Brand is one of the last remaining sources of competitive advantage. Find out why!

1. THE AGE OF YOU
BERTRAND CHOVET
#ageofyou
@interbrand
@bertrandchovet

2. Brand is one of the
last remaining sources
of competitive advantage

3. BRAND VALUATION
BEST GLOBAL BRANDS 2014

4. BRAND VALUATION
THREE ANALYSIS COMBINED DELIVER THE BRAND VALUE
Financial analysis
Economic earnings
of the brand’s current and
future revenue stream
Role of Brand
How much the brand
matters in the customer’s
purchase decision
Brand Strength
How well the brand
influences the purchase
decision relative to
competitors
Brand
value
$
% B

5. BRAND STRENGTH
WE MEASURE THE LEVERS FOR SUSTAINABLE DEMAND
Employees
(Current & Prospective)
Customers
(Current & Prospective)
Clarity
Clarity internally about what the brand stands for and its values,
positioning and proposition. Clarity too about target audiences,
customer insights and drivers. Because so much hinges on this, it is
vital that these are articulated and shared across the organization.
Commitment
Internal commitment to brand, and a belief internally
in the importance of brand. The extent to which the
brand receives support in terms of time, influence, and
investment.
Protection
How secure the brand is across a number of
dimensions: legal protection, proprietary ingredients
or design, scale or geographical spread.
Responsiveness
The ability to respond to market changes. challenges and
opportunities. The brand should have a sense of leadership
internally and a desire and ability to constantly evolve and
renew itself.
INTERNAL
FACTORS
Authenticity
The brand is soundly based on an internal
truth and capability. It has a defined heritage and a well grounded
value set. It can deliver against the (high) expectations that customers
have of it.
Relevance
The fit with customer/consumer needs, desires, and
decision criteria across all relevant demographics and
geographies.
Differentiation
The degree to which customers/
consumers perceive the brand to have a
differentiated positioning distinctive from the
competition.
Consistency
The degree to which a brand is experienced
without fail across all touchpoints or formats.
Presence
The degree to which a brand feels omnipresent and is
talked about positively by consumers, customers and
opinion formers in both traditional and social media.
EXTERNAL
FACTORS
Understanding
The brand is not only recognised by customers,
but there is also an in-depth knowledge and under-standing of its
distinctive qualities and characteristics (Where relevant, this will extend to
consumer understanding of the company that owns the brand).

6. BEST GLOBAL BRANDS 2014
TOP 10

7. BRAND & MARKET VALUE
STRONG BRANDS DELIVER SUPERIOR RETURNS
Best Global Brands portfolio versus
Indexed to 2000 values equaling 100 BGB 100 S&P 500 MSCI World
S&P 500 and Morgan Stanley Composite World Index
250
200
150
100
50
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Source: Interbrand analysis with data sourced from Thomson Reuters and Best Global Brands

8. BEST GLOBAL BRANDS 2014
GAFA
2014 Rank Brand Brand Value Change in Brand value
01 118 863 $m +21%
02 107 439 $m +15%
15 29 478 $m +25%
29 14 349 $m +86%

9. BEST GLOBAL BRANDS
GAFA BRAND VALUE
140000
120000
100000
80000
60000
40000
20000
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Apple Google Amazon Facebook
Brand value $m
Apple, Google, Amazon, Facebook brand value evolution

10. The function of
brand has evolved

11. AGE OF
IDENTITY
AGE OF
VALUE
AGE OF
EXPERIENCE
AGE OF
YOU
THE FUNCTION OF BRAND HAS EVOLVED

12. THE AGE OF IDENTITY

13. THE AGE OF IDENTITY
INCREASED CHOICE

14. THE AGE OF IDENTITY
BUSINESS ROLE
The brand was the identifier
of business

15. THE AGE OF IDENTITY
BUSINESS ROLE
Its goal was differentiation
and identification

16. THE AGE OF IDENTITY
BRAND BEHAVIOR
One-way traffic

17. THE AGE OF IDENTITY
MEASUREMENT
Awareness

18. THE AGE OF IDENTITY
ORGANISATIONAL
ROLE Finance
Human
Resources
Sales
Business Strategy Marketing
Brand
Marketing/
Operations
Distribution
R&D

19. OUR EVOLVING ROLE
CREATING AND
MANAGING IDENTITY

20. THE AGE OF IDENTITY
KEY DELIVERABLES
38%
38%
37%
34%
32%
29%
28%
26%
26%
26%
24%
22%
22%
19%
16%
15%
14%
13%
11%
9%
8%
7%
Driving brand, product or service innovation
Optimizing customer experiences and touch-points
Optimizing our go-to-market strategy
Engaging employees
Providing customer understanding and insight
Big data analytics, modeling and RoI analytics
Measuring and valuing the brand
Refining brand messaging and tone of voice
Content strategy
Shaping social media strategy
(Re) - Defining positioning and proposition development
(Optimizing brand portfolio/brand architecture strategy
Leading the digital strategy
improving brand management support
Advising merger and acquisition strategy
Implementing the brand
Leveraging corporate citizenship activities (corporate social responsibility)
Designing spaces and environments
Evolving logo and/or visual identity
Designing videos/motion (corporate films, brand videos, logo animation)
Designing product packaging
Providing the right names (naming architecture) for our product offerings

21. THE AGE OF VALUE

22. THE AGE OF VALUE
PROVING ROI
A seat at the table

23. THE AGE OF VALUE
BUSINESS ROLE
Brand became a business asset
“Most Useful Rankings to CEOs” —PR Week
1. Fortune 500
2. Best Companies to Work for
3. Interbrand’s Best Global Brands

