1 | Clear | Brand Desire
Welcome to Brand Desire 2012 #1
#2
#3
#4
Think bigger than your category
Focus on the future
Have clarity on purpose
Inspire connections
Three quarters of us have a preference for a certain ‘type’ of brand, irrespective of the category to which it belongs. We are hard-wired to desire brands that help us to be ourselves, or to become the person we aspire to be. If that type of brand is available to us in a category then we will choose it; if it’s not available, we will compromise begrudgingly.
While it’s important that brands should transcend their category, their extension should not be rudderless or without purpose. Desirable brands understand where the commercial opportunity lies in the near future, but also anticipate where long term opportunities for growth exist.
Desirable brands articulate a clear ambition that goes beyond delivering commercial success. They have a purpose that inspires internally and externally. And they have a distinct & compelling personality that builds on and supports that purpose.
Desirable brands inspire people to think, feel and act differently. The strongest performing brands in the study can make us love them, respect them, talk about them and use them. Each one of these can provide an area of brand building focus to strengthen overall desirability.
So desirable brands don’t adhere to the rules of their category. They seek to fulfil a more meaningful role in the lives of people (not consumers). This is how they challenge the status quo; how they pioneer new ideas; how they transcend their original categories.
In principle this is easy, but in practise this requires brands to make sacrifices. Accepted ways of working must make way for emergent approaches.
Marketers tend to set boundaries; brand users do not. We all have the opportunity to challenge these boundaries. Many of the brands in the International 100 have done precisely this: Nokia started life in 1871 as a paper mill; Nintendo ran a cab company and established a chain of love hotels before moving into consumer electronics. The most desirable brands of 2012 have provided plenty of evidence that they are chomping at the bit to bring their ethos to new categories.
Was 2011 the year we finally gave up on traditional interfaces with technology? Microsoft leapt up the International list, improving its Brand Desire score by 7%, while Xbox improved 147 places in the UK ranking and 42 places in the USA. The Kinect is the fastest-selling consumer electronics device of all-time. Apple’s iPad leapt straight to the top of the UK list this year. JP Morgan expects the tablet category to grow to just under 100 million units this year. The iPod 4s sold 4 million units in its first weekend alone. All this has been at the expense of traditional PCs.
Google (Ranked #2 in the International 100) 2011 saw the launch of Google wallet - a bold foray into the world of contactless payment. Using near field communication (NFC) it allows people to pay for items through an app on their mobile phone. It will be capable of storing thousands of payment cards, loyalty cards, gift cards, receipts, boarding passes, tickets and, in time, even your keys may be synced to your Google Wallet.
6 Rules of Brand Desire
Desire
1
+ 5%
+ 9% + 9%
+ 4%
+ 2%
+ 4%
+ 4%
+ 5%
+ 5%
+ 6%
+ 5%
+ 4%
+ 5%
+ 0%
+ 5%
+ 7%
- 1%
+ 8%
+ 7%
+ 7%
20
Feel
Think
Act
2 | Clear | Brand Desire
#5
#6
Create experiences
Constantly Innovate
Desirable brands use every point of contact with their audiences to tell a coherent story. Six of the world’s most desirable brands in the 2012 study are also the most consistent globally.
Desirable brands continually strive to improve their experience by innovating product, service, people and processes. They provide a constant supply of new content to watch, read about, talk about, share, play with, buy and enjoy.
10 most globally consistent brands:
10 of the FastCompany 50 most innovative companies in the world own brands in our International 100. These brands achieved a higher rate of growth in Brand Desire than the remaining brands in the International 100.
Harley-Davidson
Apple
MTV
BMW
Growth in Brand Desire 2011 - 2012:
6.4% 6.0%
Mercedes 5.0%
5.1% 4.0%
Disney
Rolex
Gucci
Tiffany & Co.
3.0%
10 lest globally consistent brands:
2.0%
LG
Nescafe
Kodak
Burger King
Pizza Hut
1.0%
Nissan
Diet Coke
Danone
Qantas
Avon
0.0%
Most innovative brands
Brand Desire top 100
3 | Clear | Brand Desire
Why Brand Desire matters
How Brand Desire is calculated
“Desire is the starting point of all achievement.”
Brands create more profitable, more stable businesses. As the chart below illustrates, companies that own desirable brands generate greater value than the market as a whole. A desirable brand can seem like a luxury to many, particularly at a time when businesses are struggling for survival. But the chart below also shows that companies with less desirable brands suffer more and suffer for longer. In the past 6 years, the S&P 500 has spent 30 months below 2006 levels, compared to only 15 months for the Brand Desire International 100.
A brand I would love to use in the future
Desirable brands make us think, fell and act positively.
Feel metrics identify whether the brand creates a strong emotional attachment.
A brand I feel attracted to
A brand that matters to me
A brand I’m interested to hear more about
Napoleon Hill
A brand I like to talk about
ACT
A brand I’m proud to be seen with
Action
150
Think metrics demonstrate whether a brand commands respect and admiration.
140
Act metrics indicate whether a brand is capable of positively influencing behaviour.
130
FEEL Emotion
A brand I respect
Brand Desire International 100 I wouldn’t consider any alternative
120
THINK
110
A brand I think of as great
100
Recognition
Brand Desire
90
Standard & Poor 500
80
70
Understanding what drives Brand Desire Each of the brands is also assessed in terms of 44 personality attributes. Profiling brand personality helps us to understand what drives Brand Desire in each market.
60
Index comparison of the performance of the publicly listed companies in the Brand Desire International 100 (weighted by Brand Desire) against the Standard & Poor’s 500.
Why, how and understanding Brand Desire
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50
Private Considerate Reassuring Realistic Confident Competitive Focused on Image Aggressive Sophisticated Fun Rellaible
Outspoken Assertive Exciting Optimistic Reserved Cooperate Focused on wellbeing Passive Approachable Serious Risk taking
Laid back Carefree Organised Conservative Practical Sexy Independant Ambitious Modern Innocent Masculine
Hardworking Careful Spontaneous Open-minded Imaginative Sensible Sociable Content Traditional Wise Feminine
4 | Clear | Brand Desire
Brand Desire 2012 in numbers
22,000 People 6 Countries 4 Continents 555 brands
Feel:
Sexiest: Agent Provocateur (UK)
Most fun: You Tube (USA)
Most Image-focused: MTV (USA)
Focused on image
Sexy
Most sophisticated: Porsche (Germany)
Sophisticated
Google Apple Brand people are most proud to be seen with:
BMW Wise
Most ambitious: Apple (UK)
Ambitious
Most masculine: Harley-Davidson (USA)
Masculine
Most feminine: Tampax (UK)
Think:
<25 years 5%
150-200 years 7%
Brand that matters the most:
Brand most attracted to: Fun
Wisest: Financial Times (UK)
How old are the International 100 brands? >200 years 2%
The worlds...
