1、Kantar 2024MOST VALUABLEGLOBAL BRANDS2024 Kantar 2024|2WELCOME INFOGRAPHIC WELCOME WHAT IS KANTAR BRANDZ?030407INTRODUCTION&ANALYSIS13151617 19 OVERVIEW KEY RESULTS STOCK PORTFOLIO MOST VALUABLE GLOBAL BRANDS 2024 MAJOR TRENDS1MOST VALUABLE GLOBAL BRANDS404244 4648 TOP 100 GLOBAL BRANDS TOP 10 BRAND

2、S NEWCOMERS AND RE-ENTRANTS TOP RISERS FROM MARKETING METRIC TO BOARDROOM ESSENTIAL3HOW BRANDS CREATE VALUE26 28 32 35 THE MACROECONOMY OF OPPORTUNITY THE PIVOTAL BRAND OPPORTUNITY IN GENERATIVE AI PARIS 2024 OFFERS BRANDS AN OLYMPIC-SIZED OPPORTUNITY GREENWASHING2ACCELERATING GROWTH53 57 59 64 69 7

3、2 76 8084 87 90 WHAT IS THE BLUEPRINT FOR BRAND GROWTH?RATIONAL AND EMOTIVE CONNECTIONS WHY DIFFERENCE MATTERS FOR B2B MARKETERS EMOTIVE BRAND POSITIONING TURN TO THE LEFT,TURN TO THE RIGHT?MAYBE SHES BORN WITH IT:MAYBE ITS STRONG BRANDING REDEFINING CUSTOMER EXPERIENCE OUT OF SIGHT,OUT OF MIND AIRB

4、NBS STRATEGY FOR GROWTH BEING PRESENT HOW SAMSUNG HAS CONTINUED TO GROW THROUGH INNOVATION TO REMAIN A STRONG BRAND IDENTIFY OPPORTUNITIES TO GROWCATEGORY FOCUS9598106113120 127 134 141148155162 169176183 THE CATEGORY OVERVIEW ALCOHOL APPAREL AUTOMOTIVE BUSINESS TECHNOLOGY AND SERVICES PLATFORMS CON

5、SUMER TECHNOLOGY AND SERVICES PLATFORMS FAST FOOD FINANCIAL SERVICES FOOD AND BEVERAGES LUXURY MEDIA AND ENTERTAINMENT PERSONAL CARE RETAIL TELECOM PROVIDERS5CLIENT PERSPECTIVES191194197200203206 AB INBEV HAIER INFOSYS MASTERCARD P&G PEPSI67RESOURCES209 213214216224226 BRAND VALUATION METHODOLOGY RE

6、PORTS&PUBLICATIONS ABOUT US OUR BRAND EXPERTS KANTAR BRANDZ TEAM CONTACT US4APPLEGOOGLEMICROSOFTAMAZONMCDONALDSNVIDIAVISAFACEBOOKORACLETENCENTMASTERCARDLOUIS VUITTONINSTAGRAMARAMCOCOCA-COLAIBMHERMSMOUTAIADOBEACCENTUREVERIZONAT&TNETFLIXTHE HOME DEPOTTELEKOM/T-MOBILETESLANIKEALIBABAWALMARTSTARBUCKSYOU

7、TUBELINKEDINUPSCOSTCOTIKTOKCHANELMARLBOROCISCOSAPQUALCOMMAMDSALESFORCEINTUITADPXFINITYTCSHDFC BANKINTELDISNEYTEXAS INSTRUMENTS1234567891011121314151617181920212223242526272829303132333435363738394041424344454647484950SAMSUNGSPECTRUMSERVICENOWXBOXAMERICAN EXPRESSLORAL PARISMERCADO LIBREHAIERJ.P.MORGA

8、NUNITEDHEALTHCAREUBERCHASECHINA MOBILERBCWELLS FARGOTOYOTAICBCSIEMENSBCAZARAHUAWEILOWESAIRTELINFOSYSKFCGUCCITDEXXONMOBILPAYPALBMWDELL TECHNOLOGIESCOMMBANKMERCEDES-BENZRED BULLFEDEXIKEANTTVMWARESONYPING ANALDILULULEMONVODAFONEPINDUODUOBUDWEISERNONGFU SPRINGBANK OF AMERICAHSBCDHLCORONA5152535455565758

9、5960616263646566676869707172737475767778798081828384858687888990919293949596979899100THE TOP 100 MOST VALUABLE GLOBAL BRANDS Kantar 2024CATEGORY COMPOSITIONBRAND VALUE(US$M)BRAND VALUE CHANGE2024 VS.2023$392,025$1,347,214$803,942$356,936$210,176$232,743$631,571$174,357$180,485$288,037$432,789$1,238,

10、544$2,336,695 CONSUMER TECHNOLOGY AND SERVICES PLATFORMSBUSINESS TECHNOLOGY AND SERVICES PLATFORMSFAST FOODMEDIA AND ENTERTAINMENTFINANCIAL SERVICESLUXURYAUTOMOTIVEALCOHOLRETAILPERSONAL CAREAPPARELFOOD AND BEVERAGESTELECOM PROVIDERSTOP 10 RISERSBRAND VALUE CHANGE 2024 VS.2023+178%+93%+74%+79%+71%+66

11、%+61%+60%+58%+53%$201,840 MBUSINESS TECHNOLOGY AND SERVICES PLATFORMS$113,916 MMEDIA AND ENTERTAINMENT$70,408 MBUSINESS TECHNOLOGY AND SERVICES PLATFORMS$166,751 MMEDIA AND ENTERTAINMENT$31,377 MCONSUMER TECHNOLOGY AND SERVICES PLATFORMS$84,821 MBUSINESS TECHNOLOGY AND SERVICES PLATFORMS$20,369 MRET

12、AIL$55,670 MBUSINESS TECHNOLOGY AND SERVICES PLATFORMS$145,498 MBUSINESS TECHNOLOGY AND SERVICES PLATFORMS$51,860 MBUSINESS TECHNOLOGY AND SERVICES PLATFORMSTHE TOP 10BRAND VALUE(US$M)20232024$188,929$201,840$221,902$576,622$712,883$753,474$166,751 BRAND VALUE(US$M)20062024NEWCOMERS&RE-ENTRANTSTHRES

13、HOLD FOR TOP 100BRAND VALUE(US$M)+58%+79%+12%+178%+16%+23%+42%+30%+15%$135,215-4%$145,498$1,015,900$50,277$19,043$21,505$23,138$19,563$20,616$39,759$20,369$21,024 2024 MOST VALUABLE GLOBAL BRANDS Kantar 2024|4WelcomeCHALLENGES AND BREAKTHROUGHS TOP BRANDS REPOSITION FOR LONG-TERM GROWTHA lot of the

14、credit for this turnaround should go to the worlds top tech brands,who have contributed$1.2 trillion of the Top 100s$1.4 trillion growth versus last year.This reinvigorated tech contingent is once again led by Apple,which this year becomes the first ever brand to cross$1 trillion in brand value a st

15、aggering achievement.Theres plenty to cheer in the vast brand landscape beyond Silicon Valley too.This years Top 100 features a diverse array of brands charting routes to exceptional growth:from Aldi and Lowes in Retail,to Lululemon and Zara in Apparel to name just a few of the brands managing to ou

16、tpace the robust growth of the ranking as a whole.If theres one thing the worlds strongest brands have in common,its an unwillingness to rest on their laurels.Todays top brands and brand marketing teams are always looking to accelerate growth,whether that means leveraging insights to raise creative

17、work from good to great;finding new ways to show up impactfully along the path to purchase;or pursuing breakthrough innovations that find new spaces beyond the bounds of their pre-existing categories.All of these value-boosting activities work best,we believe,when married to enduring,distinct,emotio

18、nally resonant brand identities.This is a conviction that has now been tested,modelled,and codified in Kantars all new Blueprint for Brand Growth.Were particularly excited about this work.For the very first time,Kantar BrandZs billions of attitudinal data points and externally validated Meaningful D

19、ifferent and Salient framework combine with extensive behavioural data from Kantars Consumer Panels to form one coherent narrative of how brands really grow.Most importantly,the Blueprint outlines the main Growth Driver and three interconnected Growth Accelerators marketers need activate to shape th

20、eir brand future,whatever the starting point.All of this has been condensed into a beautifully curated and detailed visual guide for easy reference youll find a link to download it later in this report.For the past 19 years,through our work with the Kantar BrandZ database,Kantar has been testing and

21、 refining a unique model of brand value.We start by examining relevant corporate financial data and stripping away everything that doesnt pertain to the branded business.Uniquely,we then conduct ongoing,in-depth,quantitative consumer research.This year were incredibly proud that more than 170,000 co

22、nsumers across more than 50 countries contributed to the research.In a return to growth following the challenges of recent years,the total value of the Kantar BrandZ Global Top 100 Most Valuable Brands has risen by 20%year on year.Kantar 2024|5WelcomeWhat youll find in this reportThe category-spanni

23、ng,insight-laden report you have before you is the fruit of considerable labour part of our continuing mission to bring the very best advice and guidance to your business.How you read the report whether front to back or skipping around depends on your needs and time available.Whatever way you choose

24、,I guarantee that your time will be well spent.To help you navigate it,heres a guide to the major components:Section 1:Introduction Here we connect the dots,summarise the key developments and findings,and identify cross-category trends.Section 2:Wider Context You can find thought leadership that exa

25、mines how brand builders can best respond to global macro-drivers like political uncertainty,next-gen sustainability,and the rise of AI.Section 3:Kantar BrandZ Most Valuable Global Brands 2024 The full,detailed ranking of this years most valuable brands,plus in-depth analysis.Section 4:Growth Accele

26、rators Kantars top experts share best practices on how brands can best leverage Meaningful Difference,Kantar BrandZ data,and the Blueprint for Brand Growth.Section 5:Category Focus An examination of brand performance across 13 categories,alongside interviews with senior executives from some of Kanta

27、r BrandZs most valuable brands.Section 6:Resources The report concludes with all the contact details and other relevant information needed to go from reading the report to taking constructive next steps.Kantar 2024|6WelcomeShape your brand futureThis report is a starting point.I urge you to follow u

28、p with the experts who contributed to it.We also have an extensive library of Kantar BrandZ country reports that sit alongside our annual Global Top 100 report.In them,you will find intelligence about brand building in key markets such as China,India,the UK,the US,and many more.I invite you to acces

29、s these reports with our compliments at the worlds leading marketing data and analytics company,Kantars research and technology resources are substantial,and include over 20,000 people worldwide.Our holistic brand guidance approach combines brand,innovation,customer experience,creative content,and m

30、edia insights to optimise investment and accelerate profitable growth.Please feel free to contact me directly,or reach out to any of our Kantar leaders listed in the Resources section at the end of this report.Sincerely,Chris JansenChief ExecutiveK Kantar 2024|7DATAPOINTS5.5 BILLIONCONSUMERINTERVIEW

31、S4.3 MILLIONBRANDS21,000CATEGORIES532MARKETS54THE DEFINITIVE GUIDETO BRAND BUILDINGWHAT IS?Kantar BrandZ ranks the most valuable brands in the world.and shows you how to become one of them.It is the worlds largest,consumer-focused source of brand equity insight,which also powers our proprietary bran

32、d valuation methodology.Kantar BrandZ brings you industry-leading brand valuations,along with research from the worlds most extensive brand equity study:over 4 million consumer interviews covering 21,000 brands across 532 categories in 54 markets.This brand valuation series began in 2006 to help res

