THE FUTUREBRAND INDEX 2021 - REASON WHY
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The
FutureBrand Index
2021
A unique brand
perception study
September 2021
FUTUREBRAND INDEX 2021 INTRODUCTION
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 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 and 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 today’s thriving
companies are those prioritising innovation to
consistently impact individual well-being and 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
Looking
a new era of opportunity for companies that create the
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
Beyond
investors, today, that their approaches and offerings
will be category defining tomorrow, will enjoy long-term
and significant competitive advantage.
Armed with a unique dataset, established over seven
The Pandemic
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 seize the opportunity.
2 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 3
FUTUREBRAND INDEX 2021 CONTENTS
01 Why the 2021 06–13
04 Sector by Sector 84–115
FutureBrand Index 4.1 Technology 86
matters 4.2 Consumer Discretionary (previously Consumer Services 92
)
4.3 Consumer Staples (previously Consumer Goods) 98
4.4 Healthcare 104
4.5 Financials 110
02 New for 2021 14–31
2.1 The Top 20 16 05 Summary 116–121
2.2 What’s New and What’s Important 18
06 Notes and 122–126
03 The Top 100 Brands 32–83
Methodology
3.1
3.2
The Top 100 Brands
The Top 5
34
44 Detail
3.3 The Top 5 Risers 58
3.4 The Top 5 Fallers 72
3.5 Who’s In, Who’s Out in 2021 78
4 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 5
FUTUREBRAND INDEX 2021
Why the 2021
FutureBrand Index 01.
Matters
6 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 7WHY THE 2021 FUTUREBRAND INDEX MATTERS
The FutureBrand Index
Brand
is a global brand
perception study that
reorders PwC’s 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 informed 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 already strong and what needs
to be prioritised moving forward and over
time to ensure continued growth and success.
Perception
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 12 months of isolations, lockdowns
and re-emergence.
8 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 9WHY THE 2021 FUTUREBRAND INDEX MATTERS METHODOLOGY
We work with QRi Consulting,
INFORMED
Professionals:
18,000 our global research partner
and a respected specialist Personality
Has strong and
in brand, communication,
engaging personality
GLOBAL REACH
Countries: Premium
Has products and/or
17 product strategy and tactics.
Story
services that people Has a clear and
value more than their defined story
competitors
Resource Management
With more than three decades of experience, Acts ethically to
maintain a sustainable
Trust
Is a trusted brand
the depth and breadth of QRi’s research is environment
perfectly suited to our work. Indispensability Consistency
People depend Delivers a consistent
In conjunction with QRi Consulting, over the last on the brand experience to customers
seven years we have spoken to a global audience
of 18,000 informed professionals from 17 countries Individuality
Seamlessness
Meets customer
Is distinctive
who were aware of and knew something about at and different
needs at every
touchpoint
least seven of the top 100 companies of that year. Purpose Experience
For a more detailed breakdown of our methodology, Thought Leadership
Has strong ideas
People
Well-known for the
please see page 124. and principles quality of its people
Innovation
Creates products Pleasure
and services that A pleasurable brand
are genuinely useful
Authenticity Well-being
Has the credibility Contributes to
and authenticity to people’s well-being
achieve its vision
Inspiration Respect
Inspires change Respects and
for the better enhances
people’s lives
Mission
Has a clear sense
of the future
10 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 11WHY THE 2021 FUTUREBRAND INDEX MATTERS TRENDS AND THE PANDEMIC EFFECT
This is inherently linked to Well-being and
Linking all of our success Quality of Life, with customers reappraising
stories this year is the and engaging with brands that support the
totality of human life, not just the aspects
concept of Consistency. associated with their products or services.
The ability to grow brand Comparing and contrasting last year’s Index
with the 2021 ranking has also revealed much
perception across a wide about the impact of the pandemic. It’s now
variety of attributes – and increasingly likely that the anticipated return
to pre-pandemic norms will be far more gradual
to do so both within and than once thought and that the companies
once thought of as being secure at the top
beyond a company’s given cannot rest on their laurels.
sector – appears to be Customer-facing companies are also no longer
top dogs – we’re experiencing the ascent of
increasingly critical to B2B as public awareness of how these formally
success as customers and behind-the-scenes giants are now present
in our daily lives.
all other stakeholders look
for and expect seamless and
transparent execution in
order to get back to ‘feeling
good’ after the tumultuous
year that was 2020.
12 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 13FUTUREBRAND INDEX 2021
New
For 02.
2021
14 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 15NEW FOR 2021 THE TOP 20
2.1 The Top 20
As our Global Top 100
FBI Global
Ranking
2021
2021
vs
2020
Company FBI Global
Ranking
2020
PwC
2021
Position
1 7 ASML Holdings 8 31
table shows, it’s all change
2 1 Apple 1 1
at the top – indeed, only
3 8 Prosus NV 11 57
Apple has managed to
4 12 Danaher Corp 16 70
hold onto its spot in the
5 8 NextEra Energy 13 82
Top Five, as the last
6 19 TSMC 25 11
12 months have recast
7 2 Kweichow Moutai 5 16
the deck and brought
8 7 Ping An Insurance 15 40
other, perhaps unexpected,
9 7 Reliance Industries 2 58
companies to the fore.
10 3 Microsoft 7 3
We’ll examine some of this in more detail 11 13 Amazon
RGB
24
PMS 186
4
in our sector snapshots later on in the
report, but first here’s the crucial Top 20. 12 2 Toyota 14 32
13 10 Samsung 3 15
14 9 Tesla 23 8
15 6 Intel 21 30
16 2 Medtronic 18 72
17 5 AbbVie 22 55
18 6 AIA Group 12 86
19 8 Johnson & Johnson 27 14
20 45 Tata Consultancy 65 69
16 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 17NEW FOR 2021 WHAT’S NEW AND WHAT’S IMPORTANT
2.2 Failing to keep up Threats to Future Success 2020
2021
with technology Technology adoption
15%
and innovation
and integration
15%
16%
are perceived
Changing customer
tastes/expectations
14%
13%
to be the key Corporate
reputation and trust
13%
threats to future Failure to engage
diverse audiences
and talent
N/A
10%
success for Climate change/
Finite essential
12%
companies.
resources
10%
Leadership 10%
challenges/
Workplace culture
10%
7%
Organization’s
innovation pipeline
9%
Current skills/ 7%
capabilities of
an organization
8%
9%
New entrants/
Start ups
6%
6%
Protecting their
price premium
5%
0% 20%
18 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 19NEW FOR 2021 WHAT’S NEW AND WHAT’S IMPORTANT
Personal well-being
dominates worries
for the future,
undoubtedly
influenced by the
effects of the
pandemic over
the last year.