25-50 years 22%
Most respected brand:
WWF
Feminine
Most irreplaceable brand:
Most reliable: Dettol (UK)
Most hard-working: Unicef (India)
Hard-working
Most approachable: Disney (China)
Competitive
Reliable
100-150 years 29% Average age of the international 100:
86 years old Oldest brand:
Mรถet & Chandon Youngest brand:
Facebook Brand Desire 2012
Most competitive: Nike (USA)
1 2 3 4 5
Nivea Samsung VW Fiat Dell
12% 11% 11% 10% 10%
Biggest losers of 2012 92 91 90 89 88
IKEA BlackBerry HandM Prada Nintendo
-6% -2% -2% -1% -1%
Greatest brand:
Apple
Approachable
50-100 years 35%
Biggest winners of 2012
Act: Most talked about brand: Most traditional: Vegemite (Australia)
Most focused on wellbeing: Centrum (USA)
Most reassuring: AA (UK)
Most considerate: Oxfam (UK)
Apple A brand people would most love to use in the future:
Apple Traditional
A brand people want to hear more about:
Focused on wellbeing Reassuring
Considerate
Apple
5 | Clear | Brand Desire 1 3
Apple +9% 2 Sony +7%
5
Microsoft +7%
Google +6%
8
15
4 7
Disney +4%
BMW +4% 6 Mercedes +5%
9
Audi +7%
10
Tiffany +8% 11 Rolex +4% Chanel +7%
12 13 14 Olympic Rings New
Samsung +11%
17
Unicef +4%
16
Amazon +6%
Cartier +2% 18
20
Dove +7% 19
Louis Vuitton +4%
Nokia +5%
28
VW +11%
31
Honda +10%
27
38
Visa +6%
L Oreal +7%
39
Dell +10%
Heinz +5% 32
Gillette +4%
Moet Chandon +3%
34
Johnson & Johnson +7%
37
Coca Cola +2%
43
Nestle +8%
Absolute Vodka +8% 35 Intercontinental +7%
Polo RL +3%
41 Prada -1%
42
HP +4%
46
Red Cross +5%
Philips +5%
Zara +6%
44
49
Sure +10%
51
Jack Daniels +7%
Kelloggs +3%
53 Colgate New 56
BlackBerry -2%
54 Starbucks +1%
58
Toyota +10% 60
61 ING New
Tommy Hilfiger +8%
59
Nescafe +4%
64 67 LG New
68
IKEA -6% 70
69
Axe +5%
85 Kodak New
MTV +5%
89
Nissan +5%
71
MasterCard +4%
Reebok +5%
Microsoft leapt up the International list, improving its Brand Desire score by 7%
81
80
Avon +7%
Automotive
65
Luxury
Retail
Personal Care
British Airways +7%
Amex +4%
91
KFC +7% 74
American Airlines +10%
75
GE +9%
McDonalds +6%
Smirnoff +6%
Budweiser +6%
Danone +2%
87
84
Persil +2%
Pizza Hut +5%
Pepsi +4%
Fiat +10%
Not for Profit
79
88 Bacardi +1%
93
Heineken +7% 95 DHL New
96 Tresemme New
Media
Mars +4%
82 Diet Coke +1% 83 86
100
72
77
92 94
Quantas +4%
Puma +8%
76
Consumer Electronics
63
Johnnie Walker +8%
73 Guinness +1%
CNN +7%
IBM +6%
Hilton +2%
66 Schwarzkopf New
90
55
Ford +7%
62
78
Emirates +4%
Head & Shoulders +8%
50
57
Nivea +12% 23
30
Facebook +2%
47 48 Harley Davidson 0%
52
22
26
36
45
Nike +5%
Calvin Klein +7%
33
40
Adidas +7%
21
24 Gucci 0%
25 Nintendo +1%
29
THE INTERNATIONAL TOP 100 BRANDS
WWF +5%
97
HSBC +6% 99
HandM -2%
Apparel
Beauty
Financial Services
Food & Drink
Alcohol
Leisure
98
Burger King +6%
Airlines
Professional Servies
Diversified
Home Care
Energy
Mobil +8%
6 | Clear | Brand Desire 1 3
Amazon +11% 2 TraderJoes -3%
Tiffany +13% 4
Dove +10% 5 Sony 0% 8
6 Campbells +4% 7 Horizon +1%
Apple +4%
9
12 14 Crest New
18
Coach -1%
11
Google +2% Disney -4%
M&Ms -3% 13 Heinz +4%
10
15
19
Droid +4%
20
21
22 Cartier -1%
Chanel +2%
28 Kelloggs +5% 29 Dove Chocolate New 31 TomsofMaine +1%
35 38
Target +3%
39
32 Philadelphia New Microsoft +3%
Louis Vuitton +5%
43
USAA +6% 16
SeventhGen -6% 17
23 PayPal New
27
X box improved 147 places in the USA ranking.
33 Hill’s New
34
Nike +4%
36
Under Armour +9% 37 Porsche -2%
LOreal +7%
41
Rolex +4%
54
47 Swiffer New 48 StateFarm +1% 50
51 Olympic Rings New
PlayStation -12%
55 57
68
Zara +5%
60 Levi’s New
DrPepper +2% 65
Neutrogena -2%
64 Stella Artois New
Discover +12% 67 Bounce New
Arm&Hammer -1%
69
70 Kashi -1% 72 Listerine New 73
56 Moet Chandon 0% 58
Mr. Clean +9%
61 Febreze New
66
Honda +2%
BurtsBees -8%
Snickers +2% 59
63
49 Northface +2%
HP -2%
74
Youtube +8% 71
Shout +3%
Tropicana -6% 76
77 FritoLay 0%
BestBuy -2%
75
Audi +6%
Snapple +4% 79 80 Hellmann’s New 82
81
Samsung +3%
88 91 HTC New
83
84 Cascade New
85 Unicef +1%
86 Gatorade New
87
Nestle +4%
89 92
Lexus -2%
97
Food & Drink
Media
Not for Profit
Financial Services
Home Care
Beauty
Pet Care
Apparel
96 Southwest +1%
Mercedes -8% 100
Consumer Electronics
Guinness +4%
94 Aveeno New
98 LG -1%
Personal Care
Jack Daniels +6%
Four Seasons +3%
90 Folgers -1%
95 Eucerin 0%
Luxury
Tylenol -2%
Tide -6%
93 Land O’Lakes 0%
Retail
Subway +9%
53 Ford 0%
Polo RL +4%
Prada -1%
Olive Garden -3% 42 Grey Goose New 44
Nintendo -8% Xbox +5% 46
52
78
Olay +6%
40
45
62
Sephora +5%
Kraft +9% Hersheys -4%
24 Ben & Jerrys +7% 25 Odwalla +5% 24 Quaker New
30
THE USA TOP 100 BRANDS
WWF +10%
Automotive
99
RitzCarlton -5% Leisure
Alcohol
Health Care
Airlines
Qantas +7%
7 | Clear | Brand Desire 1 iPad New 2 Apple +9% 3 iPhone 0% 4 HTC New 5 6
Google +6% iTunes +5% 7
Moet Chandon +10% 8 Amazon +4% 9 Fairtrade +1% 10 11 14 Red Cross -1%
16
15
Skype +4%
Cartier +12%
17 20
Chanel +7% 18
Pantene +13% 19 Nando’s +6%
Audi +3%
21 PayPal New
22 BBC 0% 23 YouTube +6% 25
31
24
Bang & Olufsen -1%
28
26
WWF -1%
27
Xbox +15% 29 Lego +1%
30
Tag Heuer -3%
32 BMW -2% 33 Ferrari +2% 35
41 43
34
Waitrose +5% 38 Unicef -3%
37
Haagen-Dazs +9% Cadbury’s -8%
40
Green & Blacks +3% 42
Boots +3% 45
36 39
Calvin Klein +8%
Porsche -2% 44
KitKat +7%
49 52
51
Disney -7%
Dove +5%
Apple’s iPad leapt straight to the top of UK list this year.
