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Brand PowerWhat’s driving successful automotive brands?
Brand PowerWhat’s driving successful automotive brands?
Seaof
Sameness
100kBRANDS
400CATEGORIES
3mCONSUMERS
50MARKETS
4.5bnDATA POINTS
IS BIG DATATHE LARGEST BRAND DATABASE WORLDWIDE
STEP 1:
FINANCIAL VALUE ($)
Financial value created
by a brand
STEP 2:
BRAND CONTRIBUTION %
Proportion of financial value
generated by the brand’s ability
to increase purchase volume
and charge premium
STEP 3:
BRAND VALUE ($)
FV BC BV=X
Brandz Valuation Process
2006 20152007 2008 2009 2010 2012 2013 2014
Strong brands generate superior shareholder returnsBrandZ™ Strong Brands Portfolio vs. S&P 500 vs MSCI World Index
BrandZ™ Strong Brands Portfolio S&P 500 MSCI World Index
102.6%
63%
30.3%
Number 1
$247bn
+67%
Number 2
$174bn+9%
Apple CarProject Titan
Cars - Top 10 Countdown
Car Brands still Challenged
2006 20142008 2009 2010 2011 2012 20132007 2015
-3%
+126%
Brand Value CARS TOP 10 vs Top 100 (INDEX on 2006 = 100)
100
Number 1
$28.9bn
-2%
Two New Entrants
$4.3bn
No. 10
$4.9bn
No. 9
Fastest Risers
$10.1bn
+43%
$13.1bn
+11%
Its about brand first, model secondNICK RATCLIFFE, HEAD OF MARKETING, AUDI UK
Drivers of Brand Power
60
$4bn
$30bn
BRAND POWER
170
BR
AN
DV
AL
UE
Brand Power drives Brand Value
Average brand = 100
Meaningful
Different
Salient
Innovation Drives Success10-Year Value Change
Top third Middle third Bottom third
57 brands in Top 100 that have 10 year value change and ‘set trends’ metric
+161%
+36%+13%
The Power of Love10-Year Value Change
Top third Middle third Bottom third
57 brands in Top 100 that have 10 year value change and ‘Brand Love’ metric
+227%
+39%+22%
Difference makes the Difference10-Year Value Change
Most different Least different
Top 100 most valuable brands in both 2006 and 2015
+124%
+24%
Growth Ahead?
Navigate the New Path to Purchase
Consistency!
Consistency!
Consistency!
Brand
Harmonyneed to work in
and
Communications
Brand x Advertising = Growth10-Year Brand Value change 2006-2015
Ad
vert
isin
g S
tren
gth
Branding Strength
Top 100 most valuable brands in both 2006 and 2015
LOW HIGH
HIGH
+168%
+76%
+27%
+21%
Getting stuck
under the hood?
3 Challenges for Car Brands
Develop a
MEANINGFUL
experience
Find innovative
ways of being
DIFFERENT
Communicate
effectively to build
SALIENCE
How to get more information
www.brandz.com
www.brandz.com/mobile
@nickatmb
