In developing the research method, we were mindful that big brands with high levels of familiarity and usage would be advantaged, as brand size often has a halo effect upon brand associations.

In each industry we are comparing brands of very different sizes and levels of market presence. To level the playing field, we created a second variable called an Expected Authentic Brands Index, that reweights the scores, based upon the awareness and usage levels of each brand.

Comparing Expected versus Actual Authenticity Indices by brand gives us further insights into those brands that overperform on authenticity relative to their size. The Australian brands punching well above their weight on authenticity are shown in the following table:

The Body Shop	RM Williams	IKEA	Apple
Toyota	Volkswagen	Holden	McDonald's
Virgin Blue	Aldi	Bendigo Bank	Emirates
Honda	Singapore Airlines	Ford	Billabong
Speedo	Bunnings	Qantas	Harvey Norman

These over-achieving brands outperform others in areas of Sincerity, Originality, Declared Beliefs, Heritage, and Momentum. The 5 drivers can be described as 'Core Authenticity'; the beliefs a brand must seek to nurture in the mind of its market, for it to be considered authentic and ultimately grow its relevance in the lives of customers.