Pressure rising on established brands
Innovation and love the key to future growth
Thank you for joining us as we celebrate the brands that have achieved a place in the 2019 WPP BrandZ Top 75 Most Valuable UK Brands ranking.
The ranking this year features lots of familiar names – testament to the strength of many of this country’s leading businesses. But more on that shortly.
It also features a couple of familiar themes. Who’d have thought that in mid-2019, we’d still be talking about whether and how Brexit might happen?
So, ongoing uncertainty is piling pressure on brands that are, quite understandably, becoming reluctant to invest. But that pressure is being intensified by fast-changing consumer habits and expectations of brands.
The result is that bold newcomers – often digitally enabled ones – are seizing the opportunity to meet consumers’ heightened demands for convenience, choice, experience and service. And that means brands that have been part of British consumers’ lives for generations quite suddenly find themselves on shaky ground.
This year’s report highlights areas where UK brands should focus in order to lift their brand value growth trajectory, not just in the year ahead but for long-term success. What clearly emerges from the data is that innovation and love are deeply powerful factors driving strength in brand value.
What’s worrying is that our data also shows there’s a gap emerging between the innovation and love credentials of the most valuable brands in the UK compared to the leaders in other markets. And that means even long-established and well-known brands risk losing their influence on the world stage.
In this report, we show that innovation is about leading a category and offering something fresh and creative – being brave in undertaking something new, and then being bold enough to shout about it.
Love is often the result of repeated innovations and positive brand experiences; consumers feel a strong emotional affinity to a brand and keep it close, even in the times between innovations.
As well as analysing how some brands have bucked the general downward trend to achieve strong growth in brand value, we also feature insight from experts at WPP companies across the UK.
They cover subjects as varied as: the evolution of brands as services; how “real” brands can fight back against the continued rise of private label; and why many of the old tools of brand building should be hurled into a skip.
We also shine a light on global citizens’ perceptions of what “Made in the UK” means to them. We present exclusive analysis of the latest data from the “Best Countries” global study, undertaken by VMLY&R BAV Group, with partners US News and the Wharton Business School.
The news here is positive, and highlights strong overseas demand for British-made products in a range of categories – not just in the European Union but beyond.
How we can help
At WPP, we create the transformative ideas and outcomes that help our clients succeed in today’s complex and disruptive world. To accomplish this objective, we bring together remarkably talented thinkers and doers from around the world. They provide expertise in advertising; insight, branding and identity, direct, digital, promotion and relationship marketing; media investment management retail and shopper marketing; and public relations and public affairs.
One of our key WPP strengths – and a benefit for our clients – is that when we say we cover the world of brands, that’s exactly what we mean. WPP’s proprietary database included information from over 3.7 million consumers about their attitudes to (and relationships with) 166,000 brands in 454 categories across 51 country markets. All that produces more than 5.2 billion data points.
We have assembled an extensive library of BrandZ reports and I invite you to access them with our compliments at BrandZ.com. Here are just some of the reports you will find there: The BrandZ Top 100 Most Valuable Global Brands, the BrandZ Top 100 Most Valuable US Brands, and the BrandZ Top 75 Most Valuable Indian Brands. There are also reports into the leading brands in Indonesia, France, Australia, Germany, Spain, Italy, the Netherlands and South Africa. Gain access to all these reports at www.BrandZ.com.
We have the data, knowledge, experience, insight, determination and single-minded purpose to help you create the transformative ideas and outcomes necessary for building valuable brands.
To learn more about how to harness our passion to work for your brand, please contact any of the WPP companies that contributed expertise to this report. Turn to the Resources section at the end of this report for summaries of each company and the contract details of key executives. Or feel free to contact me directly.
CEO, The Store WPP, EMEA & Asia
Chairman, BrandZ and BAV Group