20 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 21NEW FOR 2021 WHAT’S NEW AND WHAT’S IMPORTANT
So, who are the winners?
Positive Impact:
Environment RGB
2 Apple
and Society
1
Companies that are seen to enable and have
11 13 Amazon
a positive impact on our Environment and Society
today and in the future are perceived to; 36 4 Alphabet
Bring people together 14 9 Tesla
Be inclusive, focussing on diversity
and equality 10 3 Microsoft
Be focussed on ecological solutions
Be greener, showing efforts to reduce
carbon footprint
Care about employees
Care about and support the local community “Amazon is huge and cares
Provide necessary and needed everyday about this planet. They are
products/services
actively working towards
Be innovative and visionary
ethnic diversity among
Contribute to global and local causes
Have a positive impact on the community
their employees. They are
Improve Quality of Life working towards less of
a carbon footprint by using
all-electric delivery.”
NORTH AMERICAN PROFESSIONAL
22 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 23NEW FOR 2021 WHAT’S NEW AND WHAT’S IMPORTANT
So, who are the winners?
Positive Impact:
Social Justice
11 Amazon
and Equity
13
Companies that are seen to enable and have
2 1 Apple
a positive impact on our Social Justice and Equity
today and in the future, are perceived to focus on: 36 4 Alphabet
Diversity, Equality and Inclusion 10 3 Microsoft
Giving back to the community
Supporting those who are underprivileged 49 12 facebook
Looking after its employees
Being against discrimination and injustice
Bringing people together
Being committed to social causes
Standing up for people’s rights
“Facebook has been
Running social programmes and initiatives
supporting lots of features
Always innovating to improve Quality of Life
focusing on safety and
inequalities happening.
And also condemning any
racial inequalities happening
aground the globe.”
NORTH AMERICAN PROFESSIONAL
24 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 25NEW FOR 2021
Top 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 Moutai
26 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 27NEW FOR 2021 WHAT’S NEW AND WHAT’S IMPORTANT
RGB
Top 5 ‘Moving ahead in 3 years’
Companies
perceived to be
2 Apple
moving ahead,
1
14 Tesla
have a strong 9
purpose and 36 4 Alphabet
a clear vision 6 19 TSMC
for the future. 30 15 Pfizer
The key drivers for moving ahead
in three years’ time are:
Has a clear sense of the future
Has the credibility and authenticity
to achieve its vision
Inspires change for the better “Tesla have created genuinely
innovative products that
will fit into the future of
automobiles instead of just
making automobiles that
satisfy current needs.”
NORTH AMERICAN PROFESSIONAL
28 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 29NEW FOR 2021 WHAT’S NEW AND WHAT’S IMPORTANT
Reasons to Reasons to want
want to work to buy products
for a company and services
Personal development, making
a lasting difference and being valued
from a company
appear to be uppermost when it With a myriad of brands selling an
comes to choosing where to work: incalculable number of products
and services, the main reasons behind
Provides inspiration for change final purchase decisions are changing:
They employ quality people
Emotional attachment – a trusted company
Respects and enhances lives
Has a credible authentic vision
Creates genuinely useful innovations
Top 5 Top 5
30 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 31FUTUREBRAND INDEX 2021
The Top
100 03.
Brands
32 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 33FUTUREBRAND INDEX 2021 THE TOP 100 BRANDS / 1–20
FBI Global 2021 Company FBI Global PwC 2021 Sector FBI Global 2021 Company FBI Global PwC 2021 Sector
Ranking vs Ranking Position Ranking vs Ranking Position
2021 2020 2020 2021 2020 2020
1 7 8 31 Technology
11 13 RGB PMS 186
24 4 Consumer
Discretionary
2 1 1 1 Technology
12 2 14 32 Consumer
Discretionary
3 8 11 57 Technology
13 10 3 15 Technology
4 12 16 70 Healthcare
14 9 23 8 Consumer
Discretionary
5 8 13 82 Utilities
15 6 21 30 Technology
6 19 25 11 Technology
16 2 18 72 Healthcare
7 2 5 16 Consumer Staples
17 5 22 55 Healthcare
8 7 15 40 Financials
18 6 12 86 Financials
9 7 2 58 Energy
19 8 27 14 Healthcare
10 3 7 3 Technology
20 45 65 69 Technology
34 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 35FUTUREBRAND INDEX 2021 THE TOP 100 BRANDS / 21–40
FBI Global 2021 Company FBI Global PwC 2021 Sector FBI Global 2021 Company FBI Global PwC 2021 Sector
Ranking vs Ranking Position Ranking vs Ranking Position
2021 2020 2020 2021 2020 2020
21 9 30 12 Industrials
31 3 34 85 Consumer Staples
22 18 4 24 Technology
32 –
NEW
ENTRY 39 Technology
23 10 33 38 Consumer Staples
33 27 6 47 Consumer
Discretionary
24 –
NEW
ENTRY 73 Consumer Staples
34 24 10 36 Consumer
Discretionary
25 29 54
(2018)
66 Consumer
Discretionary 35 4 39 59 Healthcare
26 9 17 21 Consumer
Discretionary 36 4 40 5 Technology
27 –
NEW
ENTRY 96 Consumer
Discretionary 37 22 59 23 Consumer Staples
28 63 91 2 Energy
38 2 36 18 Industrials
29 37 66 20 Consumer
Discretionary 39 19 58 19 Healthcare
30 15 45 49 Healthcare
40 9 49 45 Healthcare
36 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 37FUTUREBRAND INDEX 2021 THE TOP 100 BRANDS / 41–60
FBI Global 2021 Company FBI Global PwC 2021 Sector FBI Global 2021 Company FBI Global PwC 2021 Sector
Ranking vs Ranking Position Ranking vs Ranking Position
2021 2020 2020 2021 2020 2020
41 7 48 79 Technology
51 19 70 61 Financials
42 33 9 28 Industrials
52 2 54 51 Financials
43 5 38 26 Consumer Staples
53 17 36
(2016)
99 Consumer
Discretionary
44 24 20 43 Consumer
Discretionary 54 14 68 44 Financials
45 27 72 95 Telecommunications
55 24 79 52 Consumer Staples
46 20 26 88 Healthcare
56 5 51
(2018)
90 Industrials
47 15 62 87 Basic Materials
57 12 69 9 Consumer
Discretionary
48 5 53 41 Telecommunications
