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Is your company an Authentic Brand ? The Authentic 100
Is your company an
Authentic Brand?
The Authentic 100
#Authentic100Spain
PRESENTERS
Almudena AlonsoCohn & Wolfe
Managing Director, Spain
@AlmuAlonsoCW
Brooke HoveyCohn & Wolfe
Chief Client Officer
@brookehovey
#Authentic100Spain
For the fifth year in a row…
15markets
1,400+brands
15,000consumers
AUTHENTIC BRANDS METHODOLOGY
5 YEARS OF DATA
WHY DOES AUTHENTICITY
MATTER?
WHAT’S THE KEY TO
AUTHENTICITY?
WHAT ARE THE MOST AUTHENTIC
BRANDS GLOBALLY?
WHAT ARE THE MOST
AUTHENTIC BRANDS IN
SPAIN?
FOUR QUESTIONS
WHY DOES AUTHENTICITY
MATTER?
91% AUTHENTICITY
MATTERS: IT TRANSLATES
TO THEBOTTOM LINE
91% of global consumers will reward
brands for their authenticity
And, 62% of global consumers say that if a brand or company is
perceived as authentic they would be more
interested in purchasingfrom that brand or
company
AUTHENTICITY IS AN IMPORTANT DRIVER OF BRAND BUSINESS IN SPAIN
Note: We altered this question in 2017 to include the “intent to purchase” response, so YOY comparisons are not possible
94% of people in Spain
report that if a brand or
company is authentic it
would impact on their
behavior or attitudes
towards the brand in a
way that benefits that
brand’s business
% Spain
Remain loyal 48%
Value that brand or company 42%
Respect that brand or company 33%
Want to work for that company or brand 15%
Invest in that brand or company 7%
NET: Checked any of the options 94%
0% 10% 20% 30% 40% 50% 60% 70% 80%
UK
France
Hong_Kong
UAE
Germany
Spain
Singapore
Sweden
Italy
Global
USA
Canada
India
Indonesia
China
Brazil
Report increased purchase interest from that brand or company perceived as authentic
AND IT HAS A DIRECT IMPACT ON THEIR SALES OPPORTUNITIES…
56%
Note: We altered this question in 2017 to include the “intent to purchase” response, so YOY comparisons are not possible
56% of consumers in
Spain say that their
purchase interest in
a brand they perceive
as authentic have
increased
22%
Only 22% of global consumers
think brands are open and honest
BUT TODAY, THERE’S AN “AUTHENTICITY DEFICIT”
5%
7%
8%
9%
9%
11%
12%
15%
15%
16%
19%
22%
25%
36%
37%
43%
Sweden
France
Germany
Italy
Spain
Canada
UK
Hong Kong
Singapore
USA
Brazil
Global
UAE
Indonesia
India
China
Brands/companies today are "open & honest“
And cynicism is especially high in Western Europe
MOST POSITIVE
MOST NEGATIVE
THE DEFICIT EXISTS GLOBALLY
22%
24%
25%
25%
25%
26%
26%
9%
11%
18%
11%
14%
12%
24%
0% 5% 10% 15% 20% 25% 30%
Are open and honest
Uphold high values
Take full responsability for their actions
Do what they say they are going to do
Can be trusted
Make the world a better place
Stay true to their purpose
Spain Global
ONLY 9% CONSUMERS IN SPAIN AGREE THAT BRANDS ARE OPEN AND HONEST
7%
8%
16%
10%
11%
12%
22%
9%
11%
18%
11%
14%
12%
24%
0% 5% 10% 15% 20% 25% 30%
Are open and honest
Uphold high values
Take full responsability for their actions
Do what they say they are going to do
Can be trusted
Make the world a better place
Stay true to their purpose
2017 2016
AND THERE’S BEEN LITTLE CHANGES SINCE 2016
WHAT’S THE KEY TO AUTHENTICITY?
