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In the first ABI study, which was published in 2006, Microsoft was at no. 5 in the 2006 study and its authenticity has surged by 6.1 points in 2008.
Sony managed a 4.0-point increase, putting it at no. 9 on the list, one place ahead of McDonalds and 3 places ahead of Coca-Cola.
Microsoft, along with Google, which ranks no. 2 in the index, are emerging as more powerful brands than the fast moving consumer goods (FMCG) giants that have dominated Australian marketing for decades.
The Authentic Brand Index is a joint venture between brand consultancy Principals and market research company Synovate. The 2008 Authentic Brand Index (ABI) ranks more than 100 brands across a wide variety of industries and tracks their authentic delivery to consumers over time.
