What is the FutureBrand Index?

Fbi 2024 what is futurebrand index

Ever wondered why some brands dominate, while others fizzle out?

The FutureBrand Index goes beyond stock prices and market caps, exploring how the world’s top 100 companies unite purpose and experience. With a decade of data and a world of insights, we don’t just rank brands, we’ve distilled our findings to understand the critical actions of what makes a ‘future brand’. 


So, why should you care? Because the FutureBrand Index can help organisations understand what it takes to thrive in a fast-evolving world.

Download now to start building your brand for the future

The big story: A fine era for brand investment

Fbi 2024 fine decade for brands

The first decade of the FutureBrand Index has been a golden era for brands and the good news is that it’s not over yet.

How do we know this? Almost all the average scores for our 18 key attributes have risen, suggesting that brands are being managed more effectively than ever before. This isn’t just a stroke of luck – it’s a testament to smarter strategies and a deeper understanding of the importance of brand perception at the highest levels of company leadership.


It’s clear that better management and nurturing both experience and purpose are driving this upward trend. In a world where we all expect more, the ability to balance both aspects is the defining hallmark of an effective future brand.

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Frames for growth: What kind of brand are you?

Fbi 2024 frames for growth 3

Adapt or Double Down? Is your brand an agile adapter, or the steadiest of rocks?

Over the past decade, the FutureBrand Index has revealed that two core brand strategies have emerged as the most successful—brands either pivot to meet shifting demands or focus all their efforts on what they do best.


Both can work, but both come with risks. Which strategy is your brand following, and more importantly, is it working?


Want to see where your brand ranks, or how you compare to your peers? Explore the FutureBrand Index to understand the risks and rewards of each approach.

See how your brand measures up

Strategies for the future


Whether you’re steering an established brand that’s been a fixture of its industry for decades or growing a disruptor that’s turning its sector upside down, these insights are your roadmap for the next ten years of brand leadership.

  • 1

    Brand perception must be a C-suite obsession
    Purpose-driven leadership needs to run through the DNA of every decision, shaping products, services, and experiences from the top down. No shortcuts, no half-measures.
  • 2

    Adapt or double down
    The most successful brands do one of two things: they constantly evolve to meet market demands, or they go all-in on what makes them great. Either way, total commitment to brand is non-negotiable.
  • 3

    Purpose drives profit
    In 2024, purpose isn't a buzzword - it's the backbone of profitability. Customers demand more than good products; they want brands that stand for something real, sustainable, and innovative. The brands that lead across purpose attributes are the ones shaping the future.
  • 4

    The world is your competition
    The US no longer dominates the top of the FutureBrand Index – brands from APAC and other regions are stepping up. This is a global playing field that requires new levels of brand leadership.
  • 5

    Loyalty is a lifeline
    Strong emotional connections with customers act as a protective shield in times of crisis, proving that brand love can weather even the toughest of storms.

Tools & Comparisons

Fbi 2024 company dashboards

We’ve been helping 100’s of brands for long enough to know that it’s not just down to luck. It’s the application of purpose and experience —all grounded in the right metrics.

Explore the top drivers of brand perception across industries and learn how your brand can apply these insights to secure future success.

What makes a brand thrive?
Fbi 2024 score your brand

Our scoring system provides a comprehensive assessment of your brand's strengths and weaknesses across various dimensions.

Fbi 2024 compare the top 100

Dive into our extensive analysis of the Top 100 brands and examine each brand’s performance across critical metrics, including loyalty, experience, and market positioning.

Fbi 2024 tools and comparisons

By concentrating on these sector-specific focus areas, businesses can better align their strategies with market demands and drive meaningful growth.

FAQ

The FutureBrand Index is an annual study that reorders the top 100 global companies by market capitalisation, based on their brand perception. It assesses how well these companies balance 18 attributes across Purpose and Experience to position themselves for future success.

Unlike traditional rankings focused purely on financial performance, the FutureBrand Index delves into how brands are perceived by informed professionals. It focuses on emotional and functional attributes that show a brand’s potential for long-term success.

The FutureBrand Index uses QualiQuant® Interviews with over 3,000 informed professionals who have knowledge of at least 7 companies in the PwC Top 100. These interviews assess companies based on their ability to deliver on experience and purpose.

Absolutely! Every brand can learn from the success—and mistakes—of the world’s biggest brands. Whether you're growing a new challenger brand or refining an established name, the insights are universal.

FutureBrand helps organizations understand what drives brand perception today and how to apply these principles to ensure future success. Whether you're looking to redefine your strategy, double down on your strengths, or fix the apparently unfixable, we provide the insights and tools to guide your brand forward.

The key to becoming a future brand is balancing purpose with experience. Over the last decade, the most successful brands either adapted to market changes or doubled down on what made them great. Purpose-driven leadership, innovation, and building strong emotional connections with customers are essential for long-term growth,

Previous FutureBrand reports

FutureBrand Index 2023

FutureBrand Consumer Index 2024

FutureBrand Index 2022

Super Sustainability Report

Super-Sustainability Report

Future Brand Country Index

Country Index 2020

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