33、earchers,planners and strategists better understand the brands they worked on.Our reports rank,analyse and honour the worlds top brands.Kantar BrandZ has become a global standard brand value ecosystem,featuring our flagship Most Valuable Global Brands ranking and report.It also features country and

34、regional rankings across six continents,and world-class thought leadership on building strong brands.Kantar 2024|8Kantar BrandZ uniquely arrives at brand value by combining the perceptions of those affecting the stock market with the perceptions of consumers.To understand how much brand contributes

35、to the overall business value,we examine relevant corporate financial data and strip away everything that doesnt pertain to the branded business.We also conduct ongoing,in-depth quantitative research with more than 170,000 consumers and business decision-makers annually and globally to assess attitu

36、des about,and relationships with,thousands of brands.Then,a team of our analysts combine those inputs with a financial model of the business to determine the brands ability to generate value.The result is a holistic portrait of brand equity:one that incorporates how the market values a companys bran

37、d assets and how ordinary people do,too.The proportion of the total$value of the parent company that can be attributed to the brand in question,considering both current and future performance.The proportion of financial value generated by the brands ability to increase purchase volume and charge a p

38、remium.The$amount that the brand contributes to the overall business value of the parent company.Kantar BrandZ valuations isolate the value generated by the strength of the brand alone in the minds of consumers i.e.with all other elements removed.HOW DOESWORK?Kantar 2024|9Kantar BrandZ research data

39、 is uniquely linked to financial outcomes.Our analysis has repeatedly proven that businesses that invest in their brands outperform the market.and that investing in your brand remains the most powerful way to grow.Whats more,we can show you how.Our data and frameworks work to create a forensic portr

40、ait of a brands strengths,weaknesses and opportunities within one or many categories and markets.Get essential insight on category trends and macroeconomic shifts and how brands compare across crucial building blocks of brand value in Kantars proprietary Meaningful Different and Salient framework.WH

41、AT CANDO FOR YOU?312%S&P 50020062024149%MSCI WORLD INDEXSTRONG BRANDS:DELIVER SUPERIOR SHAREHOLDER RETURNSARE MORE RESILIENT IN TIMES OF CRISISRECOVER MORE QUICKLY441%POWERFUL BRANDSTOP 10 PORTFOLIO400%STRONG BRANDSPORTFOLIO Kantar 2024|10THE BUILDING BLOCKS OF BRAND EQUITYBehavioural science has ta

42、ught us that our brains store memories using three types of mental connection:knowledge,feelings and experience.Brands with a balance of each come to mind most easily quickly activating the brains memory-retrieval processes.Effective marketing delivers all three:informing us of what a brand is or do

43、es;providing an emotional context and tapping into our emotional needs;and ensuring a positive experience of the brand when used.The strongest brands ones that have built up deeper and broader connections over time end up with three essential qualities:they are Meaningful Different and Salient to co

44、nsumers.Brands with powerful connections are.Meaningful:The extent to which brands create clear and consistent functional and emotional connections with consumers.Meaningful brands meet peoples needs in a way that demonstrates warmth.Different:The extent to which a brand is seen to offer something t

45、hat others dont and lead the way.Different brands are hard to substitute and often offer something new.Salient:The mental availability of the brand how quickly and easily it comes to mind when choosing between options.A brands most fundamental role is as a shortcut for decision making.The most valua

46、ble brands in the world have built powerful connections allowing them to create shareholdervalue faster,resist market downturns and recover sooner from recessions.Brands with powerful connections have three essential qualities:Meaningful Different and Salient.KANTAR BRANDZ ANALYSIS PROVES THAT STRON

47、G BRAND EQUITY IS GROWING SHARE PRICES FASTER AND HIGHER OVER THE LONG TERM The Kantar BrandZ Strong Brands Portolio has grown share prices+88%more than the S&P 500 index.It has consistently outperformed the S&P 500 every year for the past 18 years.%Growth vs.2006312400S&P 500Kantar BrandZ Strong Br

48、andsDont just take our word for itThe University of Oxfords Sad Business School has studied Kantar BrandZ brand valuations and compared them against the real-world ups and downs of business.They found that Kantar BrandZ equity metrics are an excellent predictor of abnormal business returns those not

49、 explained by historical share price performance and company results alone and that adding Kantar BrandZ measures to their models allowed them to predict business performance with 99.5%accuracy.What they also found was that Difference contributed most to the best business results.Kantar 2024|11Explo

50、re Kantar BrandZ data for free on an interactive dashboard.BrandSnapshot powered by Kantar BrandZ brings you intelligence on the strengths and weaknesses of brands across thousands of categories in global markets.BrandSnapshot is ideal for when you need to:Get a quick read on the performance of your

51、 own and competitor brands within a specific category Understand the driving forces behind your brands demand,its pricing power and potential growth opportunities Discover untapped potential and identify opportunities to build Meaningful Difference for your brandInstantly gain insights on your brand

52、 from the worlds most extensive brand equity study.Explore for free at: Kantar 2024BRANDSNAPSHOT Kantar 2024|12INTRODUCTION&ANALYSIS13151617 19 OVERVIEW KEY RESULTS STOCK PORTFOLIO MOST VALUABLE GLOBAL BRANDS 2024 MAJOR TRENDS Kantar 2024|13OverviewMAKING THEIR OWN LUCK GLOBAL TOP 100 GROWTH OUTPACE

53、S WIDER ECONOMY,PRE-PANDEMIC TRENDSThis strong performance represents a strong turnaround following last years stock market-induced swoon.Between 2022 and 2023,the Global Top 100 declined by 20%a fall driven in part by macroeconomic instability,but also by investor fears that top brands were losing

54、their edge on profitability.The wake-up call worked.Over the past year,branded businesses have embarked on efforts to rightsize their workforces,streamline their offerings,and focus new spending on key strategic initiatives(such as improving customer experience outcomes,or pursuing breakthrough inno

55、vation in areas like AI and sustainability).Today,the total value of the Global Top 100 stands at nearly$8.3 trillion.Thats a notch below the high-water mark of$8.7 trillion that the rankings achieved in 2022.But that$8.3 trillion also represents a 76%increase over the rankings pre-COVID valuation.P

56、erhaps most importantly,the total value of the Global Top 100 now stands$1.1 trillion higher than pre-pandemic growth trends would have predicted meaning that the worlds top brands have significantly accelerated their growth trajectories in the years since March 2020.The same cannot be said for the

57、global economy as a whole.An April 2024 analysis by the International Monetary Fund(IMF)found that as of this year,the total GDP of the global economy sits at a level 3%below what pre-pandemic growth trends had predicted.The IMF did allow that the US economy,the worlds largest,had managed to buck th

58、is trend and outpace its pre-COVID growth trajectory.But the US stands as a rare exception,as most advanced and developing economies have been scarred by the crisis to varying degrees.The Kantar BrandZ Top 100 Most Valuable Global Brands grew by 20%this year as the biggest names in branded business

59、added$1.4 trillion to their cumulative brand value since 2023.Long-term brand value growth remains ahead of pre-COVID levelsTop 100 aggregate value over timeOverperformance+$1.1 TNAverage Growth Rate 2006-2020+9.3%Pre-COVID+76%Growth since 2023+20%Since 2006+474%Kantar 2024|14OverviewThis,then,remai

60、ns the core promise of investing in brand equity:While top brands can never be fully immune to market swoons or economic shocks,strong brands have retained an unparalleled ability to grow beyond any limitations set by category or geographic context.Looking ahead,the IMF now predicts global GDP growt

61、h of 3.2%for both 2024 and 2025 a pace of expansion the organisation acknowledges is low by historical standards,even as inflation continues to abate.The biggest bright spot in this picture is the Indian economy,which the IMF predicts will grow by 6.8%although the countrys unique retail infrastructu

62、re and regulatory climate means that global brands will need a highly localised playbook to win in India.Chinas economy,by contrast,has begun to enter a more mature phase(though GDP growth still remains robust compared to the growth rates of Western economies).What hasnt changed is the importance of

63、 the Chinese economy to many global brands.In 2024,its not just that China continues to play an outsized role in the global supply chain,or that the Chinese domestic market remains a formidable growth driver for brands able to win over local consumers.Its also that many Chinese brands are themselves

64、 professionalising and globalising with a quickness.Partly,this shift is due to government encouragement:In recent years,Chinas State Council has begun to speak of brand building as an essential component of the countrys transformation from a Made in China economy to a Created in China economy.But i

65、ts also just simple economics as Chinas domestic economy matures,Chinese brands will naturally seek to find new spaces abroad in order to keep growing.Today,Chinas trade surplus in manufactured goods is the largest any country has achieved since World War II.And increasingly,these exports are of bra

66、nded goods:See,for instance,the way that China recently replaced Japan as the worlds top auto exporter,a shift driven especially by the rise of lower-cost Chinese electric vehicle(EV)brands.As that example suggests,Chinese brands are also driving a change in the value dynamics around sustainability

67、offering products like EVs,energy-efficient appliances,and solar panels at highly competitive prices.In general,the conversation around sustainability is evolving to emphasise a greater immediacy of impact.Long-term brand pledges for systemic transformation by 2040 or 2050 remain an important part o

68、f corporate sustainability strategies.But brand builders now realise that many consumers prefer to hear about more tangible steps toward sustainability:ways that brands are improving quality of life in the here and now.And if these improvements can be achieved while actually saving consumers money,t

69、hats all the better especially as the economic forecast continues to call for more modest growth through 2025.Overall,what this macroeconomic picture suggests is that top brands will have to continue making their own luck.Instead of counting on strong commercial headwinds to speed them along,brands

70、will have to leverage their homegrown Meaningful Difference to get ahead:to predispose more people,be more present,and find new space for growth in the years to come.Kantar 2024|15Key ResultsKEY RESULTSThe total value of the Kantar BrandZ Top 100 Most Valuable Global Brands rose 20%this year,in a st

71、rong turnaround following last years stock market-induced swoon.While brand value growth could be found anywhere,this rally was largely powered by the performance of tech brands,which drove$1.2 trillion of the Top 100s$1.4 trillion growth versus 2023.Top 100 brands worth nearly$8.3 trillion2024 mark

72、s the first time that the Global Top 10 is worth as much in brand value as the other 90 top ranked brands combined.The worlds five most valuable brands Apple,Google,Microsoft,Amazon,and McDonalds,in that order all held to their previous placements.Meanwhile,Oracle makes it debut and Facebook makes i

73、ts return to the Top 10.With a 15%increase in brand value,Apple secured its third straight year as the worlds most valuable brand.In doing so,Apple also became the first brand in history to surpass$1 trillion in total brand valuation,setting a new high-water mark for whats possible when growing bran

74、ded businesses.The big get biggerApple reaches new heightsTHE TOP 10WORLDS MOST VALUABLEA number of iconic digital brands saw strong year-on-year value growth for 2024 with Instagram,Facebook,Google Cloud,and Uber performing especially well.And then theres NVIDIA,which is a new arrival to the Global

75、 Top 10 for 2024.NVIDIA is also the years Top Riser,with 178%year-on-year brand value growth.Long in demand for its cutting-edge graphics chips,NVIDIAs recent innovations have placed it at the centre of many major technological advancements including the rise of generative AI,spatial computing,and s

76、elf-driving cars.NVIDIA,high-tech brands soarTOP RISERSRANKED BRANDS RALLYThis was a strong year for category value growth especially compared to 2023,when there was a broad decline across categories.This year,Tech,Luxury,and Fast Food brands made the most progress in regaining and then exceeding th