62 63 64
60
Lurpak +7%
65
69 70 VW +8%
82 85
Johnson Johnson +2% Pizza Express +9% 66
67
73
86 Argos +8% 90
Gucci -4%
Kelloggs -2%
96
100 Retail
Not for Profit
Olay +1%
Rolex -9%
97 Southern Comfort New 98 The Post Office -1%
Alcohol
Dettol +1%
Giorgio Armani -4% 87 Andrex New
89 Mercedes -3% 93
95
Durex +3%
79 Always 0% Head & Shoulders +10% 80
Absolut Vodka +6%
LG +4%
Nurofen +10%
Tropicana +1%
91 Smeg +4% 92 Canon -2%
Media
55
Paul Smith +6% Agent Provocateur +3%
78 Twinings New
88
Consumer Electronics
Nivea +6%
Zara +5%
76
Sky +4%
81 Samsung 0% Intel -7% PlayStation -9%
LOreal +9%
54
Nintendo -9% TomTom -4% 77
94
Tiffany -2%
Heinz +2% Ben & Jerrys +2% Lindt -6%
72 Old El Paso New
83 84
50
PG Tips +5% 58 59 Nespresso -1%
71
75
Colgate -4% 48 Louis Vuitton -3%
56 Lancome +1%
68
74
46 Dyson 0%
Sure +12%
Maltesers +2% 53
Microsoft +2%
BlackBerry -5%
Maybelline +10%
Vaseline +9%
47
61
Oakley +9%
Coca Cola +10%
Sony -5%
57
THE UK TOP 100 BRANDS
Marmite +5% Innocent +10% 12 Rolls Royce -4% 13 Aston Martin +1%
Food & Drink
Automotive
Luxury
Fairy -2%
Personal Care
99
Eurostar +3%
Leisure
Financial Services
Apparel
Beauty
Home Care
Health Care
Airlines
Virgin Atlantic -10%
8 | Clear | Brand Desire 1
WWF -4%
2
Apple +11% 3 Audi +5% 5 Porsche New 7
9 11 12 Olympic Rings New
4
Nivea +8% 6 Disney +1%
Mercedes +9%
8
Samsung +7% 10 BMW +4% Sony +4%
13
17
21
30
Unicef -3%
29
Google -4%
IKEA +7% 14
Chanel +3%
15
Nike +8% 16
19
LOreal +2%
22
Gucci +6%
24
Tommy Hilfiger +6%
26 VW Golf New
Philips +4%
25
39 Nokia +4% 40 Bosch New Nintendo -2%
38
Polo RL +3%
41
Tiffany +3%
44
47
Starbucks +3% 20 Milka New
MasterCard +10%
28 Tchibo New
Microsoft -1%
34
43
31 Head & Shoulders -1% 32 Dr Oetker New 33 Dove 0%
ING +1%
35 Kinder New 36 Muller New
49
50 HP +4% 51 Siemens New
Rolex +2%
45
57
56
Facebook +3%
46
Persil +6%
48 Heinz 0%
Cartier +3% 52
Coca Cola -8% 54
59 60
Louis Vuitton +3%
64 Dell 0%
Jack Daniels +8% Bacardi +6% 62 Lufthansa New
Hilton -4% 65 Intercontinental 0%
66 EDEKA New
Toyota +7%
68 Becks New 69 Guinness 0%
70 Knorr New 71 Diet Coke +3%
72 Sparkasse New 74 76
Moet Chandon +2%
Prada +3%
63
73
Sure +9%
58 Toblerone New 61
Honda +6%
Gillette -3%
Puma +5%
53 Adidas -1% 55 Aldi New
37
42
Harley Davidson -12%
67
THE GERMANY TOP 100 BRANDS
Visa +5%
18 dm New
VW +6% 23
27
Amazon -3%
McDonalds +9% 75 Nescafe -3%
Calvin Klein -5%
78
84 LG New 87
BlackBerry -9%
80
Seven brands in the Top 20 are “Made in Germany”
83
Mars -1%
85
Axe +2%
86
88 Allianz New 90 Colgate New
91 Kodak New
98
Automotive
Beauty
Media
Retail
Luxury
Apparel
KFC +2%
Amex +4%
Financial Services
Absolut Vodka -5%
94
95 Peugeot New
Consumer Electronics
89
Johnnie Walker +3%
92 E-Plus New
93 Axa New
Not for Profit
79 DHL New
81 Air Berlin New
82 Reebok 0% Zara -10%
100
77 Qantas 0% Emirates -9%
Leisure
Heineken +10% 96
97 Becel New 99
IBM -3%
Kelloggs -3%
Food & Drink
Personal Care
Home Care
Alcohol
Airlines
Professional Services
Telecomms
9 | Clear | Brand Desire 1 Microsoft New 2 BMW New
3 Google New
4 Apple New 6 Mercedes New 7 Audi New 9 Sony New
5 Adidas New 8 Disney New 10 IBM New
13 Nokia New
14 Honda New
15 Visa New
16 Harley Davidson New 19 BlackBerry New
17 Gucci New
18 Johnson Johnson New
20 Reebok New
21 Unicef New
22 Calvin Klein New
23 Taj New
24 Gillette New 26 Maggi New 28 Dell New
29 VW New
25 KFC New 27 Olympic Rings New
30 Nescafe New
31 Facebook New
33 Tanishq New 35 HP New
THE INDIA TOP 100 BRANDS
11 Cadburyâ&#x20AC;&#x2122;s New 12 Rolex New
32 British Airways New 34 MasterCard New
36 Nike New
37 Nivea New
38 Samsung New
39 Amex New
40 Red Cross New 41 Leela New
42 Nestle New
43 Ford New
44 Amazon New
45 Toyota New
46 Dettol New 48 Lays New
49 Fiat New
52 WWF New
53 Nintendo New
50 Complan New
51 JW Marriott New 54 Hilton New
55 Hero New 57 HSBC New 59 Chanel New
56 Schwarzkopf New 58 Absolut Vodka New 60 Axe New
61 Bournvita New
64 McDonalds New
65 Tiffany New
66 Nissan New
Need some figures for India.
62 Pizza Hut New
63 Puma New
67 Lakme New 68 American Airlines New 69 Emirates New
70 Kelloggs New 72 Lifebuoy New
71 Shell New 73 Intercontinental New
74 Jack Daniels New
75 ICICI New
76 GE New
77 Louis Vuitton New 79 Alberto VO5 New 81 Close Up New
82 Philips New
78 Guinness New 80 BurgerKing New
83 Prada New
87 Maruti New
84 Jet Airways New
85 Kingfisher Beer New
86 Pantaloons New 88 CNN New
89 Airtel New
90 Yahoo New
91 Tommy Hilfiger New
92 Dove New
93 Cartier New
94 Starbucks New
95 Godrej New
97 DHL New 100 HDFC New Consumer Electronics
Automotive
47 Budweiser New
Media
Apparel
Professional Services
Food & Drink
Luxury
Financial Services
98 Heineken New
99 Colgate New
Personal Care
Not for profit
96 Mobil New
Leisure
Airlines
Beauty
Retail
Home Care
Alcohol
Healthcare
Diversified
Telecomms
Energy
10 | Clear | Brand Desire 1 3
Amazon +11% 2 TraderJoes -3%
Tiffany +13% 4
Dove +10% 5 Sony 0% 8
6 Campbells +4% 7 Horizon +1%
Apple +4%
9
12 14 Crest New
18
Coach -1%
11
Google +2% Disney -4%
M&Ms -3% 13 Heinz +4%
10
15
19
Droid +4%
20
21
22 Cartier -1%
Chanel +2%
Target +3%
39
SeventhGen -6% 17
31 TomsofMaine +1%
27
33 Hill’s New
Microsoft +3%
Nike +4% Under Armour +9% 37 Porsche -2%
LOreal +7%
41
Rolex +4%
54
47 Swiffer New 48 StateFarm +1% 50
51 Olympic Rings New
PlayStation -12%
55 57
68
65
60 Levi’s New
64 Stella Artois New
Discover +12% 67 Bounce New
Arm&Hammer -1%
69
70 Kashi -1% HP -2%
74
Youtube +8% 71
Shout +3%
Tropicana -6%
Need some figures for China.
