CLOSE YOUR EYES!
WHAT IS
‘BRAND’?
DO NOT
THINK OF…
Valuable brands haveSTRONG RELATIONSHIPS
with consumersand are
MEANINGFULLY DIFFERENT
It is better
than othersIt is
satisfactory
It caters for me
I know about it
BONDING
ADVANTAGE
PERFORMANCE
RELEVANCE
PRESENCE
Top 100 brands All brandsCoca-Cola
THE BRAND RELATIONSHIP
32
25
5
40
57
49
40
12
58
73
76
30
83
97
71
BONDING ONLY
30%ADVANTAGE ONLY
41%
Coca-Cola
76
30
83
97
71
It is better
than othersIt is
satisfactory
It caters for me
I know about it
BONDING
ADVANTAGE
PERFORMANCE
RELEVANCE
PRESENCE
30BONDING ONLY
ADVANTAGE ONLY
PERFORMANCERELEVANCEPRESENCE
NO PRESENCE
COCA-COLA
41
26
3
52
36
111
CUSTOMERS % VALUE %
BONDING/ ADVANTAGEThese people account for the vast majority of sales because they are
more loyal to the brand.
BRANDCONTRIBUTION PERCENTAGE
Coca-Cola
76
30
83
97
71
It is better
than othersIt is
satisfactory
It caters for me
I know about it
BONDING
ADVANTAGE
PERFORMANCE
RELEVANCE
PRESENCE
BRAND VALUATION
X =
Financial Value Brand Contribution Brand Value
BRAND CONTRIBUTION EFFECT
X=
X
=
Interbrandvalue
$28bn
BRAND CONTRIBUTION AVERAGE
Values very similar
BRANDZ™value
$23bn
Interbrandvalue
$28bn
BRAND CONTRIBUTION LOWER
Interbrand fails to take account of
lower Brand Contribution
BRANDZ™value
$13bn
Interbrandvalue
$34bn
BRAND CONTRIBUTION HIGH
Interbrand fails to take account of
high Brand Contribution
BRANDZ™value
$183bn
BRAND VALUE
2006 2012
Interbrand
BRANDZ™ $183BN
$34BN
$9bn
$16bn
BRAND CONTRIBUTION
3
BRAND CONTRIBUTION
4
$33bn
YES, TOP % RISER AGAIN…
$183bn
YES, NO.1 AGAIN…
56
YES, FEWER USA/EUROPE BRANDS AGAIN…
+74%
+19%
(74 last year and 88 in 2006)
A VERY TOUGH YEAR:
2006 2012
$2.4tr
Half the brands LOST value (mainly financials not brand contribution)Value of Top 100 only +0.3% ($2.4trillion)
$1.4tr
TOP RISERS
Hermès
MasterCard
Ralph Lauren
Starbucks
Clinique
Rolex
Visa
HUGO BOSS
The Home Depot
74%
61%
53%
51%
43%
43%
36%
34%
33%
31%
Column1
STRONG BRANDS PERFORM
APR 06 MAY 12
37.5%
0.4%
STRONG BRANDS
S&P 500
CATEGORY PICTURE – SHORT TERM (vs ‘11)
LuxuryFast Food
ApparelOil & Gas
TechnologySoft Drinks
Financial Institutions(ALL)Beer
Personal CareRetailCars
Telecom ProvidersInsurance
15%15%
13%8%
2%1%0%0%
-1%-5%-5%
-7%-7%
-16%
Column1
CATEGORY PICTURE – LONG TERM (vs ‘06)
Fast Food
Technology
Telecom Providers
Soft Drinks
Beer
ALL
Financial Institutions
Apparel
Retail
Luxury
Personal Care
Cars
193%
166%
84%
76%
68%
66%
61%
53%
48%
47%
39%
-24%
Column1
STRONG BRANDS GROW STRONGER
2006 2012
$46bn
$892bn
$83bn
$409bn
Top 10
Bottom 10
BUZZ MEANS MONEY
2006 2012
$511bn
$112bn
Value
Earned Buzz
It is better
than othersIt is
satisfactory
It caters for me
I know about it
BONDING
ADVANTAGE
PERFORMANCE
RELEVANCE
PRESENCE
Top 100 brands All brandsFast Growing
MORE ENGAGEMENT IN FAST GROWING MARKETS
32
25
5
40
57
49
40
12
58
73
63
22
77
91
59
12FINANCIAL
COMMUNICATIONS
OTHER
INFRASTRUCTURE IN GROWTH MARKETS
12
33
43
44
29
13
1
DEVELOPED % FAST GROWING %
TECHNOLOGY
TOP 10 GROWTH BY REGION
North America
Continental Europe
UK
Asia
LatAm
7%
-4%
-10%
-7%
-28%
Column1Momentum
Average
High
Low
Average
High
NORTH AMERICA
Apple
IBM
McDonald's
Microsoft
Coca-Cola
Marlboro
AT&T
Verizon
GE
19%
15%
-3%
17%
-2%
1%
9%
-1%
15%
-9%
Column1
Average
Average
Average
High
High
Momentum
Average
Average
High
Average
Average
CONTINENTAL EUROPE
Deutsche Telecom
Louis Vuitton
SAP
BMW
Hermes
Movistar
Mercedes-Benz
Orange
L'Oreal
H&M
-10%
7%
-1%
10%
61%
-37%
5%
-13%
-12%
4%
Column1
Average
Average
Average
Average
Low
Momentum
High
Average
High
Average
High
UK
Vodafone
HSBC
Tesco
Shell
BP
Standard Chartered
O2
Barclays
Dove
M&S
-1%
-14%
-18%
17%
-17%
-16%
-27%
-32%
-18%
Column1
Average
Low
Low
Low
Average
Momentum
Low
High
Low
Low
Average
ASIA
China Mobile
ICBC
China Construction Bank
Baidu
Toyota
Tencent/QQ
Agricultural Bank of China
NTT DoCoMo
China Life
Samsung
-18%
-7%
-4%
8%
-10%
19%
6%
3%
-25%
16%
Column1
High
Average
High
High
High
Momentum
High
Average
Average
Average
High
LATAM
Petrobras
Telcel
Falabella
Corona
Skol
Sodimac
Natura
Brahma
-21%
-27%
-6%
3%
-28%
18%
Column1
Average
High
Average
Average
Average
Momentum
Average
High
Average