The Top 20 Risers Year-on-Year
This Top 20 riser chart lists the brands that gained the most in brand value year-on-year. It includes a diverse range of brands; some that grew (at least in part) because of the difficult economy and those that grew despite it.
The list includes financial, mobile, spirits, technology, retail, beer, fast food, coffee and cigarette brands, proving that you can build a strong brand in any category.
While each of the brands has its own particular story, the top 20 risers can be split neatly into four groups:
Value
ALDI, Amazon, Auchan, McDonald’s and Wal-Mart
Brands fulfilling an increasing shopper desire to abandon premium products in favor of basic, money-saving alternatives. These brands successfully executed well-considered strategies to benefit from changing consumer behavior in today’s difficult economy.
BRICs
China Merchants Bank, BBVA, Chivas, ICBC, Johnie Walker, Marlboro and Rolex While European and North American markets suffered from economic disruption, these brands rose in value primarily because they are based in, or trade in, one of the fast-growing BRIC economies.
Technology
AT&T, BlackBerry, Google, Movistar, O2 and Vodafone
The stories vary, but each of these brands has exhibited a level of innovation and leadership that has resulted in substantial appreciation of brand value. A few of the mobile operator brands share one other thing in common – exclusive country deals with Apple’s iPhone.
At home
Nespresso and Kronenburg 1664
As consumers try to save money in the downturn, there has been a resulting growth in brands that can be enjoyed at home. By negotiating the current economic climate better than the competition and through product and marketing innovations, the brands listed here were well positioned to catch the prevailing winds. They are by definition leaders whose experience offers important lessons in building brand value.