77、eir 2022 valuations.Among this group,the Business Technology and Services Platforms category was the fastest-growing of all,rising 45%year on year.Valuable brands hail from all overCATEGORY GROWTHThis years Top 100 features an incoming class of nine newcomers and re-entrants.Of these,five newcomers

78、entered the Top 100 for the first time,including lululemon at 92 and 2024s highest-ranked newcomer,ADP,at 44.Another four brands are returning to the Top 100 list after a hiatus:Dell Technologies,Aldi,Pinduoduo,and HSBC.Nine brands join the Top 100NEWCOMERS Kantar 2024|16Stock PortfolioALL-WEATHER V

79、ALUE STRONG BRANDS THRIVE IN UNCERTAIN TIMESStrong brands provide stock market resilience during periods of volatility.When turbulence drives markets down,strong brands tend to decline more slowly;when markets recover,strong brands rebound more quickly.Strong brand equity also turbocharges gains dur

80、ing periods of sustained economic growth.Over the 18 years in which we have been tracking the worlds strongest brands,the companies behind the top-ranking brands have outperformed stock market benchmarks.In particular,the value of the Kantar BrandZ Strong Brands Portfolio increased 400%between April

81、 2006 and April 2024.In the process,the Portfolio attained its highest ever return on investment well outperforming both the S&P 500 and the MSCI World Index(a weighted index of global stocks).What that means is that$100 invested in 2006 would be worth$249 based on the MSCI World Index growth rate,a

82、nd$412 based on the S&P 500 growth rate.But that$100 invested in the worlds strongest brands would be worth$500.The Kantar BrandZ Strong Brands Portfolio has reached its highest ever return on investmentKantar BrandZ Strong Brands Portfolio vs S&P 500 vs MSCI World Index(2006-2024)Strong brands do f

83、ar more than win press accolades and consumer recognition.The value of a brand has a clear,measurable link with the share price of the company behind it.20062024149%312%400%441%POWERFUL BRANDSTOP 10 PORTFOLIOSTRONG BRANDSPORTFOLIOS&P 500MSCI WORLD INDEX Kantar 2024|1712345678910111213141516171819202

84、12223242526272829303132333435363738394041424344454647484950APPLEGOOGLEMICROSOFTAMAZONMCDONALDSNVIDIAVISAFACEBOOKORACLETENCENTMASTERCARDLOUIS VUITTONINSTAGRAMARAMCOCOCA-COLAIBMHERMSMOUTAIADOBEACCENTUREVERIZONAT&TNETFLIXTHE HOME DEPOTTELEKOM/T-MOBILETESLANIKEALIBABAWALMARTSTARBUCKSYOUTUBELINKEDINUPSCO

85、STCOTIKTOKCHANELMARLBOROCISCOSAPQUALCOMMAMDSALESFORCEINTUITADPXFINITYTCSHDFC BANKINTELDISNEYTEXAS INSTRUMENTS1,015,900 753,474 712,883 576,622 221,902 201,840 188,929 166,751 145,498 135,215 134,251 129,857 113,916 107,722 106,453 98,636 93,676 85,565 84,821 81,935 81,473 76,452 74,919 74,712 73,516

86、 71,910 71,616 69,946 69,700 69,625 66,882 65,299 63,389 60,489 60,401 60,152 57,820 56,369 55,670 54,739 51,860 51,570 51,066 50,277 45,515 44,790 43,260 42,970 42,639 41,205 40,074 39,933 39,759 39,722 39,720 39,510 32,831 32,347 32,243 31,803 31,377 31,328 31,017 31,000 30,855 30,243 27,734 27,33

87、0 27,152 27,101 26,670 26,612 25,263 24,686 24,640 23,820 23,747 23,528 23,516 23,163 23,138 23,127 22,798 22,150 21,941 21,937 21,565 21,505 21,504 21,134 21,024 20,616 20,429 20,369 20,138 19,968 19,574 19,563 19,208 19,043 SAMSUNGSPECTRUMSERVICENOWXBOXAMERICAN EXPRESSLORAL PARISMERCADO LIBREHAIER

88、J.P.MORGANUNITEDHEALTHCAREUBERCHASECHINA MOBILERBCWELLS FARGOTOYOTAICBCSIEMENSBCAZARAHUAWEILOWESAIRTELINFOSYSKFCGUCCITDEXXONMOBILPAYPALBMWDELL TECHNOLOGIESCOMMBANKMERCEDES-BENZRED BULLFEDEXIKEANTTVMWARESONYPING ANALDILULULEMONVODAFONEPINDUODUOBUDWEISERNONGFU SPRINGBANK OF AMERICAHSBCDHLCORONA5152535

89、45556575859606162636465666768697071727374757677787980818283848586878889909192939495969798991002024 MOST VALUABLE GLOBAL BRANDSOTHER1458687899853337169BUSINESS TECHNOLOGY&SERVICES PLATFORMS$712,883 M320401938465043448188533942414874$145,498 M6$201,840 MMEDIA&ENTERTAINMENT$1,015,900 M151715461892$753,

90、474 MCONSUMER TECHNOLOGY&SERVICES PLATFORMS10$135,215 M1331493223358$166,751 MFINANCIAL SERVICES711$188,929 M654760795564775967696282979098RETAIL4243472862857299194TELECOM PROVIDERS21222545529363738730755$221,902 MFAST FOODLUXURY12173676AUTOMOTIVE26668083ALCOHOL1810095FOOD&BEVERAGES158496PERSONALCAR

91、E56APPAREL$576,622 M277092Most Valuable Global Brands 2024BRANDBRANDBRAND VALUE(US$M)BRAND VALUE(US$M)123456789101112131415161718192021222324252627282930313233343536373839404142434445464748495051525354555657585960616263646566676869707172737475767778798081828384858687888990919293949596979899100APPLEG

92、OOGLEMICROSOFTAMAZONMCDONALDSNVIDIAVISAFACEBOOKORACLETENCENTMASTERCARDLOUIS VUITTONINSTAGRAMARAMCOCOCA-COLAIBMHERMSMOUTAIADOBEACCENTUREVERIZONAT&TNETFLIXTHE HOME DEPOTTELEKOM/T-MOBILETESLANIKEALIBABAWALMARTSTARBUCKSYOUTUBELINKEDINUPSCOSTCOTIKTOKCHANELMARLBOROCISCOSAPQUALCOMMAMDSALESFORCEINTUITADPXFI

93、NITYTCSHDFC BANKINTELDISNEYTEXAS INSTRUMENTSSAMSUNGSPECTRUMSERVICENOWXBOXAMERICAN EXPRESSLORAL PARISMERCADO LIBREHAIERJ.P.MORGANUNITEDHEALTHCAREUBERCHASECHINA MOBILERBCWELLS FARGOTOYOTAICBCSIEMENSBCAZARAHUAWEILOWESAIRTELINFOSYSKFCGUCCITDEXXONMOBILPAYPALBMWDELL TECHNOLOGIESCOMMBANKMERCEDES-BENZRED BU

94、LLFEDEXIKEANTTVMWARESONYPING ANALDILULULEMONVODAFONEPINDUODUOBUDWEISERNONGFU SPRINGBANK OF AMERICAHSBCDHLCORONA1,015,900 753,474 712,883 576,622 221,902 201,840 188,929 166,751 145,498 135,215 134,251 129,857 113,916 107,722 106,453 98,636 93,676 85,565 84,821 81,935 81,473 76,452 74,919 74,712 73,5

95、16 71,910 71,616 69,946 69,700 69,625 66,882 65,299 63,389 60,489 60,401 60,152 57,820 56,369 55,670 54,739 51,860 51,570 51,066 50,277 45,515 44,790 43,260 42,970 42,639 41,205 40,074 39,933 39,759 39,722 39,720 39,510 32,831 32,347 32,243 31,803 31,377 31,328 31,017 31,000 30,855 30,243 27,734 27,

96、330 27,152 27,101 26,670 26,612 25,263 24,686 24,640 23,820 23,747 23,528 23,516 23,163 23,138 23,127 22,798 22,150 21,941 21,937 21,565 21,505 21,504 21,134 21,024 20,616 20,429 20,369 20,138 19,968 19,574 19,563 19,208 19,043 2024 MOST VALUABLE GLOBAL BRANDS Kantar 2024|18Bring the future into dec

97、ision making with real-time brand-tracking technology.BrandDynamics is a daily brand performance tracker that monitors your brand and competitors in real time.Supercharged with Kantars proprietary AI technology,BrandDynamics provides noise-free,lag-free data to help you evaluate your brands current

98、performance and anticipate future trends.Empower your marketing decisions confidently with our cutting-edge fraud and bot detection technology,bringing you insights based on industry data of the highest quality.Backed by Kantars globally accredited MDS framework,BrandDynamics is the ultimate solutio

99、n to unlocking your brands true potential.Harness the power of your brand with AI-enriched insights from BrandDynamics.Request a demo at Kantar 2024BRANDDYNAMICS Kantar 2024|19MAJOR TRENDS GLOBAL BRAND LANDSCAPE EUROPEAN BRANDS OUTPERFORM BE MEANINGFULLY DIFFERENT MEANINGFUL DIFFERENCE CARRIES THE D

100、AY CHALLENGER BRANDS CROWD THE FIELD .BUT BRANDS OF ALL SIZES CAN STILL WIN PREDISPOSE MORE PEOPLE BREAKING THROUGH TO STRUGGLING CONSUMERS TOP BRANDS MAKE THE RIGHT CONNECTIONS BE MORE PRESENT EVERY BIT OF PRESENCE HELPS A NEW MEDIA MIX FIND NEW SPACE MASTERING MOMENTUM THE GREAT AI REPOSITIONING K

101、antar 2024|20MEANINGFUL DIFFERENCE CARRIES THE DAYMajor TrendsTwo-thirds of the most valuable global brands are highly Meaningful and Different in consumers eyes.Thats important,because attaining Meaningful Difference is the crucial first step in predisposing more people to buy and pay more for your

102、 brands offerings.Whats more,this year brands that managed to improve their Meaningful Difference saw a 19%brand value growth advantage that is,these brands overperformed significantly versus what might have been expected based on what categories and regions they hailed from.Proportion of most valua

103、ble global brandsBE MEANINGFULLY DIFFERENT30Though the US has historically dominated the Kantar BrandZ Global Top 100 and category rankings,ultimately strong and valuable brands can come from anywhere.Geography is not destiny,and neither is category though its true that in any given year,either fact

104、or can affect brand value growth,whether as boost or drag.This year,for example,many Chinese brands faced regulatory,macroeconomic,and stock market headwinds while on the category side,most big global Tech brands reaped the benefits of a surge in investor enthusiasm.Most of the worlds top Tech brand

105、s are still based in the US and for this reason,America remained the best-performing region in terms of average brand value growth this year:But when we control for this category effect,we see that European top brands have also done well this year beating growth expectations for their categories thr

106、ough heritage,innovation,and strong brand equity.Brand value change Top 100 Most Valuable Brands(2023-2024)Brand value change Removing category effects(2023-2024)EUROPEAN BRANDS OUTPERFORMGLOBAL BRAND LANDSCAPE Kantar 2024|21Brands improving Meaningful or Different.BUT BRANDS OF ALL SIZES CAN STILL

107、WINEven as challenger brands have re-emerged as a force,large brands have also found ways to grow and improve consumer relationships.Across the Kantar BrandZ Global Top 100 and category rankings,it turns out that bigger brands have actually enjoyed an edge in strengthening their Meaningful Differenc

