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Authentic Brand Index (ABI) sees Microsoft and Google lead the way

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Authentic Brands Index Leaders - Australia 2008

  1. Microsoft
  2. Google
  3. Australia Post
  4. Bunnings
  5. Bonds
  6. Cadbury
  7. Nokia
  8. Vegemite
  9. Sony
  10. McDonald's
  11. Colgate
  12. Coca-Cola
  13. Target
  14. Qantas
  15. Holden
  16. IKEA
  17. The Body Shop
  18. Kellog's
  19. Nestle
  20. Toyota

Microsoft has been named as Australia’s most authentic brand in the second landmark Authentic Brand Index (ABI) study released today by Principals and Synovate. Since the first ABI survey in 2006, technology companies such as Microsoft and Google have emerged as Australia's most authentic brands. Microsoft was at no. 5 in the 2006 study and its authenticity has surged by 6.1 points. Microsoft, along with technology brand Google, which ranks number two in the index, are emerging as more powerful brands than the fast moving consumer goods (FMCG) giants that have dominated Australian marketing for decades.

In the first ABI study, which was published in 2006, Qantas was Australia’s most authentic brand but its perceived authenticity among consumers has nose-dived by 8.7 points, placing it at number 14 on the index of 104 brands.

Microsoft is followed in the top five 2008 ABI by Google, Australia Post, Bunnings, Bonds and Cadbury. Australia Post has emerged as the most authentic local brand in the study, while Bunnings has outstripped its new Coles Group stablemates as the most authentic retail brand in Australia.

Among the top 20 most authentic brands, Australia Post, Bunnings, Vegemite (no. 8), McDonald’s (no.10), Colgate (no. 11), Coca-Cola (no. 12) and Nestle (no. 19) have made their debut in the ABI this year.

The Authentic Brand Index is a joint venture between brand consultancy Principals and market research company Synovate. The 2008 Authentic Brand Index (ABI) ranks more than 100 brands across a wide variety of industries and tracks their authentic delivery to consumers over time.

In an age of abundant brand choice, consumers are drawn toward brands with a distinctive story, an original edge and a sincere commitment to deliver what they promise.

What is authenticity?

"Authenticity is an important business concept today. It speaks to the need for businesses to truly align their products, services and channels to market and deliver experiences that customers value and are consistent with the brand promise. Authentic brands have a clarity of purpose that is sincerely executed.

Authenticity is the new battleground for the hearts and minds of customers and the extent to which brands are seen to be authentic will ultimately determine the success of a brand in its market." Synovate director of client services, Dean Harris.

"The importance of sincerity simply can't be overstated; brands that think about the customer first are rewarded. The most sincere brands make straightforward promises and keep them. They don't over-hype, they don't over-reach, they're unapologetically simple in many ways.

There's an earnest and hard-working quality to brands such as Bunnings, IGA, Australia Post and McDonald's that's about serving customers with 'look- you-in-the-eye' sincerity." Principals planning director Wayde Bull.

1 Comments

Tony@TacticalTV
  • Wrote on 26 Jun, at 10:10AM
Microsoft - authentic? Bizarre!

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