全球最佳品牌报告.ppt

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1、,lnterbrand BestGlobal Brands 2016,Welcome to Interbrand Best Global Brands 2016,2,We closed 2015 with a clear understanding that the best brands in the world embody a simple and important principle in the Age of You:They move at the speed of life.This means that the most successful brandsthe ones w

2、ith the most presence in peoples worldsare designed to live in moments,even as they scale and push boundaries.These brands empathize with individuals priorities,meeting people where they are,when they want to be met.In 2016 and beyond,the need to connect to people,to be more personal,is a critical e

3、lement of brand and business growth.,While growth is a singular goal,its a complex subject that can be opened up,explored,and dissected,all with the aim to accelerate and sustain itand where better to start than with the Best Global Brands?This year were going behind the Top 100 to find out how the

4、Best Global Brands define,fuel,and sustain progress.They arent just charging ahead,theyre defining what growth means for their brands and businesses,and finding the best solutions means diving in to reveal the Anatomy of Growth.,Jez,Anatomy of Growth,Jez FramptonGlobal Chief Executive Officer,3,Grow

5、th is human,its natural,and its as vital to businesses as it is to people.But in todays global market,growth is increasingly multidimensional and holisticits about getting creative and strategic,and using brands to drive the development of products,services,andexperiences with the customer at the co

6、re.And that takes understanding the true nature of your brand and its relationship to business growth.Brands are the way people interact with and experience businesses.But,brands are complex because they are created by complex organizations,where it requires everyone and everything to work together

7、in order to createand live up topeoples expectations.When brand leads the creation of an organization-wide experience,it can be used as a strategic and driving force that brings business strategy to life.,The brand is the business.The business is the brand.,Growth is human,its natural,and its as vit

8、alto businesses as it is to people,Growth is multidimensional,5,Growth encompasses both your business and your brand.Its crucial to understand both in detail,identifying what sustains them and how they work together.There are many forces at play,internally and in the market,and your brand strategy p

9、rovides the means to navigate them.By developing a holistic pictureone that includes culture,capabilities,products,and experiencesbrands can overcome challenges and nurture real,lasting growth.Though growth is natural,its never easy.The challenge for leaders is to create the conditions,strategies,an

10、d experiences to enable growth.This is an enterprise-level undertaking in an age where internal divisions(or silos)within businesses are very much still the norm.But complexity can be countered with deep understanding.,6,Companies have to be more comprehensive,creative,and customer-centric.The only

11、way to navigate the multiple avenues of growth is to develop a clear and cohesive strategy that is completely designed around the customer.Growth comes froma clear strategy and exceptional customer experiences.That requires great people whowork together with a powerful brand as both strategic vision

12、 and blueprint for experience.,Use technology as a conduitNaturally,technology has become a driver of these new products,services,and experiences,and is totally transforming business models.Technology provides greater proximity to peopleit allows brands to not only connect,but to become an integral

13、part of their customers lives.It should be the conduit that ties together the businesss products and serviceswith the brands experiences,and it has the potential to make seamlessness a reality.,Growth must be cohesive,Andmake human insight kingAnd technology is the way in.Your brand is the uniting a

14、nd guiding force,but its not just about troves of information,its how businesses use insights to form truly humanconnections.And knowing that growth starts from within,its justas important to seek human insights internallyfrom your peopleto develop stronger cultures and better capabilities.Our peopl

15、e are theinnovators,the doers,the passion and energy,and the fuel for growth.,And brands grow business grow brands,7,Your brand and your business interact to generate growth.Both internally and externally,the brand is the thing that people“hold on”to,aligning them within your organization and connec

16、ting them to those youre trying to serve.Your brand is therefore a proxy for your business:it drivesyour market,product,and service strategy by helping to determine where and how far you can grow.,Understanding the dynamics of your brand and business is essential.Starting with the business,you have

17、to connect the dots between your internal culture and the market and translate that proposition clearly and powerfully to customers in the market.,The strategyfor the business,The strategy for the brand,The strategyfor the experienceThe needs of the business,The needs of customer,8,Sustained Focus,C

18、reative Fuel,Forensic Detail,Revealing the Anatomy of Growth,Forensic Detail,9,Know your customer,know yourself.Taking the time to truly understand themand how your capabilities and people serve and connect to themis critical for real growth.And,it provides a significant advantage.Forensic detail is

19、 what yields real,actionable insights and how to be singularly focused on the ones that matter most.What results is a clear road map,one thats based on hard data and led by the needs of real people.A roadmap that can be easily understood and adopted by everyone in your organization,and that helps en