108、e.BE MEANINGFULLY DIFFERENTMajor TrendsBE MEANINGFULLY DIFFERENTCHALLENGER BRANDS CROWD THE FIELDFollowing a high-pandemic period in which consumers flocked to the trusted familiarity of major brands,challenger brands have roared back across a number of categories.This phenomenon has been clearest t

109、o see in FMCG sectors Food and Beverage,Personal Care where even the biggest mass retailers now stock niche and specialist brands across a variety of price points.But the rise of challenger brands has become a major story across nearly all categories,from Automotive(for instance the new Chinese elec

110、tric vehicle marques),to business tech(think of all the AI startups working to overcome the major players incumbency advantage).These challengers have generally staked their claims on some combination of differentiating innovation,heightened sustainability,and nimble embrace of next-gen digital mark

111、eting strategies.The upside is with more brands on the pitch these days marketing themselves effectively,it has become more challenging for any brand to maintain Meaningful Difference compared to a decade ago.Percentage of brands with high Meaningful and Different scores relative to competitorsBase:

112、all brands,all markets,all categories(excl.B2B)Kantar 2024|22Major TrendsTOP BRANDS MAKE THE RIGHT CONNECTIONSDespite increased competition,the brands that make up the Global Top 100 continue to make strong connections with consumers and clients,well outpacing the average brand in measures of Meanin

113、gful Different and Salient.Strong brand equity has the power to unlock all sorts of value-building capabilities for your business from increasing market penetration to successfully expanding into adjacent spaces.But most immediately,brand equity enhances value by predisposing more people toward a br

114、and.Strong brands predispose more people to buy via Demand Power and the increased volume share that Demand Power drives.And strong brands predispose people to pay more via Pricing Power.Thanks to superior brand equity,the Kantar BrandZ Global Top 100 on average succeeds across both types of predisp

115、osition.Predispose more people to.PREDISPOSE MORE PEOPLEBREAKING THROUGH TO STRUGGLING CONSUMERSAcross all markets and most categories,brands must confront the challenge of marketing for customers who are struggling financially,or who are otherwise reluctant to spend.Its not just that marketers have

116、 had to adjust their playbooks to account for once-in-a-generation cost-of-living and inflation crises.Its also that many countries populations are ageing and older consumers tend to be tighter with their spending,whether or not theyre on a fixed income.And then theres Gen Z,which remains a key targ

117、et for brand recruitment.But the complication is that compared to the youth of previous generations,Gen Z consumers in many markets face diminished job prospects and more constrained discretionary spending.Beyond the Top 100,we investigated how consumers are responding to the inflationary pressures

118、and whether their choice of brands was changing.We found that among those who are struggling the most,high-priced brands with extra Pricing Power have a three-fold Penetration advantage over those that do not.So,even when times are difficult and consumers have less to spend,they will still choose to

119、 pay a bit more if they feel its worth it.Average penetration%among struggling consumers Extra Pricing PowerPREDISPOSE MORE PEOPLE Kantar 2024|23EVERY BIT OF PRESENCE HELPSWhile Demand Power predisposing more consumers to choose your brand remains the primary driver of claimed market share,it is als

120、o important for brands to be optimally present in those places and moments where consumers are engaging with their category.This year,for example,we took a look at top-ranked brands that grew their brand value.And we found that they tend to achieve sales volumes in line with what their Demand Power

121、would predict.Thats what one would expect for strong brands that are firing on all cylinders.By contrast,this years flat or declining brands are more likely to have actual sales performance that lags behind their Demand Power.This suggests that there is room for improvement in how these brands activ

122、ate or convert sales.In other words,some declining brands were leaving sales on the table by failing to be more present to the tune,we found,of nearly two percentage points in claimed market share.Major TrendsBE MORE PRESENTA NEW MEDIA MIXThese days,brands across a wide variety of categories have as

123、pirations to become a media brand in other words,to get into the business of selling advertisements via their brand assets,and to generate first-party consumer insight data while doing so.Consumer tech brands can be media players,for instance,by selling ad space on TV home screens.Retail brands can

124、be media players too,via selling ads against digital storefront search terms or by embedding new,dynamic types of LED display advertising in their physical stores.Even FMCG brands can place ads across their packaging and distribution infrastructure.What this means is that as media buyers,top brands

125、have more variables than ever to consider when strategising how to be more present in consumers lives.But now,many top brands also have the opportunity to become media sellers:to diversify their revenues by helping other businesses be more present via the brands assets and audience.BE MORE PRESENT K

126、antar 2024|24Major TrendsMASTERING MOMENTUMFuture Power is a key brand value growth driver for larger brands.Thats because Future Power offers a way of quantifying a crucial factor behind branded business growth in the 21st century.These days,in order to grow,big brands need to find new spaces to ex

127、pand into beyond their original categories.But in order to successfully move into these new spaces,brands need sufficient momentum in other words,sufficient buy-in from consumers eager to stick with the brand,not just now but also into the future.By contrast,smaller brands have more room to find gro

128、wth within their categories so they dont have the same relationship to Future Power as a driver of growth.(There is also a bigger risk to smaller brands of overextending themselves,as they still have big competitors to manoeuvre around in their current categories.)But for bigger brands especially,tr

129、anscending category boundaries is increasingly the name of the game.Which is why so many categories seem to be blurring these days:Telecom brands trying to branch into Financial Services,Automotive brands expanding into Apparel Its also why more national or regional brands are venturing farther over

130、seas:See the way that Chinese auto brands like BYD are expanding into Latin America,or how the American bank brand Chase is breaking into Europe.These moves all have a real prospect of success if the brands behind them can continue to build up their Future Power.Average Brand Value growth rate 2023-

131、2024Brands with above-average penetrationTHE GREAT AI REPOSITIONINGAfter generative AIs breakthrough moment in 2023,2024 is a year for brands to reposition themselves in the new world ahead.For tech brands,that means building out infrastructure and refining AI models with an eye toward balancing spe

132、ed,trust,and profitability.And for brands in other categories,the aim is to prepare the ground for breakthrough innovations whether thats new autonomous driving features for car brands,or on-the-fly graphics rendering for entertainment studios.AI could also be used to develop more dynamic pricing mo

133、dels,or to deliver superior experiences(whether thats better recommendations,faster fulfilment,or more responsive customer service).And then theres the realm of brand marketing.Regardless of category,AI promises to give brands new tools for generating and testing out creative concepts.And it will al

134、so help brands to optimally deploy their creative via smarter,more adaptive media planning tools.Not all of these AI innovations will be fully rolled out by years end but this is the year that brands are placing big strategic bets that could shape the market for years to come.FIND NEW SPACEFIND NEW

135、SPACE Kantar 2024|25HOW BRANDS CREATE VALUE26 28 32 35 THE MACROECONOMY OF OPPORTUNITY THE PIVOTAL BRAND OPPORTUNITY IN GENERATIVE AI PARIS 2024 OFFERS BRANDS AN OLYMPIC-SIZED OPPORTUNITY GREENWASHING Kantar 2024|26Thought Leadership&Brand Building Global EconomyAs brands shape up for the year ahead

136、,three things stand out volatility,meaning macro instability;variability,meaning market disparities;and viability,meaning economic prospects.This year marks an inflection point a shift away from the pricing-led growth strategies favoured by many brands in the first part of this decade.Following the

137、pandemic,much of the organic growth achieved by top global fast moving consumer goods brands has come from higher prices rather than from increased unit volume.Some firms have grown only by offsetting unit volume declines with hefty price increases.The limits of this growth strategy have been reache

138、d.Consumers feel tapped out.Retailers are pushing back.Investors are looking harder at fundamentals.As a result,brands must reset and reinvent their value propositions,and they must do so in the macroeconomic context of volatility,variability,and viability.J.Walker Smith Knowledge LTHE MACROECONOMY

139、OF OPPORTUNITY Kantar 2024|27Volatility Since the turn of the 21st century,the marketplace has undergone a stark turn from relative stability to high volatility.The World Uncertainty Index,shown on the right is calculated by researchers who use Economist Intelligence Unit data to gauge the level of

140、business-climate uncertainty in countries around the world.Results across the 143 countries are analysed and then compiled into a global index.As can be seen,the most noteworthy shift lies in the increase in the volatility of uncertainty from the 2000s to today,rather than in the pitch of the overal

141、l upward trendline.The swings between highs and lows have increased substantially since the year 2000,both in frequency and in range.In other words,global uncertainty is bouncing around from extreme highs to extreme lows and doing so often.This is a tough environment for brand planning and operation

142、s.Contrast this dynamic to the period of relative stability from the mid-1980s to the financial crisis.This era is now known as the Great Moderation,during which disruptive volatility was less frequent and less erratic.This was the period in which most of todays operating models were developed,raisi

143、ng the question of fitness for a marketplace of high volatility.How brands can prepare:Invest in a strong,durable brand asset that does not seesaw unsteadily by over-reacting to macro volatility.Variability Fallout from the pandemic has eroded a core presumption of the modern economic era:that globa

144、lisation will be a unifying force synchronising market economies for the better.Instead,supply chain snarls,extreme weather events,regulatory disparities and geopolitical tensions(including an uptick in armed conflicts)have frayed the ties of globalisation.All of this has left the global economy mor

145、e exposed to variable market conditions and divergent economic agendas.2024 promises to continue this dynamic.Over 70 national elections are taking place this year,affecting two billion people and many of the worlds biggest economies.Historically,election years spark restrictive trade and immigratio

146、n policies designed to garner votes.This political calculus is sure to exacerbate todays trade tensions at a time when global trade in goods remains well below its peak,notwithstanding a solid recovery from the pandemic.Global digital trade is booming,but it remains a small percent of global GDP.How

147、 brands can prepare:Operate flexibly by benchmarking brands relative to local contingencies,while also stockpiling a reserve of resources and goodwill against local shocks.Thought Leadership&Brand Building Global EconomyViability In January,the World Bank headlined its Global Economic Prospects pres

148、s release with the doleful declaration,Global Economy Set for Weakest Half-Decade Performance in 30 Years.It projects 2024 global growth at 2.4%,down from 2.6%in 2023 and three-quarters of a percentage point below the average of the 2010s.For advanced economies,the growth forecast is a mere 1.2%.Eve

149、n worse,the World Bank predicts that people in 25%of developing countries and 40%of low-income countries will be worse off by year-end than they were pre-pandemic in 2019.The US is expected to remain strong enough to forestall an outright global recession.But the Eurozone,UK,China,Japan and emerging

150、 markets will struggle.Globally,inflation and unemployment though declining will remain high.Its not all gloom,however.There are some encouraging structural changes emerging on the horizon.For example,AI could boost global GDP significantly through greater efficiencies,fewer errors,less waste and be

151、tter real-time decision making.And Goldman Sachs estimates that GLP-1 weight loss drugs could boost US GDP by a percentage point.But other structural changes are daunting.The lowest-spending age cohort,older consumers,is the fastest-growing worldwide.Lower fertility rates and delayed marriages mean

152、slower household formation,and will result in age pyramids featuring a smaller percentage of consumers of prime spending age.Not to mention the impact of climate change on infrastructure,financial stability,agricultural resiliency and population migration.How brands can prepare:Double down on demand

153、 fundamentals penetration,visibility,differentiation to secure a bulwark against economic jeopardies.Ultimately,whether in good times or bad,brands must be in the business of adding value,never subtracting.In the macroeconomy to come,this is more important than ever.World Uncertainty IndexGDP weight

