This document discusses how brands can create financial value through meaningful differentiation and resonance with consumers. It outlines five facets - findability, credibility, vitality, affordability, and extendability - that strong brands use to amplify their differentiation and drive financial growth. Examples are given of how brands like IKEA, Natura, Audi, Dove, and Tropicana have leveraged these facets. The document also summarizes the evolution of BrandDynamics' brand valuation methodology over time.
Millward Brown Egypt - Meaningfully Different BrandsKantar
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
This presentation looks at why branding is important, how people choose one brand over another, and the importance of segmentation in an era when one-size-fits-all branding is dead. The result must be tribal branding characterized by engagement
Brand architecture is the structure of brands within an organizational entity. ... Often, decisions about brand architecture are concerned with how to manage a parent brand, and a family of sub-brands – managing brand architecture to maximize shareholder value can often include using brand valuation model techniques.
Millward Brown Egypt - Meaningfully Different BrandsKantar
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
This presentation looks at why branding is important, how people choose one brand over another, and the importance of segmentation in an era when one-size-fits-all branding is dead. The result must be tribal branding characterized by engagement
Brand architecture is the structure of brands within an organizational entity. ... Often, decisions about brand architecture are concerned with how to manage a parent brand, and a family of sub-brands – managing brand architecture to maximize shareholder value can often include using brand valuation model techniques.
Branding is very important in today's world. Whether it is for businesses or individuals, it is essential to invest in brand building in order to be distinct.
In this presentation I describe the Brand Personality Framework which was developed by Jennifer Aaker in 1997 and use it to look at the Brand Personality of some of the iconic Indian Brands.
This complete deck can be used to present to your team. It has PPT slides on various topics highlighting all the core areas of your business needs. This complete deck focuses on Brand Strategy PowerPoint Presentation Slides and has professionally designed templates with suitable visuals and appropriate content. This deck consists of total of thirty slides. All the slides are completely customizable for your convenience. You can change the colour, text and font size of these templates. You can add or delete the content if needed. Get access to this professionally designed complete presentation by clicking the download button below. http://bit.ly/3bqpIaU
Brand Management (strategic Brand Management) is a course designed for marketing students. This also includes small assignments, and class work for students.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Leveraging secondary brand associations to build brand equity
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (17th May 2014)
Branding is very important in today's world. Whether it is for businesses or individuals, it is essential to invest in brand building in order to be distinct.
In this presentation I describe the Brand Personality Framework which was developed by Jennifer Aaker in 1997 and use it to look at the Brand Personality of some of the iconic Indian Brands.
This complete deck can be used to present to your team. It has PPT slides on various topics highlighting all the core areas of your business needs. This complete deck focuses on Brand Strategy PowerPoint Presentation Slides and has professionally designed templates with suitable visuals and appropriate content. This deck consists of total of thirty slides. All the slides are completely customizable for your convenience. You can change the colour, text and font size of these templates. You can add or delete the content if needed. Get access to this professionally designed complete presentation by clicking the download button below. http://bit.ly/3bqpIaU
Brand Management (strategic Brand Management) is a course designed for marketing students. This also includes small assignments, and class work for students.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Leveraging secondary brand associations to build brand equity
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (17th May 2014)
The Trion Towers @ Fort Bonifacio Global CityNorman Garcia
8th Avenue corner Mckinley Parkway, Bonifacio Global City
The Trion Towers will be a cluster of three 49-storey buildings rising high in a triangular formation within a 1-hectare property. This new icon of the city skylines boasts of an ingenious tri-axial design which allows all of the units to enjoy privacy, good quality daylight, natural ventilation and multiple views of the city.