20、gineer and accelerate growth.,Creative Fuel,10,Growth is a continuous process of curiosity,learning,and development.To generate the creative energy your business needs,your people need the permission to challenge,the freedom to tryand the courage to fail.When employees know they can make a differenc

21、e,they do.Its crucial to build the clarity,communication,and trust that fosters this thinking.Once youre able to empower individuals personally,the positive effects will ripple outward across your entire organization,to your agencies and partners,and out into the real world.,11,Growing at a healthy,

22、continuous rate takes vision underpinned by orchestration at every levelfrom people to processes.That demands an approach that the entire organization can align around,one that will boost brand and business performance among all teams,agencies,geographies,functions,stakeholders,and the entire brand

23、experience.Growth is not a statistic.Its not a number.Its ways of working,a process thats made real in the market.Its the careful governance of the people,processes,and platforms necessary to support and succeed.,Sustained Focus,Top 100,41,42,43,44,45,+4%11,336$m,-2%11,081$m,+22%11,066$m,New 11,027$

24、m,+1%10,930$m,61,62,63,64,65,66,67,68,69,70,+13%7,747$m,-2%7,738$m,+21%7,586$m,+20%7,490$m,+2%7,200$m,+4%6,830$m,+25%6,691$m,-1%6,365$m,+12%6,326$m,+2%6,223$m,81,82,83,84,85,86,87,88,89,90,-12%5,504$m,-9%5,425$m,-9%5,362$m,-12%5,290$m,+1%5,193$m,-4%5,148$m,+6%5,123$m,+18%4,986$m,New 4,909$m,+14%4,83

25、9$m,71,72,73,74,75,-9%5,944$m,+18%5,835$m,+5%5,790$m,-9%5,761$m,+2%5,742$m,01,11,02,12,03,13,04,14,05,15,06,07,08,09,10,+5%178,119$m,+12%41,535$m,+11%133,252$m,-1%39,381$m,-7%73,102$m,+6%38,790$m,+8%72,795$m,+4%36,952$m,+9%53,580$m,+48%32,593$m,-19%52,500$m,+14%51,808$m,+33%50,338$m,+18%43,490$m,+2%

26、43,130$m,16,17,18,19,20,+4%30,948$m,-3%26,552$m,+9%25,034$m,+8%23,998$m,+2%22,681$m,21,22,23,24,25,26,27,28,29,30,-4%22,106$m,+13%21,293$m,+3%20,265$m,-10%19,950$m,-3%18,358$m,+8%17,834$m,+19%16,766$m,+6%16,134$m,+4%15,333$m,+8%15,099$m,31,32,33,34,35,36,37,38,39,40,+3%14,227$m,-6%13,136$m,+12%12,96

27、2$m,+17%12,833$m,+11%12,547$m,+2%12,517$m,+11%12,033$m,+14%11,799$m,-7%11,711$m,-9%11,436$m,46,47,48,49,50,+14%10,579$m,-10%10,458$m,New 10,386$m,+5%10,276$m,+18%9,537$m,51,52,53,54,55,56,57,58,59,60,+12%9,528$m,+10%9,415$m,+6%9,385$m,-2%9,378$m,+7%9,197$m,+1%8,708$m,-1%8,413$m,+8%8,315$m,+13%8,199$

28、m,+16%7,885$m,76,77,78,79,80,+3%5,736$m,+6%5,708$m,+11%5,696$m,+9%5,579$m,+1%5,527$m,91,92,93,94,95,96,97,98,99,100,-8%4,815$m,-17%4,599$m,+1%4,509$m,-9%4,320$m,-5%4,317$m,-4%4,252$m,+0%4,118$m,-12%4,092$m,-2%4,045$m,New 4,011$m,15,Top 10,16,17,Among this years Best Global Brands,we find some common

29、 hallmarks characteristics that are helping grow brands and businesses.Because no matter what the path,the challenge,or the ambition,it all culminates in growthfor companies,for stakeholders,for shareholders and,when done exceptionally well,for people and for humanity.While every brands path is uniq

30、ue,those making the most impressive strides tend to defy sector norms and have a clear sense of self.They know when to build versus borrow.Their brand and business are cohesive and built around people.And they have a clear strategy for growth.Thats what makes them Best Global Brands.,Growth Hallmark

31、s of Best Global Brands,Paola NorambuenaChief Content Officer,18,In 2015,we experienced a significant amount of streamliningfrom strategy to structure,successful brands integrated their operations for greater agility and focus.The result:unprecedented M&A and spinoff activity and restructuring.The m

32、ore singular the focus of streamlined organizations,the greater their understanding of self and their clarity onwhats next.Not all growth challenges are the samewhether an organization needs to scale before leaping forward,whether it needs to break a new barrier in order to expand,or whether it need

