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Apple, Hang Seng, Ocean Park are the most 'authentic' brands

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The American tech giant Apple is the most authentic brand in Hong Kong, according to a report from communications company Cohn & Wolfe.The top 10 brands in the Hong Kong Authentic 100 are Apple, Hang Seng Bank, Ocean Park, HSBC, Hong Kong Jockey Club, 3M, DHL, MasterCard, CLP and Ikea.The global study identifies a large “authenticity gap” between brands and consumers, with 75% of nearly 12,000 consumers surveyed across 14 markets indicating that brands and companies have a credibility problem.According to Cohn & Wolfe, nearly nine out of 10 consumers are willing to take action to reward a brand for its authenticity globally.Given the recent public standoff between Apple (#5 on the global Authentic 100) and the United States FBI over encryption technologies, it is worth noting that privacy concerns are now seen as a core component of what makes a brand authentic in the eyes of consumers.Among Hong Kong respondents, 40% would recommend the brand to others and 36% would pledge loyalty to the brand. Close to 20% would be prepared to put their money on the table and invest in a brand that proves its authenticity.Consumers are looking for daily, real-life reminders that they can count on brands. In defining authenticity, they prioritise “high quality” (66% and “delivering on promises” (70%) over more lofty measures like “social responsibility” (57%) and “environmental responsibility” (55%).The study and the Authentic 100 are the result of a combination of primary and secondary research, including surveys on more than 1,600 brands, measuring 300 global brands, administered over two months (September to October 2015) to nearly 12,000 consumers in 14 markets: Brazil, China, France, Germany, Hong Kong, India, Indonesia, Italy, Singapore, Spain, Sweden, United Arab Emirates, the United Kingdom and the United States.

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