77 FritoLay 0%
BestBuy -2%
Snapple +4% 79 80 Hellmann’s New 82
Zara +5%
DrPepper +2%
Neutrogena -2%
72 Listerine New 73
56 Moet Chandon 0% 58
Mr. Clean +9%
61 Febreze New
66
Honda +2%
BurtsBees -8%
Snickers +2% 59
63
49 Northface +2%
76
88 91 HTC New
81 83
84 Cascade New
85 Unicef +1% 87
Nestle +4%
89 92
97
Lexus -2%
Media
Not for Profit
Financial Services
Home Care
Beauty
Pet Care
Apparel
96 Southwest +1%
Mercedes -8% 100
Food & Drink
Guinness +4%
94 Aveeno New
98 LG -1%
Consumer Electronics
Jack Daniels +6%
Four Seasons +3%
90 Folgers -1%
95 Eucerin 0%
Personal Care
Tylenol -2%
Tide -6%
93 Land O’Lakes 0%
Luxury
75
Audi +6%
Samsung +3%
86 Gatorade New
Retail
Subway +9%
53 Ford 0%
Polo RL +4%
Prada -1%
Olive Garden -3% 42 Grey Goose New 44
Nintendo -8% Xbox +5% 46
52
78
34 36
40
45
62
Olay +6%
32 Philadelphia New
Louis Vuitton +5%
43
Sephora +5%
23 PayPal New
28 Kelloggs +5% 29 Dove Chocolate New
35 38
USAA +6% 16
Kraft +9% Hersheys -4%
24 Ben & Jerrys +7% 25 Odwalla +5% 24 Quaker New
30
THE CHINA TOP 100 BRANDS
WWF +10%
Automotive
99
RitzCarlton -5% Leisure
Alcohol
Health Care
Airlines
Qantas +7%
11 | Clear | Brand Desire 1 Google New
2 Apple New
3 WWF New
4 Vegemite New
5 Sony New
6 ABC New
8 Cadbury’s New 11 Milo New
7 Rolex New 9 Chanel New
13 Microsoft New
14 Visa New
15 nudie New
16 YouTube New 17 Disney New
THE AUSTRALIA TOP 100 BRANDS
10 BMW New
12 Tiffany New
18 Dettol New
19 Skype New
20 Coopers New 21 Absolut Vodka New
22 Unicef New
23 Adidas New
24 Boost Juice New 25 Weetbix New
26 Dove New 28 Panadol New
30 Samsung New
27 eBay New 29 LOreal New
31 Olympic Rings New
32 Emirates New
33 Louis Vuitton New
34 Carman’s New
35 Nivea New
36 Colgate New
41 Kraft New
39 Mercedes New 40 Toyota New 42 Prada New 43 Calvin Klein New
44 Uncle Tobys New
45 Bunnings New
46 Nike New 49 Nestle New
50 VW New
53 IKEA New
55 Coca Cola New 56 Arnott’s New
57 Gap New
58 Heinz New 60 MTV New
61 Masterfoods New
62 Red Cross New
63 Facebook New
65 Cartier New
66 Audi New
69 Red RockDeli New
70 Nokia New
71 Danone New
75 Philips New 76 Nintendo New
77 Tommy Hilfiger New 78 Ford New
80 Dell New 82 Nescafe New
47 Woolworths New 48 Johnson Johnson New
51 Johnnie Walker New
52 Honda New 54 LG New
37 Intercontinental New
38 Moet Chandon New
Only 4 of the top 30 most desirable brands in Australia are prestige or elite brands.
59 Starbucks New
64 Head & Shoulders New 67 HandM New
68 Sure New
72 Amazon New
73 Zara New
74 Myer New
79 Australia Post New
81 Polo RL New 83 Puma New
84 Kelloggs New
85 Qantas New
86 Harley Davidson New 87 MasterCard New 89 Avon New
90 Gucci New 92 Jack Daniels New 94 ING New
88 Virgin Australia New
91 Westfield New 93 Gillette New 95 Tresemme New
96 Hilton New
97 HP New 100 BlackBerry New Media
Consumer Electronics
Not for Profit
98 DHL New
99 Tooheys New New
Food & Drink
Luxury
Automotive
Financial Services
Home Care
Alcohol
Apparel
Personal Care
Retail
Beauty
Airlines
Leisure
Professional Services
12 | Clear | Brand Desire
Weathering the storm: How brands are helping Western economies through the financial crisis.
The UK in crisis: Land of hope and inglory.
We all react differently in a crisis: some of us knuckle down and apply ourselves to making the situation better; others keep our heads down and hope that in time things will improve.
The UK has had a pretty miserable time of it last year. Consumer confidence slumped to a record low. Feral children rioted across the country. During the summer Unemployment passed 2.5 million. The misery never seems to end. So surely 2011 presented the perfect opportunity for us to stiffen our upper lips, keep calm and carry on... Or perhaps not....
It’s never pleasant when the proverbial muck hits the fan, but turbulent times do give us the opportunity to see what we’re made of: Have we got the right stuff? Or are we all talk and no trousers? The brands we are drawn to during a downturn can tell us a lot about how we respond to bad news. We’ve analysed the personality attributes that have had the biggest impact on driving growth in Brand Desire in the UK and the USA. The results could scarcely be more different.
What’s driving desire growth in the USA: Wise Open-minded
What’s driving desire growth in the UK: Sociable
In fact, we seem to have collectively decided that it simply isn’t possible to be miserable all the time. The brands that have performed best in the UK this year have provided a much-needed dose of fun, sociability, spontaneity and excitement. Salivating over the latest Apple product launches, gorging ourselves on Haagen Dazs and shovelling on the latest age-defying L’Oréal cream has helped us to feel worth it again. It seems that for the average Brit, brands have provided a welcome respite from all the doom and gloom. At the other end of the spectrum, Britain seems to have been turned off by those brands that represent careful organisation, serious hard work and sensibleness. Clearly this is not a time to be virtuous.
Modern
Spontaneous
Carefree Exciting
Laid-back Sexy
Fun
Brand attitude in decline in the UK: Serious
Masculine
Feminine
Careful
Hard working Ambitious
Serious
Organized Conservative
Sociable
The USA: Land of possibility
Brand attributes in decline in the USA: Focus on wellbeing Risk taking Outspoken
Independant
Realistic Careful
Focus on image
The US response to the financial crisis is the polar opposite of the reaction in the UK. Where the Brits seek fun, excitement and escape from their problems, Americans seem to be facing into their problems head-on. The brands that have succeeded most in creating desire represent many of the virtues of the ‘American way’: Hard work, pulling together, standing up, being counted and taking risks. In contrast to the UK, fun, carefree brands feel like a distraction. Now is the time to get serious; frivolity can wait till later.
Hard working Fun
What’s right about America is that although we have a mess of problems, we have great capacity - intellect and resources - to do some thing about them. Henry Ford II (1917 - 1987)
Carefree
Brands helping economies
Independent
Sensible
Practical
13 | Clear | Brand Desire
2012: The year in brands
Amazon is fired up for success Amazon revamped its eReader portfolio with four new Kindle products, with the Kindle Fire positioned as more than just a tablet – its a digital hub that connects people to Amazon more intimately. The brand increased its desire by 5% internationally, as well as retaining its place in the top 10 desirable brands in the USA, UK and Germany – no mean feat.
British Airways takes off Pepsi fails to impress the US Pepsi has invested wholeheartedly in social media, from crowdsourcing Super Bowl adverts to pioneering social sponsorship of the X-Factor in the USA, the brand is bravely pioneering the use of social media platforms to create greater desire for the brand. The problem is it doesn’t seem to be working. The brand’s Desire score plummeted 14% to 20% in the US.
