Page 9 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 01 | Highlights
Cross-Category Trends

Cross-Category Trends

The forces building and disrupting brands

and categories

Seamlessness
Convenience
Localization

Shopping was multi-channel. Then it Conditioned by the economic slowdown Like the yin-yang of high tech and high
was omni-channel. Now it needs to be
and their experience with in-store and touch, global and local are
a seamless, consistent experience online shopping, consumers expected complementary inluences for brands
whenever and wherever the consumer is everything – the range available online to balance. Certain categories, such as

dreaming about purchasing, exploring with the immediacy of physical stores fast food, soft drinks and beer, build
possibilities or transacting business.
and the best possible price.
global scale and consistency, adjusting
for local tastes.
Accomplishing this goal may be Many European hypermarkets and other
challenging and complicated. But by retailers evolved their click and collect Local is gaining in importance. It implies

deinition, seamlessness means that the models for ordering online and picking quality and reliability along with
brand makes the transitions between up in-store.
originality and attention to detail not
physical and virtual invisible to the associated with mass production. The
consumer who’s interested in the results In the latest iteration, shoppers order rise of craft beer and the resurgence of
not the process. And seamlessness online and pick up items, often on the ale in the UK relect this trend. Local

centers on the customer.
way home from work, at conveniently food sourcing is another example.
located drive-thru warehouses.
Personalization
Authenticity

Too ubiquitous, designer logos no longer

validate how the consumer sees herself Sometimes the most compelling aspect
or wants to be seen. Self-expression is in. of a brand is the product itself. To accrue
In the luxury category, popularity economies of scale the major brewers
increased for interesting jewelry, not generally produce beer near where it’s
simply the traditional precious gems, but consumed rather than where the brand
Trust
Share of life
other colorful, distinctive stones that originated. But sometimes the brewers
consumers chose for their uniqueness. balance this business imperative with the
The celebration of uniqueness was need for brand authenticity.
evident in the extensive personal care Consumers expect brands to keep their Brands aim to gain greater share of
product ranges for hair and skin types The major global brewer SABMiller makes promises. Some categories have wallet. But many forward thinking brands Customization
disappointed. Coming out of the global are now looking to achieve that goal by
serving a more inclusive ideal of beauty.
Peroni, its Italian brand, in Italy, charging inancial crisis, many banks strengthened increasing share of life, being present in
a premium to cover the additional cost. capitalization, sharpened their business more ways to make a customer’s life
Heineken sold in the US is brewed in focus, revised codes of ethics and better or simpler.
Grande soy iced vanilla latte may
Denmark. Luxury brands stressed summarize customization, but the trend
provenance as part of what makes them improved communication with doesn’t end with Starbucks. McDonald’s
authentic and exclusive.
customers. But with the revelation of The major ecosystems – Apple, Google plans to simplify and customize its menu
new and past misdeeds trust cracked and Amazon – serve as models for
like a fragile shell.
surrounding consumers with product, for the mealtime preferences of various
Multi-functionality
services and content. But brands in consumer groups, such as Millennials
and families. In soft drinks, a category
Lost trust damages brands, as apparel diverse categories are engaged with driven by CSDs (Carbonated Soft Drinks),
The importance of multi-functionality maker Lululemon discovered when the customers, in useful and brand relevant consumption is declining and Coke
stretch fabric of some of its products ways, across many aspects of their lives.
relects the multi-tasking way many performed poorly and the company is customizing.
people live their lives. SUVs (Sport Utility initially blamed customers for the fault. The Home Depot and Lowe’s provide
Vehicles) combine basic transportation It’s going beyond its Freestyle vending
with room for cargo. Soft drinks quench GM and Toyota sustained public home improvement inancing. Walmart machine that enables customers to mix
thirst but often while adding a functional rebuke when they failed to maintain offers inancial services. The Chinese ingredients and make about 100 varieties
safety standards.
Internet brand leaders, Tencent, Baidu
beneit, an energy boost or vitamin and Alibaba, are building online banking of soft drink. In an arrangement with
supplement. Apparel provides protection The price of lost trust varies. Bank centers and mobile payment systems. Green Mountain Coffee, the company
but it can also monitor metabolism.
that makes single-serve coffee pods,
reputations declined, but the dificulty Tesco and the Latin American retailer Coke is developing a machine for
in switching helped limit the business Falabella are MVNOs (Mobile Virtual customizing soda at home.
impact. Not all categories are so Network Operators), renting capacity
protected by customer inertia. Strong from telecoms and branding a mobile
brands are better able to sustain service to gain a greater customer
Technology to make driving safer
luctuations in trust.
share of life.
or more enjoyable adds more
customizing options in a category
known for customization.
Share of life helps broaden and deepen
the bond between customer and brand.
This relationship potentially beneits the
customer with improved service and the

brand with additional sales.

16 BrandZM Top 100 Most Valuable Global Brands 2014
17