in regards to experience attributes.Microsoft,Apple,TSMC,Nvidia and Samsung are the c
178、ompanies seen to be the most resilient this year.Our data shows that the key drivers for resilience to survive a recession are:A strong sense of mission Authenticity in a companys vision and actions The ability to command a price premiumTop Five Resilient to Survive a Recession12345Microsoft AppleTS
179、MC Nvidia Samsung “They have a monopoly on chip manufacturing especially in the smaller nanometer scale.The major threat to this company is geopolitical as it is based in Taiwan.”NORTH AMERICAN PROFESSIONALCopyright 2023 FutureBrand8Sector by SectorFutureBrand Index 20238.1 Consumer Discretionary 8.
180、2 Information Technology 8.3 Consumer Staples 8.4 Healthcare 8.5 Energy+Utilities 8.6 Communications Services 8.7 Financials 8.8 Industrials/Materials Eighteen companies have moved sectors in 2023 due to changes in industry definitions and the introduction of a new sector title,named communications
181、services.Consumer sectors have triumphed this year,while information technology firms have put in another strong performance.Its a close race between the remaining sectors,with healthcare,energy and utilities and communications services tied in fourth place and financial,industrial and materials com
182、panies rounding off the ranking in joint seventh.4949FutureBrand Index 2023Consumer Discretionary Sector by Sector/Consumer Discretionary8.1As detailed earlier in the report,consumer brands have made an impressive comeback in 2023.Consumer discretionary is the years dominant sector,as todays unsettl
183、ed economic and political environment drives people towards those companies which provide quality and have impact in their everyday lives.Of the 10 consumer discretionary brands in the Top 100 this year,nine have risen up the ranking and four now sit in the Top 20.The majority of attribute scores ha
184、ve increased across the sector,with a particular improvement in consistency.After soaring 25 places up the Index to number seven,Tesla leads the group in 2023.The only consumer discretionary firm to fall down the ranking this year is luxury group LVMH,which is down nine places to 56th.However,consum
185、er-facing companies are known for making grand promises as they bring more purpose into their brands.In this new era,in which tangible impact is the priority,they must tread carefully to avoid being sucked into the purpose void.Copyright 2023 FutureBrand50Copyright 2023 FutureBrand50Futur
186、eBrand Index 20238.1Sector by Sector/Consumer DiscretionarySector Performance Score by YearAverage score of all 18 Experience and Purpose Dimensions for all companies included in that sector for each year.20232022202010304050%Sector Snapshot25849485459826321299FBI Global Rankin
187、g 20232023 vs 2022TeslaNikeToyotaAmazonMcDonaldsStarbucksHome DepotAlibabaLVMHLowesFBI Global Ranking 2022PwC 2023Position775356783222243Company1053(2021)35%33%29%29%27%26%39%Nike has brand awareness,innovative product lines,digital transformation,social responsibility and othe
188、r advantages.NORTH AMERICAN PROFESSIONAL“41%Sector DriversInnovationConsistencyPleasureIndividuality201030406050%46%Sector Average45%Sector Average44%Sector Average43%Sector Average5151FutureBrand Index 2023Information Technology(Formerly Technology)Sector by Sector/Information Technology8.2Copyrigh
189、t 2023 FutureBrandAfter two years as The FutureBrand Indexs top sector,information technology(formerly known just as technology)has dropped to second place in 2023.The sector has 18 brands in the Top 100,ten of which have climbed up the ranking this year,including Apple,TSMC,Samsung and Microsoft.On
190、e has held steady and seven have dropped back down;German multinational business software firm SAP has tumbled 33 places to 76th,for example.Nevertheless,average attribute scores across this sector show overall growth compared to previous waves of our research,no doubt boosted by this years surging
191、interest in AI development.52Copyright 2023 FutureBrandSector Performance Score by YearAverage score of all 18 Experience and Purpose Dimensions for all companies included in that sector for each year.20232022202010304050%37%35%29%33%33%33%40%40%Intel are a leader in the techno
192、logy industry creating technology that changes the world,enables global progress and enriches lives.LATAM PROFESSIONAL“Sector DriversInnovationMissionThought LeadershipAuthenticity201030406050%48%Sector Average44%Sector Average43%Sector Average43%Sector Average562152FutureBrand Index 2023