33、s to reinvent in order to find new relevance,what BestGlobal Brands exhibit is the ability for deep and honest introspection.But they never get stuck there.Its about having enough understanding to ensure meaningful change and speed of action.,The blurring of traditional sectorsWhere once clear defin

34、itions between traditional sectors provided competitive guides and measures,the more that brands create or invest in seamless experiences built entirely around customersthe less clear those lines become.,This is especially true as technology crosses every sector.As these continue to blur,traditional

35、 measures and competitive comparisons change dramatically.It becomes all the more critical that real measures come from a brands corefrom its business and brand strategy.That way,multidimensional growth is led by an understanding ofa brands own barriers versus category normand thesebarriers become a

36、 measure of limitations as well as the barometer for potential.,A clear strategy for growth,19,Partnerships have played a vital part in the marketplace for some time.As brands and businesses move at an accelerated speed,making significant operational changes becomes harder to do and sustain.Thats wh

37、ere partnerships are key.Far more than a mere marketing initiative,Best Global Brands continue to explore new ways to borrow from the best.By aligning with complementary partners,as well as acquiring or embracing what others do exceptionally well,each organization can strengthen its core offering,ex

38、tend its positioning,accelerate innovation,and create new experiences for customers.Selecting these partners or acquisitions takes great care,but the growth opportunity can be exponential.,Cohesiveness for customer-centricityWeve seen how technology has paved the way for innovation.Brands across all

39、 industries are harnessing its power to create unprecedented,personal experiences ones zeroed in on the customer.,To do so demands going beyond traditional branding activities,and instead brand must be be hardwired cohesively into a companys business systems and infrastructure.The leading and Top Gr

40、owing Best Global Brands understand that branding is not an exercise in vanity,but a keen tool for business growth.Thats what yields beautifully connected and intuitive experiences for real people.,Continue to borrow from the best,Growth is an outcome of a clear strategy and exceptional customer exp

41、eriences,21,Faceb。,k,+48/o+33/o+25/o+22/o+21/o+20/o+19/o+18/o+18o/o+18/o+18/o+18/o16/o+14/o+14/o+14/o+14/o+13/o+13/o+13/o+12%+12%+12%+12%+11%+11%+11%+11%+10%,Amaz。n,LEG。,Nissan Adobe Starbucks ZaraMercedes-Benz PorscheHuawei Mini Hermes adidasSamsungAXAAudi Paypal SAP 3MVisa,Allianz,F。rd,K阳BMWLand R

42、overAccenture+11%Hyndai+11%Google+11%Siemens,23,24,Interbrands unique brand valuation methodology is a powerful tool for driving growth.At its core,there are ten Brand Strength factors thatbeyond KPIsare potential levers for brand and business growth.But how do you activate them?Once youve assessed

43、the performance of your brand on each factor,you can focus on the biggest opportunities and gaps to close.This helps create alignment around the quick wins and longer term activities required to grow.With knowledge,support,and a prioritized plan of action,youll have the power to create a compelling

44、business case for investment that puts your growth plan into action.,Strong brands grow strong businesses,Patrick LopezSenior Principal,Analytics,Calin HertiogaDirector,Brand Valuation,25,ClarityClarity about what the brand stands for is the condition for growth.A well-crafted,well-communicated,and

45、shared vision of what the brand stands for,who it is targeting,and how it should be experienced is a foundational cornerstone that will ensure the whole business is pulling in the same direction to support growth objectives.CommitmentIf you want to grow,youve got to get people to go with you.Thats w

46、here commitment comes in:Its a shared belief in the brand proposition that encourages people to invest time and energy.Commitment must start at the top for it to ultimately impact behaviors across an organization.And in a world where your brand is only as strong as the experience your customers have

47、 of it,ensuring that cross-functional teams beyond marketing are committed to delivering a seamless and coherent experience across touchpoints,is more important than ever.,GovernanceGood governance is the foundation for sustained growth in your business,covering its basic requirements:skills,operati

48、ng models,and processes.And because growth is continuous,ongoing attention to effective governance is key to keeping your brand on track across your organizations business unitsand regions.ResponsivenessWe live in a world where change happens fasterthan ever.Changes in customer needs,attitudes and b

49、ehaviors.Changes in who we see as our competition.Changes in how we go to market.To drive growth,your organization needs to be able to anticipate changing market needs,have the agility to adaptand respond to these changes,and fuel constant innovation through dialogue with customers,employees,and par

50、tners.,Internal factors,26,AuthenticityAuthentic brands grow fast,but you cant sustain something that isnt true.Focusing your brand around an internal trutha well-defined story and set of valueswill resonate with increasingly savvy audiences.How people experience your brand(what you“do”)should be al