Newcomers outperform ranking on key metrics
It is becoming more difficult for brands to rise into the BrandZ™ Global Top 100, as the global brand landscape becomes more volatile and competitive.
In 2006, the brand value threshold for ranking in the Global Top 100 was $4.2 billion. In the 2019 BrandZ™ Global Top 100, the brand ranking No. 100 has a value of $13.4 billion, a 219 percent increase over 2006.
In many drivers of value—the key BrandZ™ metrics of brand strength among consumers—the average scores for newcomers are higher than the average scores for the rest of the Top 100 brands.
In Salience (coming to mind at the time of consideration), for example, newcomers score 146 compared with a score of 124 for the rest of the Top 100. An average score is 100.
Similarly, newcomers score higher on the question “Interested to see what they do next,” a measurement of potential that particularly relates to ecosystem brands, showing their likely ability to offer consumers new products, services, and experiences outside their original category.
The question also informs a key challenge for brands now entering the ranking—remaining in the ranking.