Sustainable brand strength
drives value rise over time
Five of the 10 Top Riser brands
come from technology or telecom
providers categories. These are
high value and high salience
brands. Their presence isn’t
surprising. However, the presence
of five other categories – retail, fast
food, beer, apparel and luxury –
indicates that brand value growth is
widely distributed. Brands within all
these categories excelled in brand
growth for different reasons.
Domino's Pizza won on brand strength and
communication. It responded boldly to
consumer criticisms about product taste by
improving its recipe and communicating
honestly about the change. Apple’s Brand
Value reflects its commitment to being
different in the products it makes and the
brand experience it provides. The constant
innovation and disruption that characterized
Amazon’s last decade drove value growth.
For many of the brands that increased most
in Brand Value over the past 10 years, the
rise was steady, but not without bumps. In
2010, when consumers adjusted their post-recession
spending, the apparel category
declined 4 percent in Brand Value, and Zara
increased, but only 4 percent.
In 2012, although Facebook’s Brand Value
increased 74 percent on the strength of its
IPO, the technology category increased only
2 percent, as fierce competition and efforts
to adjust businesses from locally based
devices to the cloud impacted many brands.
Google declined that year by 3 percent in
Brand Value, SAP by 1 percent.
The importance of the brand value increases
for these 10-Year Top 10 Risers is not simply
that the brand value increased, but that it
increased in a sustainable way, rising over
time despite the year-to-year ups and downs.