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by David Roth

I am delighted to introduce you to the inaugural WPP BrandZ™Top 30 Most Valuable Dutch Brands ranking.

This groundbreaking study ranks the Netherlands’ most successful brands, analyzes their strengths, and identifies the key forces that are driving growth in this market. It is the first of what will be an annual study that will track and predict changes in the Dutch brand ecosystem, and will quantify and illuminate the evolving trajectories of the Netherlands’ most valuable brands.

We could not be more thrilled to bring the BrandZ™ study to the Netherlands. This is the seventh-largest economy in Europe. Long famed for its art and commerce, in recent years the Netherlands has taken its place as a bastion of success and stability on an increasingly uncertain continent. From the docks of Rotterdam to the runways of Schiphol, Dutch excellence is being exported worldwide, even as the country moves from strength to strength at home.

Though modest in area, the Netherlands has always punched above its size in the global economy, not least because of its treasury of beloved heritage brands. Many can be found in the report before you, as so many quintessential Dutch brands continue to thrive, even after decades and centuries of existence. Of special note is the beer label Brand, which, at more than 600 years old, now holds the title as the oldest brand included in our Most Valuable rankings worldwide.

For all that the Netherlands honors the old, it has also embraced the new. Dutch startups Thuisbezorgd.nl (Takeaway.com) and Booking.com did not exist 25 years ago. Today, they are reshaping how Europe eats and travels.

Established titans like Philips, Shell, and Heineken are charting bold paths forward – into cutting-edge health technology, liquefied natural gas, and the booming Chinese market, respectively. Storied Dutch banks like ING and ABN AMRO are pioneering new approaches to mobile banking and payments; they have found willing partners in tech-savvy Dutch shoppers, who lead Europe in their adoption of contactless purchasing.

As Dutch brands’ vision and ingenuity comes into focus, so too does the image of “Brand Netherlands” that they carry forward with them. This report contains an exclusive, in-depth look at data and analysis from the “Best Countries” research done by Y&R’s BAV Group in partnership with US News and Wharton Business School. This work illustrates the “virtuous cycle” by which “Brand Netherlands” and Dutch brands can enhance each other’s standing worldwide.

We are also pleased to provide market wisdom and expert insights from WPP companies all across the Netherlands, through extensive Thought Leadership and Best Practices essays. Take Aways provide direct, action-oriented recommendations for brands based on our expert analysis of the market. We have also included capsule summaries of the Netherlands’ Top 30 most valuable brands. Taken together, they paint a picture of the many ways Dutch brands are navigating a changing consumer market – a story explored in much of the in-depth analysis contained in this report.

The release of this ranking comes at an exciting time for WPP in the Netherlands. We will soon cut the ribbon on a new base for our operating companies in Amsterdam. The 19,000 square meter office is sited on a green and airy redevelopment of a well-known modern landmark on the banks of the Amstel river. This new co-location will gather some 1,500 employees and 30 companies in an environment designed to encourage “horizontality” and collaboration between colleagues. It represents a strong commitment to the promise of the Netherlands and the vitality of WPP’s business there.

Today, over 2,000 people work for WPP in the Netherlands, providing advertising, marketing, insight, media, digital, shopper marketing and PR expertise. It’s part of our global presence in 112 countries. This horizontal network of talent, creativity, and wisdom allows us to apply global trends and insights to our clients’ unique needs.

Our BrandZ™ reports serve as a cornerstone of this global perspective. They remain the world’s largest, consumer-focused source of brand equity knowledge and insight, powered by our proprietary BrandZ™ brand valuation methodology. We start by examining relevant corporate financial data and stripping away everything that doesn’t pertain to the  branded business. Then we take the unique step of conducting ongoing, in-depth quantitative consumer research with more than 170,000 consumers annually, across more than 50 countries, to assess consumer attitudes about, and relationships with, over 100,000 brands.

If you enjoy this report, we invite you to examine our extensive BrandZ™ library. This year, the range of publications includes inaugural rankings of the most valuable German, French, and Australian brands, among a bumper crop of exciting new entrants to the series. These  titles join long-running annual studies like the BrandZ™ Top 100 Most Valuable Global Brands, BrandZ™ Top 100 Most Valuable Chinese Brands, and BrandZ™ Top 75 Most Valuable Indian Brands.

At WPP, we’re passionate about using our creativity to build strong, differentiated brands that deliver lasting shareholder value. To learn more about how to apply our experience and expertise to benefit your brand, please contact any of the WPP companies that contributed expertise to this report. Feel free to contact me directly.


David Roth