A Diverse Set of Brands Rise in Value
Although the overall value of the BrandZ™ Top 30 Dutch brands declined by a slight 1 percent this year, that headline figure masks wide swings in how brands fared during this second year of the rankings. Seven returning brands grew their brand value by more than 5 percent, 11 were essentially flat, and ten declined in brand value by more than 5 percent.
This year’s top risers were no flukes. Instead, the data shows that growing Dutch brands scored significantly higher on measures of Meaningfulness, Difference, and Salience than flat and declining brands. The core tenets of building strong, growing brands still very much apply in challenging years – just as much, if not more, than in boom times.
Leading the pack among top risers was retailer Action, which rose from #17 to #13 on this year’s Dutch Top 30. In part, Action’s ascent was fueled by strong financial growth, the result of an expansion strategy that saw the chain open 230 new stores in 2018 across markets like France, Germany, and the Netherlands. The Action brand itself is also strong, notching well above-average Meaningful, Different, and Salient scores. In particular, Action has used its reputation for Innovation (as seen in an ever-changing assortment of new products at unbeatable prices) to bring in repeat customers.