2019 The annual report on the world's most valuable and strongest apparel brands.
Nike continues to dominate as the world’s most valuable apparel brand, with a brand value of US$32.4billion
+ Zara and Adidas move up the ranks as H&M’s brand value decrease pushes it down to 4th place
+ Uniqlo is the fastest-growing apparel brand in the top 10, up a whopping 48% year on year
+ Rolex is the strongest brand in the sector, posting an elite AAA+ brand strength rating
+ Luxury brands account for 7 out of the top 10 strongest apparel brands, showing importance of brand strength in the segment
A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market. Once a brand has created positive sentiment among its target audience, the firm is said to have built brand equity. Some examples of firms with brand equity - possessing very recognizable brands of products - are Microsoft, Coca-Cola, Ferrari, Sony, The Gap and Nokia.
This presentation provides an introduction to brand valuation and, among other things, discusses some of the more prominent methodologies and why they produce such different results. The presentation looks at the importance of brand valuation but also highlights the criticism of the current methodologies. I am retiring this presentation from my lecture series and in future will integrate brand valuation into a broader presentation on brand measurement.
The marketing and advertising arms race to create emotional appeal, generate buzz and move up brand valuation league tables, is creating a widening gap between brand strategy and business strategy. In this environment some of the once coolest and iconic brands are faltering at a game they once dominated. The key question for businesses today, is how to expose such strategic blind spots and remain relevant in the face of an evolving marketplace? This article explores one methodology and framework into just how that can be done.
BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...Kantar
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
Following the launch of the inaugural BrandZ Top 50 Most Valuable UK Brands, BrandZ experts Peter Walshe and Martin Guerrieria share insights into how the most successful brands are performing and how to build healthy brands that stand the test of time.
The Power of Digital in Brand Building in South AfricaKantar
Do you know digital channels build long term brand loyalty? In this presentation, we share learnings around which digital channels deliver the best ROI and key insights to create breakthrough marketing in a connected world.
A look at the list of the world’s most valuable brands tells the story of how Google, Facebook, Amazon, Tencent and Alibaba built globally successful brands in a period of twenty years or less. Fortune’s list of the top 50 unicorns also shows that tech start-ups are here to stay. So how are these brands born and how have they grown from embryonic ideas to global powerhouses? We shared this presentation at a recent UK event which brought together some of the brightest minds in the industry to discuss the opportunities and challenges of becoming a start-up success story and the role of brand in driving business success.
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
The slides from the ‘Winning with video in a multiscreen world’ webinar presented on BrightTalk on the 1st March 2017. In this webinar Daren Poole and Leila Buckley share the 5 steps to winning with multi-screen video, drawing on learnings from case studies, cognitive neuroscience and extensive research and development work conducted to launch the new Link for Video solution. To watch a recording of the webinar please use this link: https://www.brighttalk.com/webcast/9623/244837
AdReaction Gen X, Y and Z - Engaging across generationsKantar
A new AdReaction study from Kantar Millward Brown, reveals Gen Z has its own distinct behaviours, attitudes and responses to advertising. The study, AdReaction: Engaging Gen X, Y and Z is the first-ever comprehensive global study of Gen Z, and provides guidance on how marketers can engage more effectively with this increasingly important group.
Who are the world’s most valuable luxury brands? What are the drivers behind their value growth over the past 10 years? How have global luxury consumers’ attitudes, behavior and shopping habits changed? What is happening in the fast-growing new luxury markets? What are the branding-building action points in the future? The presentation will cover the key findings from BrandZ Top 10 Most Valuable Luxury Brands over the past 10 years, reveal the global trends in luxury, uncover the drivers behind the luxury brand’s value growth and the important brand-building implications for the next decade. The insights are drawn from the BrandZ database including information from more than 2 million consumers in 50 country markets.
