Global 2015: 10 YEAR RESULTS | 2. BRAND BECOMES MORE IMPORTANT
Brand Power proved crucial during the past 10 years. The decade divided roughly into two halves, before and after the global financial crisis. No category was spared as consumers spent more cautiously and consciously.
High Brand Power helped brands survive and even flourish during this turmoil.
Brand Power is the BrandZTM measure of one aspect of brand equity, a consumer’s predisposition to purchase a particular brand. In 2006, the BrandZTM Global Top 100 brands achieved an average Brand Power score of 142. By 2015 that score had increased to 170 (A score of 100 is average).
Newcomer brands in part drove the increase in Global Top 100 Brand Power scores. Brands entering the Global Top 100 since 2006 score 176 in Brand Power, on average. The average score of brands that dropped from the ranking since 2006 is 135.
In fact, 135 is a high score, but not high enough to remain in the increasingly competitive BrandZTM Global Top 100 ranking with valuable newcomer brands that effectively build salience and meaningful difference, the key components of Brand Power.
Brand Power becomes more important
The BrandZTM Global 100 Brand Power score rose as new brands entered the ranking with higher Brand Power scores than the brands that dropped out.
Brand Power helps sustain and grow Brand Value and profitability. Given the amount of market disruption, brand should become more important, even in categories, such as banks or oil and gas, where financial performance, rather than brand historically has driven Brand Value. In the digital era, brands need to be more meaningfully different to engage with consumers and achieve higher Brand Power.