Francia

1. Here’s what people around the world perceive “brand” France to be.
Top cultural descriptors are charming, friendly, traditional, glamorous
and distinctive.
I SEE LONDON, I SEE FRANCE
The Top 10 Strongest Brands in France
include just three French brands: FNAC,
Décathlon and Tefal — an entertainment
retail chain, a sports shoe manufacturer
and a maker of cookware.
The Top 5 Brands are not French, and
the first French brand to make the list
is FNAC in 6th place:
Un, Deux, Trois
Google
Coca-Cola
IKEA
Nutella
Apple
FNAC (French brand)
Décathlon (French brand)
Adidas
Sony
Tefal (French brand)
Charming
Glamorous
Friendly
Traditional
Distinctive Social
UniqueStylish
Trendy
Fun
Carefree
Dynamic
Arrogant BestBrand
Reliable
Restrained
Leader
UpToDateObliging
Energetic
Independent
GainingInPopularityVisionary
WorthMore
Daring
SociallyResponsible
OriginalKindHelpful
DownToEarth
DifferentUpperClass
CaresCustomers
Straightforward
Intelligent
Sensuous
Simple
TrustworthyPrestigiousUnapproachable
Authentic
HighPerformance GoodValueHealthy Rugged
Innovative
ProgressiveHighQuality
FRIENDS &
FRENEMIES
JAPAN SEES...
Traditional
Charming
Glamorous
Friendly
Upper Class
GERMANY
Charming
Friendly
Distinctive
Kind
Social
SWITZERLAND
Friendly
Kind
Traditional
Original
Charming
AUSTRALIA
Glamorous
Stylish
Arrogant
Charming
Distinctive
HOLLAND
Fun
Traditional
Arrogant
Authentic
Unapproachable
BRAZIL SEES...
Unapproachable
Upper Class
Energetic
Rugged
Socially Responsible
USA
Arrogant
Original
Fun
Charming
Glamorous
MEXICO
Distinctive
Intelligent
Stylish
Friendly
Trustworthy
CHILE
Distinctive
Stylish
Leader
Upper Class
Different
UK
Arrogant
Independent
Glamorous
Friendly
Traditional
BONJOUR!
BrandAsset Valuator is Y&R’s proprietary brand
management tool and global database. For the
past 20 years, BAV® has been actively tracking
50,000 brands in hundreds of categories in 51
countries. With 72 universal metrics, it has the
ability to be both diagnostic and prescriptive.
Unlike other studies, BAV looks at brands
beyond the confines of their categories to
understand the roles they play in culture, in
order to build a strategic framework that helps
drive marketplace performance. As we inhabit
Cannes this week, we use BAV as our tour
guide to all things French.
Some brands have that je ne sais quoi — that sparks cultural momentum.
Four brands that were “it” 20 years ago still make the list today:
Facebook
iPhone
IKEA
YouTube
Red Bull
iPod
iPad
Twitter
Nespresso
Diesel
Blackberry
Zara
H&M
Apple
Nintendo Wii
Google
Coca-Cola
McDonald’s
Starbucks
PlayStation 3
Hugo Boss
Kinect for Xbox 360
Groupon
Giorgio Armani
Xbox Live
THEN
NOW
McDonald’s
Disneyland Paris
Afflelou
Nike
Reebok
Coca-Cola
Itineris
Adidas
Quick
Décathlon
Levi’s
SFR
FNAC
Pepsi-Cola
Swatch
Virgin Megastore
Canal +
Jean-Paul Gaultier
Nintendo
Sony Playstation
Ushuaïa
Ray-Ban
Pizza Hut
Barbie
M6
LE “IT” BRANDS
1
2
3
4
5
6
7
8
9
10
1 1
12
13
14
15
16
17
18
19
20
21
22
23
24
25
Vive
L’ amour
Sensuality certainly seems to pay. Brands
that are associated with being sensuous in
France have 50% greater pricing power
than other brands. And that holds true,
even for the brands that aren’t high end.
Chanel
Lancôme
Nocibé
Givenchy
Marionnaud
Sephora
Axe
Tahiti
Bourjois
Etam
Ushuaïa
Christian Dior
Dolce & Gabbana
Jean-Paul Gaultier
Zara
Top 15 Sensuous Brands:
When you look at the perceptions
that individual nations have of
France, particularly in Europe,
there’s plenty of love to go
around. However, among the 5
countries that are the least
enamored by France, 4 are from
the Americas. And the last is the
UK — go figure!
Some oddities, or variances in data:
Holland is among the top 5
countries that love France,
but they also describe France
as arrogant and unapproachable.
Mexico describes France as
distinctive, intelligent, stylish,
friendly and trustworthy, but
they’re not buying it. Mexico is
among the 5 countries that like
“brand” France the least.