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 YearsKantar
Check out the slides from the series of BrandZ webinars we held on the 23rd June 2016 presented by Doreen Wang, Head of BrandZ, and Peter Walshe, Global BrandZ Strategy Director. In these webinars Doreen and Peter take you through the key findings from the BrandZ Top 100 Most Valuable Global Brands 2016 (http://www.millwardbrown.com/brandz/top-global-brands/2016) and share lessons for future brand building that we have learnt from looking in detail at over 100,000 brands over the last 11 years. To view a recording of the webinar please click here (http://www.millwardbrown.com/global-navigation/news/news-events/webinars/2016/brandz-global-2016), and if you are interested in finding out more about BrandZ or how these learnings could be applied to your brand please contact your local Millward Brown team.
At this year’s Responsibility Business Week event in the UK on Trusted brands: what behaviours help companies thrive in today's marketplace? Nick Bull, Senior Director at Millward Brown presented new research which shows that the most trusted brands in the global BrandZ Top 100 ranking have grown 170% since 2006 – almost double the rate brands with average levels of trust.
Take a look at his presentation and notes here.
BrandZ Top 100 Most Valuable Chinese Brands 2016Kantar
The turbulence of the Chinese economy and stock market over the last 12 months continues to make headlines, but what has this meant for brands? Millward Brown's 10 years of the BrandZ Top 100 Most Valuable Global Brands has demonstrated that a strong brand protects the business in hard times, and enables it to recover faster.
Millward Brown and WPP have released the 6th annual BrandZ Top 100 Most Valuable Chinese Brands ranking and report. Learn how Chinese brands weathered the recent economic challenges and what impact this has had on consumer confidence and the growth of local brands.
http://www.millwardbrown.com/brandz/top-chinese-brands/2016
#GettingMediaRight with Millward Brown. Setting the media scene, some thoughts about the future of media and 2016 media predictions by Andrzej.Suski@MillwardBrown.com & South African insights and learnings’ on how to optimize digital video creative and how to maximize media efficiencies through the use of video across multiple screens by Monique.Claassen@MillwardBrown.com
THE UK Stars OF 2015’s Christmas Advertising - InfographicKantar
Millward Brown’s Christmas advertising study explores the performance of 18 of this year’s leading TV ads, testing them with consumer audiences using its AdExpress tool.
Viewers reviewed and scored each on 12 factors proven to drive sales and build a brand: Branding, Involvement, Enjoyment, Made me love the brand, Sets the trends, Persuasion, New and different information, Relevance, Believability, Different from others, Meets my needs.
The 18 ads reviewed are from brands and retailers: Asda, Argos, Boots, Burberry, Cadbury’s, Celebrations, Debenhams, dfs, John Lewis, Lidl, Marks & Spencer, Mulberry, PayPal, Sainsbury’s, Sky Movies, Very, Waitrose and Warburtons.
Advertising plays a vital role in building brands. But even the best advertising, for a well-loved brand, perfectly deployed through media, needs a receptive audience.
Consumer receptivity to advertising is our industries most precious asset – it is our oxygen.
Today I want to convince everyone here that advertising receptivity is at genuine risk and we must, together, take better care of it.
Our behaviours as an advertising industry have been more bad than good and this is turning people off. We are belching out our own version of CO2 and ruining the environment for communications effectiveness.
People are becoming less receptive to advertising and it is our own fault – that’s the inconvenient truth.
How we are driving more brand spend into digital, focusing on the growth of programmatic as an industry through automation and how we can respond to these changes in the market with solutions.
Automation Technologies are key to growth for brands. We need to simplify the media value chain, and declutter the process
Working across a trusted online currency will the drive growth of brand spend online.
How Technology And New Platforms Are Changing Brand CommunicationsKantar
Good ads have 3 key metrics: interaction, communication and persuasion. Personal communication is becoming easier and more popular with the help of technology and Big Data. Problem- solving ads are the important part of brand communication.
Is It The Death Or Rebirth Of Digital Advertising?Kantar
Digital Ad spend has been growing steadily across the globe and in some markets now outpaces TV spend.
With this rise in spend we have also seen a steady increase in the formats and technology available to advertisers.
But are we as an industry forgetting who is at the heart of all these efforts? Are we in danger of losing consumer interest/ receptivity once and for all?
