Best Global Brands 2015 - Brands at the Speed of Life
The Age of You began with an age-old truth: people want to be in control of their lives and, specifically, to personally design the life they want to live. And people are using brands to do it, because brands are the vehicles through which things happen. It’s why we hold brands to such high expectations—for better choices, richer experiences, meaningful narratives, one-on-one attention, new form factors. As data and technology have helped optimize every experience, as GAFA brands (Google, Apple, Facebook and Amazon) have changed the definition of service and connectivity, as people have gained access to greater and more nuanced choices, our expectations have been fundamentally retrained. Brands are now expected to move at the speed of people’s demands—at the speed of their lives.
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Best Global Brands 2015 - Brands at the Speed of Life
- 1. 1
- 2. Our world is being defined by the… 2
- 3. 3 Age of Identity Age of Value Age of Experience Age of You Brands acted as a tool to identify and differentiate offerings. Brands leveraged to improve business decision making Brands become the higher purpose that inspires a connected ecosystem Brands are becoming the consumer’s personal partner
- 4. 4 From broadcast and receive… *The images contained in this document are licensed for Interbrand's live presentation purposes only (to Interbrand personnel and Interbrand clients). They, and this deck, may not be copied, distributed, posted online, or used in any other publication or medium.
- 8. 8 Our lives became more complex
- 9. 9 Our media consumption shifted It was estimated that 12 billion internet connected devices were used by the end of 2014 – an average of 1.7 devices per person on the planet. As a result, the share of total ad spend dedicated to internet advertising has increased from 14.6% to 22.1% since 2010.
- 10. 10 The very essence of the way we interact has changed
- 11. 11 Micro Moments People experience brands in micro moments—constantly moving from one to another—a brand’s entire experience is measured and formed in an instant. Brands need to be designed to live in moments, even as they scale, try new things, and push boundaries.
- 12. Macro Context 12 These micro moments are measured and evaluated in a macro context. Brands will have to empathize with an individual’s priorities, figuring out how to meet people exactly where they are, and when they want it, and tailor to how people move through their worlds.
- 14. B Financial Forecast$ % Role of brand Brand strength Brand value Interbrand’s Brand Valuation Methodology
- 15. 15 BEST GLOBAL BRANDS 2015 All trademarks, logos, brands, and product names referred to in Best Global Brands are the property of their respective trademark owners. Interbrand does claim any affiliation, sponsorship, or endorsement with any owner or mark.
- 16. 16 The overall value of the entire table is up 7.4% (from $1.6 trillion to $1.72 trillion)
- 17. 17 While there are 15 automotive brands in total, the 13 technology brands truly dominate the ranking—making up more than a third of its value (33.5% of the total table value)
- 18. 1 2 3 4 5 6 7 8 9 10 18 +43% $170,276 +12% $120,314 –4% $78,423 +11% $67,670 –10% $65,095 +16% $49,048 0% $45,297 –7% $42,267 –6% $39,809 +29% $37,948 Top 10 Brands ($ in U.S Millions)
- 19. 19 +54% $22,029 +43% $170,276 +29% $37,948 +22% $10,944 +19% $9,082 +17% $6,257 +17% $7,243 +17% $5,551 +16% $6,266 +16% $5,130 23 2015 29 2014 1 2015 1 2014 10 2015 15 2014 41 2015 46 2014 49 2015 56 2014 68 2015 77 2014 59 2015 66 2014 76 2015 88 2014 67 2015 76 2014 86 2015 92 2014 Top Risers ($ in U.S Millions)
- 20. 20 82 97 98 99 100 $5,362 $4,251 $4,243 $4,131 $4,114 New Entrants ($ in U.S Millions)