Consumers say Disney is the most authentic global brand, followed by BMW, according to a recent research from Cohn & Wolfe.

The report was based on data from a survey of 12,000 consumers in 14 countries. Respondents were asked whether they find major brands to be "open and honest" and then to evaluate each company on seven key attributes of authenticity.

Some 75% of consumers surveyed say they do not believe brands are open and honest in general.

After Disney and BMW, Microsoft ranks as the next most authentic brand; Amazon, Apple, Intel, Audi, Samsung, Adidas, and Lego round out the rest of the top 10.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji