Lessons Learned from the World's Most Valuable Luxury Brands
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THE LIFEBLOOD of LUXURY BRAND SUCCESS
Transcript of Lessons Learned from the World's Most Valuable Luxury Brands
THE LIFEBLOOD of LUXURY BRAND SUCCESS
400 CATEGORIES
3m CONSUMERS
100k BRANDS
4.5bn DATA POINTS
50 MARKETS
LARGEST Brand Building
Platform
Strong brands generate superior shareholders’ return BrandZ™ Strong Brands Portfolio vs. S&P 500 vs. MSCI World Index (Apr 2007 - December 2016)
BrandZ™
S&P 500
MSCI
Source: BrandZ™ / Kantart Millward Brown
Top 10 Most Valuable
Luxury Brands 2016
Source: BrandZ™ / Kantart Millward Brown
1
$28,508 Million
Brand Value 2016
2
$19,821 Million
3
$12,592 Million
4
$10,316 Million
5
$8,153 Million
6
$6,747 Million
7
$4,594 Million
8
$4,405 Million
9
$2,468 Million
10
$2,066 Million
Source: BrandZ™ / Kantart Millward Brown
Top 10 Most Valuable Luxury Brands 2016
Total Brand Value
US$ 99.7 billion
Key lessons for
building strong
luxury brands
INNOVATION
NEW information that is
SHAKE THINGS UP 137
INNOVATION 122
Evidence from the largest
in the world
CREATIVE DATABASE 24,812
ads
Evidence from the largest
in the world
CREATIVE DATABASE
MEANINGFULLY
DIFFERENT and NEW 143
NEW Information 80
Neither 78
AVERAGE
CREATIVITY INDEX*
*Awareness Index
24,812 ads
CHANEL in China
Chanel’s global ad campaigns
bring the brand to life with locally
relevant execution and messaging
High
High
Low
INN
OV
AT
ION
Advertising Appeal
(CREATIVITY)
Low
+31%
+89%
Innovative and Creative Brand
+199%
+69%
INNOVATION CREATIVITY BRAND EXPERIENCE
UNIQUE 133
INNOVATION CREATIVITY BRAND EXPERIENCE
BRAND PURPOSE
BRAND PURPOSE 132
Socialize the Brand Purpose
BRAND PURPOSE 125
INNOVATION CREATIVITY BRAND EXPERIENCE
BRAND PURPOSE
BRAND LOVE
BRAND LOVE 127
INNOVATION CREATIVITY BRAND EXPERIENCE
BRAND PURPOSE
BRAND LOVE
LIFEBLOOD
Out of
Sorts Healthy
INNOVATION
CREATIVITY
BRAND EXPERIENCE
BRAND LOVE
+
+
+
LIFEBLOOD
BRAND PURPOSE
+
More than 100x better!
Brand
Value
change
over
11 years:
Out of
Sorts
-10%
Healthy
+225%
Source: BrandZ™ 2006/2016 Most Valuable Brands
LIFEBLOOD
Celebrate Occasions
Find the right
balance
Personalize
the offering
