Customers name Amazon the 'world’s most authentic brand'

Amazon has been voted #1 in Cohn & Wolfe’s 2017 Global Authentic 100 – a list of the world’s highest ranking brands based on their strength across attributes like "reliable," "respectful," and "real." Other brands in the top ten include Apple, Microsoft, Google, PayPal, Adidas, Intel, Lego, BMW, and HP.

For the past five years, Cohn & Wolfe has surveyed consumers across international brands to examine the impact of authenticity on the behaviors and attitudes of consumers, employees, and investors. This year, over 15,000 consumers in 15 markets were surveyed.

Cohn & Wolfe's analysis has identified three key drivers of authenticity:

Reliable: Consumers rate brands as authentic when they "deliver on promises" and are of "high quality."

Respectful: These brands "treat customers well" and "protect customer data and privacy" – a key concern for consumers across markets.

Real: Brands that rate high on this driver "communicate honestly" and "act with integrity."

The full Authentic 100 list was released on October 16, and can be found here