The Lifeblood of Luxury Brand Success
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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.
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The Lifeblood of Luxury Brand Success
- 1. THE LIFEBLOOD of LUXURY BRAND SUCCESS
- 3. Strong brands generate superior shareholders’ return BrandZ™ Strong Brands Portfolio vs. S&P 500 vs. MSCI World Index (Apr 2007 - December 2016) BrandZ™ S&P 500 MSCI Source: BrandZ™ / Kantart Millward Brown
- 5. Top 10 Most Valuable Luxury Brands 2016 Source: BrandZ™ / Kantart Millward Brown 1 $28,508 Million Brand Value 2016 2 $19,821 Million 3 $12,592 Million 4 $10,316 Million 5 $8,153 Million 6 $6,747 Million 7 $4,594 Million 8 $4,405 Million 9 $2,468 Million 10 $2,066 Million
- 6. Source: BrandZ™ / Kantart Millward Brown Top 10 Most Valuable Luxury Brands 2016 Total Brand Value US$ 99.7 billion
- 7. Key lessons for building strong luxury brands
- 9. SHAKE THINGS UP 137
- 10. INNOVATION 122
- 11. Evidence from the largest in the world CREATIVE DATABASE 24,812 ads
- 12. Evidence from the largest in the world CREATIVE DATABASE MEANINGFULLY DIFFERENT and NEW 143 NEW Information 80 Neither 78 AVERAGE CREATIVITY INDEX* *Awareness Index 24,812 ads
- 13. CHANEL in China
- 14. Chanel’s global ad campaigns bring the brand to life with locally relevant execution and messaging
- 15. High High Low INNOVATION Advertising Appeal (CREATIVITY) Low +31% +89% Innovative and Creative Brand +199% +69%
- 17. UNIQUE 133
- 20. Socialize the Brand Purpose BRAND PURPOSE 125
- 22. BRAND LOVE 127
- 24. Out of Sorts Healthy INNOVATION CREATIVITY BRAND EXPERIENCE BRAND LOVE + + + LIFEBLOOD BRAND PURPOSE +
- 25. More than 100x better! Brand Value change over 11 years: Out of Sorts -10% Healthy +225% Source: BrandZ™ 2006/2016 Most Valuable Brands LIFEBLOOD
- 29. THE LIFEBLOOD of LUXURY BRAND SUCCESS Doreen.wang@millwardbrown.com