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The FutureBrand Index Top 100|2015

By: Future Brand
Organizations can be seen as 'future brand' when there is a very strong balance between 'purpose' and 'perceptions'. Brands ranked in the FutureBrand Index top 100 are qualified as 'future brands' which will be more likely to be successful in the future.
Category:Brand Performance
Region:Global
Ranking Type:positive
 
Name
Last
SyncForce Customer
1
Google
1
2
Apple
4
4
Disney
3
5
AbbVie
20
9
Celgene
-
11
Toyota
7
12
Intel
6
13
Allergan
-
15
Nestlé
15
SyncForce Client
17
Inditex
25
18
Altria
-
19
Ping An
-
20
Tencent
28
21
Facebook
11
22
Ambev
27
24
Nike Inc.
-
27
Boeing
12
28
Medtronic
-
29
LVMH
24
34
Amazon
30
35
Visa
14
36
Amgen
43
37
SAP
44
38
Novartis
54
39
IBM
10
40
MUFG
-
41
GSK
26
42
L'Oréal
21
43
BHP
42
47
Oracle
34
50
Siemens
29
53
Walmart
39
56
Daimler
36
58
Roche
50
59
Bayer
35
61
Cisco
61
62
AT&T
69
67
UPS
52
68
Sanofi
73
69
BASF
90
70
Pfizer
31
71
PepsiCo
47
72
Citigroup
65
73
Sinopec
77
75
Alibaba
-
76
Vodafone
48
77
Westpac
33
78
ABInBev
66
79
3M
40
81
Qualcomm
87
82
HSBC
68
84
Chevron
76
85
RBC
85
86
BP
74
87
Santander
79
88
Shell
55
89
Verizon
57
94
ComCast
96

Rating the ranking

By Dr. Markus Renner

Summary

Summarizing, “FutureBrand Index” is a useful ranking with some methodological flaws. For example, it is questionable whether the 18 dimensions used to define the best “future brands” are appropriate. Overlaps in the connotations of the above mentioned dimensions “respect”, “trust” and “authenticity” raise some doubts.
Read the full rating report...

About Dr. Markus Renner

Dr. Markus Renner is Co-Owner and Managing Partner of Branding-Institute AG in Basel since 2008, consulting multinational corporations and organizations as strategic advisor and innovator in the fields of strategic communications, brand and reputation management.