In the UK, British Airways launched its biggest brand advertising campaign for over a decade, reemphasising its historic motto, “To fly, to serve.” The brand also revamped its Executive Club offer to coincide with this renewed customer commitment. The results of this investment seem to have been mixed. While the brand’s Desire has rocketed in the USA, it has fallen 67 places in its home market.
Volkswagen: The force is strong Volkswagen produced the most watched TV commercial of the year, establishing a deeper emotional connection with the help of a pintsized Lord of the Sith. Six years ago the brand stated its ambition of becoming the world’s #1 car maker by 2018 and it seems to be on track. The brand’s desire grew in every market in our study, leaping up 35 places in the International 100.
Samsung sets out to inspire the world Samsung established a new promise: to ‘Inspire the World, Create the Future’. The brand is undoubtedly aiming high; it hopes to ‘contribute to a better world, and richer experience for all’... And make itself $400 billion in revenue by 2020. Given the brand’s impressive improvement in Brand Desire this year, leaping 31 places up the International 100, there are firm reasons to believe that they will achieve these loft targets.
Vegemite eats Kellogg’s for breakfast Australia demonstrated its love for home-grown brands as Vegemite was voted the 4th most desirable brand, beating brands like Sony, Disney and Nike.
Apple: Every iCloud has a silver lining Apple continued to innovate with pace, introducing the iPad 2, the iPhone 4s, Siri and iCloud. They continue to evolve the way we interact with technology and they continue to create desire with every success.. They are in the top 10 of each market included in the study and succeeded in improving their International Brand Desire score by 9%.
The year we started to forgive BP BP’s brand has taken a hammering over Deepwater Horizon, but there’s plenty of evidence that we’re willing to forgive (even if we won’t forget). Despite slipping 3 places in the International 100, the brand has improved its overall Desire score – even in the USA.
India aspires Aspirational luxury brands dominate the India league table, with BMW, Apple, Mercedes, Audi and Sony dominating the top of the list. India’s most desired home-grown brand is Taj hotels and resorts., ranked 23.
The brand is more desirable than Nescafe and Kellogg’s put together.
14 | Clear | Brand Desire
The language of Desire A brand can’t be desirable unless it means something specific to people. This meaning is established through our experience of each and every brand touch-point over time. So what is it about the Mercedes experience that commands respect? Why is Absolut cool? Statistical analysis reveals that there are six fundamental ways that ‘meaning’ can be used to create desirable brands. We refer to these as the six languages of Brand Desire: • The language of cool: Employed by sexy, risk-taking brands that appeal to our love of novelty, excitement and fun • The language of sociability: Used by brands that want to establish a sense of empathy, community and social currency • The language of status: Advocated by brands to assert a sense of confidence and sophistication • The language of care: Championed by brands that seek to promote a sense of wellbeing, consideration and co-operation • The language of respect: Projected by brands that want to communicate success and performance, appealing to our sense of ambition and reward • The language of reassurance: Used by brands that appeal to our desire for comfort, reliability and consistency. Examining the visual and verbal themes that brands use to speak these six different languages is one of the keys to unlocking Brand Desire. Here is a brief introduction to the major themes that constitute each of the six languages of Brand Desire.
The language of cool Metamorphosis A constantly changing culture of cool demands fluid adaptability and the creative energy to embrace and enjoy the opportunities that life presents. Brands change the way they present themselves for different audiences, cultures and occasions, and within boundaries, many involve consumers in that interpretation.
Standing out with the Crowd Individual identity is fundamental to cool, but contemporary cool is social and collective. Brands present their products and their customers as distinctive individuals in distinctive groups – one in the gang. Coolness means belonging without sacrifice of identity or self-expression.
Boldness Cool makes no apology and presents itself boldly and confidently. In brand terms this becomes an assertive and self-confident style, either using forceful palettes, graphics and tone of voice, or extremely simple and unadorned communication – where the product speaks entirely for itself.
The language of Desire
15 | Clear | Brand Desire
The language of sociability Playfulness Light-hearted humour and enjoyment - taking familiar contexts and tweaking them for fun, or introducing surreal twists or visual puns, makes brands accessible, unintimidating, and builds affinity with any viewer who participates in the joke. The brand plays the role of an upbeat and witty friend, who we want to be part of the group.
Spontaneity True social energy is irrepress ible, and the instinct to have fun and enjoy life is ever present, as are opportunities to do so. Sociable brands portray and offer these opportunities for groups of friends to share spontaneous fun, following this lead or the next, showing a lifestyle all the more authentic and enjoyable for being unplanned.
Celebration Celebrations form a focal point for human social interaction. They can be grand and formal set-pieces, or spontaneous and chaotic happenings. Brands that facilitate and truly transform celebrations are accessories to and promoters of sociability, and are seen that way by consumers.
16 | Clear | Brand Desire
The language of status A better you Theatre
Many of these brands hold up a magic mirror to our own lives, showing us not quite who we are, but who we could be with a little bit of help. Artful depictions of attainably aspirational talent offer just enough of ourselves for us to recognise, with plenty more for us to desire – fitter, happier, more attractive, (perhaps a little poorer).
These brands are made to be admired. Many create dramatic settings with fantastical combinations of styles and references, and strong story appeal – a tale never fully told. Life with these brands is a rich performance, and we are all supposed to be watching.
Distance Haughtiness, aloofness, condescension, or worse – indifference – express the distance between them and us: the haves and the have nots. This is a reminder of the lofty dominance of those who can afford it for those that can’t, and a reassurance of proper status for those that have.
17 | Clear | Brand Desire
The language of care Purity The greatest care is unconditional, but the beneficiaries of these brands’ care are nevertheless unblemished, with infants in particular depicting both moral and physical purity. This impression is supported by dominant whites and blues, and abstracted backgrounds. There is space emerging for caring brands to explore beyond this territory and depict care in more challenging circumstances.
Vulnerability Depictions of humanity in a vulnerable state – bare skin, and in infancy, strongly characterises caring brands. Apart from evoking softness and smoothness, this elicits care responses from viewers, and sets a tender, even maternal role for brands in consumer lives – they are with us in intimate spaces and when our guard is down, and are suitably gentle as a result, or they intervene and care for those who cannot look after themselves.
Taking Responsibility Brands which proactively take responsibility to change the world for the better at their own cost, whether this constitutes their immediate purpose or a sincere secondary corporate mission, strongly communicate care – simply by doing it.
18 | Clear | Brand Desire
The language of respect Control A rationalist, enlightenment instinct to define, codify and quantify connects many of these brands with the world of â&#x20AC;&#x2DC;getting things doneâ&#x20AC;&#x2122;. Facts and figures show the world as it really is, helping these brands appear to explain, predict and take control of their worlds in a way which is highly appealing for consumers who want to do the same - such a thing being properly worthy of respect.
Possibility With power comes respect, and many brands in this space work hard to express their potency and their ability to shape the world. This is frequently painted as blossoming creative possibility or specific achievements deriving from technical or engineered precision.
Longevity History is pedigree. Brands reference and evoke long histories of accomplishment to establish their authenticity, respectability, and prowess. For these brands, this is rarely a case of simple heritage positionings or communications. Instead, roots are traced to their present incarnations, implying both permanence and vigorous future progress.
19 | Clear | Brand Desire
The language of reassurance Practicality Brands which focus on the basic, the functional, the practical, imply reliability and exclude distracting extraneous noise – they explain in basic terms what they do, and what to expect. However, where most effective they also carry a strong implicit emotional payload that makes space in consumers’ hearts as well as their heads.
Transparency Brands which seem to have nothing to hide will often create this impression through conspicuous honesty and disclosure of information that is not necessarily directly favourable to them. This candid disclosure builds trust and a sense of empathy between brand and consumer, with consumers feeling they enter transactions with a clear understanding of what to expect. With predictability comes reassurance.