58 17 75 33 Telecommunications
49 12 37 6 Technology
59 5 64 100 Consumer Staples
50 33 83 10 Financials
60 15 45
(2018)
67 Basic Materials
38 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 39FUTUREBRAND INDEX 2021 THE TOP 100 BRANDS / 61–80
FBI Global 2021 Company FBI Global PwC 2021 Sector FBI Global 2021 Company FBI Global PwC 2021 Sector
Ranking vs Ranking Position Ranking vs Ranking Position
2021 2020 2020 2021 2020 2020
61 5 56 46 Healthcare
71 2 73 60 Healthcare
62 5 67 89 Healthcare
72 17 89 76 Financials
63 35 28 29 Healthcare
73 44 29 81 Energy
64 20 84 22 Financials
74 9 65
(2016)
78 Technology
65 8 57 7 Technology
75 34 41 17 Consumer
Discretionary
66 6 60 37 Technology
76 32 44 65 Consumer
Discretionary
67 21 46 97 Healthcare
77 1 76 27 Financials
68 37 31 71 Healthcare
78 26 52 94 Telecommunications
69 34 35 48 Technology
79 –
NEW
ENTRY 62 Telecommunications
70 19 51 25 Consumer
Discretionary 80 12 92 50 Energy
40 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 41FUTUREBRAND INDEX 2021 THE TOP 100 BRANDS / 81–100
FBI Global 2021 Company FBI Global PwC 2021 Sector FBI Global 2021 Company FBI Global PwC 2021 Sector
Ranking vs Ranking Position Ranking vs Ranking Position
2021 2020 2020 2021 2020 2020
81 61 20
(2018)
80 Industrials
91 8 99 91 Financials
82 = 82 98 Financials
92 1 93 34 Telecommunications
83 6 77 54 Healthcare
93 14 79
(2016)
83 Industrials
84 41 43 56 Technology
94 16 78 63 Industrials
85 –
NEW
ENTRY 93 Consumer
Discretionary 95 –
NEW
ENTRY 75 Telecommunications
86 1 87 84 Industrials
96 2 98 13 Financials
87 37 50 53 Technology
97 = 97 68 Financials
88 7 81 77 Industrials
98 2 96 35 Energy
89 34 55 74 Consumer
Discretionary 99 4 95 64 Technology
90 4 86 42 Telecommunications
100 = 100 92 Consumer Staples
42 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 43FUTUREBRAND INDEX 2021
The 03.2
Top Five
44 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 45THE TOP 100 BRANDS THE TOP FIVE
So, what sets the Top Five FBI Global
Ranking
2021
vs
Company FBI Global
Ranking
PwC 2021
Position
apart from the rest, and how 2021 2020 2020
have they made it to the top
after an extraordinary year? 1 7 8 31
This year’s Top Five is dominated by companies
either in the technology space or linked to it
2 1 1 1
in some way. Aside from Apple – the sole company
to have held onto its Top Five spot from 2020 –
each of this year’s entrants have experienced a
3 8 11 57
significant jump in standing over the last 12 months.
All of them are credible and compelling examples
of delivering customer experiences that bring
4 12 16 70
their higher order purpose to life - and specifically
in ways that suggest they are ahead when it comes
to creating the platforms and infrastructures on
5 8 13 82
which human life can be maintained and enhanced
in the future.
46 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 47THE TOP 100 BRANDS THE TOP FIVE
“They make chips that
have become essential
to very many things
1 7 ASML Holdings
Last year ASML made an impressive entry
to the FutureBrand Index, making its debut at
number eight. This year, it continued to build on
we take for granted.” its momentum across all attribute sets, delivering
NORTH AMERICAN PROFESSIONAL
high scores across the board and demonstrating
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
FutureBrand of the most advanced equipment critical to
Dashboard Key
modern chipmaking, ASML found itself at the
1. Personality
2. Story centre of the global chip shortage which has
3. Attachment
4. Consistency threatened to disrupt life as we know it – impacting
5. Seamlessness
6. People everything from cars to consumer technology.
ASML – Today and 3 Years’ Time (Q11 & Q12) 7.
8.
Pleasure
Well-being
Moving ahead in 3 years’ time average = 59% 9. Respect With this in mind, it is reasonable to expect
10. Mission
11. Inspiration strong perception performance on attributes like
12. Authenticity
70 13. Innovation Innovation, Indispensability, and the quality of its
14. Thought Leadership
15. Individuality People - but it also brings Pleasure, contributes
16. Indispensability
60 17. Resource Management to human Well-being and has a great Story too.
18. Premium
2020
This cross-attribute performance is the key to
55% 54% 2021 meeting the diverse demands and expectations
50
18
1
2
of today’s public and, right now, this company
40 17 3
is out in front – even ahead of the mighty Apple.
16 4
30
Q11: For each of these companies
please tell us where it us where it is 28% 27% 15 5
today? (Falling Behind, Standing Still,
Moving Ahead) 20 ASML
19%
“It is an up-and-
14 6
Q12: Where do you see these
companies being in 3 years’ time?
17 %
(Falling Behind, Standing Still,
coming giant.”
Moving Ahead) 10 13 7
Today 12 8
Falling Behind Standing Still Moving Ahead 11 9
3 Years’ Time % 10 NORTH AMERICAN PROFESSIONAL
48 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 49THE TOP 100 BRANDS THE TOP FIVE
“ Technology is ever
changing, and Apple
is a company that is
2 1 Apple
Last year, Apple wrestled back the crown and
took top billing in the FutureBrand Index, having
last occupied the number one spot in 2016.
always looking forward However, the tech company’s second place
and exploring how to position this year is not notable for the fact that
it has dropped, but rather for the fact that it is
improve its products.” the only brand from 2020 which has managed
to hold on to a Top Five spot.
ASIA PACIFIC PROFESSIONAL
Add to that the fact that Apple has consistently
FutureBrand ranked in the top four since the inception of
Dashboard Key
the FutureBrand Index and it’s clear that there
1. Personality
2. Story is much that can be learned from the technology
3. Attachment
4. Consistency giant. In the last seven years, the majority of
5. Seamlessness
6. People the company’s attribute scores have increased
Apple – Emotional Connection (Q6) 7.
8.
