Chinese companies surge in Futurebrand perception study of world’s biggest brands

Google has emerged on top of a study by Futurebrand of the world’s top 100 companies by market capitalisation – ranked by how they are perceived by consumers to address emotional and societal needs.

The internet giant occupies the top spot in the Futurebrand Index for the second year running, followed by Apple, Microsoft, Disney and Abbvie.

Futurebrand top ten

Futurebrand Index top 10, click to enlarge

American companies dominate the top half of the ranking, but Chinese brands have grown in influence over the last year of the study, which looked at the gap between perception strength and financial size across a series of measures of a ‘future brand’ to predict which of the world’s biggest corporations are the most future proof.

Tencent has climbed eight places in the ranking, ICBC is up four places, Agricultural Bank of China up twenty nine and organisations such as Ping An Insurance, in 19th place, have entered the top 100 for the first time.

Chinese companies are now second only to the US in the number represented in the study.

On the growing influence of Chinese brands, the report reads: “As they begin to demonstrate their value and benefit to people outside China through first hand experience – for example, ICBC has retail branches with customers in over 60 countries – we expect to see Chinese global organisations at the vanguard of a more rounded set of perceptions of this sort, helping to move China from a one-dimensional stereotype of financial power and scale as understood by the west, towards a more complex reality that will inform 21st century life as a reflection of authentic experiences.”

The biggest fallers in the table were American companies, including Pfizer, IBM and PepsiCo, although the hardest hit was Australia banking giant Westpac.

Source: Futurebrand

Source: Futurebrand

The oil and financial services sectors have the weakest brand perceptions overall, although these sectors have improved their standing year on year.

Gas and cash firms

Source: Futurebrand

To see the top 100 table in full, click here.

Here is a video summary of the report.


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