Brand Difference drives Brand Value
In a world of so much product sameness, being different makes a difference. Brands consumers view as "Different" generally achieve higher Brand Value.
Over the past 10 years, the brands ranked from 1 to 50 in the BrandZTM Top 100
Most Valuable Global Brands achieved an average Difference score of 139 and grew 336 percent in Brand Value. In contrast, brands in the bottom half of the ranking scored 96 in Difference and increased only 23 percent in Brand Value (An average Difference score is 100).
How brands achieve difference varies.
The top-scoring brands on Difference
are also seen as creative, in control and trustworthy. But it’s not enough to be different just for the sake of being different. Difference needs to correspond to the brand proposition. Brands need to be different with a purpose that’s inspiring and relevant to consumers.
The fast food, retail and technology categories are highest in Difference overall. Global banks and soft drinks are lowest
– although individual brands buck the trend, such as Chase Bank and Red Bull. The possibility of being seen as different is open to any brand in all categories.
Difference influences Brand Value
Brands consumers view as "Different" generally achieve a higher Brand Value than brands not viewed as different.
Difference is vitally important. It impacts how much money a brand makes and the sustainability of the brand’s value and profit growth.
A category leader - like Coca-Cola or BMW - needs to guard leadership and keep refreshing the brand message to be always unique. An innovator like Apple needs to constantly lead the innovation curve. In the digital era, all brands need to increase meaningful difference to engage consumers and increase Brand Power.