154、ed (Text-mining of Economist Intelligence Unit country reports for 143 countries;GDP weighted)1990 1993 1996 1999 2002 2005 2008 2011 2014 2017 2020 2023 Kantar 2024|28Im sure theres equal excitement in the boardrooms of the owners of these increasingly impressive generative AI platforms as developm

155、ent teams assemble and innovate at warp speed,desperate to maintain an advantage and remain at the vanguard of innovation.These CEOs,CFOs,and CTOs will be just as excited as those outside of the AI bubble,but the C-suite member that truly holds the key to success for these businesses is none of thes

156、e its the CMO(assuming they even have one!).As with many brands,perception of capability in the AI space can be just as important as actual capability,at least when framing a first encounter against an arrayed backdrop of seemingly identical offers.Actually delivering on these perceptions is still c

157、rucial of course but in commodifying spaces,being the first to secure an initial interaction can prove crucial to adoption.That is where the power of brand can play such an important role.Were in the midst of a fast-accelerating arms race of technical capabilities,many of which remain barely sensica

158、l to the still inexperienced end user in terms of how they could be applied to their lives.But what if these competencies could be better delivered in a way that curates,frames and personalises in an additive way the better to attract users and,most importantly,support these users ongoing interest a

159、nd attention?Generative AI,welcome to the world of creating brands weve been expecting you.Thought Leadership&Brand Building Consumer AIAI is seemingly everywhere right now.Everyone is talking about it the media,the public,governments,and businesses large and small.In boardrooms around the globe,the

160、 AI conversation continues to intensify,with all corners of the C-suite scrambling to make sense of the imminent revolution.While CEOs frame strategies and growth opportunities,CFOs obsess over potential efficiencies,and CTOs rub their hands with excitement at the multitude of possibilities to drive

161、 generational change.Martin Guerrieria Head of Kantar BrandZTHE PIVOTAL BRAND OPPORTUNITY IN GENERATIVE AI Kantar 2024|29A fast-evolving brand landscape As the scene continues to commoditise,this is likely to become the critical battleground in influencing choice,usage,and preference.Its time to mov

162、e from the solely technical to the identifiably personable,and marketing has a very important role to play in transforming technological,algorithmic wizardry into a living and breathing brand.The battle for brand in the world of artificial intelligence has very much begun.Clearly the AI arena compri

163、ses a complex language of widely different capabilities,from conversational applications to modified search engines and including both corporate brands and foundational models.To better reflect and understand this diversity within the generative AI brand landscape,Kantar BrandZ conducted a study amo

164、ngst 800 consumer users of AI tools in the US and in India.This study applied Kantars Meaningful Different and Salient(MDS)framework to 15 such tools found in both markets.The intention was to reflect the current reality of how these tools are described,understood and used by consumers with the cave

165、at that this is a fast-moving space in which product names are already evolving.(For instance,since this data was collected,Googles Bard has subsequently been relaunched as Gemini).What did we find?Firstly,that OpenAIs ChatGPT is the current dominant player in both territories,and has already establ

166、ished strong brand equity since its initial release at the end of 2022.This finding matches the fact that ChatGPT is reportedly on track to bring in$2 billion in annual sales after launching its first subscription-based product.It also amassed a monumental 100 million users within two months of init

167、ial release(by contrast,it took Facebook and Netflix four years and 10 years,respectively,to reach the same number of active users).ChatGPTs current dominance of the user base aside,what our study shows is that very few competitors come close,even in brand equity terms.Currently,Microsoft,Bing and A

168、dobe are the only other players viewed as reasonably Meaningfully Different by users(i.e.having strong brand equity).And even then,compared to ChatGPT,these two lag significantly in terms of their comparative Salience.Whats also striking is the lack of perceived differentiation between brands in thi

169、s nascent space.While the ranges of Meaningfulness(a combination of relative relevance and depth of emotional connection)and Salience(coming easily to mind)are relatively broad across brands,users simply do not see a great deal of Difference between each brand.This suggests two possibilities:that th

170、ese tools current capabilities are perceived to be very similar and/or that they are not yet well understood.So,if these tools are struggling to land and differentiate their technological advantages,how else could they set themselves apart?As the reach of this technology proliferates,how could they

171、attract influential early adopters and encourage potentially pivotal first-time usage among the masses?Thought Leadership&Brand Building Consumer AIBrand equity summaryThe opportunity for generative AI brands to better differentiateSource:Kantar BrandZ Gen AI brands-US/India 2024Source:Kantar BrandZ

172、 Gen AI brands-US/India 2024Meaningful DifferentA much more limited range of perceived Difference between brandsSalient-2430-87-1723StarryaiChatSpotGeminiJasperInVideoLumen5DreamStudioFilmoraNightCafePersonal AIMicrosoft BingAdobeDall-EFlexClipChat GPTSALIENCE=Size of bubbleMEANINGFULDIFFERENT Kanta

173、r 2024|30One way is by communicating differentiating brand associations aside from the purely technical.An increasingly common route for positioning these services is personification:creating a signature humanising presence that serves as a means of attraction,accessibility and curation of capabilit

174、y.Humanising computing has long been a means of normalising and demystifying the otherwise impossibly technical.One of the original first movers in AI,IBMs Watson,was introduced way back in 2007 as a means of competing against human contestants on the US gameshow Jeopardy!The increasing prevalence o

175、f personified virtual assistants is another example of personification,as is the ability of numerous generative AIs to literally speak to users in a range of global and regional accents.However,judging by these findings,it seems the goal of Meaningful personification remains a long way from being fu

176、lfilled for many.It is certainly yet to filter through to users in terms of additive and differentiating brand associations.To be fair,these associations are hard to achieve for any brand among the thousands of brands in the Kantar BrandZ database,only one in four have successfully established clear

177、 personality associations.Within generative AI tools,this proportion falls dramatically to just one in 10 brands a clear opportunity to establish and press home a differentiating advantage.In line with this finding,many of these tools have yet to be linked with high-quality advertising content:In ou

178、r study,none are currently well defined in terms of their perceived strength in this area.Rather,their current strengths lie in perceived technical capabilities and convenience alone.Enter the CMO,who should be charged with leading concerted efforts to identify suitable non-technical associations fo

179、r the brand,and potentially combine them with differentiating technical advantages.And who should then be empowered to invest in communicating these associations through high-quality content.Doing so is likely to pay a differentiation dividend,supporting the leap from technology platform to attracti

180、ve,engaging and useful brand.Less artificial intelligence,more common-sense marketing,if you will.Game on.Thought Leadership&Brand Building Consumer AIBrands with clear personality associationsSource:Kantar BrandZ Global DatabaseKEY SUMMARY POINTS 01Generative AI is developing at pace,but remains a

181、long way from developed in terms of brand and marketing strategy and investment.02The role of brand is currently a hugely underestimated opportunity for generative AI tools as a means of connecting with and guiding everyday consumers.03Clearly defining and communicating an additive emotional positio

182、ning offers great potential to boost adoption and growth.ALL BRANDS1 in 4GENERATIVE AI BRANDS1 in 10 Kantar 2024|31Our AI-infused portfolio helps our clients go faster and further throughout the marketing cycle.Innovation in AI is opening new frontiers in the collection,interpretation,and applicatio

183、n of human data.It enables even deeper understanding of how people everywhere think and act and allows us to generate brand-defining insights at ever greater speed and scale.Kantars application of the most meaningful data,validated brand growth frameworks,and longstanding AI models enable our AI por

184、tfolio to unlock profound new possibilities to shape your brands future.Real answers from real people,at scale,are the fuel of our AI capabilities.Through our comprehensive data ecosystem,we are the global authority for sourcing the most trusted,meaningful,and highly permissioned data from the highe

185、st-quality panels and other sources of proprietary research.Learn how our AI expertise and technology can help shape your brand future: Kantar 2024INDISPENSABLE AI Kantar 2024|32Thought Leadership&Brand Building Sports Marketing The Summer Olympic Games are always a major marketing moment thanks to

186、the way they combine elite sporting performance with entertainment,culture and community.But the pandemic momentarily dulled their shine in 2021,as health restrictions led to a more muted outing in Tokyo.Now,however,the Olympics are back in full force with Paris 2024 set to be the biggest global spo

187、rting event since the 2016 Rio Games.This years Olympics present a huge opportunity for brands,perhaps more so than ever before.Thats because there are more ways than ever to reach engaged Olympics audiences.Official sponsorship(of the Games themselves or of national teams)still remains the surest r

188、oute to make a splash and to that point,$1 billion in sponsorship revenue has already been secured.But in addition to these marquee sponsorships,the International Olympics Commission has relaxed rules governing individual athletes ability to endorse brands during the Games.As a result,we can expect

189、to see more direct social media interaction between athletes,brands and fans via social platforms in Paris including on TikTok,which was still a more niche curiosity in many markets back in the days of the 2021 and 2022 Games.Kantars Sports Monitor Athlete Reputation Tracker indicates that Olympic a

190、thletes,past and present,remain highly desirable options for brands looking for sponsorship opportunities with Michael Phelps,Simone Biles,Katie Ledecky and Suni Lee all making the Top 50 list.And new names are sure to join their ranks during this summers fortnight,to the benefit of brands agile eno

191、ugh to link up with Pariss rising stars.Ellie Thorpe Research Director,Kantar BrandZPARIS 2024 OFFERS BRANDS AN OLYMPIC-SIZED OPPORTUNITY Kantar 2024|33Invest in truly global reach As mentioned,some of the worlds fittest brands have already lined up to partner with the Olympics.With all eyes on the

192、host nation,French brands in particular have a rare opportunity to showcase their stories on the global stage.Official partners includes the crme de la crme of French brands,many of which are ranked in Kantar BrandZs Most Valuable French Brands:Louis Vuitton,Dior,Air France,Orange,Decathlon,Carrefou

193、r,EDF,FDJ and Danone.LVMH is one of the most notable corporate names at the Games,and will be present in a variety of ways:think medals designed by its Parisian jewellery house,Chaumet,and hospitality hosted by Mot and Chandon.So,whats in it for LVMH?The prestigious luxury house has an opportunity t

194、o strengthen its corporate reputation among a broad audience and predispose more people to think positively about its brands.At a time of challenging cost-of-living and inflationary pressures,this partnership could go a long way in reminding people why LMVH brands are worth paying for.Louis Vuittons

195、 presence at the Games shouldnt come as a surprise.According to Kantar BrandZ research,the luxury brand is best known for its distinctive look and feel and its sense of leadership,qualities which lend themselves well to collaborations and sponsorships.Louis Vuittons striking monographic pattern is r

196、ecognisable in any context,from the basketball court to the metaverse,and its sense of innovative leadership aligns with sporting values of surpassing limits and aiming for perfection.The brand also has a recent history of sports and athlete partnerships,including collaborations with the NBA under V

197、irgil Abloh and ventures into esports with Riot Games.Louis Vuitton has also long produced its signature trophy cases for occasions like the Americas Cup,FIFA World Cup,and the Ballon dOr.More than visibility Its not just official partners that can benefit from Olympic excitement.Well-timed campaign

198、s across unofficial channels can just as easily engage a global audience.Take the epic battle between Adidas and Nike around the London Games in 2012.While Adidas had the official partnership contract,Nikes ambush caused a stir in the industry but served up some fantastic results for the brand.Nike

199、swerved around the London Olympic advertising restrictions by onboarding 400 athletes as ambassadors to compete in their shoes,and by filming in creative locations like London,Ohio and Little London in Jamaica.That year,37%of people recognised Nike as an Olympic sponsor,compared to 24%for official s

