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Welcome

Welcome

I am thrilled to introduce you to this second annual BrandZ™ Top 30 Most Valuable Dutch Brands ranking.

In challenging times, strong brands survive and thrive. This groundbreaking study returns to rank the Netherlands’ most valuable brands. It identifies their strengths as well as areas for improvement, while providing fresh insight into the wider Dutch economic and cultural context. It is your guide to one of Europe’s most vital economic linchpins, and its exciting brand landscape.  

In recognition of the Netherlands’ key role as a continental crossroads, our BrandZ™ valuations team first began analyzing Dutch brands in depth in 2019. This year and last, our groundbreaking BrandZ™ analytics have shown how brands can cultivate Meaningful Difference to outperform the market and their peers.  

At the close of a challenging decade for Europe, the Netherlands has remained as a bastion of resilience and recovery. Today the country’s growth rate is solid compared to its peers, unemployment is at all-time lows, and leading brands like Booking.com and Heineken are on the march worldwide. At the same time, strong domestic players like bol.com and Coolblue, our two new entrants in the 2020 rankings, have flourished by emphasizing traditionally Dutch notions of service, value, and playful personality. The Netherlands’ most valuable brand in 2020, Royal Dutch Shell, is also the most valuable energy brand in the world.

None of this is to ignore the difficulties that may lie ahead for the Netherlands and its European neighbors. Trade disputes, the threat of a global slowdown, and Brexit have darkened the economic forecasts for some Dutch brands. Thanks to earnings declines among a few large Dutch companies, the overall value of the BrandZ™ Dutch Top 30 declined by 1 percent this year compared to last.

But as longtime readers of BrandZ™ already know, financial data represents only one part of the overall calculus that defines overall brand value. And the good news is that even in the face of economic headwinds, top Dutch brands have retained the highest average levels of brand health, Meaningfulness, and Brand Love in all of Europe. Because of this, the Netherlands is already better positioned than most countries to win in the coming decade – all while pursuing innovative new standards of brand excellence.

To that end, we are pleased to provide market wisdom and expert insights from WPP and Kantar companies all across the Netherlands, through extensive Thought Leadership and Brand Building 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 that Dutch brands are navigating a dynamic business environment with creativity, pragmatism, and aplomb.

Our BrandZ™ reports serve as a cornerstone of understanding the global and local perspectives businesses need to succeed worldwide. 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 Netherlands is joined by many other recent entrants to the BrandZ universe, such as Japan, Germany, and Australia. These  titles sit alongside 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 and Kantar, 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 and Kantar companies that contributed expertise to this report. For summaries of each company  and the contact details of key executives. Or feel free to contact me directly.

Sincerely,