2. THE POWER OF A NATION BRAND
Brand Stature
(Esteem & Knowledge)
BrandStrength
(energizedDifferentiation&Relevance)
German Perceptions
of Foreign Countries
US Perceptions of
Foreign Countries
Japanese Perception
of Foreign Counties
Italy in Japan
Italy in Germany
Italy in the US
Source: BAV Consulting data
Source: BAV Brand Health, multiple countires
3. BRAZIL’S
PERSONALITY
HALO
Source: BrandAsset® Valuator, Based on analysis in USA 2013, Australia 2013, Japan 2012, South Korea 2012, Germany 2012
Brazil is known as
a fun, exciting and
social place –
mixing a carefree
energy with
glamour; its brand
reflects this
personality around
the globe, making
it a great ally for
energizing its
partners
6. BrandSTRENGTH
(EnergizedDifferentiation&Relevance)
0
50
100
0 50 100
Brand STATURE
(Esteem & Knowledge)
Source: BAV Syndicated Dataset All Adults. Brazil 2013. France 2014. Germany 2014. Hungary 2014. Italy 2013. Mexico 2012. Netherlands 2014. Switzerland 2013. UK 2014. USA 2012.
HOW SELECTED COUNTRIES VIEW BRAND
SOUTH AFRICA
Brazil
France
Germany
Hungary
Italy
Mexico
Netherlands
Switzerland
UK
USA
Global Perceptions of Brand South Africa
Niche Leadership
Mass Market
Commodity
New, Unfocused
7. STRONGER EQUITY IN GERMANY THAN IN THE
UK
0
20
40
60
80
100
Energized
Differentiation
Relevance Esteem Knowledge
Brand South Africa
Germany 2014
0
20
40
60
80
100
Energized
Differentiation
Relevance Esteem Knowledge
Brand South Africa
UK 2014
Source: BAV Syndicated Dataset All Adults Germany 2014. UK 2014.
8. COMPARES FAVORABLY TO MOST BRICS
Source: BAV Syndicated Dataset. All Adults. Germany 2014. UK 2014.
83
25
31
64
0
20
40
60
80
100
ED REL EST KNO
96
54
20
54
0
20
40
60
80
100
ED REL EST KNO
91
15
6
45
0
20
40
60
80
100
ED REL EST KNO
93
46
15
53
0
20
40
60
80
100
ED REL EST KNO
84
8
21
49
0
20
40
60
80
100
ED REL EST KNO
71
7 14
60
0
20
40
60
80
100
ED REL EST KNO
84
10 4
47
0
20
40
60
80
100
ED REL EST KNO
77
10
2
54
0
20
40
60
80
100
ED REL EST KNO
71
5 2
42
0
20
40
60
80
100
ED REL EST KNO
74
6
15
44
0
20
40
60
80
100
ED REL EST KNO
Germany 2014
UK 2014
South Africa
Comparison of BRICS Nations in Germany & the UK
9. KNOWLEDGE IS A DOUBLE-EDGED SWORD
12%
8%
19%
12% 13%
19% 19%
23%
38%
19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
France Germany Switzerland UK USA
Distribution of Knowledge of South Africa (7 = Max)
Knowledge_1 Knowledge_2 Knowledge_3 Knowledge_4 Knowledge_5 Knowledge_6 Knowledge_7
10. DIFFERENT AND FRIENDLY, BUT ALSO
UNAPPROACHABLE
Source: BAV Syndicated Dataset All Adults. Brazil 2013. France 2014. Germany 2014. Hungary 2014. Italy 2013. Mexico 2012. Netherlands 2014. Switzerland 2013. UK 2014. USA 2012.
Note: Perceptions are based on a global average of the aforementioned countries.
Global Perceptions of Brand South Africa
11. RELATES TO EXCITEMENT, ENERGY,
RUGGEDNESS, AND GUILTY PLEASURE?
Consumer Views of Brand South Africa
is like…
Source: BAV Syndicated Dataset All Adults. USA 2012. Brazil 2013. Netherlands 2014. Switzerland 2013.
USA Brazil SwitzerlandNetherlands
12. TO UK BRAZIL IS MORE FUN AND TRENDY, SOUTH
AFRICA MORE RUGGED AND UNAPPROACHABLE
Fun
Trendy
Energetic
Glamorous
Intelligent
Arrogant
Unapproachable
Rugged
South Africa vs. Brazil
Source: BAV Syndicated Dataset All Adults UK 2014.
13. THANK
YOU
Connect on LinkedIn
https://www.linkedin.com/in/
branddipanjan
Email me
dchatterjee@bavconsulting.com
Contact me
Young & Rubicam/BAV Consulting
3 Columbus Circle
New York, NY 10019