200、ponsor Adidas.And Nike gained 57,000 followers on social media,compared to 12,000 for Adidas.Ultimately,this success came down to creative quality.In 2012,Nikes Find Your Greatness campaign(which also featured ordinary people pursuing their own goals)had huge emotive impact with sports fans,and prov

201、ed that all brands can by part of the Olympics conversation if they can communicate in a Meaningful way.A clear emotional connection sets Nike up for success time and again when it comes to creative quality.Its about more than merely driving awareness.Instead,Nike uses emotive and recognisable brand

202、 storytelling to build Meaningfully Different association building long-term predisposition rather than mere short-term sales.Today,Kantars LINK database shows that ads evoking strong emotions have four times the impact and are much more likely to drive brand equity.Thought Leadership&Brand Building

203、 Sports Marketing Louis Vuitton brand strengthsDifference vs the average brandNike brand strengthsDifference vs the average brandDistinctive look and feelGreat advertisingLeading the wayLeading the way+19+29+13+25 Kantar 2024|34Balance consistency with authenticity To truly reap the rewards of a pre

204、sence in(or around)Paris,brands need to ensure they are engaging consumers in authentic and relevant ways that are aligned with the brands positioning and values.This takes a careful balancing act of tailoring the message to suit the occasion,but not straying too far from what consumers know you for

205、.One brand with a track record for getting this right is Corona.From sports events to music festivals and with a real focus on sustainability partnerships and initiatives Corona is able to engage a range of audiences whilst maintaining its consistent brand positioning.In 2024,Corona will become the

206、first beer brand to gain status as an official Olympic partner via the non-alcoholic Corona Cero.Reflecting the current health and wellness trends driving innovation in the alcohol sector,Corona Ceros presence will drive category perceptions of beer as a drink of moderation and choice all while buil

207、ding awareness for the new product.Here,we dont expect to see Corona emulating those messages of greatness and ambition we get from a brand like Nike;instead,Coronas This is Living positioning fits perfectly with everyday sports fans enjoying all the moments this summer of sport has to offer.With an

208、 exciting year ahead,all brands have an opportunity to pick up a podium finish.Ultimately,the winners will be crowned not by their levels of investment,but by their ability to build Meaningfully Different connections.Thought Leadership&Brand Building Sports Marketing Corona brand strengthsDifference

209、 vs the average brandIMPLICATIONS FOR BRANDS 01Invest in global reach.Take opportunities to predispose more people by investing in exposures and experiences to build positive perceptions.02Build Meaningful Difference for lasting impact.Dont treat this as a simple promotion instead,optimise your crea

210、tive.03Balance consistency of positioning with authenticity of messaging.Understand how you can connect with audiences in a way that fits with your brand.Makes lives betterGreat advertising+20+18A winning combination Kantars Meaningful Different and Salient frameworkThe strongest brands are not just

211、 those that come to mind quickly.They are also Meaningful to people,meeting their needs in functional and emotional ways and offering something Different than others.These foundational qualities should consistently be at the heart of communication and partnership strategies for brands to see the bes

212、t return on their investment.Kantar 2024|35Thought Leadership&Brand Building SustainabilityIn recent years,the fear of being perceived as a greenwasher has complicated brands sustainability efforts sometimes even dooming them before they launch,and executives judge sustainability campaigns as too ri

213、sky a proposition.It would be nice to say that such fears were completely overblown or unfounded.But the truth is more complicated.In Kantars latest global Sustainability Sector Index,we asked people if they had seen or heard false or misleading information about sustainable actions taken by brands.

214、Remarkably,52%said they had.How does this look by cohort?What the data tell us is that the younger the cohort,the more acute the perceptions of greenwashing:35%were 5565-year-olds,rising to 65%among 1824-year-olds.As Gen Z and younger Millennials become the dominant economic force,this erosion of tr

215、ust will become disruptive.Furthermore,weve seen that the more that people think brands are greenwashing,the more they drop them out of their consideration set.It is a short step from mistrust to rejection.Karine Trinquetel Global Head of Offer,Sustainable Transformation PJonathan Hall Managing Part

216、ner,Sustainable Transformation PGREENWASHING Kantar 2024|36A way forward But lets put things into perspective.What were really talking about is trust:A greenwashing brand is a brand that asks consumers to trust them on sustainability and is then perceived to have broken that trust.Ultimately though,

217、does it really make sense that just because one brand in a category becomes less trusted,that all brands in that category should then give up on successfully becoming trusted themselves?Brands shouldnt be afraid to pursue sustainability just because the term greenwashing now exists.All thats changed

218、,really,is that brands now know they must pursue sustainability in the right way.So,how can brands take steps to avoid greenwashing and inspire trust?Kantars globally verified model of Inspiring Trust is based around the 3Is the three principles for what trust means today.The first I,Integrity,is ab

219、out having clear commitments:doing what you say youre going to do and communicating your actions with honesty.Integrity is still the foundation of trust,but in todays post-truth world,people find it difficult to assess integrity,so its not enough on its own.Identification a connection at a human lev

220、el is one of the most powerful sources of trust in times of disruption and uncertainty.Behavioural science tells us that were hardwired to identify with and trust those people with a shared set of values and goals.Finally,brands should embody the principle of Inclusion.We know that unfamiliarity is

221、a barrier to a closer brand-consumer connection,so we need to create closeness in two ways:(1)make everyone feel that they belong;and(2)get people invested in our actions.Successful brands will make people feel empowered to make truly better choices.Integrity in action Integrity is about having clea

222、r commitments.In the sustainability sphere,those commitments need to be credibly connected to your category,and relevant to the here and now.For example,a 2022 Lufthansa campaign claimed,in vague terms,that the airline was protecting the worlds future as portrayed by imagery of undersea wildlife.The

223、 problem is that such an image is clearly in dissonance with peoples beliefs(they wouldnt directly associate plane travel with ocean health).To substantiate,the brand should raise awareness of the actions it is taking or it will be perceived as greenwashing.Of course,climate pledges of the type that

224、 became so popular this past decade carbon neutral by 2050 and so on do have implications for a wide variety of natural habitats,from pine forests to coral reefs.But the problem is that,as communicated,brands sustainability remits have become too broad to really connect with consumers both geographi

225、cally and in terms of timespan.People feel,for instance,that 2050 commitments are so far away that theyre not real commitments.They want to see brand action now,via more tangible,actionable commitments.So,we need to create intermediary goals and provide regular updates.Language,too,needs to become m

226、ore tangible.Clearly,its unacceptable to lie or over-claim,but vague terms are also problematic.People,and increasingly regulators,will not tolerate carbon neutral.Always try to be straightforward,and support claims with credible evidence and clear comparisons.Imagery,too,should avoid general cliche

227、s in favour of more specificity:A photo of your product nestled in a green field will not suffice.Thought Leadership&Brand Building SustainabilityInspiringTrustIntegrityIdentificationInclusion Kantar 2024|37Thought Leadership&Brand Building SustainabilityIdentification in action The first step towar

228、d winning on Identification is to understand the challenge youre up against.Assume cynicism:67%of people surveyed say they worry brands are involved in social issues just for commercial reasons.Still,although people will be critical,that doesnt mean you shouldnt talk about your actions.Today,57%of p

229、eople feel that it is really hard to tell which products are good or bad ethically or for the environment which is a genuine source of frustration.But its a frustration that people want solved.Consumers want to better understand their choices,and your brand needs to tell its story in a way that help

230、s them do that.If you dont,the default perception of your brand will likely be poor.The best sustainability stories are authentic,honest and informative.To be authentic,you need to commit to doing more than making symbolic,time-limited gestures.These days,for example,brands that change their logos t

231、o rainbow colours during Pride,but dont do anything to support this community the rest of the year,will attract negative consequences.What succeeds,by contrast,are messages that are simple yet direct and even somewhat humble.Every business and brand is in transition,but few have the courage to be tr

232、ansparent about it.You dont need to have all the answers:Be honest about the journey youre on.Consumers will thank you for it.Inclusion in action What Inclusion seeks to build is a sense of belonging.Its about finding ways to bring consumers into your sustainability programmes,rather than holding th

233、em at arms length.Today,only 37%of people agree that brands do a good job of representing people similar to themselves or their community.This fact of course has implications for diversity,equity and inclusion efforts but it also ties into pricing strategy.Consider that 68%of people currently believ

234、e that products that are better for the environment and society are more expensive:in other words,that sustainability is a luxury.Such beliefs can lead to greenwashing suspicions that brands are ultimately using sustainability as a profit driver,rather than really embracing the call to help people l

235、ive more sustainably.Inclusion,then,can take the form of making it easier for people to make better choices and ultimately make a difference.Today,people are sceptical about whether their actions are moving the needle:Only 39%say they clearly understand how their shopping behaviours can contribute t

236、o positive environmental or social change.Third-party certifications can help allay some of this confusion:61%of people want these certifications to help guide their decision making.In other words,dont make up your own logos it adds to the confusion.Work with recognised players.From there,you should

237、 make it clear how your efforts empower people to make better choices while avoiding the suggestion that youre putting responsibility for sustainability squarely on the shoulders of individuals.Our data show that people reject brands that dont accept responsibility.Instead,its about the collective j

238、ourney a journey that can only be made possible by trust.Kantar 2024|38Kantars Sustainable Transformation Practice helps you identify and realise the opportunity in sustainability across your business and around the world.Theres a huge opportunity for brands in delivering products and services that

239、are better for people and better for the planet.Our data shows that consumers want to take action and they expect brands to step up.We have a unique understanding of brands,people and social and environmental issues.Last year we partnered with more than 400 of the worlds largest brands,in 50 markets

240、,helping deliver transformation in every sector.We act as a catalyst for change,provoke new thinking and enable you to unlock new opportunities.We want to partner with you on your sustainable transformation journey.And help you shape the brands of tomorrow.Find out how we can help you make a differe

241、nce Kantar 2024THE KANTAR SUSTAINABLE TRANSFORMATION PRACTICE Kantar 2024|39MOST VALUABLE GLOBAL BRANDS404244 4648 TOP 100 GLOBAL BRANDS TOP 10 BRANDS NEWCOMERS AND RE-ENTRANTS TOP RISERS FROM MARKETING METRIC TO BOARDROOM ESSENTIALItallics denote THOUGHT LEADERSHIP features Kantar 2024|402024 MOST

242、VALUABLE GLOBAL BRANDSBrand Value(US$M)Brand Value(US$M)RankRankBrandBrand%Brand Value Change vs 2023%Brand Value Change vs 2023Rank changeRank changeCategoryCategoryMarket of OriginMarket of Origin1234567891011121314151617181920212223242526272829303132333435363738394041424344454647484950APPLEGOOGLE

243、MICROSOFTAMAZON1MCDONALDSNVIDIAVISAFACEBOOKORACLETENCENT2MASTERCARDLOUIS VUITTONINSTAGRAMARAMCOCOCA-COLA3IBMHERMSMOUTAIADOBEACCENTUREVERIZONAT&TNETFLIXTHE HOME DEPOTTELEKOM/T-MOBILETESLANIKEALIBABA4WALMARTSTARBUCKSYOUTUBELINKEDINUPSCOSTCOTIKTOKCHANELMARLBOROCISCOSAPQUALCOMMAMDSALESFORCEINTUITADPXFIN