Domesticity Few things are more reassuring than home and routine. Brands that evoke these – the home, the family, and the everyday, without challenge or surprise, create a sense of comfort and unobtrusively integrate themselves into our reliable domesticity.
20 | Clear | Brand Desire
Innovating for Desire Innovating for desire: Spotlight on tech Between them the tech brands included in this study launched over 400 new products last year. From the iPhone4 to Samsung’s Galaxy tab we have been bombarded with more new ways to search, buy, and play than ever before. Given the overlap between this year’s tech brand desire winners and FastCompany’s top 50 innovative businesses there’s no doubt that desirable brands innovate. However, this is about much more than just designing and launching new products every year. In fact there is no correlation between the amount of innovation a brand does and how desirable it is. For example Samsung launched 212 new mobile handsets last year V’s Apple’s 1 but both improved their desire ratings by approximately 10%: Two very different models of innovation but with one very desirable outcome. So what does successful desire building innovation look like? Most desirable brands in the tech sector have innovated to make people’s lives better. Whether it’s helping us to find stuff quicker online or making a gaming experience more fun, the most desired innovators are those that never stop looking for new ways to make our lives better with their products or services. They don’t accept the status quo and constantly challenge the limits of their business, brand and category to get there. So if there’s only one innovation question you ask yourself in 2012, make it this: Will this new product or service make people’s lives better? If you can’t answer yes with enthusiasm and commitment then don’t expect to be climbing the desire rankings this time next year.
xxx
Google: The relentless pursuit of ‘search’ perfection They may have been working on a driverless car but this hasn’t stopped Google in their relentless quest to be the very best search engine – even in the absence of significant competition. According to a Google insider they make approximately 400 quality upgrades to the search engine every year. ‘Search as you type’ and ‘auto-complete’ innovation may have gone unnoticed to some untrained eyes but they are just a few examples of how Google are innovating by stealth to make our lives better.
Nintendo: Failing to make a real difference The 3DS was Nintendo’s biggest launch of last year. However, after failing to hit its ambition of 4 million units in the first quarter Nintendo dropped its price by almost 30% across the world. From the outside the issue looks clear: DS users sit in two camps; 6 year old girls who use it to look after digital pets; or baby boomers who want to ‘train their brains’… not the most obvious targets for 3D technology. So, it seems the 3D technology failed to make the DS experience any better for users. As a consequence, Nintendo fell 16 places in the Brand Desire International 100 this year.
Microsoft: Challenging the status quo for a better gaming experience In contrast to Nintendo, Microsoft’s Kinect became the fastest selling piece of gaming kit ever. The Kinect reinvented gaming by removing the need for a controller. This is disruptive innovation at its finest. Microsoft didn’t just tweak the concept or add more accessories, they completely reinvented the notion that games need to be played with controllers. The result? Microsoft moved up 5 places in the International 100, while Xbox leapt 42 places in the US table and 147 places in the UK.
21 | Clear | Brand Desire
Let the Games Begin
Hard-working
60%
50%
Image focused Exciting
Organized 40%
Sociable
Modern Fun
30%
20%
So which brands would benefit most from partnership with the London 2012 brand? Nokia (burning platform, anyone?) and lastminute. com are the strongest candidates. This doesn’t bode well. Let’s hope the UK is feeling more positive about the Olympics by the time Summer arrives...
Competing for glory: How do partner brands fit with Olympic brands?
Exciting
Strong contenders: Which brands would best fit with the Olympic brands:
80% Fit with London 2012
71%
70%
66% Fit with Olympic Brand
60%
59%
55%
52%
52% 50% 40% 39%
40%
43%
41%
Olympic rings best brands fit
London 2012 best brands fit
1
1
42% 37%
33% 30%
30%
20%
2 7%
10%
6%
BP
BMW
Adidas
London 2012 Official Olympic partners
Visa
Samsung
Mc Donalds
GE
Coca Cola
Worldwide Olympic partners
British Airways
0%
0%
0%
Modern
Imaginative
Risk taking
Sexy
Outspoken
Optimistic
Carefree
Open-minded
Fun
Innocent
Laid-back
Passive
Feminine
Sociable
Considerate
Co-operative
Content
Approachable
Focused on wellbeing
Reserved
Traditional
Reassuring
Practical
Private
Reliable
Sensible
Realistic
Conservative
Careful
Serious
Organized
Hard working
Wise
Agressive
Masculine
0%
Independent
10%
Competitive
The answer very much depends on which Olympic brand you’re talking about; according to the 2012 website, the reason for creating a separate logo for the 2012 Olympics is as follows: “The London 2012 brand is fundamental to the Games. It is how we identify the Games, how we communicate our ambition, and how we drive excitement and enthusiasm for the Games.” To some extent, this has been
Competitive
70%
Assertive
So what personality does the Olympic brand have in people’s minds and which corporate brands are best-placed to align themselves to it?
2012 UK Olympic Rings
2012 UK London 2012
Ambitious
Despite this, the London 2012 Organising Committee considers the London 2012 brand to be its ‘most valuable asset’, pointing to its importance in securing funding for the games. But the brand also falls at this hurdle. Of the Olympic partners included in our study, the overwhelming majority fit far better with the Olympic rings than the London 2012 brand, which seems to be more of a liability than an asset. In fact, GE, Visa, BP and British Airways are so fundamentally different from the London 2012 brand that it is almost impossible to see how they would benefit from the association.
80%
Sophisticated
Corporate sponsorship is a tricky thing to get right; you need to identify a cause that is broadly aligned with your own organisation’s desired values, but not one that is so utterly removed from existing perceptions of your brand that the partnership no longer makes sense to people.
Title?
Confident
achieved: The London 2012 brand is seen as more modern and fun than the Olympic rings. But this is only a minor triumph; the London 2012 brand is considered far less desirable than the Olympic rings. As for excitement and enthusiasm, Brand Desire for the Olympic rings is substantially lower in the UK than any of the other markets included in our study.
Focused on image
There’s little doubt that the Olympics is big business. It is estimated that the IOC has attracted over $1 billion in sponsorship from well-established global brands including McDonald’s, Coca-Cola and BP. But does this investment really benefit brands that are frequently linked with child obesity or jeopardising the planet’s future?
3
2
3
22 | Clear | Brand Desire
The rise of Brand Germany Refocusing on “German qualities” 2012 represents something of a turning point for brands in the German section of our study. Whereas just a year ago Germans looked abroad for inspiration, 2012 seems to be the year Germany qualities came back into fashion: The Eurocrisis has emphasised Germany’s economic credibility and, to Germans at least, its reliability when it comes to dealing with the crisis around us.
2012: The year Germany rekindled its desire for home-grown brands:
Which personality attributes are driving growth in Brand Desire in Germany:
6.0%
Confident
5.0% 5.0% Organized
All of this seems to have spurred the nation to refocus on what really seems to count: originally “German” qualities. And consequently the brands in the German study that have gained most in Brand Desire are modern, reliable, assertive, hard-working, organized, sophisticated, realistic, and reassuring.
4.0% Sophisticated
Competitive
Reliable
3.0% Modern
Pride in utterly “German signature brands” So it should not come as a surprise that Germans desire German brands again. Seven brands in the Top 20 are “Made in Germany”, the biggest winners year on year are German brand heroes like Mercedes, BMW, VW and German newcomers in the ranking like Porsche, dm or Milka jumped straight into the Top 20 expelling their foreign counterparts from the front row. In almost every category, German brands outperform their foreign counterparts: German automotive brands outperform the French and American competition by far; Milka, Dr Oetker and Mueller leave Coca Cola for dust.
