TOP 20 CITIZEN BRANDS 01 11 Interestingly, the global top 20 is dominated by categories that are staples of modern-day living. Further patterns emerge when we look at how individual 02 12 categories perform across the six attributes. Retail scores highly across the board but particularly in Assurance and Inclusivity (which reflects the everyday nature of the 03 13 category). Consumer goods scores relatively more strongly against Originality (possibly reflecting category efforts to innovate and delight). Entertainment & media scores better against 04 14 Contribution – reflecting brands’ role as culture makers. CHAPTER 02: CITIZEN BRANDS: FINDING BALANCE BETWEEN SELF AND SOCIETY 05 15 06 16 07 17 08 18 4 202 09 19 10 20 CITIZEN BRANDS REPORT 17