BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global BrandZ Research Director
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On 24 November 2017, Martin Guerrieria, BrandZ Global Research Director at Kantar Millward Brown, presented the key findings of the first BrandZ UK Top 50 rankings at a client event in London. To access the full UK report, please visit http://www.millwardbrown.com/brandz/top-50-UK-brands
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BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global BrandZ Research Director
- 2. 2 BRANDZ TOP 50 UK BRANDS What you need to know @Kantar @BrandZRankings #BrandZUK
- 3. 3 APRIL 2006 APRIL 2007 APRIL 2008 APRIL 2009 APRIL 2010 APRIL 2011 APRIL 2012 APRIL 2013 APRIL 2014 APRIL 2015 APRIL 2016 APRIL 2017 BRANDZ™ STRONG BRANDS PORTFOLIO 124.9% S&P 500 82.1% MSCI WORLD INDEX 34.9% BRANDZ DATA SHOWS THAT THE MOST VALUABLE BRANDS PERFORM BEST IN FINANCIAL MARKETS BRANDZ™ STRONG BRANDS PORTFOLIO VS. S&P 500 VS. MSCI WORLD INDEX (APR 2006 - APR 2017)
- 4. 4 X = STEP 3: Brand Value Source: STEP 2: Brand Contribution (%) Proportion of financial value generated by the brand’s ability to increase purchase volume and charge premium Source: STEP 1: Financial Value ($) Financial value created by a brand
- 5. 5 THE LARGEST Brand Building Platform In The World Est. 1998 120k BRANDS 414 CATEGORIES 3.1m CONSUMERS 51 MARKETS 4.6bn DATA POINTS
- 6. 6 PROGRESS OF THE TOP 10 UK BRANDS OVER TIME @Kantar @BrandZRankings #BrandZUK
- 7. 7 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 $409BN $81BN $134BN $1427BN GLOBAL TOP 10 +249% UK TOP 10 +66% UK TOP 10 DECLINES AND LAGS THE GLOBAL TOP 10 BRAND VALUE GROWTH
- 8. 8 SALIENCY AND MEANINGFULNESS DECLINE, WHILST DIFFERENCE RECOVERS A LITTLE UK TOP 10 2006-2017 MEANINGFUL DIFFERENT SALIENT 120 112 106 124 145 113 AVERAGE BRAND = 100 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
- 9. 9 UK TOP BRANDS MORE DRIVEN BY SALIENCE (NOT SO MEANINGFULLY DIFFERENT AS OTHER MARKETS) UK TOP 10 2006-2017 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 MEANINGFUL DIFFERENT SALIENT 120 112 106 124 145 113 AVERAGE BRAND = 100
- 10. 10 WHY ARE WE SEEING WEAKENING BRAND EQUITY? @Kantar @BrandZRankings #BrandZUK
- 11. 11 GLOBAL BRANDS THAT ARE PERCEIVED TO INNOVATE ARE MORE VALUABLE GLOBAL TOP 50 2017 AVERAGE VALUE $82,929M TOP HALF INNOVATION $33,974M BOTTOM HALF INNOVATION
- 12. 12 …BUT WE SEE A COMPARATIVE ‘INNOVATION GAP’ IN THE UK 111 111 108 107 107 107 103 102 101 GLOBAL USA CHINA INDONESIA INDIA GERMANY FRANCE SPAIN UK AVERAGE ‘INNOVATION’ SCORE (TOP 50 BRANDS) (Top 30) (AVERAGE BRAND = 100)
- 13. 13 THE UK TOP 50 IS DOMINATED BY ‘HERITAGE’ BRANDS UK TOP 50 GLOBAL TOP 50 100 YEARS 67 YEARS 1516 1695 1727 1765 1820 1824 1836 1848 1849 1856 1865 YEAR
- 14. 14 1 THERE SEEMS TO BE A COMPARATIVE ‘TECHNOLOGY GAP’ IN THE UK… UK TOP 50 GLOBAL TOP 50 TECHNOLOGY 47% OTHER 30% TELECOMS, FINANCE, UTILITIES 23% OTHER 31% TELECOMS, FINANCE, UTILITIES 69%
- 16. 16BRANDZ™ 1,763 brands in UK 2014-2016, 14,512 globally UK INNOVATION GAP 108 101 108 105 105 BRAND PURPOSE INNOVATION COMMUNICATIONS BRAND EXPERIENCE BRAND LOVE 113 111 113 113 112 UK TOP 50 GLOBAL TOP 50
- 17. 17BRANDZ™ 1,763 brands in UK 2014-2016, 14,512 globally UK INNOVATION GAP 108 101 108 105 105 BRAND PURPOSE INNOVATION COMMUNICATIONS BRAND EXPERIENCE BRAND LOVE 113 111 113 113 112 UK TOP 50 GLOBAL TOP 50
- 18. 18 THERE ARE SOME VERY INNOVATIVE BRANDS IN THE UK (EXCLUDES FOREIGN BRANDS) AVERAGE BRAND 100 135 128 120 118 115 115 114 113 111 108 UK TOP 50
- 19. 19 HEALTHY UK BRANDS BY KEY PILLAR BRAND PURPOSE INNOVATION COMMUNICATIONS BRAND EXPERIENCE BRAND LOVE 136 135 131 124 124
- 20. 20 HEALTHIER UK BRANDS ARE WORTH MORE ON AVERAGE $3,437M HIGH $2,078M POOR UK TOP 50 2017
- 21. 21AVERAGE BRAND 100 THE HEALTHIEST UK BRAND BRAND PURPOSE INNOVATION COMMUNICATIONS BRAND EXPERIENCE BRAND LOVE 136 128 166 135 141
- 23. 23 87% OVERSEAS PROPORTION 79% OVERSEAS PROPORTION 65% OVERSEAS PROPORTION TOP 50 AVERAGE 54% GROWING GLOBAL
- 24. 24 IN SUMMARY
- 25. 25 BUILD BRAND TO MAXIMISE POTENTIAL FAME ALONE IS NOT ENOUGH LOVEBRAND PURPOSE COMMUNICATIONS BRAND EXPERIENCEINNOVATION
- 26. 26 LEADING THE WAY + CREATIVE + DISRUPTIVE = INNOVATION
- 27. 27 GROWING GLOBAL Strong brand is a key ingredient in achieving scale