Kantar BrandZ China 2024_演讲版 Part3_实现高质量增长

如何在周期面前实现高质量增长？ HOW TO ACHIEVEQUALITYGROWTHIN THE STAGNANT CONSUMER MARKET? 品牌增长公式BLUEPRINT FOR BRANG GROWTH 品牌 品牌 增长依靠在更多人心智中打造有意义的差异化GROW BY BEING MEANINGFULLY DIFFERENTTO MORE PEOPLE 有意义：当消费发生结构型变化，您的品牌还有意义吗？When consumption undergoes structural changes, is your brand still meaningful? 差异化是渗透率和溢价的保证! 品牌差异化是利润增长的驱动力‘Difference’ supports margin growth 您的品牌真有差异吗？Difference supports penetrationand protects margin growth 差异化以下四方面打造！Four ways to create “difference” 领导力Leadership 清晰的情感Emotive Clarity 功能利益Functional Benefits 用“有意义的差异化”占领更多人心智Predispose to more people with“meaningful difference” 在这张战略地图上， 您的品牌在什么位置？ 品牌的心智份额超过市场份额时，销售增长加速 Share of Mind must exceed the MarketShareto support faster sales growth 影响心智累积依靠两个核心元素The accumulation of influence on the mind relies on two core elements 沟通内容：高质量广告带来5倍利润回报 在媒介烟雾化的当下 全球广告回归单一信息聚焦模式单一信息比多信息传播效率高3倍 53.8亿美元2024 BrandZ品牌价值 沟通媒介 20%媒介渠道影响 80%的心智积累 80% of brand predispositioncomes from 20% of themedia channels 多媒介整合能力大幅提升品牌力Integrated communication wins 坚持“品效协同”摒弃“效果执念” 体验利用峰终定律打造致胜体验 体验Experience情感Emotive沟通++ 激活有意义的差异化！bring alive Meaningful Difference! 终端可见度强提升购买转化Be more presentto drive activation power X2.5倍 © Kantar 2024 |24 头部品牌可见度高 前5%的品牌占领80%的可见度 小品牌对渠道的依赖更强 The top 5% of brands occupy 80% of the visibility.Small brands are more dependent on channels. 189亿美元2024品牌价值 价格战伤害大品牌更深 Big brands are negativelyimpacted more in the price war! 经济下行周期，保住利润至关重要 专注品牌力，在不打折的前提下吸引更多购物者，才是利润之道！ Focusing on the brand equityto attract more people without a discountis more likely to lead to greater profits. 在所有场景提升可见度比50%场景购买者高出 X7倍 品牌价值$324亿美元 品牌价值$73亿美元 短期增长从何而来？ 小品牌SMALL BRANDS 颠覆品类争夺大品牌市场份额 大品牌BIG BRANDS 吸引新客：拓展品类边界现客多购：强化需求和场景 中长期增长从何而来？ 通过“五新”实现突围 Break through in the era of disappearing traffic dividends through the "Five New" 51.5亿美元2024 BrandZ品牌价值 新场景 如果品牌能够找到产品的新用途，增长的可能性将翻倍。A brand‘s chance of growth doubles if it can find new usesfor its range. GOOGLE |KANTAR BRANDZ 新区域 2024中国全球化品牌五十强 >50%的创新虽然带来短期销售却未能实现由品牌资产带来的中长期销售增长 More than half of the innovative concepts bring at least short-term salesBut they do not contribute to long-term brand equity 要赢在理智，更要赢在心智Win the Mind and Win the Heart ‘有意义的差异化’创新Meaningfully differentinnovation © Kantar 2024 |34 Kantar品牌增长作战地图及提升路径 品牌 品牌 增长依靠在更多人心智中打造“有意义的差异化” 品牌研究(Brand Guidance系列, NEEDSCOPE)高级分析(BSA/TMROI, Choice模型)定性分析、ART.AI（兼顾广度和深度的实时反馈与决策平台）和KMP.AI（AI大模型洞察内容服务） 凯度Marketplace微信公众号