We are increasingly concerned with the beliefs and behaviours of the companies behind the products and services we depend on. Arguably, global perception of these companies makes a difference to their future reputation and value – they inform our decisions about what to buy, invest in and where to work.
Yet we still reduce our understanding of organizational strength to financial value.
In 2014, we set out to broaden this understanding to include how far a company is seen to address broader emotional and societal needs and wants – from fostering trust to driving innovation and being indispensable to our lives – and re-rank the 100 largest companies by market capitalisation as an alternative ‘Index’ of future success.
Our research demonstrated that financial value and past performance are no guarantees of future brand strength. It also demonstrated that organizations with the strongest perceptions by our measures have a quantifiable competitive advantage and are more ‘future proof’ than their peers. This was designed to help organizational leaders of the world’s best performing companies understand which levers to pull for future success.
This year we go even further.
In addition to offering year on year trends, in depth perception data and success drivers by sector, the 2015 FutureBrand Index sets out the hypothesis that the first fifteen years of a century gives us the future. If the organizations emerging by 1915 went on to dominate the last century by taming the world around us, those emerging in 2015 will dominate the next hundred years by unlocking human potential.
If you would like to learn more about how we created this report or how it might benefit your organization, please get in touch.
Fifteen years into this century, well-informed professional people around the world are giving us a glimpse into the companies that will dominate the next century.
Discover the five key findings emerging from this year’s research.
Dive into the rankings for each company, sector, and attribute.
See how each company compares.
Learn why it matters to be a ‘future brand’ and who qualifies this year.
Get insights into the drivers of future success by sector and how that connects to the attributes of a future brand.
|Company||FBI Ranking||Market Cap Ranking||Cap Gap||Sector|
|1 (no change)||2||+1||Technology|
|2 ( 2)||1||-1||Technology|
|3 ( 1)||5||+2||Technology|
|4 ( 1)||31||+27||Consumer Services|
|5 ( 15)||86||+81||Healthcare|
|6 ( 13)||45||+39||Healthcare|
|7 ( 2)||28||+21||Consumer Goods|
|8 ( 8)||78||+70||Financials|
|10 (new)||100||+90||Consumer Goods|
The strongest 21st century organizations will unlock human potential
China is moving from symbol to reality
The sharpest declines in perception strength are of American companies
Financial services and oil & gas still have the weakest perceptions but public opinion is softening
The drivers of future organizational success remain consistent, but innovation is now most important