Pleasure
Well-being year-on-year, demonstrating Consistency
9. Respect
10. Mission in evolution – which has been noted by
11. Inspiration
12. Authenticity our respondents.
13. Innovation
14. Thought Leadership
Distant 4% 15. Individuality Pleasure is one of its strongest Experience
16. Indispensability
17. Resource Management attributes, and passion for the brand continues
18. Premium
2020
to ride high at 46% (the same score as in 2020).
2021
Indifferent 10%
1
18 2
17 3
Close 9 %
16 4
Q6: Thinking about your gut feeling
“Apple has always
about each of these companies 15 5
please put each company into
one of these boxes – Passionate,
Admiration 30% Apple
been forward
Admiration, Close, Indifferent, 14 6
Distant. For example if you feel
passionate about any of them, put
them into passionate. You can put
thinking.”
13 7
them in as many boxes as you like Passionate
46%
or none.
12 8
11 9
0% 50% 10 NORTH AMERICAN PROFESSIONAL
50 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 51THE TOP 100 BRANDS THE TOP FIVE
“ It’s emphasis and direction
with technology, internet
and start-up incubation
3 8 Prosus NV
Another new entrant last year, when it came
in at 11 in the ranking, Prosus NV has climbed
8 places since 2020 to secure the number
aligns well with the direction three spot. Like ASML, Prosus NV is fundamental
business, consumer to enabling us to live life as we wish; as Europe’s
largest consumer internet company and one
usage and participation of the largest technology investors in the world,
Prosus NV’s activity is instrumental in ensuring
are moving into the future.” businesses, individuals and governments are
MIDDLE EASTERN (ME)/AFRICAN PROFESSIONAL
able to function.
FutureBrand
Dashboard Key
Helping it secure the number three spot is –
1. Personality
2. Story like its Top Five peers – a steady increase in
3. Attachment
4. Consistency all attributes, with a particularly strong showing
5. Seamlessness
6. People for delivering an engaging Experience at every
Prosus NV – Emotional Connection (Q6) 7.
8.
Pleasure
Well-being touchpoint and delivering sustainable value.
9. Respect
10. Mission
11. Inspiration According to our respondents, the technology
12. Authenticity
13. Innovation company is also considered to be redefining
14. Thought Leadership
Distant 3% 15. Individuality the category – further reflected in the fact
16. Indispensability
17. Resource Management that admiration for Prosus NV is at a respectable
18. Premium
2020
32% and that 52% of our respondents predicted
Indifferent 15%
2021 it would still be moving ahead in three years’ time.
1
18 2
17 3
Close 19
%
“Their services and
16 4
Q6: Thinking about your gut feeling
products are leaders
about each of these companies 15 5
please put each company into
one of these boxes – Passionate,
Admiration 32% Prosus NV
and productivity
Admiration, Close, Indifferent, 14 6
Distant. For example if you feel
passionate about any of them, put
them into passionate. You can put
is very high.”
13 7
them in as many boxes as you like Passionate
31%
or none.
12 8
11 9
0% 35% 10 ME/AFRICAN PROFESSIONAL
52 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 53THE TOP 100 BRANDS THE TOP FIVE
“It is dedicated to the
quality of water to give
environmental solutions
4 12 Danaher Corp
Coming in at number four, Danaher is the
only healthcare company in 2021’s Top Five.
Yet another new entrant in 2020 – when it
and is at the forefront was ranked number 16 – we predicted last
in many respects.” year that it was likely to become a future
staple of the Index. This Fortune 500 science
LATIN AMERICAN (LATAM) PROFESSIONAL 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,
FutureBrand
Dashboard Key demonstrating a fairly well-rounded set of
1. Personality results and an increase in all attribute scores.
2. Story
3. Attachment
4. Consistency What’s especially noteworthy is how a healthcare
5. Seamlessness
6. People company has grown its associations with
Danaher Corp – Emotional Connection (Q6) 7.
8.
Pleasure
Well-being Personality, Story and Pleasure almost as much
9. Respect
10. Mission as Mission, Thought Leadership and Authenticity –
11. Inspiration
12. Authenticity the latter attributes more naturally connected to
13. Innovation
14. Thought Leadership the provision of healthcare solutions and services.
Distant 6% 15.
16.
Individuality
Indispensability
17. Resource Management
18. Premium
2020
2021
Indifferent 15%
1
18 2
17 3
Close 27 %
16 4
Q6: Thinking about your gut feeling
about each of these companies 15 5
please put each company into
one of these boxes – Passionate,
Admiration 28% Danaher Corp
“ It has very good
Admiration, Close, Indifferent, 14 6
Distant. For example if you feel
passionate about any of them, put
them into passionate. You can put
brand satisfaction.”
13 7
them in as many boxes as you like Passionate
25%
or none.
12 8
11 9
0% 50% 10 ASIA PACIFIC PROFESSIONAL
54 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 55THE TOP 100 BRANDS THE TOP FIVE
“ Their target is to
revolutionise the energy
industry towards
5 8 NextEra Energy
With its focus on renewable energy, especially
solar and wind, last year we noted that NextEra
Energy was an exciting entrant in the FutureBrand
sustainable energy.” Index 2020 Top 20.
NORTH AMERICAN PROFESSIONAL Since then, the energy company has continued
to go from strength to strength, increasing
all its attribute scores in the last 12 months.
The only utilities representative in this year’s
Top Five, the company scores more strongly
FutureBrand on its Experience attributes than Purpose, with
Dashboard Key
Mission coming in as its strongest single attribute.
1. Personality
2. Story
3. Attachment Reflecting its focus on delivering a sustainable
4. Consistency
5. Seamlessness future through alternative energy solutions
6. People
NextEra Energy – Today and 3 Years’ Time (Q11 & Q12) 7. Pleasure is the fact that 69% of our respondents felt
8. Well-being
Moving ahead in 3 years’ time average = 59% 9. Respect that the company would still be moving ahead
10. Mission
11. Inspiration of others in three years’ time, 10% higher than
12. Authenticity
70 13. Innovation our Index average.
70% 69% 14. Thought Leadership
15. Individuality
16. Indispensability
60 17. Resource Management
18. Premium
2020
2021
50
1
18 2
40 17 3
16 4
30
Q11: For each of these companies
“Future-energy
please tell us where it us where it is 15 5
today? (Falling Behind, Standing Still,
23% 24% NextEra Energy
Moving Ahead) 20
sustainability, a leader
14 6
Q12: Where do you see these
companies being in 3 years’ time?
(Falling Behind, Standing Still,
in solar energy.”
