2021-05-31-凯度-2021_Most_Valuable_Global_Brands_158页_35mb

Kantar BrandZ 2021 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 recovery phase. It emphasizes the role of technology, consumer behavior shifts, and strategic brand management in driving brand value and economic performance. The report also underscores the importance of understanding and adapting to new market dynamics.

Main Points

• Brand Value Growth: The Top 100 Most Valuable Global Brands saw a record increase of 42% year-on-year, reaching a total value of over $7 trillion.
• Recovery and Resilience: Strong brands demonstrated greater resilience during the pandemic, with the Strong Brands Portfolio recovering 42% of its value in just 15 weeks after the March 2020 crash, compared to the broader market's slower recovery.
• Technology as a Catalyst: Technology-driven brands now account for over 50% of the total value of the Top 100, showing the increasing importance of digital innovation in brand success.
• Consumer Behavior Shifts: The pandemic accelerated changes in consumer behavior, with a shift toward digital services, convenience, and home-centric solutions. Brands that adapted to these trends saw significant value growth.
• Sustainability and Social Responsibility: Brands that embraced sustainability and social responsibility, such as those in the auto and consumer goods sectors, gained consumer trust and market share.

Key Information

• Methodology: Kantar BrandZ uses a proprietary model combining corporate financial data with in-depth consumer research. The database includes insights from 4 million consumers on 18,500 brands across 512 categories in 51 markets, generating over 5.3 billion data points.
• Brand Value Components:
  • Financial Value: The proportion of the parent company's total value that can be attributed to the brand.
  • Brand Contribution (%): The brand's ability to increase purchase volume and charge premium.
  • Brand Value ($): The amount the brand contributes to the overall business value, isolated from other factors.
• Top Brands: The report features rankings of the Top 100 brands, with notable mentions of Amazon, Apple, Google, Microsoft, and Tencent as the top performers.
• Newcomers and RISERS: A section highlights new brands entering the Top 100 and those showing the most significant growth, indicating the evolving brand landscape.

Category Focus

The report breaks down brand performance across various categories:

• Technology: Dominates with strong growth, especially in digital and tech-enabled services.
• Fast Food: Brands like McDonald's and Chipotle invested heavily in digital ordering and delivery.
• Luxury and Apparel: Shifts toward athleisure and home-based shopping affected traditional retail and formal apparel sales.
• Retail and E-commerce: The rise of online shopping and home-centric consumption transformed how brands operate.
• Banks and Financial Services: Brands like VISA, Mastercard, and Alibaba Group demonstrated strong growth and adaptability.

Strategic Insights

• Growth Imperatives:
  1. Focus on the Right Things: Companies must align with customer-centric values and organizational learning to drive sustainable growth.
  2. Grow the Category: Brands should aim to grow their categories rather than just their own presence.
  3. Resecure the Core: Brands must reassert their position in the market and target competitors' weaknesses.
  4. Adapt to the New Normal: The shift toward digital, convenience, and home-based solutions is likely to persist.
  5. Invest in Fewer, Bigger Brands: Brands should focus on fewer, more impactful initiatives and innovations.

Client Perspectives

• The report includes insights from C-Suite executives of leading brands, discussing how they leveraged consumer insights and marketing strategies to navigate the pandemic.
• Alibaba Group and Kantar highlighted the importance of marketing in driving economic recovery and growth.

Resources and Contact

• The report includes a comprehensive list of contact details and resources to assist in implementing the insights.
• Readers are encouraged to access country-specific reports and Kantar BrandZ™ insights for deeper market analysis.

Conclusion

The report concludes that strong brands are not only more resilient but also more profitable, delivering superior shareholder returns and outperforming market indices. As the world moves forward, brands must continue to innovate, adapt, and embrace the new consumer realities shaped by the pandemic. The Kantar BrandZ™ team remains committed to providing insights and guidance to help brands succeed in a rapidly evolving market.