244、ITYTATA CONSULTANCY SERVICESHDFC BANK5INTELDISNEYTEXAS INSTRUMENTS1,015,900 753,474 712,883 576,622 221,902 201,840 188,929 166,751 145,498 135,215 134,251 129,857 113,916 107,722 106,453 98,636 93,676 85,565 84,821 81,935 81,473 76,452 74,919 74,712 73,516 71,910 71,616 69,946 69,700 69,625 66,882

245、65,299 63,389 60,489 60,401 60,152 57,820 56,369 55,670 54,739 51,860 51,570 51,066 50,277 45,515 44,790 43,260 42,970 42,639 41,205 15%30%42%23%16%178%12%79%58%-4%21%4%93%2%0%13%23%-2%66%11%-8%-14%51%0%13%6%-4%-24%16%13%26%35%-14%13%36%8%0%20%60%1%53%49%32%N/A3%7%N/A29%-9%0%0000018-144-3-2-416-3-51

246、20162-5-713-41-1-6-14-1-335-10-16-5-709-8971N/A-5-4N/A4-10-7Consumer Technology and Services PlatformsMedia and EntertainmentBusiness Technology and Services PlatformsRetailFast FoodBusiness Technology and Services PlatformsFinancial ServicesMedia and EntertainmentBusiness Technology and Services Pl

247、atformsMedia and EntertainmentFinancial ServicesLuxuryMedia and EntertainmentEnergyFood and BeveragesBusiness Technology and Services PlatformsLuxuryAlcoholBusiness Technology and Services PlatformsBusiness Technology and Services PlatformsTelecom ProvidersTelecom ProvidersMedia and EntertainmentRet

248、ailTelecom ProvidersAutomotiveApparelRetailRetailFast FoodMedia and EntertainmentMedia and EntertainmentLogisticsRetailMedia and EntertainmentLuxuryTobaccoBusiness Technology and Services PlatformsBusiness Technology and Services PlatformsBusiness Technology and Services PlatformsBusiness Technology

249、 and Services PlatformsBusiness Technology and Services PlatformsBusiness Technology and Services PlatformsBusiness Technology and Services PlatformsTelecom ProvidersBusiness Technology and Services PlatformsFinancial ServicesBusiness Technology and Services PlatformsMedia and EntertainmentBusiness

250、Technology and Services PlatformsUSUSUSUSUSUSUSUSUSChinaUSFranceUSSaudi ArabiaUSUSFranceChinaUSUSUSUSUSUSGermanyUSUSChinaUSUSUSUSUSUSChinaFranceUSUSGermanyUSUSUSUSUSUSIndiaIndiaUSUSUSSource:Kantar/Kantar BrandZ(including data from S&P Capital IQ).1Brand Value of Amazon includes Amazon Music,Amazon P

251、rime Video,Amazon Web Services.2Brand Value of Tencent includes QQ,WeChat,Tencent Music,WeSing,WeChat Pay,WeBank,Tencent Cloud,Tencent Brand Value derives from both Media and Entertainment and Business Technology&Services Platforms.3Brand Value of Coca-Cola includes Lights and Diets.4Brand Value of

252、Alibaba includes Alibaba Cloud,Ant Financial,Aliexpress,Freshhema,Taobao,Tmall.5Brand Value is restated.Kantar 2024|412024 MOST VALUABLE GLOBAL BRANDSBrand Value(US$M)Brand Value(US$M)RankRankBrandBrand%Brand Value Change vs 2023%Brand Value Change vs 2023Rank changeRank changeCategoryCategoryMarket

253、 of OriginMarket of Origin51525354555657585960616263646566676869707172737475767778798081828384858687888990919293949596979899100SAMSUNGSPECTRUMSERVICENOWXBOXAMERICAN EXPRESSLORAL PARISMERCADO LIBRE6HAIERJ.P.MORGANUNITEDHEALTHCAREUBERCHASECHINA MOBILERBCWELLS FARGOTOYOTAICBCSIEMENSBCAZARAHUAWEILOWESAI

254、RTELINFOSYSKFCGUCCITDEXXONMOBILPAYPALBMWDELL TECHNOLOGIESCOMMBANKMERCEDES-BENZRED BULL7FEDEXIKEANTTVMWARESONYPING ANALDILULULEMONVODAFONEPINDUODUOBUDWEISER8NONGFU SPRINGBANK OF AMERICAHSBCDHLCORONA540,074 39,933 39,759 39,722 39,720 39,510 32,831 32,347 32,243 31,803 31,377 31,328 31,017 31,000 30,8

255、55 30,243 27,734 27,330 27,152 27,101 26,670 26,612 25,263 24,686 24,640 23,820 23,747 23,528 23,516 23,163 23,138 23,127 22,798 22,150 21,941 21,937 21,565 21,505 21,504 21,134 21,024 20,616 20,429 20,369 20,138 19,968 19,574 19,563 19,208 19,043 24%7%N/A31%7%4%41%6%27%3%71%40%34%-8%-5%6%9%23%20%47

256、%-14%24%13%-6%12%-9%-9%7%-22%11%41%5%-5%19%20%4%1%N/A21%0%22%24%-24%61%1%-8%-9%17%3%N/A3-6N/A6-8-111519-3351310-13-12-429524-13113-85-11-101-187N/A-4-129120-3N/A10-5N/AN/A-30N/A-7-15-15N/A-7N/AConsumer Technology and Services PlatformsTelecom ProvidersBusiness Technology and Services PlatformsConsum

257、er Technology and Services PlatformsFinancial ServicesPersonal CareRetailIoT EcosystemFinancial ServicesFinancial ServicesConsumer Technology and Services PlatformsFinancial ServicesTelecom ProvidersFinancial ServicesFinancial ServicesAutomotiveFinancial ServicesConglomerateFinancial ServicesApparel

258、Consumer Technology and Services PlatformsRetailTelecom ProvidersBusiness Technology and Services PlatformsFast FoodLuxuryFinancial ServicesEnergyFinancial ServicesAutomotiveBusiness Technology and Services PlatformsFinancial ServicesAutomotiveFood and BeveragesLogisticsRetailTelecom ProvidersBusine

259、ss Technology and Services PlatformsConsumer Technology and Services PlatformsFinancial ServicesRetailApparelTelecom ProvidersRetailAlcoholFood and BeveragesFinancial ServicesFinancial ServicesLogisticsAlcoholSouth KoreaUSUSUSUSFranceArgentinaChinaUSUSUSUSChinaCanadaUSJapanChinaGermanyIndonesiaSpain

260、ChinaUSIndiaIndiaUSItalyCanadaUSUSGermanyUSAustraliaGermanyAustriaUSSwedenJapanUSJapanChinaGermanyCanadaUKChinaUSChinaUSUKGermanyMexicoSource:6Brand Value of Mercado Libre includes Mercado Pago.7Brand Value of Red Bull includes sugar-free and Cola.8Brand Value of Budweiser includes Bud Light.Kantar

261、2024|42TOP 10 BRANDSTop 10 BrandsThe top five most valuable global brands remained unchanged this year,with Apple still holding fast at number one but there was more turnover in slots six through to 10.APPLEGOOGLEMICROSOFTAMAZON1MCDONALDSNVIDIAVISAFACEBOOKORACLETENCENT2BRAND VALUE(US$M)$753,474$1,01

262、5,900$712,883$576,622$221,902$201,840$188,929$166,751$145,498$135,215 Source:Kantar/Kantar BrandZ(including data from S&P Capital IQ).1Brand Value of Amazon includes Amazon Music,Amazon Prime Video and Amazon Web Services.2Brand Value of Tencent includes QQ,WeChat,Tencent Music,WeSing,WeChat Pay,WeB

263、ank,Tencent Cloud.Tencent Brand Value derives from both Media and Entertainment and Business Technology&Services Platforms Kantar 2024|43Top 10 BrandsTHE GLOBAL TOP 10 THE BIGGEST OF THE BIG REACH NEW HEIGHTSThe biggest brands in the world rebounded strongly this year,as nine of this years Global To

264、p 10 brands increased their value.The group is once again led by Apple,which earned the title of the worlds most valuable brand for the third straight year.Apples brand value grew 15%,helping the US consumer tech giant to regain and surpass its 2022 brand value(following a 2023 that saw tech valuati

265、ons decline across the board).This year,Apple has not only surpassed its previous brand value high-water mark it has also become the first company in Kantar BrandZ history to cross the$1 trillion mark for total brand valuation.Meanwhile,the other members of the top five Google,Microsoft,Amazon,and M

266、cDonalds all reprised their 2023 placements.Within this elite group,Microsoft posted the highest year-on-year brand value growth,at 42%while all other brands in the top five posted double-digit growth.Even as they continue to grow bigger and bigger,none of these brands have rested on their laurels.I

267、nstead,they have worked hard to predispose more consumers,become more present,and expand into new spaces the upside being that every one of the top five now look very different than they did a half-decade ago.Apple,for instance,has made a huge push into services.Google has introduced innovative,AI-p

268、owered software tools like circle to search and smart retouching.Microsoft has become a leader in AI for enterprise,while Amazon has stood up a major digital advertising business and McDonalds has become a delivery-first brand.These are moves every bit as disruptive as the ones made by the challenge

269、r brands nipping at the Top 10s heels.Elsewhere in the Top 10,enthusiasm over AI(and a return to greater profitability)has breathed new life into Facebook and Oracle,both in the uppermost tier of the global rankings.And that same enthusiasm over AI has positively turbocharged the rise of NVIDIA,this

270、 years top riser and sixth most valuable brand.Overall,the clear trend in the Kantar BrandZ rankings has been for the big to get bigger and in particular,for value to become more and more concentrated in the Most Valuable Brands.This year,the Top 10 is worth 50%of the Global Top 100 overall,capturin

271、g the same combined value(north of$4 trillion)as the rest of the worlds top brands put together.Top 10Top 11 100In the 2024 Global Top 100,the Top 10 is worth almost as much as the remaining 90100%90%80%70%60%50%40%30%20%10%0200620082011200720102009201220132015202020182023201420172022201620212019202

272、4%Contribution to total T100 brand value Kantar 2024|44NEWCOMERS&RE-ENTRANTSNine Newcomers and Re-Entrants join the Kantar BrandZ Global Top 100.Newcomers and Re-EntrantsADPSERVICENOWDELL TECHNOLOGIESVMWAREALDILULULEMONPINDUODUOHSBCCORONA*$50,277$39,759$23,138$21,505$21,024$20,616$20,369$19,563$19,0

273、43 BRAND VALUE(US$M)Source:Kantar/Kantar BrandZ(including data from S&P Capital IQ).*Brand Value is restated Kantar 2024|45Newcomers and Re-EntrantsNEWCOMERS AND RE-ENTRANTSADP LEADS THE CLASS OF 2024This year,the Kantar BrandZ Global Top 100 features five brands making their rankings debut,as well

274、as four brands re-joining after a hiatus.Four of these nine brands belong to the Business Technology and Services Platforms category:ADP,ServiceNow,Dell Technologies,and VMware.Three of these brands are Newcomers,entering the Global Top 100 for the first time.The fourth,Dell Technologies,has returne

275、d to the Top 100 after a one-year hiatus.Together,these brands ascendance (or re-ascendance)reflects how the tech worlds centre of gravity is shifting from consumer-facing propositions to B2B plays.This years top-placing Newcomer ADP,provides payroll,HR,and tax services software for businesses of al

276、l sizes.This years Re-Entrants also include German discount supermarket Aldi and Chinas deal-focused online retailer Pinduoduo both examples of how more budget-friendly consumer brands are finding success.Mexicos Corona also fits this trend in the sense that beer brands fared better than liquor bran