193、8.2Sector by Sector/Information TechnologySector Snapshot308064352704358FBI Global Ranking 2023611=2023vs 2022AppleTSMCSamsungMicrosoftNvidiaASMLIntelAdvanced Micro DeviceBroadcomQualcommIntuitAdobeOracleSAccentureSAPCisco SystemsTexas InstrumentsFBI Global Ranking 2022PwC 2023
194、Position3446809779675437796Company5353FutureBrand Index 2023Consumer StaplesSector by Sector/Consumer Staples8.3Copyright 2023 FutureBrandLike the consumer discretionary sector,consumer staples brands have shown a strong performance among this years Top 10
195、0.Many attribute scores have increased across the sector and none have decreased since last year.Innovation and thought leadership have particularly improved on the purpose side,while on the experience side the sector has shown growth in attributes which make lives better.As previously mentioned,bot
196、h Unilever and Nestl have launched into the Top 20 this year,coming in 18th and 20th,respectively.Beer brewer Anheuser-Busch InBev has similarly catapulted up the list(up 25 places to 39th),while cosmetics giant LOreal has risen 16 places to 42nd.54Copyright 2023 FutureBrandSector Performance Score
197、by YearAverage score of all 18 Experience and Purpose Dimensions for all companies included in that sector for each year.20232022202010304050%35%33%27%28%28%29%36%39%Coca-Cola is an iconic company that sails through the decades unaffected by change and is enjoyed today as it wa
198、s years ago.EUROPEAN PROFESSIONAL“Sector DriversPleasureConsistencyInnovationThought Leadership201030406050%43%Sector Average43%Sector Average41%Sector Average43%Sector Average=2354FutureBrand Index 20238.3Sector by Sector/Consumer StaplesSector Snapshot842334168FBI Global Rank
199、ing 20232023 vs 2022UnileverNestleWalmartCoca ColaAnheuser-Busch InBevLOrealProcter&GamblePepsiCoCostcoPhilip MorrisFBI Global Ranking 2022PwC 2023Position2404371100 353946 58415094100Company1564(2021)31(2021)5555FutureBrand Index 2023Healthcare Sector by Sector/HealthcareHealthcare was n
200、aturally top-of-mind during the Covid-19 pandemic,so it followed that in 2022s report the sector was one of the strongest.Thankfully,after successful vaccine rollouts worldwide,the virus is no longer a major threat.Other concerns are taking priority this year.Its therefore no surprise to see the hea
201、lthcare sector fall back to joint fourth in the ranking,as brands which address the pressing challenges around climate change,AI and financial security come to the forefront.However,theres little cause for alarm.Our research shows the lasting positive impact the pandemic has had on brand perceptions
202、 in healthcare,as this year is the sectors second strongest year in the history of the FutureBrand Index.Almost all attribute scores remain considerably ahead of 2021 and previous years.The sector has also delivered some notable jumps within the ranking in 2023.After boosting its purpose attributes,
203、Bristol-Myers Squibb has climbed 23 spots to secure the 25th position.Similarly,Johnson&Johnson has risen 24 places to 27th,driven by improved scores in storytelling,inspiration and thought leadership.8.4Copyright 2023 FutureBrand56Copyright 2023 FutureBrandSector Performance Score by YearAverage sc
204、ore of all 18 Experience and Purpose Dimensions for all companies included in that sector for each year.20232022202010304050%38%35%32%28%28%29%26%40%Sector DriversInnovationIndispensabilityWell-beingThought Leadership201030406050%42%Sector Average46%Sector Average42%Sector Aver
205、age42%Sector Average23135856FutureBrand Index 20238.4Sector by Sector/HealthcareSector Snapshot61(2020)2962463725287842FBI Global Ranking 20232023 vs 2022AbbVieDanaherAmgenAbbott LaboratoriesBristol-Myers SquibbJohnson&JohnsonNovo NordiskUnitedHealthThermo FisherNova
206、rtisPfizerRocheEli LillyMerckSanofiAstraZenecaFBI Global Ranking 2022PwC 2023Position72829495998428957Company7“AbbVie is an innovative pharmaceutical company with good employees and strong prospects.EUROPEAN PROFESSIONALCopyright 2023 FutureBrand5757Future
207、Brand Index 2023Energy +Utilities Sector by Sector/Energy+Utilities8.5Despite a persistently challenging market for energy and utility firms,there were some huge jumps up the Top 100 within the sector this year.Alaskan crude oil producer ConocoPhillips rose a whopping 51 places to 48th compared to i
208、ts last appearance in the Index in 2014,while energy firm Shell has risen 21 places to 67th.With the exception of the story attribute,sector average scores have all gone up in 2023.All scores for both 2022 and 2023 are well above previous years.However,four of the eight brands within the sector have