Moving Ahead) 10 13 7
7 %
7 %
Today 12 8
Falling Behind Standing Still Moving Ahead 11 9
3 Years’ Time % 10 EUROPEAN PROFESSIONAL
56 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 57FUTUREBRAND INDEX 2021
The Top
Five 03.3
Risers
58 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 59THE TOP 100 BRANDS THE TOP FIVE RISERS
All but one of this year’s
TOP RISER:
FBI Global 2021 Company FBI Global PwC 2021
Saudi Aramco
63
Ranking vs Ranking Position
Top Five performers were 2021 2020 2020
promising new entrants
or movers and shakers 28 63 91 2
in 2020.
20 45 65 69
With that in mind, what do
2021’s Top Five Risers tell 29 37 66 20
us about what’s going on
today and where things 50 33 83 10
might go tomorrow?
45 27 72 95
60 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 61THE TOP 100 BRANDS THE TOP FIVE RISERS
“Consistent and
financially stable.
One of the leaders
28 63 Saudi Aramco
Coming in at a lowly 91st place in the FutureBrand
Index 2020 – despite topping PwC’s Top 100
companies by market capitalisation list in the same
in this industry.” year – this oil and gas giant is making good on its
EUROPEAN PROFESSIONAL
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 year’s Index.
FutureBrand Indeed, since its partial IPO, perceptions of the oil
Dashboard Key
and gas powerhouse have ‘rounded out’ markedly,
1. Personality
2. Story with a particularly strong showing on Mission and
3. Attachment
4. Consistency a recognition of its ability to redefine the energy
5. Seamlessness
6. People category. As with ASML, Apple and Prosus NV, it’s
Saudi Aramco – Today and 3 Years’ Time (Q11 & Q12) 7.
8.
Pleasure
Well-being the company’s ability to drive brand perceptions
Moving ahead in 3 years’ time average = 59% 9. Respect
10. Mission not typically associated with its sector that is
11. Inspiration
12. Authenticity most impressive and suggest its future potential.
70 13. Innovation
14. Thought Leadership Providing a sense of Inspiration and pushing its
15. Individuality
16. Indispensability Mission alongside a renewed Personality and Story
17. Resource Management
60
18. Premium are not perhaps what one might have expected
2020
2021
to see in just over 12 months since we first
50
49% benchmarked Saudi Aramco, but indicate that
47% 18
1
2 its upward trajectory has only just begun.
40 17 3
37% 16 4
30
33%
Q11: For each of these companies
please tell us where it us where it is 15 5
today? (Falling Behind, Standing Still,
Saudi
Moving Ahead)
Aramco
20
“It has great
14 6
Q12: Where do you see these
companies being in 3 years’ time?
17% 18%
(Falling Behind, Standing Still,
10
potential.”
Moving Ahead) 13 7
Today 12 8
Falling Behind Standing Still Moving Ahead 11 9
3 Years’ Time % 10 ASIA PACIFIC PROFESSIONAL
62 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 63THE TOP 100 BRANDS THE TOP FIVE RISERS
“…Very good, reliable
company, delivering
good consistent growth.
20 45 Tata Consultancy
Tata Consultancy’s upward momentum in
this year’s rankings has seen it jump 45 places
to edge itself into the Top 20, with all its attribute
It works for the good scores across both Purpose and Experience
of society at large. It is increasing significantly in the last 12 months.
As a result, nearly half of our respondents stated
an excellent company and that they would like to work for the company
and buy its products, coming in at 46% and
has a great potential.” 44% respectively.
ASIA PACIFIC PROFESSIONAL FutureBrand The move upwards for the global IT services
Dashboard Key
and consulting firm sees it begin to catch
1. Personality
2. Story up with another Indian behemoth, Reliance
3. Attachment
4. Consistency Industries, which has held onto its impressive
5. Seamlessness
6. People 2020 debut spot in the Top 10. Together, these
Tata Consultancy – Today and 3 Years’ Time (Q11 & Q12) 7.
8.
Pleasure
Well-being giants are beginning to carve out a new and
Moving ahead in 3 years’ time average = 59% 9. Respect
10. Mission exciting story about the business prowess
11. Inspiration
12. Authenticity and potential of India – a country that will soon
13. Innovation
70
14. Thought Leadership overtake China to become the most populous
15. Individuality
16. Indispensability in the world.
60 17. Resource Management
59% 18. Premium
2020
53% 2021
“It carries a legacy
50
1
18 2
40 17 3
and dedication behind
36%
every product it
16 4
Q11: For each of these companies
30
31 %
releases, I have
please tell us where it us where it is 15 5
today? (Falling Behind, Standing Still, Tata
Moving Ahead) 20 Consultancy
tremendous faith
14 6
Q12: Where do you see these
companies being in 3 years’ time?
(Falling Behind, Standing Still,
10 11%
in its future.”
13 7
Moving Ahead)
10%
Today 12 8
Falling Behind Standing Still Moving Ahead 11 9
3 Years’ Time % 10 ME/AFRICAN PROFESSIONAL
64 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 65THE TOP 100 BRANDS THE TOP FIVE RISERS
“Large brand influence,
excellent quality.”
ASIA PACIFIC PROFESSIONAL
29 37 LVMH
LVMH has had a mixed bag of results since
the FutureBrand Index began in 2014, peaking
at number 19 in 2016’s 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 LVMH’s ascent has
been supercharged by a growing customer focus
on luxury and need to seek pleasure wherever
it is accessible, in lieu of pre-pandemic freedoms.
FutureBrand Indeed, it should come as no surprise then
Dashboard Key
that the luxury retailer’s strongest attribute
1. Personality
2. Story overall is Pleasure. Even as global lockdowns
3. Attachment
4. Consistency began to ease in early 2021, LVMH delivered
5. Seamlessness
6. People a forecast-beating first quarter driven by
LVMH – Today and 3 Years’ Time (Q11 & Q12) 7.
8.
Pleasure
Well-being demand in the US and China as customers
Moving ahead in 3 years’ time average = 59% 9. Respect
10. Mission sought to indulge and celebrate in what one
11. Inspiration
12. Authenticity of our respondents referred to as a “high
13. Innovation
70
14. Thought Leadership quality life”.
15. Individuality
16. Indispensability
60 17. Resource Management
18. Premium
57% 2020
55% 2021
50
1
18 2
40 17 3
40%
36%
“People’s lives will
16 4
30
Q11: For each of these companies
be more high quality;
please tell us where it us where it is 15 5
today? (Falling Behind, Standing Still,
Moving Ahead) 20 LVMH
people cannot do
14 6
Q12: Where do you see these
companies being in 3 years’ time?
