Page 10 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 01 | Highlights
Take Aways

Take Aways

10 insights for growing brand value

Payment options
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Payment in several categories shifted
to a disruptive pay-as-you-use model. Know each customer
Be agile
Stand for a purpose
Amazon and other Cloud providers
sold access on an as-needed basis, It’s time to revise the adage the Planning is important. The stakes beyond proit
customer comes irst. Today, each are too high and it’s the rare
replacing the licensing arrangements customer comes irst. Working
brand that improvises its way to Given a choice, people want to
that enterprise customers maintained to achieve that goal will improve success. But the strategy drafted
associate with brands they feel
with business-to-business technology
companies.
business. It’s about analyzing
in the boardroom needs constant good about, brands that “Do no
dots of data that together reveal market reality testing. Planning and evil,” as Google asserts. And even
each customer’s shopping needs.
lexibility make a good marriage.
do some good. “Smarter Planet”
In the US, T-Mobile introduced a pay-as- In the insurance category, many works for IBM. But if you’re not
you-use arrangement to a market where brands that created one-size-its-all one of the world’s most valuable
telecom providers traditionally locked in
customers for two-year contracts.
products now are trying to be more brands, it’s OK and more believable
customer centric. They analyze data to focus on improving the part
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to understand individual customers of the planet that you touch.
Among the trends impacting car and identify key lifetime events and The purpose needs to be brand
ownership is the growing popularity of insurance opportunities.
relevant, important to customers Stay relevant
pay-as-you-use car sharing schemes and pursued diligently.
that make vehicles available for hire by There’s an ongoing tension
the hour.
between respecting a brand’s
heritage and keeping the brand
02
Men shoppers
up to date. Keeping the brand up
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to date doesn’t mean presenting
the brand as something it isn’t. It’s Be meaningfully
Men had conined their luxury purchases great if a brand story is exciting and Employ technology
to watches and cars. Today they’re inspiring. But it’s most important different
for competitive
interested in well-tailored shirts and that the story is fact, not iction.
Being different in a meaningful way
suits. Men’s grooming is one of the means that customers understand advantage
fastest growing segments of the personal
care category.
the brand and the advantages that In most categories technology
Healthiness
Technology
it offers relative to the competition. is either a driver or disrupter or 06
It’s not easy to establish meaningful
Retail shelves once devoted to razors and difference. But it’s important as both. The fusion of apparel and
Consumer concern with health both Technology impacted every category shave cream in aerosol cans now include one of the crucial drivers of brand technology into wearables is one Keep your eyes open
challenges and propels brands. In soft with innovation or disruption or both. facial creams and other pampering equity, the inluence a brand has example. Because the impact
products. The packaging in dark colors of technology is unavoidable
drinks, CSD (Carbonated Soft Drink) Retailers reduced real estate portfolios
signiies masculinity and differentiates over the inclination to purchase.
today, brands face a clear choice: Spend time on thought leadership.
consumption continued to decline.
of stores and explored technologies to from the women’s products. Among the risk inding ways to achieve an As brands navigate through
make the experience in the physical and transformation, consolidation and
In fast foods, McDonald’s added healthier online stores unique, useful and seamless.
drivers of this trend are cultural habits advantage using technology, or disruption, knowledge is vital. It’s
items, while Chipotle made higher quality coming from Asia. In Korea, for example, do nothing and risk that your useful to see what’s going on in 03
men are ine with wearing makeup.
competitors will do something.
food its brand positioning and Subway Wearables, like Google glasses, signaled other places, particularly in the fast
emphasized freshness.
the early days of the convergence of Luxury brands such as Gucci, Prada and growing markets where sometimes, Be mindfully present
technology with apparel. Telematic because necessity is greater, so
Chipotle rose 48 percent in brand value. devices that monitor driving habits Burberry are opening stores devoted is invention. The use of mobile for
Since the inception of the BrandZM Top potentially can disrupt the insurance exclusively to men.
payments and banking in China is In a world noisy with brand 10
messages it can be dificult
100 Most Valuable Global Brands in category. Carmakers loaded cars with one important example.
to be seen and heard. Digital
2006, the Subway brand has experienced technology to improve safety and driving and social media are important Invest in brands
the greatest percentage increase in enjoyment. Car buyers viewed the latest
brand value, 7,338 percent.
technology as standard not luxury.
places to represent the brand.
But use discretion. Be present There’s a quantiiable return on 07
where it makes sense for the
investment in brands. Some of the
Retailer Whole Foods, which stresses
Technology disrupted the technology brand. Intruding uninvited into return is felt at the register. Some
its sourcing of organic and sustainable category itself as business-to-business conversations risks seeming like a of it is in the share price. In the Execute
products, rose 37 percent in brand
brands, built around PCs, struggled to clueless party guest. The encounter eight years since we introduced the
value in the 2014 BrandZM Global Top adjust to the intensiied competition and
100. During the national conversation a world of mobile devices.
might be memorable but unhelpful. BrandZM Top 100 Most Valuable The last few years were good
about health care in the US, the drug Comment when it’s appropriate and Global Brands, our BrandZM Strong for planning and putting in place
be authentic.
Brand Portfolio has appreciated new strategies, as consumers
store brand CVS renounced its $2 billion 81.1 percent compared with a 44.7 caught their breath and regained
tobacco business as incompatible with its improvement in the S&P 500.
conidence following the inancial
brand purpose as a health provider.
collapse and recession. Consumers
are back. It’s time to execute.

18 BrandZM Top 100 Most Valuable Global Brands 2014
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