THE 3 R’S OF AUTHENTICITY
7 Primary Attributes, Grouped into 3 Clusters
ReliableDelivers on promises
High quality
RealCommunicates honestly
Is genuine and real, not artificial
Acts with integrity
RespectfulTreats customers well
Protects customer privacy/data
− Delivers on promises
− High quality
− Communicates honestly
− Is genuine and real, not artificial
− Acts with integrity
− Stays true to its values and purpose
− Is clear about its values and beliefs
− Socially responsible
− Environmentally responsible
− Responsible with respect to public’s health
The consumer’s experience
About the company
− Treats customers well
− Protects customer privacy/data
2017 global average importance of the 3 R’s
54%
57%
64%
68%
71%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Responsibility
Purposeful
Real
Reliable
Respectful
TO BE PERCEIVED AS AUTHENTIC, BRANDS CAN GAIN THE MOST BY FOCUSING ON WHAT CONSUMERS DIRECTLY EXPERIENCE
AND BY DEMONSTRATING THEIR RESPECT
IN 2017 THE RESPECTFUL CLUSTER SHOWS THE LARGEST INCREASE…
40% 45% 50% 55% 60% 65% 70% 75%
Purposeful
Responsibility
Real
Respectful
Reliable
2016 2017WHILE RESPONSABILITY & REAL DROPPED
MORE RESPECTFUL, RELIABLE & PROPOSEFUL
THERE IS VERY LITTLE DIFFERENCE ACROSS COUNTRIES IN THE
RELATIVE IMPORTANCE OF THE 3 R’S OF AUTHENTICITY
Index relative to global importance
Global Brazil Canada China France Germany Hong Kong India Indonesia Italy Singapore Spain Sweden UAE UK USA
Reliable 101 101 101 101 103 102 96 101 100 106 98 104 103 101 99 102
Respectful 106 102 104 100 98 107 106 101 102 100 100 106 108 105 102 103
Real 95 98 96 99 100 94 99 99 98 95 101 93 92 96 99 97
WHAT ARE THE MOST AUTHENTIC BRANDS
GLOBALLY?
Consumers’ ratings of brands on the 7
authenticity attributes
Their initial reaction
Consumers’ overall rating of a brand on “authenticity”
Authenticity Index
Their individual ratings( )
THE TOP 10 MOST AUTHENTIC BRANDS GLOBALLY
www.Authentic100.com
1 2 3 4 5
6 7 8 9 10
WHAT ARE THE MOST AUTHENTIC BRANDS
IN SPAIN?
THE TOP FIVE OF AUTHENTICITY IN SPAIN
TOTALRESPECTFUL RELIABLE REAL
5169 193 182 544
THE TOP FIVE OF AUTHENTICITY IN SPAIN
TOTALRESPECTFUL RELIABLE REAL
4172 182 197 551
THE TOP FIVE OF AUTHENTICITY IN SPAIN
TOTALRESPECTFUL RELIABLE REAL
3140 188 224 552
THE TOP FIVE OF AUTHENTICITY IN SPAIN
TOTALRESPECTFUL RELIABLE REAL
2229 155 199 583
THE TOP FIVE OF AUTHENTICITY IN SPAIN
TOTALRESPECTFUL RELIABLE REAL
1212 225 199 636
212 225 199 636
229 155 199 583
140 188 224 552
172 182 197 551
169 193 182 544
THE THREE R’S OF THE TOP FIVE
TOTALRESPECTFUL RELIABLE REAL
SPAIN’S AUTHENTIC 100 FOR 2017: TOP 6-1006 Ikea 25 20th Century Fox 44 Mapfre 63 Colgate 82 Nissan
7 Cola Cao 26 El Pozo 45 Frigo 64 SEAT 83 YouTube
8 Bosch 27 Bezoya 46 El Caserio 65 Estrella Damm 84 Ritz-Carlton
9 Google 28 Harley Davidson 47 Estrella Galicia 66 Panasonc 85 NH Hotels
10 El Corte Inglés 29 Levi Strauss & Co 48 LG 67 Mahou 86 Zara
11 Audi 30 Solán de Cabras 49 Coca-Cola 68 Lego 87 Melia Hotels
12 BMW 31 Michelin 50 ING 69 Braun 88 Vodafone
13 Danone 32 Calvo 51 Porsche 70 Honda 89 Trivago
14 Lindt 33 Font Vella 52 Bayer AG 71 Casa Tarradellas 90 Giorgio Armani
15 Mercadona 34 Nike 53 Nespresso 72 Puleva 91 Repsol
