Build meaningful difference
Brand Power tracks consumers’ predisposition to choose one brand over others in their category, as well as a brand’s ability to charge a premium. Brand power is rooted in three factors: How meaningful consumers perceive the brand to be, how different it is from its competitors, and how salient (i.e., recognizable and top-of-mind) it is. The average score for brand power across all brands is 100.
Many top Dutch brands excel in this Brand Power metric. The average Brand Power score for the Top 30 Dutch Brands is 202 – compared, for instance, to an average of 156 for the most recent survey of Top 30 Spanish Brands.
Ways to win
Albert Heijn and Thuisbezorgd.nl are the two most successful Dutch brands on the Brand Power metric. And despite their very different profiles – Albert Heijn is a legacy grocery brand founded in 1887, while Thuisbezorgd.nl is an online food delivery platform that dates only to the year 2000 – they have both found a way to win in the market through consistent, purposeful disruption that improves people’s lives.
Albert Heijn was the first grocery store in the Netherland to offer customers “self-service” rather than having clerks to fill orders; it also introduced many foreign foods to the Netherlands and pioneered online grocery shopping. Thuisbezorgd.nl, meanwhile, completely changed the way people ordered takeaway and delivery – allowing them to easily compare menus across multiple restaurants, securely place orders, and track the progress of their food.