ipsos 2014 most influential brand results belgium
TRANSCRIPT
#MIBrand
2
#MIB
-2013
2014-
3
2014: Most influential brand?
1. Argentina
2. Brazil
3. Canada
4. China
5. France
6. Germany
7. Mexico
8. Sweden
9. UK
10. USA
11. Australia
12. Belgium
13. Italy
14. Netherlands
15. Singapore
16. Taiwan
17. New Zealand
18. Peru
19. Uruguay
20. Thailand
21. Colombia
4
The importance of branding
5
Brands have value! - Interbrand
Rank Brand2014 Brand Value
(billions of $)
Index
vs. 2013
1 Apple 118.9 + 21%
2 Google 107.4 + 15%
3 Coca Cola 81.6 + 3%
4 IBM 72.2 - 8%
5 Microsoft 61.2 + 3%
6 General Electrics 45.5 - 3%
7 Samsung 45.5 + 15%
8 Toyota 42.4 + 20%
9 McDonalds 42.3 + 1%
10 Mercedes-Benz 34.3 + 8%
6
Brands are loosing power… but growing in influence
POWERED BY P&G
7
Influential brands - The stock marketCumulative Monthly % Change
(2011 to 2014)
-10.0
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
DOW/NASDAQ Top Brands% change
8
Survey specifics
14%
21%
22%
23%
20%
Total interviewed: n=2502
18-24 y.o.
25-34 y.o.
35-44 y.o.
45-54 y.o.
≥ 55 y.o.
50% 50%
DUTCH:
55%
FRENCH:
45%
9
Influence: the brands
10
SCORE
11
Ipsos Influence Index
100
10As low as
510As high as
11
12
Five dimensions driving influence
INFLUENCE
13
TOP 10
MOST INFLUENTIAL
BRANDS
14
#10
Ipsos Influence
Index
230 Ge
nd
er
Lan
gu
ag
e#13
#7
NL
FR
#12
#7
+1
15
#9
Ipsos Influence
Index
237 Ge
nd
er
Lan
gu
ag
e#11
#6
NL
FR
#9
#9
=
16
#8
Ipsos Influence
Index
256 Ge
nd
er
Lan
gu
ag
e#7
#11
NL
FR
#7
#6
-2
17
#7
Ipsos Influence
Index
257 Ge
nd
er
Lan
gu
ag
e#4
#12
NL
FR
#4
#10
+3
18
#6
Ipsos Influence
Index
257 Ge
nd
er
Lan
gu
ag
e#8
#5
NL
FR
#6
#8
+6
19
* Brand only questioned in Flanders
#5
Ipsos Influence
Index
279 Ge
nd
er
Lan
gu
ag
e#6
#4
NL
FR
#5
#NA
+2
20
#4
Ipsos Influence
Index
286 Ge
nd
er
Lan
gu
ag
e#3
#10
NL
FR
#11
#4
+4
21
#3
Ipsos Influence
Index
353 Ge
nd
er
Lan
gu
ag
e#5
#3
NL
FR
#3
#3
=
22
#2
Ipsos Influence
Index
391 Ge
nd
er
Lan
gu
ag
e#2
#2
NL
FR
#2
#2
=
23
#1
Ipsos Influence
Index
510 Ge
nd
er
Lan
gu
ag
e#1
#1
NL
FR
#1
#1
=
24
#1La confirmation de la première place de Google dans la
nouvelle édition de cette étude illustre l'impact positif des
nouvelles technologies dans le quotidien des belges. Qu'il
s'agisse d'un entrepreneur en quête de nouveaux clients, d'un
consommateur consultant des avis en ligne sur un restaurant ou
d'un étudiant souhaitant s'instruire: nos produits innovants visent
à enrichir et faciliter la vie de millions d'individus chaque jour.
Les résultats de cette dernière enquête semblent démontrer
que les belges sont du même avis.
- Thierry Geerts Country Director Google Belgium -
25
Top 10 most influential brands
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10* Brand only questioned in Flanders
*
2014 2013
*
26
Top 10 most influential brands
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10* Brand only questioned in Flanders
*
27
Major
Changes
28
Going upΔ 2013
Note: The focus is on national brands only (brands questioned in both Flanders and Wallonia)
#43
#78
#33
#37
#74
#90
#34
#16
#12
#38
#88
#77
#31
#61
#82
+33
+25
+20
+20
+19
+19
+16
+15
Δ 2013
+14
+14
+14
+13
+11
+11
+11
Total rankTotal rank
29
#129
Going Down
Note: The focus is on national brands only (brands questioned in both Flanders and Wallonia)
#124
#99
#62
#110
#111
#91
#44
#79
#133
#76
#56
#98
#132
#130
#89
#138
#49
#117
Δ 2013
-45
-42
-41
-33
-31
-31
-25
-24
-20
-20
Δ 2013
-19
-18
-17
-16
-15
-14
-13
-12
-11
Total rankTotal rank
30
TOP 10
MOST INFLUENTIAL
BRANDSGENERATIONS
31
Top 10 brands - Babyboomers
* Brand only questioned in Flanders
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
# 1
# 2
# 5
# 3
# 4
# 12
# 11
# 7
# 18
# 22
Total rank
*
Babyboomers
#1
#3
#11
#2
#8
#33
#17
#10
#49
#58
Millennials
#1
#2
#6
#3
#4
#13
#11
#10
#25
#29
Generation X*
32
THANK YOUGerd Callewaert Country manager Ipsos Belgium
Sofie DesmyterSenior research consultant
Peter JanssenMarketing & communications