The FutureBrand Index 2024

What is the 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.

The big story: A fine era 
for brand investment

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.

A closer look: financial services

Financial Services: Trust As The New Currency

The Financial Services industry has transformed, emerging as a leader in both trust and innovation. This FBI Sector Study explores the rise of Financial Services brands and how they are winning. Read more to dive into the data and learn strategies for your own brand's future.

Frames for growth: What kind of brand are you?

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.

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.