Insights2020: Driving Customer-Centric Business Growth Kantar
Based on more than 325 in-depth interviews with senior marketing and insights leaders and 10,000+ interviews with practitioners across 60 markets, the Insights2020 initiative examines the drivers of customer-centricity and how being a customer-focused company impacts business performance.
With a robust and global sample, we are able to quantify the financial opportunity for any business and guide organizations on their journeys to customer-centricity. The connection is clear and it is time to elevate insights and analytics to the boardroom.
Millward Brown AdReaction: Video Creative in a Digital World Global ReportKantar
Millward Brown's AdReaction Video explores how, where and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We interviewed over 13,500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone of tablet). We also tested 20 TV as in 8 countries across TV, digital and mobile platforms.
http://www.millwardbrown.com/adreaction/video/
The top media trends that consumers don’t even know aboutKantar
This presentation focuses on the Top media trends consumers don’t even know about. The purpose of this presentation is to move a step back from what we as marketers speak about, about the newest shiny thing and the big buzz word of the year – and see what this actually looks like from the perspective of the consumer.
And why does this matter? Because how consumers feel about or perceive marketing trends and advertising will impact how they feel about your brand and therefore the long-term financial success of your company.
3. We help over 90% of the worlds leading brands make critical
business decisions to drive brand growth. We also have
unrivalled expertise in helping young brands thrive in
established and emerging markets.
3
4. Agenda
1. Measuring Financial Value
2. Creating Financial value
3. Measuring the drivers of Financial Value
4
6. When Kraft acquired Cadbury for $18.9 billion, it did so to gain control of the
company‟s portfolio of valuable brands. At the time of the acquisition, I estimate
Cadbury‟s Dairy Milk accounted for over 15 per cent of Cadbury‟s sales, making it
worth more than $1.6 billion, but Kraft was not buying the brand for its value in
2010. Instead, Kraft was betting on the ability of this iconic brand to produce a
continued and growing profit stream for years to come.
As bets go, this one does not seem that risky. Cadbury‟s Dairy Milk has a 108-
year track record that has seen its appeal extend around the world, and it
provides Kraft with a strong foothold in fast-growing markets like India, China, and
Brazil. For the sake of consistency I have used US dollars throughout the book
converted at the current exchange rate.
6
7. Strong brands outperform their peers
BrandZ™ Strong Brands Portfolio vs. S&P 500
(Apr 2006 - Dec 2012)
60%
51.1%
40%
20%
15.3%
0%
Apr 06 Aug 06 Dec 06 Apr 07 Aug 07 Dec 07 Apr 08 Aug 08 Dec 08 Apr 09 Aug 09 Dec 09 Apr 10 Aug 10 Dec 10 Apr 11 Aug 11 Dec 11 Apr 12 Aug 12 Dec 12
-20%
BrandZ™ Portfolio
S&P 500
-40%
Source: Bloomberg; MB Optimor London Analysis
-60%
8. To further show the power of a strong brand (ie
those with higher Brand Contributions), the Stock
price of the companies who own them (the white top
line) is massively in credit, whilst the benchmark of
the S&P 500 is flat at best. The „gap‟ is brand, and
shows what a great investment a strong brand is. It
is true that the strong brands did decline at the
beginning of the recession, but not as far and they
recovered significantly more quickly.
I know where I would be happy to put my money!
8
9. Valuing a brand is more than just guesswork
BRANDED EARNINGS
$ What proportion of a company’s earnings can be attributed to a
brand?
%
BRAND CONTRIBUTION
How much of these earnings are due to the brand’s close bond
with it’s customers?
BRAND MULTIPLE
M What is the growth potential of the brand-driven earnings?
10. First we calculate the global Intangible earnings for the brand. Then we use our BrandZ data
to work out how much of that is actually driven by the brand. And finally we need to account
for future earnings – so we calculate the brand growth rate .