209、 dropped down the ranking,including Indian conglomerate Reliance Industries(down 11 places to 13th)and oil giant Saudi Aramco(down 30 places to 46th).58Copyright 2023 FutureBrandSector Performance Score by YearAverage score of all 18 Experience and Purpose Dimensions for all companies included in th
210、at sector for each year.20232022202010304050%34%27%20%19%19%17%39%38%Sector DriversInnovationConsistencyMissionThought Leadership201030406050%40%Sector Average44%Sector Average40%Sector Average40%Sector Average“Reliance Industries provides products and services in a sustainable
211、 manner.It always pays attention to its employees.FAR EASTERN PROFESSIONAL301021158FutureBrand Index 20238.5Sector by Sector/Energy+UtilitiesSector Snapshot59547722414FBI Global Ranking 20232023 vs 2022NextEra EnergyReliance IndustriesSaudi AramcoConocoPhillipsShellTotalEnergiesChevronExx
212、onMobilFBI Global Ranking 2022PwC 2023Position3695 121688 9285Company80(2020)99(2014)Copyright 2023 FutureBrand5959FutureBrand Index 2023Sector by Sector/Communications ServicesCommunications Services(New to 2023)8.6The new communications services sector includes nine companies from the f
213、ormer telecommunications sector,giving it a total of 10 brands in the Top 100 and two in the Top 20.With the hype surrounding the metaverse now somewhat lost to the generative AI boom,Meta Platforms has slid 12 places to 17th after accelerating up the ranking in 2022.The Facebook-parent recently cam
214、e under fire for blocking news about Canadian wildfires within the country(where it is now required to pay publishers for their articles),with Prime Minister Justin Trudeau accusing the business of“putting corporate profits ahead of peoples safety”a damning assessment as the purpose void looms.Still
215、,Meta remains far ahead of its 2021 placement,when it came in at number 49.On the other hand,AT&T is one of the Top 100s biggest risers this year,up 32 places to 38th.Like T-Mobile and Verizon,which both also improved their positions,AT&T plays a critical role in keeping people across the world conn
216、ected via its internet and mobile networks.60Copyright 2023 FutureBrandSector Performance Score by YearAverage score of all 18 Experience and Purpose Dimensions for all companies included in that sector for each year.20232022202010304050%28%25%23%23%16%16%34%38%Sector DriversIn
217、novationPleasureMissionIndividuality201030406050%41%Sector Average40%Sector Average41%Sector Average41%Sector Average“Meta develops day by day and they are providing the best service to their customers.FAR EASTERN PROFESSIONAL0FutureBrand Index 20238.6Sector by Sector/Communications Servi
218、cesSector Snapshot321161635596FBI Global Ranking 20232023 vs 2022Meta PlatformsNetflixWalt DisneyAT&TAlphabetTencent HoldingsVerizonComcastT-MobileDeutsche TelekomFBI Global Ranking 2022PwC 2023Position463688493536490Company80(2016)Copyright 2023 FutureBrand6161Futur
219、eBrand Index 2023FinancialsSector by Sector/Financials8.7Amid soaring interest rates worldwide and the overall financial squeeze on consumers and businesses,the financial sector has dropped from second to joint seventh place this year.Perhaps reflecting a loss of trust in financial institutions,nine
220、 of the 17 financial firms in the Top 100 have dropped down the ranking.Chinese firms,however,have had a strong year.Ping An Insurance is up 13 places to 10th,while the China Merchants Bank is up 17 places to 32nd and the Industrial and Commercial Bank of China(ICBC)is up 12 places to 74th.However,s
221、ince the research was conducted,the countrys anticipated economic rebound has hit a wall;so these firms may struggle to maintain their upwards trajectory in 2024.62Copyright 2023 FutureBrandSector Performance Score by YearAverage score of all 18 Experience and Purpose Dimensions for all companies in
222、cluded in that sector for each year.20232022202010304050%35%31%28%23%24%22%19%32%Sector DriversMissionInnovationIndispensability201030406050%38%Sector Average37%Sector Average38%Sector Average38%Sector Average“Ping An Insurance are professional and reliable,the products can tru
223、ly benefit the people.FAR EASTERN PROFESSIONAL271114362FutureBrand Index 20238.7Sector by Sector/FinancialsSector Snapshot94894092388118697976FBI Global Ranking 2023023 vs 2022Ping An InsuranceAIA GroupChina Merchants BankVisaAgricultural Bank of ChinaBerkshire Hatha
224、wayChina Construction BankMastercardRoyal Bank CanadaIndustrial Commercial Bank of ChinaAmerican ExpressBank of AmericaHSBCJP Morgan ChaseMorgan StanleyBank of ChinaWells FargoFBI Global Ranking 2022PwC 2023Position55759607477823492556525345658666688195999897Company18(2021)Thou
