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THE LIFEBLOOD
of LUXURY
BRAND SUCCESS
400CATEGORIES
3mCONSUMERS
100kBRANDS
4.5bnDATA POINTS
50MARKETS
LARGEST
Brand Building
Platform
Strong brands generate superior
shareholders’ return
BrandZ™ Strong Brands Portfolio vs. S&P 500 vs. MSCI World Index
(Apr...
Top 10 Most Valuable
Luxury Brands 2016
Source: BrandZ™ / Kantart Millward Brown
1
$28,508 Million
Brand Value 2016
2
$19,...
Source: BrandZ™ / Kantart Millward Brown
Top 10 Most Valuable Luxury Brands 2016
Total Brand Value
US$ 99.7 billion
Key lessons for
building strong
luxury brands
INNOVATION
NEW information that is
SHAKE THINGS UP 137
INNOVATION 122
Evidence from the largest
in the world
CREATIVE
DATABASE 24,812
ads
Evidence from the largest
in the world
CREATIVE
DATABASE
MEANINGFULLY
DIFFERENT and NEW
143
NEW Information 80
Neither 78
...
CHANEL in China
Chanel’s global ad campaigns
bring the brand to life with locally
relevant execution and messaging
High
High
Low
INNOVATION
Advertising Appeal
(CREATIVITY)
Low
+31%
+89%
Innovative and Creative Brand
+199%
+69%
INNOVATION CREATIVITY
BRAND
EXPERIENCE
UNIQUE 133
INNOVATION CREATIVITY
BRAND
EXPERIENCE
BRAND
PURPOSE
BRAND PURPOSE 132
Socialize the Brand Purpose
BRAND PURPOSE 125
INNOVATION CREATIVITY
BRAND
EXPERIENCE
BRAND
PURPOSE
BRAND
LOVE
BRAND LOVE 127
INNOVATION CREATIVITY
BRAND
EXPERIENCE
BRAND
PURPOSE
BRAND
LOVE
LIFEBLOOD
Out of
Sorts
Healthy
INNOVATION
CREATIVITY
BRAND EXPERIENCE
BRAND LOVE
+
+
+
LIFEBLOOD
BRAND PURPOSE
+
More than 100x better!
Brand
Value
change
over
11 years:
Out of
Sorts
-10%
Healthy
+225%
Source: BrandZ™ 2006/2016 Most Va...
Celebrate
Occasions
Find the
right
balance
Personalize
the offering
THE LIFEBLOOD
of LUXURY
BRAND SUCCESS
Doreen.wang@millwardbrown.com
The Lifeblood of Luxury Brand Success
The Lifeblood of Luxury Brand Success
The Lifeblood of Luxury Brand Success
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The Lifeblood of Luxury Brand Success

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Who are the world’s most valuable luxury brands? What are the drivers behind their value growth over the past 10 years? How have global luxury consumers’ attitudes, behavior and shopping habits changed? What is happening in the fast-growing new luxury markets? What are the branding-building action points in the future? The presentation will cover the key findings from BrandZ Top 10 Most Valuable Luxury Brands over the past 10 years, reveal the global trends in luxury, uncover the drivers behind the luxury brand’s value growth and the important brand-building implications for the next decade. The insights are drawn from the BrandZ database including information from more than 2 million consumers in 50 country markets.

Veröffentlicht in: Marketing
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The Lifeblood of Luxury Brand Success

  1. 1. THE LIFEBLOOD of LUXURY BRAND SUCCESS
  2. 2. 400CATEGORIES 3mCONSUMERS 100kBRANDS 4.5bnDATA POINTS 50MARKETS LARGEST Brand Building Platform
  3. 3. Strong brands generate superior shareholders’ return BrandZ™ Strong Brands Portfolio vs. S&P 500 vs. MSCI World Index (Apr 2007 - December 2016) BrandZ™ S&P 500 MSCI Source: BrandZ™ / Kantart Millward Brown
  4. 4. Top 10 Most Valuable Luxury Brands 2016 Source: BrandZ™ / Kantart Millward Brown 1 $28,508 Million Brand Value 2016 2 $19,821 Million 3 $12,592 Million 4 $10,316 Million 5 $8,153 Million 6 $6,747 Million 7 $4,594 Million 8 $4,405 Million 9 $2,468 Million 10 $2,066 Million
  5. 5. Source: BrandZ™ / Kantart Millward Brown Top 10 Most Valuable Luxury Brands 2016 Total Brand Value US$ 99.7 billion
  6. 6. Key lessons for building strong luxury brands
  7. 7. INNOVATION NEW information that is
  8. 8. SHAKE THINGS UP 137
  9. 9. INNOVATION 122
  10. 10. Evidence from the largest in the world CREATIVE DATABASE 24,812 ads
  11. 11. Evidence from the largest in the world CREATIVE DATABASE MEANINGFULLY DIFFERENT and NEW 143 NEW Information 80 Neither 78 AVERAGE CREATIVITY INDEX* *Awareness Index 24,812 ads
  12. 12. CHANEL in China
  13. 13. Chanel’s global ad campaigns bring the brand to life with locally relevant execution and messaging
  14. 14. High High Low INNOVATION Advertising Appeal (CREATIVITY) Low +31% +89% Innovative and Creative Brand +199% +69%
  15. 15. INNOVATION CREATIVITY BRAND EXPERIENCE
  16. 16. UNIQUE 133
  17. 17. INNOVATION CREATIVITY BRAND EXPERIENCE BRAND PURPOSE
  18. 18. BRAND PURPOSE 132
  19. 19. Socialize the Brand Purpose BRAND PURPOSE 125
  20. 20. INNOVATION CREATIVITY BRAND EXPERIENCE BRAND PURPOSE BRAND LOVE
  21. 21. BRAND LOVE 127
  22. 22. INNOVATION CREATIVITY BRAND EXPERIENCE BRAND PURPOSE BRAND LOVE LIFEBLOOD
  23. 23. Out of Sorts Healthy INNOVATION CREATIVITY BRAND EXPERIENCE BRAND LOVE + + + LIFEBLOOD BRAND PURPOSE +
  24. 24. More than 100x better! Brand Value change over 11 years: Out of Sorts -10% Healthy +225% Source: BrandZ™ 2006/2016 Most Valuable Brands LIFEBLOOD
  25. 25. Celebrate Occasions Find the right balance Personalize the offering
  26. 26. THE LIFEBLOOD of LUXURY BRAND SUCCESS Doreen.wang@millwardbrown.com

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