Brand rating: Qualities of success

Global technology giant Apple is seen as the brand most likely to succeed in the future, according to Future Brand.

The consultancy assessed customer perceptions of 100 global brands in 17 countries about attributes such as innovation, individuality and trust. The survey finds that Apple stands out for attachment to users, trust, purpose and price premium. (Apple retook the top spot from Google, but the search company was viewed as the most future-orientated brand.) Second place went to Microsoft, which beat Apple in terms of innovation perception. The Future Brand survey revealed that brands in the consumer services sector, such as Disney, are catching up in terms of a technology connection to customers.

In another survey released recently, brand innovation agency Tenet Partners ranks Coca-Cola as the world’s most powerful brand for a ninth consecutive year, while online retailer Amazon emerges as the top rising brand.

The Tenet survey measures a brand’s strength, familiarity (awareness) and favourability (perception). New brands in this year’s rankings include Samsung, Hilton Hotels & Resorts and American Airlines. The worst-performing brands on the table are Eastman Kodak, Nintendo, General Motors and Western Union.

Tenet says companies staying in front are doing so by knowing when and how to launch new business models or transform old ones.