Record increase in value touches every category
Brands more necessary in complex market
David Roth
CEO, The Store WPP, EMEA & Asia and Chairman, BAV Group
[email protected]
Twitter: davidrothlondon
Blog: www.davidroth.com
| The WPP BrandZ™ Top 100 MostValuable Global Brands 2018 set arecord this year, increasing 21 percent,the highest year-on-year percentageincrease in a decade and the greatestaddition of value ever - $748 billion.The surge rippled across everycategory without exception.
This stellar achievement followed12 years of steady growth, despitebuffeting by the global economic crisisand by ongoing - ever increasing - disruption from e-commerce, radicallychanged shopping habits, and newtechnologies, including artificialintelligence and fintech.
Although this year’s stronger globaleconomy influenced the valueincrease, it was only one factor.A rising tide floats all ships, but agrowing economy does not float allbrands, at least not equally. Strongbrands do better - usually much better.The best evidence is the stock market.
Over the past 12 years, when theS&P 500 increased 102 percent, theBrandZ™ Strong Brand Portfolio(brands in the Global Top 100 withthe strongest brand equity) increased172.1 percent. That growth gap isworth a lot of shareholder money.
And the gap is getting even wider.Brands that are different andinnovative - themselves disruptive - grow value faster than even thestrongest brands. Over the past12 years, our BrandZ™ Strong andInnovative Brands Portfolio increased226.7 percent in value, more thantwice the rate of the S&P 500.
Here’s the key insight: Brands thatdepend on the economic tide alonemay be caught in the turbulence.Growth - even survival - depends onbeing innovative and different - andcommunicating those advantages ininnovative and different ways.- Greater challenge for brands
- Invaluable brand-building intelligence
- How we can help
Go to brandz.com to learn more. |