FutureBrand Index 2024 just launched

In its 10th anniversary, the FutureBrand Index 2024 looks beyond the episodic drama of year-on-year changes, to take a widescreen view of a decade in brand. The findings reveal why brands like Apple, Disney, and Samsung have achieved ‘future brand’ status, while Boeing and Volkswagen have dropped off the charts altogether.

The FutureBrand Index is the only report that evaluates an organisation's performance based on brand. It reorders the PwC list of Top 100 Companies by market cap, assessing each organisation for brand strength by measuring against 18 key attributes focused on Experience and Purpose.

Analysing 10 years’ worth of unmatched data and insight, this year’s FutureBrand Index reveals that the last decade has been a golden era for bands.

Rich Curtis, FutureBrand Australia’s CEO, puts this down to the brand value and business benefits of being consistently consistent: “These brands’ success isn't a stroke of luck. It's testament to smarter strategies based on a deeper understanding of the role and value of brands at the highest levels of company leadership.”

On average, brand has made significant strides in both performance and perceptions in the past decade, reflecting smoother, more reliable brand experiences for today’s customers, both B2C and B2B. Key areas like Consistency and Seamlessness, two of the 18 attributes measured in the FutureBrand Index, have seen notable growth. Seamlessness jumped from 22% in 2014 to 34% in 2024, while Consistency surged from 25% to 36%. Respect also saw a sharp rise, climbing from 22% to 34%, highlighting a stronger focus on customer satisfaction and well-being.

Reflecting on data linked with Purpose associated attributes, Resource Management saw the most significant improvement. It soared from 18% in 2014 to 30% in 2024, reflecting the broader customer demand for increased sustainability and responsible practices. Authenticity and Mission also substantially increased across the board, both climbing from 27% to 37%.

However, the average Personality score has dropped from 36% in 2022 to 33% in 2024. Similarly, Story and Attachment experienced modest drops. This suggests that while brands have excelled in many areas, maintaining a unique and engaging narrative remains challenging.

Global Chief Strategy Officer, Jon Tipple adds: “It’s clear that excelling in just one area is no longer enough. To succeed, brands must deliver consistently on multiple attributes across Purpose and Experience. Lean too heavily into Consistency, and you risk becoming mundane. Focus too much on Individuality, and you may lack the operational delivery that today’s customers expect. We know people want to connect emotionally with brands and with that comes a demand for companies that are genuine, forward-thinking, and impactful. The real key to long-term success lies in balance - hitting the right notes across the entire spectrum, or 18 attributes, of brand perception.”

The FutureBrand Index also reveals that the organisations that have sustained investment and truly embodied their brand, delivering consistently and without compromise, have realised their vision and achieved future brand status. Most notably Apple, Disney and Samsung. Aligning strategic leadership with Purpose and Experience, these brands have achieved the twin successes of strengthening their appeal to customers while attracting top talent.

Over the last decade, companies in the Index have stepped up their game, becoming more attractive both as places to work and as brands to buy from. In 2014, just 24% of people were interested in working for these companies, but by 2024, that number jumped to 35%. This indicates that a compelling employer brand is a hallmark of the future brand.

Conversely, the behaviour of once iconic brands like Boeing and Volkswagen, ranked highly in 2014 and now dropped out of the 2024 FutureBrand Index altogether, is a cautionary tale: brands that fail to deliver on the core values they have built their business on face severe reputational damage and loss of customer trust.

Finally, Berry concludes “It’s insightful to reflect on how organisations have navigated the challenges of the last decade. From facing global economic downturns to a once-in-lifetime pandemic, the brands that stay true to their values, even under pressure, with a clear, purpose-driven approach are better positioned to endure the ups and downs. On the contrary, brands that compromise on values, mission or innovation face the risk to their reputation and long-term competitive advantage. It’s the small, everyday decisions that matter most. If they don’t align with your brand, they will gradually erode your brand value. The opportunity for CMOs is clear: stay true to your purpose, and you’ll secure a stronger future.”

A unique brand perception study, FutureBrand works with its global research partner, QRi to harness the viewpoint of informed professionals.

Download the FutureBrand Index 2024 in full here.