(Falling Behind, Standing Still,
10
without fashion.”
Moving Ahead) 13 7
5% 7 %
12 8
Today
Falling Behind Standing Still Moving Ahead 11 9
3 Years’ Time % 10 ASIA PACIFIC PROFESSIONAL
66 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 67THE TOP 100 BRANDS THE TOP FIVE RISERS
“… Run for years by the guru
of Wall Street, Warren Buffet.
He is the most knowledgeable
50 33 Berkshire Hathaway
Berkshire Hathaway jumped 33 places this year
to occupy the number 50 spot – a commendable
effort after it slipped down to a lowly 83rd spot
person about Wall Street in last year’s ranking.
markets and trends. I have Working in its favour has been a slow but steady
every confidence that it is still growth across all attributes, with a particularly
strong showing on Story and Thought Leadership.
growing into greatness and However, the company will need to continue to
focus on Mission in the months and years ahead,
is on the upside swing still.” FutureBrand
Dashboard Key
as it continues to struggle to bring its score on
this attribute up to its 2018 level, when it came
NORTH AMERICAN PROFESSIONAL 1. Personality
2. Story in at number 29.
3. Attachment
4. Consistency
5. Seamlessness As in previous years, Berkshire Hathaway’s
6. People
Berkshire Hathaway – Today and 3 Years’ Time (Q11 & Q12) 7. Pleasure chairman and CEO Warren Buffett was seen
8. Well-being
Moving ahead in 3 years’ time average = 59% 9. Respect to be closely associated to the company’s future
10. Mission
11. Inspiration successes (or failures) and therefore a key driver
12. Authenticity
70 13. Innovation of shifts in perception. Given Buffett named
14. Thought Leadership
15. Individuality a successor towards the end of our data collection
16. Indispensability
60 17. Resource Management for this year’s FutureBrand Index, it will be
18. Premium
59% interesting to observe how this impacts the
55% 2020
50
2021
company’s ranking in the months and years ahead.
1
18 2
40 41 % 17 3
38 %
“They have a clear
16 4
30
Q11: For each of these companies
vision, they know what
please tell us where it us where it is 15 5
today? (Falling Behind, Standing Still, Berkshire
Moving Ahead) 20 Hathaway
they are in, they know
14 6
Q12: Where do you see these
companies being in 3 years’ time?
(Falling Behind, Standing Still,
how to achieve it.”
10
Moving Ahead)
3% 4% 13 7
Today 12 8
Falling Behind Standing Still Moving Ahead 11 9
3 Years’ Time % 10 ASIA PACIFIC PROFESSIONAL
68 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 69THE TOP 100 BRANDS THE TOP FIVE RISERS
“This company is
impressive; it is
competent, it never
45 27 China Mobile
China Mobile is another Chinese success story
this year, making a comeback after a significant
drop in perception at the height of the pandemic
cease to amaze, and in 2020.
it offers a very smart In particular, it has seen a marked improvement
variety of services.” on its Purpose attributes and is held back only by
its Personality attributes on the Experience side.
ME/AFRICAN PROFESSIONAL Our respondents also perceived it as leading the
way, with an above average 66% believing that
FutureBrand it would be moving forward in three years’ time.
Dashboard Key
1. Personality
2. Story
3. Attachment
4. Consistency
5. Seamlessness
6. People
China Mobile – Today and 3 Years’ Time (Q11 & Q12) 7.
8.
Pleasure
Well-being
Moving ahead in 3 years’ time average = 59% 9. Respect
10. Mission
11. Inspiration
12. Authenticity
70 13. Innovation
14. Thought Leadership
66% 15.
16.
Individuality
Indispensability
60
64%
17. Resource Management
18. Premium
2020
2021
50
1
18 2
40 17 3
16 4
30
Q11: For each of these companies
“Chinese companies
15 5
please tell us where it us where it is
today? (Falling Behind, Standing Still, 26% 25% China
Moving Ahead) 20 Mobile
are very innovative
14 6
Q12: Where do you see these
companies being in 3 years’ time?
(Falling Behind, Standing Still,
10
and market leaders.”
Moving Ahead) 13 7
10% 9%
Today 12 8
Falling Behind Standing Still Moving Ahead 11 9
3 Years’ Time % 10 ME/AFRICAN PROFESSIONAL
70 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 71FUTUREBRAND INDEX 2021
The Top
Five 03.4
Fallers
72 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 73THE TOP 100 BRANDS THE TOP FIVE FALLERS
Just as illuminating is the
TOP FALLER:
FBI Global 2021 Company FBI Global PwC 2021
Royal Dutch Shell
44
Ranking vs Ranking Position
story told by this year’s 2021 2020 2020
fallers. Remarkably, three
of this year’s biggest 73 44 29 81
fallers featured in last
year’s list of Top Risers: 84 41 43 56
Taking the unwanted top spot in this list
is Royal Dutch Shell, which has fallen
68 37 31 71
44 places since 2020 to come in at 73.
Healthcare company Novo Nordisk bucked
the general upward trend in its sector to
87 37 50 53
63
slip 37 places from 31 to 68 in the rankings.
35 28 29
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 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, it’s worth taking a closer
look at what’s going on here.
74 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 75THE TOP 100 BRANDS THE TOP FIVE FALLERS
73 84
All of our Top Five Fallers have seen their attribute 44 41
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 Royal Dutch Shell Broadcom
of the public.
1 1
18 2 18 2
This further emphasises the point that companies 17 3 17 3
that are best placed to do well are those that
16 4 16 4
have a well-rounded perception set and that can
project beyond their immediate sector norms. 15 5 15 5
From utilities to healthcare to business services, 14 6 14 6
every company needs to be thinking about how it
plays to the totality of human well-being to thrive, 13 7 13 7
not just the immediate and expected associations 12 8 12 8
of their given sector or traditional customer. 11 9 11 9
10 10
FutureBrand
68 37
87 37
63 35
Novo Nordisk Salesforce.com Roche
Dashboard Key
1. Personality
2. Story
3. Attachment 1 1 1
18 2 18 2 18 2
4. Consistency
5. Seamlessness 17 3 17 3 17 3
6. People
7. Pleasure
8. Well-being 16 4 16 4 16 4
9. Respect
10. Mission
11. Inspiration 15 5 15 5 15 5
12. Authenticity
13. Innovation
14. Thought Leadership 14 6 14 6 14 6
15. Individuality
16. Indispensability
17. Resource Management
13 7 13 7 13 7
18. Premium
2016
12 8 12 8 12 8
2018
2020
11 9 11 9 11 9
2021 10 10 10
76 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 77FUTUREBRAND INDEX 2021
Who’s In,
Who’s Out 03.5
in 2021
78 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 79THE TOP 100 BRANDS NEW ENTRANTS IN 2021
There were FBI Global
Ranking
2021
2021
vs
2020
Company PwC 2021
Position
Sector
a total of six
new entrants 24 NEW
ENTRY 73 Consumer
Staples
this year. 27 NEW
ENTRY 96 Consumer
Discretionary
Chinese and Japanese players are
on the rise and, forgive a moment
of sentimentality, but it’s great
32 NEW
ENTRY 39 Technology
to see Sony back in the Top 100.