16 Nescafé 35 La Lechera 54 Heineken 73 Cartier 92 Netflix
17 Dinsey 36 Sony 55 Toyota 74 Alhambra 93 Siemens
18 Amazon.com 37 Pascual 56 Correos 75 Canon 94 Gillette
19 Bimbo 38 Carbonell 57 Hewlett-Packard 76 Tiffany & Co. 95 Johnson & Johnson
20 Mercedes Benz 39 La Casera 58 MasterCard 77 Ford 96 Peugeot
21 Rolex 40 Hero 59 Philips 78 Dodot 97 Flex
22 Roca 41 Rolls Royce 60 Iberia 79 Ferrero 98 Yamaha
23 Microsoft 42 Pixar 61 Adidas 80 Carrefour 99 Lacoste
24 Samsung 43 Campofrío 62 Visa 81 Louis Vuitton 100 Chupa Chups
KEY CHANGES FOR SPAIN: 2016 TO 2017
2017 Gain/Loss
6 Ikea 32
7 Cola Cao 6
8 Bosch 22
9 Google 5
10 El Corte Inglés -7
11 Audi -1
12 BMW -11
13 Danone -7
14 Lindt 60
15 Mercadona 20
16 Nescafé 3
17 Disney -1
18 Amazon.com -3
19 Bimbo 8
20 Mercedes Benz 5
2016
6 Danone
7 Central Lechera Asturiana
8 Paypal.com
9 Font Vella
10 Audi
11 Samsung
12 Nestlé
13 Cola Cao
14 Google
15 Amazon.com
16 Disney
17 Carbonell
18 Volkswagen
19 Nescafé
20 Rolls Royce
Biggest Changes in Rank
24 Samsung -13
33 Font Vella -24
38 Carbonell -21
39 La Casera -37
41 Rolls Royce -21
157 Volkswagen -139
Biggest Changes in Rank
44 Mapfre 123
88 Vodafone 114
96 Peugeot 88
66 Panasonic 79
42 Pixar 73
60 Iberia 74
THE 2017 TOP 6-20 BRAND’S PERFORMANCE ON THE 3 R’S
NOTE: Each data point above is an index relative the average for global brands. 100 indicates brand is average and numbers above 100 indicate the extent to which a brand is above average, i.e., 120=brand is 20% higher than average and 80=brand is 20% lower than average
2017 Respectful Reliable Real
6 Ikea 207 129 203
7 Cola Cao 144 151 196
8 Bosch 141 209 169
9 Google 147 160 172
10 El Corte Inglés 224 161 150
11 Audi 143 199 148
12 BMW 172 192 144
13 Danone 236 158 173
14 Lindt 102 194 154
15 Mercadona 162 144 170
16 Nescafé 141 165 157
17 Disney 138 155 160
18 Amazon.com 202 137 147
19 Bimbo 151 132 158
20 Mercedes Benz 147 182 127
BUT AUTHENTICITY IS NOT A CHALLENGE JUST FOR BRANDS… IT IS ALSO FOR INDUSTRIES
0,00 10,00 20,00 30,00 40,00 50,00 60,00 70,00 80,00
Courier
QSR
Energy
Telecommunications
Travel
Personal Care
Alcoholic Beverages
Financial
Retail
Health
Fashion/Apparel
Sports Apparel
Media & Entertainment
Luxury
Technology
Automotive
Food & Beverage
Consumer Goods
2017 2016
AND THERE ARE VERY FEW INDUSTRIES PERCEIVED AS “REAL”
Consumer Goods is the strongest industry in two attributes: Reliable and Real
Financial is the strongest in Respectful, but it falls in the rest of the attributes
Respectful Reliable Real
2016 2017 2016 2017 2016 2017
Consumer Goods 97 129 123 160 115 135
Food & Beverage 103 106 125 130 126 135
Automotive 103 115 120 132 100 110
Technology 99 111 101 112 97 106
Luxury 104 111 139 143 93 94
Media & Entertainment - 84 - 107 - 110
Sports Apparel 86 85 114 122 93 98
Fashion/Apparel 97 104 108 118 93 96
Health 71 119 72 101 69 100
Retail 134 121 86 84 109 103
Financial 122 143 69 81 83 99
Alcoholic Beverages 83 79 100 101 94 104
Personal Care 97 85 101 111 102 93
Travel 123 120 87 95 84 88
Telecommunications 82 102 65 88 67 91
Energy 87 93 69 79 64 81
QSR 73 93 58 73 63 81
Courier 113 105 86 62 92 77
AUTHENTICITY PROFILE FOR INDUSTRY SECTORS