24. THE AGE OF VALUE
BRAND BEHAVIOR
Better understanding of the customer…

25. THE AGE OF VALUE
BRAND BEHAVIOR
…to create reactive, two-way dialogue

26. THE AGE OF VALUE
MEASUREMENT
Understanding the creation of value

27. Business Strategy
THE AGE OF IDENTITY
Finance
Human
Resources
Sales
Marketing
Distribution
R&D
Brand
Marketing/
Operations
Brand
Strategy
Business
Strategy
ORGANISATIONAL
ROLE

28. OUR EVOLVING ROLE
CREATING AND MANAGING IDENTITY
+
MEASURING AND
MANAGING VALUE

29. THE AGE OF VALUE
KEY DELIVERABLES
38%
38%
37%
34%
32%
29%
28%
26%
26%
26%
24%
22%
22%
19%
16%
15%
14%
13%
11%
9%
8%
7%
Driving brand, product or service innovation
Optimizing customer experiences and touch-points
Optimizing our go-to-market strategy
Engaging employees
Providing customer understanding and insight
Big data analytics, modeling and RoI analytics
Measuring and valuing the brand
Refining brand messaging and tone of voice
Content strategy
Shaping social media strategy
(Re) - Defining positioning and proposition development
(Optimizing brand portfolio/brand architecture strategy
Leading the digital strategy
improving brand management support
Advising merger and acquisition strategy
Implementing the brand
Leveraging corporate citizenship activities (corporate social responsibility)
Designing spaces and environments
Evolving logo and/or visual identity
Designing videos/motion (corporate films, brand videos, logo animation)
Designing product packaging
Providing the right names (naming architecture) for our product offerings

31. THE AGE OF EXPERIENCE

32. THE AGE OF EXPERIENCE
INTEGRATED CUSTOMERS
Power shift from the brand
to the consumer

33. THE AGE OF EXPERIENCE
A SYMBOLIC SHIFT
BEST GLOBAL BRANDS 2013 BEST GLOBAL BRANDS 2014

34. THE AGE OF IDENTITY
ORGANISATIONAL
ROLE
Business Strategy
EXPERIENCE
Finance
Human
Resources
Sales
Marketing
Distribution
R&D
Marketing/
Operations
Brand
Strategy
Business
Strategy

35. THE AGE OF EXPERIENCE
ORGANISATIONAL
ROLE

36. THE AGE OF EXPERIENCE
BRAND BEHAVIOR
1 2 3 4 5
PURPOSE-CENTRICITY
TWO-WAY
COLLABORATION
AND INNOVATION
FROM
INTERNAL
“LADDERS” TO
“LATTICES”
LIVING,
CONTEXTUAL
EXPERIENCES
DATA
HUMANIZATION

37. THE AGE OF EXPERIENCE
PURPOSE-CENTRICITY

38. THE AGE OF EXPERIENCE
TWO-WAY COLLABORATION AND INNOVATION

39. FROM INTERNAL ‘LADDERS’ TO ‘LATTICES’
Consumers
Consumers Consumers Consumers
becomes…
Consumers Consumers Consumers Consumers
THE AGE OF EXPERIENCE

40. THE AGE OF EXPERIENCE
LIVING, CONTEXTUAL EXPERIENCES

41. THE AGE OF EXPERIENCE
DATA HUMANIZATION

42. THE AGE OF EXPERIENCE
MEASUREMENT

43. OUR EVOLVING ROLE
CREATING AND MANAGING IDENTITY
+
MEASURING AND MANAGING VALUE
+
INTEGRATING SEAMLESS
EXPERIENCES

44. 38%
38%
37%
34%
32%
29%
28%
26%
26%
26%
24%
22%
22%
19%
16%
15%
14%
13%
11%
9%
8%
7%
THE AGE OF EXPERIENCE
KEY DELIVERABLES
Driving brand, product or service innovation
Optimizing customer experiences and touch-points
Optimizing our go-to-market strategy
Engaging employees
Providing customer understanding and insight
Big data analytics, modeling and RoI analytics
Measuring and valuing the brand
Refining brand messaging and tone of voice
Content strategy
Shaping social media strategy
(Re) - Defining positioning and proposition development
(Optimizing brand portfolio/brand architecture strategy
Leading the digital strategy
improving brand management support
Advising merger and acquisition strategy
Implementing the brand
Leveraging corporate citizenship activities (corporate social responsibility)
Designing spaces and environments
Evolving logo and/or visual identity
Designing videos/motion (corporate films, brand videos, logo animation)
Designing product packaging
Providing the right names (naming architecture) for our product offerings

45. OUR EVOLVING ROLE
CREATING AND MANAGING IDENTITY
+
MEASURING AND MANAGING VALUE
+
INTEGRATING SEAMLESS EXPERIENCES
+
???????

46. THE AGE OF YOU

47. THE AGE OF YOU
PERSONALIZATION

48. THE AGE OF YOU
PERSONAL BRANDING THROUGH DIGITAL

49. THE AGE OF YOU
PREDICTIVE INTELLIGENCE

50. THE AGE OF YOU
ALWAYS BE IN BETA

51. THE AGE OF YOU
CONTEXTUAL MAGIC

52. OUR EVOLVING ROLE
CREATING AND MANAGING IDENTITY
+
MEASURING AND MANAGING VALUE
+
INTEGRATING SEAMLESS EXPERIENCES
+
MAKING BUSINESS PERSONAL