79 NEW
ENTRY 62 Telecommunications
85 NEW
ENTRY 93
Consumer
Discretionary
95 NEW
ENTRY 75 Telecommunications
“Sony is a very strong
brand when you
think of the future
and modernization.”
LATAM PROFESSIONAL
80 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 81THE TOP 100 BRANDS WHO’S OUT IN 2021
A number of Dropped out
(2021 vs 2020)
companies
have dropped HSBC
Petro China
out of the PwC Sanofi
Top 100 Global NTT Docomo
Total
Companies 2021 IBM
American Tower Corp
list this year. Lockheed Martin
GSK
Gilead Sciences
Nippon Telegraph
China Life Insurance
BP
82 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 83FUTUREBRAND INDEX 2021
Technology
Sector
Consumer Discretionary
Consumer Staples
Healthcare
by
Financials
04.
Sector
84 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 85SECTOR BY SECTOR SECTOR OVERVIEW
4.1 Technology Unlike in previous years however, when it was
customer-facing tech brands which ruled the
roost, this year’s technology success stories are
companies which are critical behind-the-scenes
enablers of the technology which underpins
The technology sector our everyday lives.
continues to lead the way, In particular, the widely reported and disruptive
shortage of semiconductors which began at
with three of this year’s the end of 2020 appears to have had a huge
Top Five Risers coming impact on the perception of B2B companies which
manufacture microchips and semiconductors.
from this sector. 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 even 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.
86 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 87SECTOR BY SECTOR SECTOR SNAPSHOT
“Technology companies Technology Brands
are always looking to FBI Global
Ranking
2021
vs
Company FBI Global
Ranking
PwC
2021
improve and create
2021 2020 2020 Position
the next big thing.” 1 7 8 31
NORTH AMERICAN PROFESSIONAL
2 1 1 1
3 8 11 57
6 19 25 11
10 3 7 3
TECHNOLOGY TOP RISER: TECHNOLOGY TOP FALLER: 13 10 3 15
Tata Consultancy Broadcom
45 41
15 6 21 30
20 45 65 69
22 18 4 24
32 – NEW ENTRY 39
36 4 40 5
Sector Performance Score by Year
Average score of all 18 Experience and Purpose Dimensions
for all companies included in that sector for each year.
41 7 48 79
49 12 37 6
50
65 8 57 7
40
37%
35%
33% 33% 33% 66 6 60 37
30
29%
69 34 35 48
74 9 65
(2016)
78
84
20
41 43 56
10
87 37 50 53
% 2021 2020 2018 2016 2015 2014
99 4 95 64
88 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 89SECTOR BY SECTOR TECHNOLOGY BIG STORIES
6 19 TSMC
Chip foundry TSMC is another top riser in the
technology category, following the lead of the
36 4 Alphabet
Alphabet’s reach is vast. As the holding
company for flagship brand Google and
likes of Apple, ASML and Prosus NV in fulfilling associated businesses like YouTube, Chrome
a role which is both essential to the totality of and Android, its products and services touch
human well-being and driving a positive perception a global publication and is firmly embedded into
over and above sector-specific attributes. our daily lives. The fact that it is regarded as
a steady ship is reflected in the fact that, since
The company’s rise up the ranking has been slow
it first entered the FutureBrand Index in 2016,
but steady, supported by consistently increasing
it has maintained a fairly consistent position
attribute scores year-on-year. No doubt because
outside the Top 20, but still in the top half
FutureBrand of its place at the heart of the global chip
Dashboard Key of the rankings. This year, it has risen four places
shortage, as the world’s largest contract chip
1. Personality to rank at number 36, still five below its peak in
2. Story manufacturer, it is particularly also strong on
3. Attachment 2018 at number 31. Of all its attributes, it scores
4. Consistency Indispensability. As a result, it’s now hovering just
5. Seamlessness most strongly on Innovation and Mission, followed
6. People outside the Top Five, coming in at number six,
7. Pleasure closely by Premium.
8. Well-being 19 places above where it was just 12 months ago.
9. Respect
10. Mission In terms of future potential, it’s looking rosy for
11. Inspiration
12. Authenticity the technology company, with our informed
13. Innovation
14. Thought Leadership respondents noting its potential for growth
“It has very skilled
15. Individuality
16. Indispensability and propensity for Innovation.
17. Resource Management
and diverse staff.
18. Premium
2020
2021
18
1
2 18
1
2
It is involved in many
17 3 17 3
areas with huge
“They are a leading potential for growth,
16 4 16 4
provider of in the short and
15 5 15 5
TSMC Alphabet
technology of long term. It is very
14 6 14 6
the future.” profitable and global.”
13 7 13 7
12 8 12 8
11 9 11 9
10 EUROPEAN PROFESSIONAL 10 EUROPEAN PROFESSIONAL
90 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 91SECTOR BY SECTOR SECTOR OVERVIEW
4.2 Consumer In contrast, companies providing luxury goods
or online shopping have been positively impacted
by the pandemic, as consumer priorities (and
Discretionary 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
Unsurprisingly, companies it the accolade of being not only this category’s
top riser, but also a member of the coveted
associated most strongly Top Five Riser group overall. Online shopping
giants Amazon and Alibaba also experienced
with a bricks and mortar a boost, rising 13 and 12 places respectively.
offering have suffered over
the last 12 months with
the likes of Walmart and
McDonald’s falling sharply
down the ranking. (We expect
to see this rebound next
year and moving forward).
