Tuesday, February 8, 2011
BrandZ's study of the Top 100 Brands 2010 has some useful data, which support arguments we repeatedly make about the value of brands.
The resilience of a strong brand: over the past five years, the value of BrandZ's Top 100 Global Brands appreciated by 40% to $2.04 trillion, even as the S&P 500 declined by 11.5%.
Rebuilding trust: trust works in tandem with recommendation to build brand value.
Value is more important than price: even during the recession, only 7% of people bought on price alone.
Value is delivered by own-label brands: while people select brands for the reassurance of authenticity, quality and value, these needs are increasingly fulfilled by own-label, across all price brackets.
Value is important not only to everyday but to luxury brands: even those who can afford to spend lavishly choose not to spend frivolously.
Strong values and leadership: all of the world's Top 10 most valuable brands were created by visionary leaders. They continue to be lead by the same people, or by successors who share the same unshakable principles.
Philanthropy or "CSR" isn't enough: post-recession and natural disasters, people are feeling personally responsible towards others and to the environment and they choose brands that reflect their wishes and values.
Position brands for emerging markets: as Y&R points out in "How to Dominate the World" 85% of humans live there.