2.0%
Assertive
1.2%
1.0%
Open-minded
Realistic Independent
0.0% Average increase in brand desire of German brands
Average increase in brand desire of nonGerman brands
Most desirable German brands:
Audi Brand Desire
Change
40%
Porsche
Nivea Brand Desire
Change
Brand Desire
Mercedes
Change
Brand Desire
BMW
Change
Brand Desire
dm
Change
Brand Desire
Change
Milka Brand Desire
Change
VW Brand Desire
Change
+5%
39%
+8%
38%
NEW
34%
+9%
32%
+4%
31%
NEW
Volkswagen
30%
Rank
3
4
5
7
10
18
NEW
30%
20
+6%
21
VW increased its Brand Desire score by 6% in a single year. The brand embodies many of the personality traits that have prompted a mini renaissance in German brands: It is seen as the most organized, careful and reliable car brand in the study.
Nivea: 100 years of Desire Nivea seems to have discovered the secret to eternal youth. Their 100 Years Skincare for Life campaign has driven Brand Desire by reinforcing the brand’s key personality attributes: reliability, reassurance and hard-working.
23 | Clear | Brand Desire
USA: Hello to hard work, farewell to fun It’s been a tough year for America: unemployment and home foreclosures, a debt downgrade, bruising brinkmanship in Congress and growing anxiety about the future. The response has been a sober reassertion of the American work ethic: when the going gets tough, the tough buckle down. This is clearly evidenced in Brand Desire 2012: while Americans continue to be drawn to confident brands with a sense of ambition, the brands that have really soared in desirability this year embody sensible, hard-working values. Conversely, the biggest losers in this year’s US study are those that hark back to frivolous, carefree days when it was okay to indulge and take risks.
Under Armour: Up 75 places – 100% more hardworking vs average US brand
Kraft: Up 58 places – 90% more sensible vs average US brand
Farewell to fat? From products to experiences The other noteworthy story in the 2012 US study is that more desirable brands have embraced the idea of “think bigger” and transitioned from tools to experience brands. Amazon rose 23 places this year to become America’s most desirable brand. Driven by the success of the Kindle, Amazon has gone from search site to curator of personalized multimedia experiences.
In a similar vein, America’s love affair with fast food and soda brands appears to be fading, fuelled by a growing health consciousness and Michelle Obama’s “Let’s Move!” campaign.
Pepsi: Down 164 places – 44% fall in “brand I am proud to be seen with”
McDonalds: Down 87 places – 36% fall in “a brand I feel attracted to”
With highly emotional communication and the launch of services such as Google Wallet, Google is also moving from search engine (that makes things simple to find) to cross-category experience brand (that makes things simple to do)
Original
fund from best brand recreate PMS
http://www.kraft.com/
Dove: Up 33 places – 70% more reassuring vs average US brand
Harley Davidson: Down 169 places – 260% more carefree vs average US brand
BMW: Down 111 places – 80% more image-focused vs average US brand
Playstation: Down 49 places – 100% more laid-back vs average US brand
Creating a connection By contrast, brands that have struggled to defend their desirability this year have gotten stuck in the weeds and failed to ignite an emotional connection with US consumers. Caught up in a battle for functional differentiation, many healthcare brands have failed to defend their emotional affinity with US consumers. This is serving to undermine desirability and impeding their ability to cut through. Given the economic turmoil and the Occupy Wall Street movement, it is little surprise that the desirability of many US bank and credit card brands also continues to free-fall. But the exceptions to the rule clearly show that – even in categories like financial services – greater desirability is possible if you can think beyond the functional and create a bigger purpose for your brand in consumers’ lives. For example, USAA isn’t just a supplier of financial services. Its purpose is to be a lifelong advisor to the military and their families, serving them with the honesty & integrity they have earned.
Tylenol: Down 33 places – 40% fall in “a brand that matters to me”
Bank of America: Down 69 places – 40% drop in “a brand that matters to me” and 35% drop in “I wouldn’t consider an alternative to this brand”
USAA: Up 25 places – 25% increase in “a brand that matters to me” and 30% increase in “I wouldn’t consider an alternative to this brand”
Amazon: 30% increase in “a brand that matters to me” - 55% increase in “I wouldn’t consider an alternative to this brand”
Google: Up 5 places – 80% increase in “I wouldn’t consider an alternative to this brand”.
24 | Clear | Brand Desire
China: A new sense of aspiration The China list is a fascinating reflection of Chinese consumers’ changing brand aspirations. Brands are no longer just statements of status, they also offer a shortcut to a better lifestyle. Brand Desire in China is no longer just about being foreign and fashionable. It’s also increasingly about being clever, relevant and empowering. Iconic luxury brands such as Louis Vuitton and Rolex now sit firmly in the second tier. Above them in the list is a fascinating mix of brands, and categories, that take people somewhere new. Mercedes, BMW, Shangri-La, Apple, HTC, Baidu and QQ. Cars, Travel, Tech and Online. These are the businesses that in many ways define China today. Going new places, enjoying the journey, and sharing the experience. So while some countries such as Germany have fantastic equity in China, it’s not so much these days about where a brand is from, but where it’s heading. Let’s take a closer look at the tech, for example. As I write, Chinese consumers are fighting in a Beijing store over the latest iPhones. But Apple isn’t the only desirable handset brand. Asian brands HTC and Samsung both score very well – and not just because they are practical.
They have defined personalities that are modern and sexy and talked about. (Interestingly, the Nokia brand is also still alive and well in China). In the online world, QQ and Facebook are equally desirable. While Faceook may have the edge in terms of ‘being a brand I respect’ (even though, or maybe because, it is banned in China), QQ is actually perceived as more modern and more imaginative. So, in some categories at least, innovation is more powerful than provenance. In a society that understands the value of its hard-earned cash, trusted quality is nevertheless still fundamental to desire. Bank of China wins in financial services partly because it’s seen as the safest brand in a very sensible category. Winning Chinese personal care brand YunnanBaiyao is highly respected and relevant. Lancôme is perceived as the most reliable skincare brand, as well as the most sexy and fun. Local beer brand Tsingtao is not just laid-back and sociable, it’s reliable and reassuring. While Chinese consumers are looking forward to the future, perhaps more than anyone else in the world, these preferences suggest Chinese consumers are also wary of losing what they already have.
Asian brands on the rise...
The good life in China:
1. Mercedes
Intercontinental: Ranked ?? in China’s top 100
2. Apple 3. Lancome 4. BMW 5. Audi
6. YunnanBaiyao
Apple: Ranked 2 in China’s top 100
7. Microsoft
8. HTC 9. Nokia
Mercedes: Ranked 1 in China’s top 100
10. Tiffany
11. Sony 12. Porsche 13. Olympic Rings 14. Cartier
15. Baidu
Drivers of Desire in China:
Carefree
Fun
Focused on image
Modern
Competitive
16. Shiseido 17. QQ
Lancome: Ranked 3 in China’s top 100
18. Louis Vuitton 19. Nintendo 20. Disney
21. Shangri-La 22. Bank of China
Tiffany & Co.: Ranked 10 in China’s top 100
23. Tsingtao 24. Rolex 25. Dove Chocolate
Open-minded
Louis Vuitton: Ranked 18 in China’s top 100
25 | Clear | Brand Desire
India India is a country brimming with progress: the 7th largest economy in the world, boasting an average of over 7% GDP growth for the past 15 years; a relatively young population experiencing an ever-growing middle class, with starting salaries greater than those of their retiring parents. These deeper pockets have made India one of the most attractive markets in the world. With an overwhelming proliferation of brands, Indians are significantly more able to enjoy the fruits of their labour than previous generations, giving them both the luxury of and desire to live ‘the good life’.
