India’s biggest company by market capitalization Reliance Industries Ltd has been ranked the second-best brand globally on the latest FutureBrand index, behind Samsung and ahead of Apple and Nike.

Reliance, which is categorized under the energy sector, jumped 11 places from last year and is the only Indian brand in the top 10, the ranking released by FutureBrand showed.

Apple slipped two slots to third spot while Nike jumped eight places to fourth place on the ranking. The others in the top 10 include Dutch semiconductor maker ASML in fifth place, followed by US healthcare firm Danaher, Walt Disney, Moutai, TSMC and IHC, which is a new entrant.

The other Indian brand on the list is Tata Consultancy Services Ltd (TCS), which is ranked 22nd on the list, slipping 18 spots from the previous index.

The FutureBrand Index evaluates the PwC Top 100 companies by market capitalization from a brand perception strength perspective, in partnership with global research firm QRi Consulting.

The index 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 business professionals and 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 professionals who have knowledge of at least seven companies in the PwC Top 100.

“In 2014, seven of the top 10 brands were from the US. By 2024, the top 10 is much more varied, with four US brands and five from the Asia-Pacific (APAC) and the Middle East. APAC and the Middle East are investing in brands, especially in a business-too-business setting, at levels that match the pace previously seen in just the US and Europe,” the report said.

What makes a brand strong?

The report also “breaks down the strategies every future brand must embrace to stay relevant and win in a fast-moving world.”

Among the various strategies, the report said “brand perception must be a C-suite obsession,” while adding that “purpose isn’t a buzzword – it’s the backbone of profitability.”

“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,” it said.

“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,” it added.