92 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 93SECTOR BY SECTOR SECTOR SNAPSHOT
“People are spending Consumer Discretionary Brands
more personally FBI Global
Ranking
2021
vs
Company FBI Global
Ranking
PwC
2021
in a Covid-induced
2021 2020 2020 Position
RGB PMS 186
style of living.” 11 13 24 4
ASIA PACIFIC PROFESSIONAL 12 2 14 32
14 9 23 8
25 29 54
(2018)
66
CONSUMER DISCRETIONARY CONSUMER DISCRETIONARY
26 9 17 21
TOP RISER: TOP FALLERS:
LVMH Walmart/Costco 27 – NEW ENTRY 96
37 34
29 37 66 20
33 27 6 47
34 24 10 36
Sector Performance Score by Year 44 24 20 43
Average score of all 18 Experience and Purpose Dimensions
53
for all companies included in that sector for each year.
17 36 99
(2016)
50
57 12 69 9
40 35%
33% 70 19 51 25
29 %
29 %
27%
30
26%
75 34 41 17
20 76 32 44 65
10 85 – NEW ENTRY 93
% 2021 2020 2018 2016 2015 2014
89 34 55 74
94 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 95SECTOR BY SECTOR CONSUMER DISCRETIONARY BIG STORIES
25 29
(2018)
Volkswagen
Volkswagen has gone up an impressive
29 places since it last appeared in a
11 13 Amazon
It should come as no surprise that Jeff Bezos’
behemoth continues to go from strength to
FutureBrand Index in 2018. Today, it comes strength in a year when the majority of the world
in at number 25 – a respectable placing has experienced a series of stay-at-home orders.
for a brand which has worked hard to An increase in attributes across the board this
rehabilitate its image in the last decade. year saw it rise 13 places to number 11, just shy
Although it has yet to replicate its 2014 of a coveted Top Ten spot.
placement at 17, a strong focus on Story
But don’t think its success is just down to function –
as its single strongest attribute and an
the company’s strongest attributes in 2021 are
increase overall on the Experience attributes
FutureBrand Mission and Pleasure. The breadth of its offering,
Dashboard Key set mean that it is once again a brand
from AWS to logistics and streaming content,
1. Personality to watch in the automotive space.
2. Story mean it is well placed to fulfil a wide variety of
3. Attachment
4. Consistency What stands out from our informed public needs and save it from being boxed into
5. Seamlessness
6. People respondents’ anecdotal observations one sector vertical. Indeed, a whopping 74% of
7. Pleasure
8. Well-being is a sense of evolution and momentum, our respondents felt that it would still be moving
9. Respect
10. Mission with a keen focus on consumer needs ahead in 3 years’ time, nearly 20% above our
11. Inspiration
12. Authenticity and expectations. Index average.
13. Innovation
14. Thought Leadership
15. Individuality
16. Indispensability
17. Resource Management
“This company has
18. Premium
2018
2020
innovative solutions
2021
1 1
18 2 18 2
17 3
“It is a company that 17 3
to real challenges
is always evolving, and is well positioned
16 4 16 4
always looking for to continue to grow
15 5 15 5
Volkswagen Amazon
the best technology given the covid
14 6 14 6
for its customers.” pandemic.”
13 7 13 7
12 8 12 8
11 9 11 9
10 LATAM PROFESSIONAL 10 ME/AFRICA PROFESSIONAL
96 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 97SECTOR BY SECTOR SECTOR OVERVIEW
4.3 Consumer As with previous years, Pleasure remains
this category’s single strongest attribute –
which is perhaps why these brands rose in
Staples favour at a time when our sources of pleasure
were limited to those housed within our
immediate four walls.
With 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.
98 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 99SECTOR BY SECTOR SECTOR SNAPSHOT
“Food and fast-moving Consumer Staples Brands
consumer goods FBI Global
Ranking
2021
vs
Company FBI Global
Ranking
PwC
2021
will always be on
2021 2020 2020 Position
an upward trend.” 7 2 5 16
ME/AFRICAN PROFESSIONAL
23 10 33 38
24 – NEW ENTRY 73
CONSUMER STAPLES COMPETITOR 31 3 34 85
TOP RISER: COMPARISON:
PepsiCo Coca-Cola
37
24 10
22 59 23
43 5 38 26
55 24 79 52
Sector Performance Score by Year
Average score of all 18 Experience and Purpose Dimensions
for all companies included in that sector for each year.
59 5 64 100
50
100 = 100 92
35%
40
33%
28% 28% 29%
27%
30
20
10
% 2021 2020 2018 2016 2015 2014
100 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 101SECTOR BY SECTOR CONSUMER STAPLES BIG STORIES
55 24 PepsiCo
Like many others in this year’s ranking,
PepsiCo has benefited significantly from
37 22 Procter & Gamble
P&G has significantly risen up our ranking with
positive moves across the board and in particular
an increasing public focus on Pleasure. around Innovation and Story, where perhaps its
Have languished at the bottom of the rankings everyday, familiar products and services might
for a few years, an increase across all of the previously have struggled to register. Notably,
company’s attribute scores has seen it jump it is particularly strong on the Experience side,
up 24 places to come in at number 55, edging it suggesting it is perceived as being essential to
ever closer to being in the top half of the Index. delivering on Well-being and Pleasure at a time
when the global population has been hyper-
A focus on sustainability is also likely to have
focused on ensuring their immediate surroundings
FutureBrand helped the company build on other strong
Dashboard Key are clean, safe and supporting their well-being.
attributes, such as Story and Authenticity.
1. Personality
2. Story Critically, it has demonstrated a consistent
3. Attachment
4. Consistency performance across a wide range of attributes,
5. Seamlessness
6. People not just those which are most readily associated
7. Pleasure
8. Well-being with its sector. Although it has yet to reach the
9. Respect
10. Mission high of its 2014 position, at number 23, its rise up
11. Inspiration
12. Authenticity the rankings to number 37 means that it is edging
13. Innovation
14. Thought Leadership ever closer after a few rocky years.
15. Individuality
16. Indispensability
17. Resource Management
18. Premium
2020
2021
1 1
18 2 18 2
17 3 17 3
“They have a broad
portfolio of brands
16 4 16 4
“Well established which meet the needs
15 5 15 5
Procter
Pepsi-Co & Gamble
company with of customers in their
14 6 14 6
a history.” every day lives.”
13 7 13 7
12 8 12 8
11 9 11 9
10 NORTH AMERICAN PROFESSIONAL 10 EUROPEAN PROFESSIONAL
102 FutureBrand Index 2021 / Copyright © 2021 FutureBrand 103You can also read
