Luxury brands dominate the 2019 BrandZ Top 50 Most Valuable Brands Ranking, contributing 47% of the ranking’s $293.1 billion total value.
With a strong year-on-year growth of 12%, this still lags many of the other BrandZ country rankings, potentially due to the comparatively low innovation score achieved by the country’s top brands. Innovation is a key growth driver, however, new product development isn’t the only way for consumers to perceive a brand as innovative. Brands being Socially Responsible, when communicated well, is proving to be a strong value driver for French brands; brands that consumers perceive as being socially responsible are growing 14% year-on-year.
Take a look at the report to discover what consumers really think about France’s most valuable brands, which brands have climbed the ranking, and how to build a strong brand that stands the test of time.
Digital rebellion and directing emotion
The reality of digital now is that it pushes us to be ever more creative. But do not be fooled. Creativity is fascinating, but in the digital age it can be extremely violent.
Disrupt the status quo to sustain brand growth
Analysis of over 2,000 brands measured via BrandZ™ between 2014 and 2017 shows that fewer than one in 10 brands grew significantly. The key to success for those that did grow? One word: disruption.
Shake it up – unleash your creativity!
You cannot disrupt the status quo if no one knows what you have to offer. Disruptive brands do not advertise, the pundits say. They don’t have to; the media are more than happy to promote them. But, once they become established or the competition catches up, they too turn to advertising.