The Future Brand Index, 2023

The FutureBrand Index, since 2014, has been reordering PwC's Global Top 100 Companies by Market Capitalisation based on the strength of their brand affinity. The survey data collected each year highlights the changing perceptions of the world's leading firms and identifies those that are positioned for future success. The survey respondents rank top-performing companies based on criteria such as having strong principles, acting ethically, having a clear sense of the future, and inspiring positive change. Apple, after falling out of the Top Five last year, has emerged as the top-ranked company. The tech firm's success is attributed to its innovation and provision of essential communication technology. Consumer-facing brands have also seen a rise in the rankings after two years of decline. The 2023 report not only provides a ranking of companies leading the shift towards circular business models but also identifies good employers. With a potential recession looming on the horizon, the report aims to identify companies that are best positioned to weather such a storm. The report also focuses on the opportunities and potential pitfalls of artificial intelligence, highlighting the increased importance of ethics and corporate conscience in this new era of purpose. The FutureBrand Index emphasizes that the future is bright, but only for companies that can demonstrate their values through clear actions that have a tangible impact on people's daily lives. The survey was conducted by QRi Consulting, a global research partner with expertise in branding and communication. Over 3,000 interviews were conducted with informed professionals from 17 countries, and the fieldwork took place between May 31 and June 12, 2023. The FutureBrand Index assesses companies based on various factors, including personality, mission, story, respect, well-being, pleasure, consistency, seamlessness, people, premium, inspiration, authenticity, innovation, resource management, indispensability, individuality, and thought leadership.