Brand Desire 2012

Page 1


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

Google

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

Google

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 Cadbury’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 ‘getting things done’. 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


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