Delivers on promises
High qualityTreats
customers well
Communicates honestlyIs genuine
and real, not artificial
Acts with integrity at all
timesRespectful Reliable Real
Treats customers wellProtects customer privacy and data
Delivers on Promises High QualityCommunicates
honestlyActs with integrity at
all timesIs genuine and real,
not artificial
Year 2016 2017 2016 2017 2016 2017 2016 2017 2016 2017 2016 2017 2016 2017
Consumer Goods 96 134 98 121 120 158 125 162 123 152 111 113 112 139
Food & Beverage 114 118 87 91 131 141 120 122 118 134 118 128 140 143
Automotive 107 121 97 108 109 116 129 145 98 105 97 100 105 123
Technology 94 108 105 115 99 114 102 110 106 110 94 106 92 102
Luxury 119 118 85 102 106 113 166 169 73 75 86 93 117 111
Media & Entertainment X 93 X 73 X 115 X 100 X 114 X 110 X 107
Sports Apparel 91 89 80 80 102 115 124 128 89 90 88 90 101 111
Fashion/Apparel 101 113 92 91 95 99 120 134 87 83 93 99 99 104
Health 58 107 87 135 61 98 81 103 68 92 74 112 66 98
Retail 140 135 126 103 108 102 67 68 124 128 114 98 92 87
Financial 96 110 158 185 74 86 65 76 95 104 94 112 65 83
Alcoholic Beverages 84 85 81 71 107 105 95 98 85 97 89 92 107 120
Personal Care 104 92 87 76 98 109 103 112 106 93 108 92 93 96
Travel 121 121 124 118 83 87 91 102 85 92 87 95 80 80
Telecommunications 66 89 104 119 64 94 65 84 76 98 71 87 57 89
Energy 74 81 104 108 78 85 60 73 64 80 60 70 67 90
QSR 89 107 53 76 74 97 44 53 56 80 62 84 69 80
Courier 107 87 120 127 94 69 80 56 94 73 109 103 75 59
Alcoholic Beverages Automotive Consumer Goods
Financial Food & Beverage
Personal Care Retail Technology
Estrella Galicia
Heineken
Cruzcampo
Estrellla Damm
Mahou
Audi
BMW
Mercedes Benz
Harley Davidson
Michelin
Balay
Bosch
Roca
Braun
Flex
Paypal
Mapfre
ING
MasterCard
Visa
Central Lechera Asturiana
Nestlé
Cola Cao
Danone
Lindt
Colgate
Dodot
Gillette
Johnson & Johnson
Hugo Boss
Ikea
El Corte Inglés
Mercadona
Carrefour
Día
Apple
Amazon
Microsoft
Samsung
Each industry has also its own top 5, which allows us to compare the authenticity
of a brand with similar companies
This is important because the authenticity depends a
lot on the customer experience, and it varies
according to each industry
Travel
Iberia
Ritz-Carlton
NH Hotels
Trivago
Renfe
Luxury
Rolex
Cartier
Tiffany & Co.
Louis Vuitton
Gucci
Courier
Health
Fed Ex
UPS
DHL
Bayer AG
Roche
Novartis
IN SUMMARY, WHAT CAN SPANISH
BRANDS LEARN?
• With only 9% of people in Spain seeing brands as “open and honest,” there’s a long way to go.
• However, the amount of people that perceive brands as authentic has increased 2% in the last year,
which means that companies are in the good way.
• The potential benefits are great, with 94% of Spaniards saying they would reward Authentic Brands.
• As in 2016, brands in Spain struggle most on the attribute of REAL. Brands should strive to:
oCommunicate honestly
oBe genuine
oAct with integrity
KEY TAKEAWAYS
New context to interact with consumers
Impact in the authenticity of your brand
PROXIMITYIMMEDIACY
PRIVACYRELIABILITY
TRANSPARENCY
PERSONALIZATION
DIGITAL CHALLENGES
WANT TO LEARN MORE?
WANT TO SEE HOW YOUR BRAND STACKS
UP?
CONTACT US!
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