2019年Interbrand全球最佳品牌

Transformingcustomer TWENTY YEARS OFBRAND VALUATIONDATA HAS MANYSTORIES TO TELL. WELCOME TO INTERBRANDBEST GLOBAL BRANDS at $2.1T— representing a 4.4% averageCAGR and more than 2.1x increase in totalvalue. These figures behind Best GlobalBrands tell a clear story: in such a fluidmarket landscape, investing in brand is key (to understand customer trajectories),Brand Economics (to identify the businessopportunity), and Brand Experience(to make real change within a business),brands can spark customer desire anddrive extraordinary results. We call this The fastest growingbrands are makingwhat we call IconicMoves—the big Today, there is no question as to whetherbrands have intrinsic value or not. Millennialsand Gen Z continue to push companiesto redefine what effective brand-buildingmeans—and increasingly, what it meansto be a truly valuable brand in their eyes.With ever-savvier consumer bases, brandsare expected to act in line with theircustomers’ values. Consumers expect not At this point of inflection, we look backwardto look forward. Twenty years of data andinsights have provided us with a lens withwhich we can help deliver Iconic Moves forbrands across countries and continents.Today, in the 20th year of Best Global Brands, Thirty years ago, we asked ourselvesabout the nuanced relationshipbetween brand and businessperformance; ‘How much is a brand and improve its performance over time?’Aiming to answer questions of this kind,we built the world’s first accredited brandvaluation methodology. What we are seeing in this evolving marketlandscape, where customers’ expectationsare moving faster than a company’s abilityto respond, is that incremental moves canonly keep you in the game for the short term.The fastest growing brands are makingwhat we call Iconic Moves—the big bets that In the past 30 years, we have conductedthousands of brand valuation exercises,underpinned by our proprietary BrandStrength framework, to help businessescreate roadmaps to stronger brands Charles TrevailGlobal Chief Executive Officer, Interbrand Twenty years of brand valuation data hasmany stories to tell. Only 31 brands(e.g., Disney, Nike, and Gucci) from the2000 ranking remain on the table today;137 brands (Marlboro, Nokia, and MTV, toname a few) have come and gone in theintervening years. Coca-Cola and Microsoftare the only brands to have retained top As brands have evolved to meet customerexpectations, so have we. Our valuationmethodology remains foundational, but ourconsultative approach has shifted from staticframeworks to dynamic models. Whilesuccessful brands possess a set of commonattributes, brands’ positions are a moving CUMULATIVE BRAND VALUE OFTHE 100 BEST GLOBAL BRANDS THE SIMPLICITY, THESTARK BEAUTY OFJOHN KENNEDY’SMANDATE… REALLYHELPED US ALONGTO THE MOON. THE END OF POSITIONING:INTRODUCING ICONIC MOVES In recently celebrating the fiftiethanniversary of the Apollo 11 lunarlanding, astronaut Michael Collins, partof the mission alongside Neil Armstrong That very combination of afixed long-termambitionandflexible short-term actionincreasingly stands out as the common traitof those organizations that thrive in the extent to which John F. Kennedy’s 1961commitment—to put an Americanman on the moon within the decade—had been a powerful driving force for themission’s success. This dynamic is changing the very nature ofbrands, and the paradigm of how they are It all starts with people. The single-mindedness and clarity ofthat statement, Collins recalled, workedas a true north throughout the yearsleading to the mission—helping overcomeobstacles, speeding up processes, andproviding everyone with a clear goaland timeline. “We could quote him, get Half a century later, there is much tolearn from the way in which a single, sharpstatement of intent, coupled with anextreme agility in action, made one ofmankind’s most staggering achievements PEOPLE ARE MOVING FASTERTHAN BUSINESSES THE ISSUES WITHPOSITIONING All of this means that the age of brandpositioning—a static, category-based,abstract construct to be checked and technologies such as artificial intelligenceor facial recognition virtually effortless— For decades, the entire discipline ofbranding has been founded on the dogmaof positioning—as the term suggests, astatic definition of a distinct space that abrand could credibly occupy in a category(it’s somewhat interesting to notice how It is quite intuitive to observe the extent towhich, as customers, we are more informed,more connected, and more demanding thanever before. It is less obvious to articulate Don’t turn yourgaze towards R&Dlabs, but toward Today’s fastest growing organisations nolonger think in terms of brands as a staticconstruct, often disjoined from the business.They move along an overalltrajectorythat the expectation of Uber’simmediacy, Spotify’s abundance, andNetflix’s intimacy ripples across every aspectof life and line of business, raising thethreshold of what’s good enough. Apple’sla