These three then produce Brand Value.
1. Branded Earnings What proportion of a company’s earnings can be attributed to a brand?
We start with the published global earnings of the Corporation – split out those that are
named for the brand (for example in valuing Coca Cola we would not include Sprite or
Dasani but would value those separately). And we isolate intangible earnings for the brand.
2. Brand Contribution How much of these branded earnings are generated due to the brand’s
close bond with its customers? This is where we use the BrandZ Pyramid for each brand in
each country to determine exactly what proportion of customers actually buy the brand
because of a „brand‟ reason. We take those out, for instance, who just buy on habit or price
alone. This step isolates the role of brand equity, separating out the truly brand-driven
earnings. Brand generally plays an important buying decision role in luxury, for
example, while location is a more important factor for motor fuel.
10
11. 3. Brand Multiple What is the growth potential of the brand-driven earnings? Staring with
published Company growth rates, we adjust for the brand for whether it is a growing stable
or declining category and whether it is in a growth country (like one of those in many parts
of Asia) or a exposed in a more recessionary are (like Europe or the USA). Then we have
our BrandZ data which tells us for each country the level of Presence for the brand and its
likely future chances of growth (the Voltage metric – a Millward Brown validated leading
indicator of market share gain and revenue growth).
So Millward Brown Optimor applies an economic use approach to brand valuation, using a
methodology similar to that employed by analysts and accountants.
The brand value published is based on the intrinsic value of the brand – derived from its ability
to generate
demand. The dollar value of each brand in the ranking is the sum of all future earnings that
brand is forecast to
generate, discounted to a present-day value.and Value equals: Branded Intangible Earnings
times the Brand Contribution times the Brand Multiple
11
20. Global Top 10 in 2012
1. $183bn 6. $74bn
2. $116bn 7. $74bn
3. $108bn 8. $69bn
4. $95bn 9. $49bn
5. $77bn 10. $47bn
Here are numbers 6 to 10. Vodafone is new in the Top 10 and the most valuable
UK-owned brand. GE slips down from Number 2 last year (being exposed to
more challenging markets such as finance and industrials) and Apple continues
to do well.
22. Agenda
1. Measuring Financial Value
2. Creating Financial value
3. Measuring the drivers of Financial Value
23
23. Brands can create value in 4 ways
Creating demand for the Commanding a
brand or service now premium now
Financial
Value
Growth
Extending to new
uses, countries and Creating the potential to grow
categories future market share
24. Brand
What
What the
consumers
brand does
experience and
and says
remember
25
25. Your brand is your purpose, calls to action, customer service, communication with
customers, your people and, yes, your logo and visuals too.
A brand is essentially a promise incarnate. But there is another side to this coin. The
one that will determine how much the brand is actually worth. And that is how well the
brand lives up to its promise in the mind of the customer. You can care about your
business as much as you like but unless your customers care too your brand is not
worth anything. To create value from your brand you must create value for your
customer.
A brand is the ideas, the memories, the feelings evoked every time someone thinks of the
brand. To create value those mental associations must make the associated product or service
more salient, more interesting or more compelling than the alternatives. They must make the
brand meaningfully different in some way. That difference does not need to be tangible or
significant but to create value for the brand owner that difference must resonate with the
potential customer more than the competition. The degree of differentiation required for a brand
to create value will depend on the nature of the brand and category. The key question to ask is
whether your brand is perceived to be different enough given its competitive context.
26
27. Because people are predisposed to buy brands
when they believe them to be meaningful.
Meaning is in the eye of the beholder. It can be
based on tangible or intangible aspects of the brand.
Brand meaning can originate from a multitude of
sources. It could come from your personal history
with a brand; for example, you might use the same
brand of detergent that your mother did. Or it could
come from functional characteristics; you might
really like the intuitive interface of that tablet
computer. You might be attached to your car
because you think it looks hot, or because it is
economical and saves you money. Or a brand‟s
meaning for you might simply be that it is familiar
when others are not.
