the lifeblood of luxury brand success
TRANSCRIPT
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THE LIFEBLOOD of LUXURY BRAND SUCCESS
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400 CATEGORIES
3m CONSUMERS
100k BRANDS
4.5bn DATA POINTS
50 MARKETS
LARGEST Brand Building
Platform
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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
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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
$2,066 Million
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Source: BrandZ™ / Kantart Millward Brown
Top 10 Most Valuable Luxury Brands 2016
Total Brand Value
US$ 99.7 billion
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Key lessons for
building strong
luxury brands
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INNOVATION
NEW information that is
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SHAKE THINGS UP 137
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INNOVATION 122
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Evidence from the largest
in the world
CREATIVE DATABASE 24,812
ads
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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
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CHANEL in China
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Chanel’s global ad campaigns
bring the brand to life with locally
relevant execution and messaging
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High
High
Low
INN
OV
AT
ION
Advertising Appeal
(CREATIVITY)
Low
+31%
+89%
Innovative and Creative Brand
+199%
+69%
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INNOVATION CREATIVITY BRAND EXPERIENCE
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UNIQUE 133
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INNOVATION CREATIVITY BRAND EXPERIENCE
BRAND PURPOSE
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BRAND PURPOSE 132
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Socialize the Brand Purpose
BRAND PURPOSE 125
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INNOVATION CREATIVITY BRAND EXPERIENCE
BRAND PURPOSE
BRAND LOVE
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BRAND LOVE 127
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INNOVATION CREATIVITY BRAND EXPERIENCE
BRAND PURPOSE
BRAND LOVE
LIFEBLOOD
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Out of
Sorts Healthy
INNOVATION
CREATIVITY
BRAND EXPERIENCE
BRAND LOVE
+
+
+
LIFEBLOOD
BRAND PURPOSE
+
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More than 100x better!
Brand
Value
change
over
11 years:
Out of
Sorts
-10%
Healthy
+225%
Source: BrandZ™ 2006/2016 Most Valuable Brands
LIFEBLOOD
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Celebrate Occasions
Find the right
balance
Personalize
the offering
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