FutureBrand Publishes Their Index Report

There are many reports that contribute to the welfare of many top brands. FutureBrand just published their annual report depicting the “Future Brand” top 100. Their methodology is based on the fundamental premise that brand perception of a company matters more than the financial perspective. I can’t disagree with that premise.

As they spell out, Future Brand’s report is also based on quantitative and qualitative research. These types of research methodologies are very insightful, but I wish they had also integrated a clear definition of what type of qualitative research was done in order to completely understand the relevance. This would help to ratify any loose ends and help to gather better insight into their report. However, the report provided appears to be very sound with a great deal of information.

Arguably, it is virtually impossible to predict the future. And, while the report does a great job of creating a good snapshot of where the top 100 companies are in the minds of the public, no one can predict the unfortunate public relations tragedies that some large corporations have endured such as Enron. There are not many surprises that ranked in the top five such as Google being in first place, Microsoft in second, Walt Disney Company in third, Apple in fourth, and Samsung in Fifth. There are some interesting surprises such as SABIC (how many people know the SABIC brand?) which came in at 13th and Coca-Cola which came in at the 22nd spot. As their report spelled out clearly, brand perception is very important and we can not agree more.

FutureBrand Chart

Check out their full report at FutureBrand.

Finally, I applaud FutureBrand for sharing this great insight. Many companies would be well-served to utilize a similar brand research exercise in order the gather strong brand perceptions and forge a meaningful brand strategy for their future success.

About Alex Valderrama

Alex Valderrama
Alex Valderrama is one of the nation’s top Brand Strategists, Award-winning Designer, Author, and the Principal at Cranium. Through his unique experience working with several hundred clients, he has helped many brands lead in their industry with Business Growth, Brand Strategy and Customer Experience Design. Alex has worked with some of Nation’s most well-known brands such as Truven Health Analytics, Principal Financial, Citi Community Capital, Massey Ferguson, Microsoft, Wells Fargo, Gates Rubber, National CineMedia, and Fathom Events. In addition, he has also worked with small businesses such as Basil Doc’s Pizza, Spavia, Santa Claran Hotel, and Aldo Leopardi just to name a few. Alex gained his BFA at the International Academy of Design with emphasis in Visual Communications. He also achieved the honor of Summa cum laude. Alex has taught advanced branding and marketing courses at Arapahoe Community College and Metropolitan State University in Denver, Colorado. In the past, he has been the curriculum advisor to several universities as well as a mentor to both students and interns. Alex has served as a judge for several national branding and marketing competitions. He lectures regularly on branding and marketing throughout the design community and the business sector. Alex has also served as a marketing board member and independent branding advisor for several community development projects, non-profit organizations, business groups and marketing associations. Additionally, Alex has held several board positions with the local American Institute of Graphic Arts (AIGA) and Business Marketing Association (BMA) Chapters. Alex frequently writes about branding and his agency has received over 80 national and international awards from esteemed industry competitions such as Print Magazine, Graphics and American Corporate Identity. His work has also appeared in over 20 international publications such as: The Big Book of Logos 3; The Best of Business Card Design 5; Blue is Hot, Red is Cool; Direct Response Graphics Book; Rockport’s Letterhead; Logo Design 6 Source Book; and, Best of Brochure Design 5 just to name a few.

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