The Brand Desire study in India reveals to us just how this aspiration for the ‘good life’ is manifested in the brand choices that consumers make: they desire to own computers and use Microsoft’s software and Google’s platforms; to drive fancy BMW’s, Mercedes’ and Audi’s; to be ‘with it’ with Apple’s iPods iPhones and iPads; to wear Rolex watches; to enjoy Disney’s timeless moments with their families, watched on their Sony televisions; and to have the ability to pay for all of this using their Visa cards. These are the dominant indicators of success, and Indians are driven by a desire to achieve and then show just how they’ve ‘made it’ in life.
Drivers of desire in India:
Practical
Confident
Exciting
Realistic
Delving deeper into the results, brands that are the most desired in India are perceived to be hardworking, confident, modern and ambitious. It comes as no surprise, as these are the very attributes that symbolize the fibre of the progress-driven country and her population. But desirable brands are also fun, exciting and openminded, bringing in a caring and gentle element that shows it’s not just about achieving hard success but equally about being human, sharing in and celebrating this success. Conversely, being laid-back, conservative, spontaneous, reserved, traditional, passive or risk taking is unlikely to make you popular in India.
The good life in India:
Apple: Ranked 4 in India’s top 100
BMW: Ranked 2 in India’s top 100
Open-minded
Careful
Modern
Organized
Rolex: Ranked 12 in India’s top 100
Reliable
Hard working Ambitious
Wise
Gucci: Ranked 17 in India’s top 100 Clavin Klein: Ranked 22 in India’s top 100
Visa: Ranked 15 in India’s top 100
26 | Clear | Brand Desire
Australia: Down-to-earth desire Australians: a country of optimists - down to earth types - we don’t take ourselves too seriously. A typically honest bunch, we don’t beat around the bush, preferring to call a spade a spade. Hard-working, open minded, innovative whilst also embracing the larrikin.
So what does it take to be a desirable brand in Australia and how does this differ to the rest of the world? An analysis of the top brands in different markets reveals an interesting picture. In the UK, brands with a highly polished image, presenting themselves to be sophisticated and sexy dominate their most desirable brand list. Australians more often than not reject such brands. In China, aggressive, prestigious and masculine brands dominate, attributes which Australian consumers tend to reject. So what makes a brand desirable in Australia? We found that three key types of brands tended to be more desired amongst Australian consumers. These reflect the types of personalities and people we migrate towards as a country:
It is therefore not surprising that the brands we desire tend to be a mirror of ourselves. When compared to other countries we tend to prefer brands that share our core Aussie values: down to earth, honest, optimistic… and fun. We love pragmatism in our brands as well as a clear purpose and are attracted to those that are inclusive rather than elitist. Above all, we love brands that help us connect with others. Only 4 of the top 30 most desirable brands in Australia are prestige or elite brands, compared to the UK and China which have over three times this number. We love brands which capture the spirit of what it is to be Australian; quintessentially Australian brands Vegemite, Milo, Cadburys, Weetbix, Coopers are just a few of such brands which dominate the top 30 list.
Australia
30%
1. Google
44%
25. Weetbix
2. Apple
44%
26. Dove
30%
3. WWF
40%
27. Ebay
30%
4. Vegemite
40%
28. Panadol
30%
5. Sony
38%
29. L’Oreal
29%
6. ABC
38%
30. Samsung
29%
7. Rolex
37%
8. Cadbury’s
38%
9. Chanel
35%
10. BMW
34%
11. Milo
34%
12. Tiffany
33%
13. Microsoft
33%
14. Visa
33%
15. Nudie
32%
16. Youtube
32%
17. Disney
32%
18. Dettol
32%
19. Skype
32%
20. Coopers
32%
21. Absolut vodka
32%
22. Unicef
31%
23. Adidas
31%
24. Boost Juice
31%
The Larrikin: Brands such as Cadbury’s, MILO and Coopers. and Coopers. These areare brands These are brands that desirable due to that to their theirare fun,desirable sociable,due carefree and approachable fun, sociable, carefree and characteristics. approachable characteristics. The Innovator: The This Innovator: is a group of brands that are desirable to This is to a group of brands that are Australians due their modern, outspoken, desirable to Australians dueand to their open-minded personality. Both Nudie Boost modern, outspoken, open-minded juice fall into this group. personality. Both Nudie and Boost juice fall into this group. Aussie old-school: The third group are brands that are desired Aussie becauseold-school: they are seen as reliable, sensible, The third group are brands that are desired practical, reassuring and traditional. Vegemite, because they are and seenPanadol as reliable, sensible, the ABC, Weetbix fall into this practical, reassuring and traditional. Vegemite, group – brands that have been around for a long the and Panadol fall have grown timeABC, and Weetbix that Australian consumers into this group – brands that have up with. been around for a long time and that Australian consumers have grown up with. So while there are many ways that make brands desirable for Australian consumers – it seems So while there are many ways that make brands desirable for Australian consumers – it to seems of your brand, keep it simple and down earth, that to be brands thatand aregenuine a reflection don’twe beare toodrawn serious, honest – of us.toInthese short:rules explore ways to take the fluff out stick to be desired. of your brand, keep it simple and down to earth, don’t be too serious, be honest and genuine – stick to these rules to be desired.
Australia
UK
China
1. Google
44%
1. iPad
49%
1. Mercedes
2. Apple
44%
2. Apple
44%
2. Apple
3. WWF
40%
3. iPhone
42%
3. Lancome
62%
4. Vegemite
40%
4. HTC
41%
4. BMW
62%
5. Sony
38%
5. Google
41%
5. Audi
61%
6. ABC
38%
6. Itunes
40%
6. American airlines
60%
7. YunnanBaiya
59%
7. Rolex
37%
8. Cadbury’s
38%
7. Möet Chandon
38%
71% 65%
8. Amazon
37%
8. Intercontinental
59%
9. Chanel
35%
9. Fairtrade
37%
9. Microsoft
58%
10. BMW
34%
10. Marmite
37%
10. HTC
58%
34%
11. Innocent
37%
11. Nokia
57% 57%
11. Milo
12. Tiffany
33%
12. Rolls Royce
37%
12. BP
37%
13. Tiffany
13. Microsoft
33%
13. Aston Martin
14. Visa
33%
14. Visa
36%
14. Sony
15. Nudie
32%
15. Nudie
32%
15. Porsche
16. Youtube
32%
16. Youtube
32%
16. Olympic Rings
56%
17. Disney
32%
17. Chanel
35%
17. Cartier
55%
18. Dettol
32%
18. Pantene
35%
18. Baidu
55%
19. Skype
32%
19. Nando’s
34%
19. Shisedo
55%
20. Coopers
32%
20. Audi
20. QQ
55%
21. Absolut vodka
32%
21. Paypal
34%
21. Louis Vuiton
22. Unicef
31%
22. BBC
34%
22. Nintendo
55%
23. Adidas
31%
23. Youtube
34%
23. Disney
54%
24. Boost juice
31%
24. Oakley
33%
24. Shangri-La
25. Weetbix
30%
25. Bang & Olufsen
33%
25. Bank of China
53%
26. Dove
30%
26. WWF
33%
26. Tsingtao
53%
27. Ebay
30%
27. Coca
32%
27. Rolex
28. Panadol
30%
28. Xbox
32%
28. Dove Chocolate
53%
29. L’Oreal
29%
29. Lego
32%
29. Calvin Klein
53%
30. Samsung
29%
30. Tag Heuer
30. IBM
52%
34%
32%
57% 56%
56%
55%
53%
53%
Clear is a full service brand consultancy. We help create Brand Desire using the power of simplicity. We have offices in London, New York, Hong Kong, Singapore & Sydney. We are part of the M&C Saatchi group.
www.clear-ideas.com
www.brand-desire.com