close your eyes! what is ‘brand’?. do not think of…
TRANSCRIPT
CLOSE YOUR EYES!
WHAT IS
‘BRAND’?
DO NOT
THINK OF…
Valuable brands haveSTRONG RELATIONSHIPS
with consumersand are
MEANINGFULLY DIFFERENT
It is better
than othersIt is
satisfactory
It caters for me
I know about it
BONDING
ADVANTAGE
PERFORMANCE
RELEVANCE
PRESENCE
Top 100 brands All brandsCoca-Cola
THE BRAND RELATIONSHIP
32
25
5
40
57
49
40
12
58
73
76
30
83
97
71
BONDING ONLY
30%ADVANTAGE ONLY
41%
Coca-Cola
76
30
83
97
71
It is better
than othersIt is
satisfactory
It caters for me
I know about it
BONDING
ADVANTAGE
PERFORMANCE
RELEVANCE
PRESENCE
30BONDING ONLY
ADVANTAGE ONLY
PERFORMANCERELEVANCEPRESENCE
NO PRESENCE
COCA-COLA
41
26
3
52
36
111
CUSTOMERS % VALUE %
BONDING/ ADVANTAGEThese people account for the vast majority of sales because they are
more loyal to the brand.
BRANDCONTRIBUTION PERCENTAGE
Coca-Cola
76
30
83
97
71
It is better
than othersIt is
satisfactory
It caters for me
I know about it
BONDING
ADVANTAGE
PERFORMANCE
RELEVANCE
PRESENCE
BRAND VALUATION
X =
Financial Value Brand Contribution Brand Value
BRAND CONTRIBUTION EFFECT
X=
X
=
Interbrandvalue
$28bn
BRAND CONTRIBUTION AVERAGE
Values very similar
BRANDZ™value
$23bn
Interbrandvalue
$28bn
BRAND CONTRIBUTION LOWER
Interbrand fails to take account of
lower Brand Contribution
BRANDZ™value
$13bn
Interbrandvalue
$34bn
BRAND CONTRIBUTION HIGH
Interbrand fails to take account of
high Brand Contribution
BRANDZ™value
$183bn
BRAND VALUE
2006 2012
Interbrand
BRANDZ™ $183BN
$34BN
$9bn
$16bn
BRAND CONTRIBUTION
3
BRAND CONTRIBUTION
4
$33bn
YES, TOP % RISER AGAIN…
$183bn
YES, NO.1 AGAIN…
56
YES, FEWER USA/EUROPE BRANDS AGAIN…
+74%
+19%
(74 last year and 88 in 2006)
A VERY TOUGH YEAR:
2006 2012
$2.4tr
Half the brands LOST value (mainly financials not brand contribution)Value of Top 100 only +0.3% ($2.4trillion)
$1.4tr
TOP RISERS
Hermès
MasterCard
Ralph Lauren
Starbucks
Clinique
Rolex
Visa
HUGO BOSS
The Home Depot
74%
61%
53%
51%
43%
43%
36%
34%
33%
31%
Column1
STRONG BRANDS PERFORM
APR 06 MAY 12
37.5%
0.4%
STRONG BRANDS
S&P 500
CATEGORY PICTURE – SHORT TERM (vs ‘11)
LuxuryFast Food
ApparelOil & Gas
TechnologySoft Drinks
Financial Institutions(ALL)Beer
Personal CareRetailCars
Telecom ProvidersInsurance
15%15%
13%8%
2%1%0%0%
-1%-5%-5%
-7%-7%
-16%
Column1
CATEGORY PICTURE – LONG TERM (vs ‘06)
Fast Food
Technology
Telecom Providers
Soft Drinks
Beer
ALL
Financial Institutions
Apparel
Retail
Luxury
Personal Care
Cars
193%
166%
84%
76%
68%
66%
61%
53%
48%
47%
39%
-24%
Column1
STRONG BRANDS GROW STRONGER
2006 2012
$46bn
$892bn
$83bn
$409bn
Top 10
Bottom 10
BUZZ MEANS MONEY
2006 2012
$511bn
$112bn
Value
Earned Buzz
It is better
than othersIt is
satisfactory
It caters for me
I know about it
BONDING
ADVANTAGE
PERFORMANCE
RELEVANCE
PRESENCE
Top 100 brands All brandsFast Growing
MORE ENGAGEMENT IN FAST GROWING MARKETS
32
25
5
40
57
49
40
12
58
73
63
22
77
91
59
12FINANCIAL
COMMUNICATIONS
OTHER
INFRASTRUCTURE IN GROWTH MARKETS
12
33
43
44
29
13
1
DEVELOPED % FAST GROWING %
TECHNOLOGY
TOP 10 GROWTH BY REGION
North America
Continental Europe
UK
Asia
LatAm
7%
-4%
-10%
-7%
-28%
Column1Momentum
Average
High
Low
Average
High
NORTH AMERICA
Apple
IBM
McDonald's
Microsoft
Coca-Cola
Marlboro
AT&T
Verizon
GE
19%
15%
-3%
17%
-2%
1%
9%
-1%
15%
-9%
Column1
Average
Average
Average
High
High
Momentum
Average
Average
High
Average
Average
CONTINENTAL EUROPE
Deutsche Telecom
Louis Vuitton
SAP
BMW
Hermes
Movistar
Mercedes-Benz
Orange
L'Oreal
H&M
-10%
7%
-1%
10%
61%
-37%
5%
-13%
-12%
4%
Column1
Average
Average
Average
Average
Low
Momentum
High
Average
High
Average
High
UK
Vodafone
HSBC
Tesco
Shell
BP
Standard Chartered
O2
Barclays
Dove
M&S
-1%
-14%
-18%
17%
-17%
-16%
-27%
-32%
-18%
Column1
Average
Low
Low
Low
Average
Momentum
Low
High
Low
Low
Average
ASIA
China Mobile
ICBC
China Construction Bank
Baidu
Toyota
Tencent/QQ
Agricultural Bank of China
NTT DoCoMo
China Life
Samsung
-18%
-7%
-4%
8%
-10%
19%
6%
3%
-25%
16%
Column1
High
Average
High
High
High
Momentum
High
Average
Average
Average
High
LATAM
Petrobras
Telcel
Falabella
Corona
Skol
Sodimac
Natura
Brahma
-21%
-27%
-6%
3%
-28%
18%
Column1
Average
High
Average
Average
Average
Momentum
Average
High
Average