BrandZ™ Analysis: Top 20 Risers
drive brand value rise
Brands that increase rapidly in value are Meaningfully Different, disruptive, and create a great Brand Experience. These characteristics distinguish the Top 20 Risers, brands that increased most in value year-on-year, and they especially propelled the success of the No. 1 Top Riser, JD.com.
On an index where 100 is average, the BrandZ™ Top 100 scored 120 in Meaningfully Different, the Top 20 Risers scored 127, and JD.com scored 168. The same progression follows for the other metrics, Shaking Things up and Brand Experience, with JD.com scoring highest—by a wide margin.
JD.com owns most of its logistics, which gives it better control of the quality and authenticity of its product offering, making it Meaningfully Different from its competitors. It is moving into bricks and mortar retail through partnerships with Walmart and the supermarket chain Yonghui, and expanding rapidly and effectively into new markets in rural China—Shaking Things Up.
JD.com’s pioneering use of drones for delivery is particularly important to reaching lower tier markets, where JD.com has also established a financing program. And in a unique expression of Brand Experience, JD.com and can deliver luxury products with white-gloved couriers.
These initiatives have had measurable impact. Over the past three years, JD.com has increased its scores in BrandZ™ drivers of Brand Power, or equity, including: Meaningful (meeting needs in relevant ways) , Different (being distinctive from the competition), and Salient (coming to mind quickly).
Consequently, JD.com increased 42 percent in Brand Power, which correlates with current market share; and it increased 38 percent in Potential, which signals strong future growth. The key brand-building takeaways from JD.com are: (1) strengthening the key BrandZ™ metrics drives brand value and positively impacts brand performance in the marketplace; and (2) exceptional brands can accomplish these results quickly.
JD.com outscores other brands on BrandZ™ metrics…
The Global Top 100 scored 120 in being Meaningfully Different. The Top 20 Risers scored 127, and the Top 10 Risers scored 135. The No. 1 Top Riser, JD.com, scored 168. The same progression follows for the other metrics, with JD.com scoring highest.
… And strong BrandZ™ scores correlate with growing market share
In just three years, JD.com increased 42 percent in Brand Power, which correlates with market share today, and it increased 38 percent in Potential, which signals strong future growth.