MARKET LEADERS US Alongside the global Citizen Brand index, each market has UK its own top 20 Citizen Brands. Looking at the category story across markets, the picture is culturally nuanced too. Retail is relatively stronger in the US, UK and France – possibly because the category is more mature with brands making a concerted effort to create engaging and well-rounded experiences. Tech is strong in India and Saudi Arabia, possibly a reflection of recent tech investments in these markets, and the excitement and opportunities such brands are seen to bring to daily life. France CHAPTER 02: CITIZEN BRANDS: FINDING BALANCE BETWEEN SELF AND SOCIETY India Saudi Arabia 4 202 CITIZEN BRAND-SHIP IS NOT CITIZEN BRANDS REPORT ABOUT WHERE YOU COME FROM. IT’S ABOUT HOW YOU BEHAVE. 18