深度-凯度-2021年BrandZ最具价值全球品牌排行榜（英文）-2021.6-158页_35mb

2021 Kantar BrandZ Most Valuable Global Brands Summary

Core Content

The Kantar BrandZ™ 2021 Most Valuable Global Brands report highlights the resilience and growth of global brands in the post-pandemic economic recovery. It outlines how brands have adapted to new consumer behaviors, technological advancements, and social trends, emerging stronger than ever before. The report emphasizes the importance of brand equity in driving economic value and how strong brands outperform the market in both crisis and growth periods.

Main Points

• Total Brand Value: The Top 100 Most Valuable Global Brands saw a 42% year-on-year increase, reaching a record total value of $7 trillion.
• Recovery from Pandemic: Brands have shown resilience, recovering twice as fast as general stock market indices after the March 2020 crash.
• Technology's Role: Technology-driven brands now account for over 50% of the total value in the Top 100, indicating a shift towards digitalization and innovation.
• Consumer Behavior Shifts: The pandemic accelerated trends such as digital ordering, e-commerce, and home-centered consumption, forcing brands to adapt to new logistical and consumer expectations.
• Sustainability & Social Responsibility: Brands have increasingly made commitments to sustainability and inclusion, reflecting broader societal values.
• Brand Value Drivers: Kantar BrandZ identifies three core building blocks of brand value: Meaningfulness, Difference, and Salience, with Trust, Purpose, and Innovation playing key roles.
• Marketplace Rebuilding: Brands are now expected to be more innovative, trusted, and socially responsible as stakeholders demand higher standards post-pandemic.

Key Information

• Global Brand Portfolio: The report includes a wide range of brands across 512 categories in 51 markets, with over 4 million consumer interviews and 5.3 billion data points.
• Top 10 Brands: A list of the top 10 most valuable global brands is included, with Apple, Amazon, Google, Microsoft, and Alibaba leading the rankings.
• Brand Valuation Methodology: Kantar BrandZ uses a financial model and consumer insights to evaluate brand value, focusing on the financial contribution of a brand to the parent company.
• Client Perspectives: Insights from C-Suite executives of major global brands are shared, offering views on growth strategies and consumer engagement during the pandemic.
• Thought Leadership: The report includes thought leadership articles and expert insights from Kantar's brand building specialists, providing actionable strategies for brand development.
• Regional Contributions: China played a significant role in global recovery, contributing 18 home-grown brands to the Top 100, showing the country's growing influence in the global brand landscape.

Structure of the Report

• Section 1: Introduction & Analysis

  • Overview of global recovery and brand performance
  • Analysis of key trends and insights
  • Insights from Kantar's experts on brand building

• Section 2: Most Valuable Global Brands

  • Rankings and year-on-year changes
  • Analysis of top-performing brands and their strategies

• Section 3: Category Focus

  • Examination of 13 key categories
  • Special commentaries by Kantar's category specialists

• Section 4: Client Perspectives

  • Insights from C-Suite leaders on growth and marketing strategies
  • Examples include Alibaba Group and Kantar

• Section 5: Resources

  • Contact details and additional information for follow-up actions
  • Access to Kantar BrandZ country and regional reports

Cross-Category Trends

• Acceleration in Growth: Brands have intensified efforts in digitalization, sustainability, and corporate responsibility.
• Shift to E-Commerce: The global shift to online shopping has forced brands to become digital logistics experts.
• Home-Centric Consumption: The home has become a primary site for consumption, influencing brand strategies in areas like beverages, apparel, and retail.
• Local & Niche Focus: Brands are increasingly acting locally and nimbly, emphasizing personalization and convenience.

Brand Building Recommendations

1. Focus on Customer-Centricity: Revisit core values and ensure alignment with consumer needs.
2. Grow the Category: Brands should invest in category expansion and innovation.
3. Secure the Core: Reassess brand positioning and target competitor weaknesses.
4. Invest in Innovation: Shift from small ideas to transformative innovations.
5. Adapt to New Logistical Realities: Embrace digital and local solutions to meet evolving consumer expectations.

Conclusion

The 2021 Kantar BrandZ report underscores the resilience of strong brands in the face of global challenges and the importance of adapting to new consumer and market realities. It serves as a guide for brands to navigate uncertainty, harness innovation, and rebuild trust in a transformed world. The report is a valuable resource for marketers, strategists, and business leaders looking to understand and leverage brand equity for sustainable growth.