29. If a brand seeks to charge a price premium people
will only do so if they believe the brand is
meaningfully different in some way.
If it is not meaningfully different then it had better
keep its price low if it is going to attract a reasonable
number of buyers.
31. And last, but not least, people buy the brands that
are most salient – the ones that come to mind
quickest when the need arises.
32. Strong brands offer a meaningfully different
experience
Purpose Resonance
Meaningfully
Different
Experience
Delivery Difference
33
33. Match the driver to the car
Mukesh Ambani Ingvar Kamprad Prince Alwaleed bin Talal
Alsaud
Worth: $30bn Worth: $23bn Worth: $20bn
Rolls Royce Phantom Mercedes Maybach 62 Volvo 240 GL
34
34. Ambani, a petrochemical and oil businessman, is the
richest man in India and very famous for his luxury
lifestyle. The owner of Reliance Group possesses
one private house like a tower with 60 floors in the
heart of Mumbai and parking space for 168 cars. He
also has a Mercedes Maybach 62, a Mercedes S
Class and Mercedes SL500.
Swedish IKEA Furniture Entrepreneur, Ingvar
Kamprad, is much more efficient than Warren Buffett
when he only has an old Volvo, 240 GL.
A member of the Saudi Royal Family, the Prince
owns a $500m yacht, a private Boeing 747, and
Airbus A380 and drives a Rolls Royce Phantom
36. IKEA’s purpose is to create a better life for
people…but how?
By removing squeezing out every cent from the
design, manufacturing and transport of its products.
Prices fell by 2.6 per cent in 2011.
37. Delivery: any brand needs to “mind the gap”
HR Manager complains that work experience does
not match brand image:
"Well we have two choices. Either you make
the bank a better place to work, or I can
create a worse brand.“
Chris Clark
Head of marketing, planning, and business strategy at HSBC
38. Delivery: how well the brand’s experience lives up to
its purpose
The more positive and distinctive sensory
impressions come to mind, the more loyal
people are to the brand.
“The girl does not
only tell it has
good fragrance, NUMBER OF POSITIVE SENSES RECALLED
but also teaches 70%
me how to smell it 60%
properly – should
50%
not directly smell
from the bottle, 40%
but wave the 30%
hands back & 20%
forth to air the
fragrance out, as 10%
to smell the 0%
perfume” 0 to 1 2 to 3 4 to 5
Source: BRANDsense survey conducted in US, UK and Japan
39
39. Resonance: people appreciate the brand for what it
does and how it makes them feel
Made by
companies you
can trust
Are leading the
way Dove
Natura
Offer something
different
0 50 100
40
40. The data you see here explains why Natura can command both higher sales and
premium prices.
A large proportion of Brazilian body care consumers agree that Natura is
scientifically advanced, keeps skin in better condition and offers a good range of
products. These functional benefits ladder up to a strong emotional appeal. 74% are
willing to agree that Natura is a brand they trust and 65% that it is a company that is
leading the way. Global brands like Dove and Avon may be as well known as Natura
but they simply do not inspire the same degree of passion. 54% of people claim to
have recommended Natura to a friend compared to 41% for Avon and 22% for
Dove.
Natura espouses the Triple Bottom Line aiming for good financial results, social
impact through generation of wealth for their consultants and environmental
sustainability.
Brazilian consumers appreciate Natura products and find the brand‟s positioning
appealing resulting in strong financial returns
41. Difference: provides a reason to choose and justifies a
price premium
Average Potential for Average potential for
brand to grow Brands that brand to grow
ARE different
1.3% 15.9%
Brands that
AREN’T different
Average potential for
brand to grow
-7.2%
42
47. Vitality: ensure your brand is seen as
contemporary, salient, talked about and fresh in look
and feel.