225、ght LeadershipCopyright 2023 FutureBrand6363FutureBrand Index 2023Industrials/Materials(Formerly Basic Materials)Sector by Sector/Industrials/Materials8.8 Of the nine industrial brands in this years Index,only three have improved their placement.They include Top Five firm CATL,now in second place.De
226、fence technology conglomerate Raytheon Technologies has dropped a considerable 35 places to spot number 52,while industrial manufacturing firm Siemens has fallen 33 places since it last appeared in the Index in 2021,now coming in at 89th.Our Top 100 features two firms in the Materials sector this ye
227、ar:Australian-founded mining and metals company BHP Group and multinational chemical company Linde.The former has climbed nine places since 2022 to reach 50th,while the latter has dropped two places to 85th.64Copyright 2023 FutureBrandIndustrialsBasic MaterialsSector Performance Score by YearAverage
228、 score of all 18 Experience and Purpose Dimensions for all companies included in that sector for each year.20232022202010304050%35%31%29%28%27%25%23%33%64FutureBrand Index 20238.8Sector by Sector/Industrials/MaterialsSector Snapshot6333749FBI Global Rankin
229、g 20232023vs 2022CATLDeere&CompanyRaytheon TechnologiesUnion PacificLockheed MartinBoeingSiemensHoneywellUnited ParcelsFBI Global Ranking 2022PwC 2023Position2365273798789919431789 8493CompanySector Performance Score by YearAverage score of all 18 Experience and Purpose Dimensions for all companies
230、included in that sector for each year.20232022202010304050%30%28%27%25%24%25%36%35%IndustrialsMaterials365975FBI Global Ranking 202212022 vs 2021BHP GroupLinde PLCFBI Global Ranking 2021PwC 2022Position59836047CompanyNEW ENTRY85(2020)81(2021)56(2021)Copyright 2023 FutureBrand9S
231、ummaryFutureBrand Index 2023SUMMARY66Copyright 2023 FutureBrand66FutureBrand Index 2023SummaryThe FutureBrand Index 2023 lays bare a series of major insights that brands simply cannot afford to ignore.From the rise of AI to the surging prominence of consumer brands,and the growing emphasis on corpor
232、ate conscience and governance,our research offers crucial lessons for brands hoping to thrive in a rapidly evolving and unpredictable world.Innovation continues to sit at the heart of those companies leading the way.If one thing is clear,its that a new era of corporate purpose is dawning.Words are n
233、o longer enough when we find ourselves in a state of perennial disruption;everything must come back to tangible action and positive impact if brands are to future-proof themselves against the many challenges which exist today.Above all,brands must avoid being swallowed by the purpose void.In this ne
234、w era,there can be no worse place to be.Copyright 2023 FutureBrandThe FutureBrand Index 2023 Any trademarks 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 do
235、cument.Copyright 2023 and IP FutureBrandPhotography courtesy of Unsplash:Cover:Simone Hutsch Page 2:Mark Pan4rattePage 6:Vincent Vanden BosschePage 24:SurfacePage 31:Zhenyu LuoPage 32:Akshar DavePage 33:Etienne BoulangerPage 34:Alireza KhoddamPage 36:David CristianPage 49:Paul SteuberPage 51:Leandra
236、 RiegerPage 53:Nikhil ShettyPage 55:Anshu APage 57:Getty Images/Unsplash+Page 59:Rui SilvestrePage 61:Ales NesetrilPage 63:Zdenek MachacekAbout FutureBrandFutureBrand is a brand-led business transformation company part of the InterpublicGroupof Companies.Alongsideour sister companies,UXUSand Hugo&Ca
237、t,we are a global community of brand,experience,technology,and design experts who use unique methods to deliver positive businesschange.We believe that brand ishow a companys products,services and people behave wherever and whenever they show up in the world.Based in twenty two of the worlds most ex
238、citing cities,we combine strategicrigouranddesign thinkingto create,build and manage brands for our clients.We are powered by a shared set of values that put difference and diversity at our core,because the future that our brands create,has to be a future for us all.OurclientsincludeMerck,Nestl,McDo
239、nalds,Walgreens,Sanofi,Barilla,American Airlines andBentley M For further information contact:Jon Tipple Global Chief Strategy Officer For new business enquiries by region visit PartnersQRiQRi Consulting is FutureBrands global research partner for the FutureBrand Index.Working in close collaboration
240、,QRi 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
241、knowledge and experience as well as its proprietary QualiQuant methodologies.PwC FutureBrand 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.