48
48. Break the mould, create something compelling & new
Click to view
49. Challenging preconceptions and creating a sense of
momentum helped Audi boost sales
Six major car launches in 2008 115
But Audi remains considered but 110
not chosen 105
In 2010 the “Shock the Sheep” 100
campaign challenged the status Desire
95
quo Price
90
After shifting perceptions Audi has
enjoyed strong sales growth and 85
improved margins 80
2008 2009 2010 2011 2012
50
51. Affordability: justifying your price point while
making it accessible to more people
80
60 Relevance
40
20
0
Bought Last
2007 2008 2009 2010
52
52. Extendability: leveraging a strong brand into new
categories and countries
Dove grew from global sales of about €300M in 1990 to
becoming Unilever’s first €3B brand in 2011.
1955 1965 1991 1995 1997 1998 1999 2002 2007 2010
Bar soap 1 Global
expansion:
launched to 55
countries
between 1991- Anti-aging
1994. range
Facial
Deodorant cleansers
Dish soap
Hair care
Body wash Body lotion Men’s care
products
53
53. How successful brands drive financial value growth
Define Amplify Grow
Purpose Resonance
Findability
Meaningful
Credibility Financial
Difference Vitality Value
Affordability Growth
Extendibility
Delivery Difference
54
54. Agenda
1. Measuring Financial Value
2. Creating Financial value
3. Measuring the drivers of Financial Value
55
55. BrandDynamics has evolved significantly over time
1992 2012
1996 1998 2003 2005 2009
Launch of Launch of Bonding Factor Launch Development of New
BrandDynamics BRANDZ analysis of D&A Voltage2.0
model
2003 2010
Launch of the Development
„Paw Print‟ analysis of the Brand
Strength Score
2010
Development of the
Value Driver workshops
56
56. People are more predisposed brands they find
meaningful, different and salient
Meaningful
Brand
¥
Associations
Different £ €
$
Brand In-market
Predisposition Facilitators
Salient
Predisposed customers will be more likely to choose your brand, pay a
premium for it and the brand will be better poised to grow market share
57
57. Top 100 Most
Average Brand
Valuable Brands
Power Index 100 Power Index 171
Salient
Meaningful Meaningful Salient
100
100 Power
116 127
Power
6 11
Different 124
Different
100
58. Handsets – France 2012
Power Index 199 Power Index 120
Meaningful
95
Meaningful Salient
Salient
133
Power 120 Power 130
22 13
Different Different
240 59
59. South Africa 2012
Power Index 446
Meaningful
183 Salient
Power 212
32
Different
162
60. Three new measures of brand equity
A single, accurate measure of demand for the brand
POWER
The relative price point that the brand’s equity can
support
PREMIUM
The likelihood that the brand will grow value
POTENTIAL market share
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61. Stronger brands produce better returns
Average operating profit reported as a percent of revenues
16%
15%
14%
13%
12%
11% High Potential
10% Low Potential
Low Power
High Power
62 Source: BrandZ and annual company reports for 49 companies
62. How successful brands drive financial value growth
Define Amplify Grow
Purpose Resonance
Findability
Meaningful
Credibility Financial
Vitality Value
Difference
Affordability Growth
Extendability
Delivery Difference
63
63. Conclusions
•Brands are the most valuable asset that many companies own – they
creating lasting financial value
•Brands exist in the mind – you can only assess their value and
potential if you know what people think
•Strong brands provide a meaningfully different experience to people –
marketers must not rest until they build this
•Once you have this then has to be amplified through all available
channels
•Vitality is a key battleground. Communications can frame your
brand, build salience and talkability
64
64. Any questions?
Please contact:
Richard Stewart
e. richard.stewart@millwardbrown.com
t. 011 202 7000
Kim Reddy
e. kim.reddy@millwardbrown.com
t. 011 202 7000
Natalie Otte
e. natalie.otte@millwardbrown.com
t. 011 202 7000
Author: Nigel Hollis, Chief Global Analyst, Millward Brown
65