277、ds in this years valuations in part because of beers more democratic positioning.On the other end of the price spectrum,lululemons entry into the Top 100 cements the premium brands rise from niche Canadian yoga brand to global activewear titan.In all,five of this years new and returning brands hail

278、from outside of the US,thus shoring up the Top 100s global composition.TOP 100 NEWCOMERS AND RE-ENTRANTSFive brands have entered the Top 100 for the first time in 2024Four brands have returned to the Top 1008191949844538892100 23,138 21,024 20,369 19,563 50,277 39,759 21,505 20,616 19,043 Business T

279、echnology&Services PlatformsRetailRetailFinancial ServicesBusiness Technology&Services PlatformsBusiness Technology&Services PlatformsBusiness Technology&Services PlatformsApparelAlcoholDell TechnologiesAldiPinduoduoHSBCADPServiceNowVMwarelululemonCorona1Source:Kantar/Kantar BrandZ(including data fr

280、om S&P Capital IQ)1Brand Value is restated Kantar 2024|46TOP RISERSTech and Media brands lead this years list of the fastest risers in the Kantar BrandZ Global Top 100 and category rankings.Top RisersNVIDIAINSTAGRAMFACEBOOKGOOGLE CLOUDUBERADOBEPINDUODUOSAPORACLEAMDNETFLIXBOOKING.COMSALESFORCEZARAMIC

281、ROSOFTMERCADO LIBREDELL TECHNOLOGIESCHASETIKTOKCHIPOTLEBusiness Technology and Services PlatformsMedia and EntertainmentMedia and EntertainmentBusiness Technology and Services PlatformsConsumer Technology and Services PlatformsBusiness Technology and Services PlatformsRetailBusiness Technology and S

282、ervices PlatformsBusiness Technology and Services PlatformsBusiness Technology and Services PlatformsMedia and EntertainmentConsumer Technology and Services PlatformsBusiness Technology and Services PlatformsApparelBusiness Technology and Services PlatformsRetailBusiness Technology and Services Plat

283、formsFinancial ServicesMedia and EntertainmentFast FoodCATEGORYSource:Kantar/Kantar BrandZ(including data from S&P Capital IQ).Kantar 2024|47Top RisersTOP RISERS TECH,MEDIA BRANDS BOUNCE BACK This years 20 Top Risers represent the brands that grew their valuations the most year on year across the To

284、p 100 and category rankings.Overall,the 2024 rankings featured strong rebound performances from Tech brands(that is,both Consumer and Business Technology and Services Platforms brands)and Media and Entertainment brands following last years temporary tumble.So its no surprise that most of this years

285、Top Risers hailed from these sectors.This years number one top riser,NVIDIA,grew 178%year on year as demand continued to soar for the brands advanced graphics chips.But what really sets NVIDIA apart is the faith that retail and institutional investors alike have in NVIDIAs centrality to the biggest

286、disruptive narratives in tech innovations like generative AI,autonomous mobility,and spatial computing.If youre bullish on any of these trends,odds are youre bullish on NVIDIA:Thats how well the brand positioned itself on the frontiers of innovation.This same bullishness has also buoyed a number of

287、business-facing Tech brands more broadly:Names like Google Cloud,Adobe,SAP,Oracle,and AMD,all of which posted year-on-year growth upwards of 50%.Brands were also rewarded this year for showing the market that they could boost profitability while retaining their strong core brand equity.See,for examp

288、le,the rebounding fortunes of tech-forward Media and Entertainment brands like Facebook,Instagram,and Netflix.All of these tech headlines are important to note in light of the fact that,last year,there were precisely zero Tech brands among the rankings 20 Top Risers.Instead,the 2023 rankings saw Top

289、 Risers hailing from the Telecom Providers,Food and Beverages,Luxury brands,etc.Still,even last years fastest-rising brand(Airtel,which grew 24%between 2022 and 2023)rose at a rate much slower than this years 20th-fastest riser,Chipotle(36%).This year,Chipotle is one of several Top Risers this year

290、hailing from outside of the traditional tech world.Zara,Mercado Libre,and Chase are the others.All of these brands have put up growth numbers for 2024 that serve to shake off last years slump,and then some demonstrating the ways that strong brand equity can help businesses to recover faster when the

291、 macroeconomic picture begins to turn around.Kantar 2024|48Thought Leadership&Brand Building Brand ValuationsNevertheless,we know that a brand is one of the companys most valuable assets.In many cases,it is the most valuable one.Kantar BrandZ data shows,on average,that brand accounts for roughly 30%

292、of business value.And for the highest-performing brands,this proportion can rise to more than 50%.Ultimately,Kantar BrandZs metric of brand value depends on consumer perceptions as well as a companys ability to translate that brand equity into shareholder value.In that financial realm,weve seen how

293、the Kantar BrandZ portfolio(based as it is on the worlds most valuable brands)has consistently outperformed the stock market,even amid the enormous disruptions caused by various macro-economic headwinds.Time and again,the market has proven that strong brands dont just survive,they thrive.Brands crea

294、te value by justifying higher price premium and by predisposing customers to choose the brand.Amongst competing methodologies,the Kantar BrandZ approach is the only one that builds on quantitative customer data to assess the isolated impact of the brand on the overall value it creates.This opens sev

295、eral opportunities for analysis and insights that go beyond identifying a businesss relative size.Whats offered instead is a quest to answer key questions.The importance of building brands is a no-brainer for marketing and insights professionals.To those outside of our profession,however,brand build

296、ing is too often seen simply as an extraneous cost,one of the first things to curb when the going gets tough.Brand building is seen as a long-term project that is hard to objectively measure and as such is compared unfavourably with the short-term objective of direct sales uplift.Nikhil Banga Head o

297、f Valuations,Kantar BrandZGreg Biro Head of Ad Hoc Brand Valuations EMEA,Kantar CFROM MARKETING METRIC TO BOARDROOM ESSENTIALBrand ValuationStrategicMarketing ROIBrand architectureBrand positioningCommercialFranchising and licensing strategyInternalBrand tracking Kantar 2024|49Thought Leadership&Bra

298、nd Building Brand ValuationsSTRATEGICHow do I drive brand value growth,and how do I measure the return generated by marketing investments?In the process of valuing a brand,we also identify the related value of brand associations that is,the dollar amounts linked to the various drivers of brand equit

299、y(e.g.trust,or quality perceptions).This supports the prioritisation of strategic brand building directions based on real monetary value,which can be linked directly to brand investments.By comparing the most valuable areas of brand equity improvement with feasibility and the competitive context,we

300、can build a long-term brand development roadmap with clear indications of expected value growth.Using the same input,we can identify the incremental brand value that can be generated by marketing investment over time.Conducting scenario analysis on the assumptions in a valuation can be used as a dyn

301、amic tool to identify the return on investment of specific activities.Through our Meaningful Different and Salient(MDS)framework,we analyse brand equity data to understand the link between individual attributes and their eventual impact in driving brand value.For example,we recently worked with an e

302、nergy brand operating a large network of gas stations globally.They wanted to delineate the key levers that could drive financial growth for the global brand as a corporate asset.By looking at upstream and downstream operations by region,we pinpointed the key areas that could drive brand success and

303、 future growth across the globe.We then checked these potential value growth drivers against their required marketing investments which naturally fed into a three-year brand development roadmap for the brand.What is the ideal brand architecture for my portfolio?As a company grows and acquire new bra

304、nds,there will come a time when it must assess the most efficient way to manage its brand portfolio.Some brands will have significant,hard-to-replace value,while others could benefit from the added value and synergies of an umbrella brand.With the help of brand valuation analysis,we can assess the v

305、alue impact of branding changes and highlight the key risk areas,to inform managerial decisions about brand portfolio optimisation.To that end,we recently worked with a B2B packaging company that had acquired several brands over the years,resulting in a complex portfolio that the companys own sales

306、teams often struggled to understand.To drive both internal and external clarity,this client sought to develop a simpler brand architecture without jeopardising the value that had been created historically.By assessing brand value,we could identify the companys most important brand assets and separat

307、e them from brands that did not carry significant equity.Various migration strategies were put in place to transition brands underneath the more powerful umbrella brands,leading to an easy-to-understand portfolio.The role of individual brand drivers in creating overall Brand ValueDriver 1$6,27821%Dr

308、iver 8$1,8716%Driver 7$2,1127%Driver 6$2,84510%Driver 5$3,81713%Driver 4$3,94113%Driver 3$4,31715%Driver 2$4,53015%Total Driver Value(US$M)$29,710 M Kantar 2024|50Thought Leadership&Brand Building Brand ValuationsCOMMERCIALINTERNALWhat is the value of my brand when licensed?For many businesses,an im

309、portant commercial objective is to expand the footprint of a brand in other words,to make the brand accessible to more consumers across more markets.One way to do this is through franchising and licensing agreements.With robust analytic techniques,it is possible to explore the implications for licen

310、sing strategies(including royalty or franchisee rates)based on brand valuation.Our brand valuation approach helps brands arrive at proposed licensing rates by considering factors like margins,competition field analysis and our IP-protected Brand Contribution methodology.What value does sponsorship c

311、reate for my brand?Another angle to licensing is understanding the value of sponsorship for a brand.To take a very timely example,sponsorship of key global sports events is often a hot topic,where understanding value creation becomes critical to make financial decisions.We have partnered with severa

312、l brands to measure the equity and brand value impact that sponsorship brings for them,supporting decisions on the level of investment.How do I align senior managements KPIs?Marketers work hard to build Meaningful and Different associations in consumers minds.Its an outcome that is built on long-ter

313、m,consistent work to improve brand perceptions.But its also an achievement that sometimes goes underappreciated relative to the contributions of other business departments,for lack of clear KPIs.Kantar BrandZ offers a way to introduce strong KPIs into business success metrics such as the ones charte

314、d below thus making it a tad bit easier for businesses to acknowledge and reward the extraordinary work that marketers put in.How do I create a narrative towards investors about my brands value?Brand value is a great way to attract the attention of those who have a direct say in the performance of a

315、 companys stock:the investors.The investment community recognises the influence of brand on valuation,with brand being one of the top considerations to investors when evaluating a companys prospects.Advertising the value of a brand in the annual report and in investors presentations not only disclos

316、es the strength of the brand to the financial world it also accentuates the purpose and care a companys management puts into its brands.MeaningfulA clear and consistent emotional connection and is seen to deliver against consumer needsBuy nowDemand PowerDifferentOffers something that others dont and

317、 lead the wayPay morePricing PowerSalientHow quickly and easily it comes to mind when making a purchase or usage decisionBuy againFuture Power$Kantar 2024|51There is more to Brand Valuation than rankings.By connecting brand equity to dollars,we can help you address multiple strategic questions via a

318、d hoc Brand Valuation,depending on your needs:What is the value of my brand and how can I increase it,creating long-term value for my business?What is the impact of brand-related investments on delivering incremental brand value(return on marketing investment)?How can I optimise the value of my bran

319、d portfolio via clear brand architecture?What is the value of sponsorship,how much is it increasing my brand value?What is my brands endorsement worth,what should I charge for licensing?Brand Valuation helps bring insights and marketing into the boardroom using a financially sound,brand-specific,and

320、 customer-centric approach.Our methodology is unique in leveraging quantitative insights from real customers based on Kantars Meaningful Different and Salient framework,which has a proven link to revenue growth.The Kantar BrandZ methodology conforms to the US GAAP and International Financial Reporti

321、ng Standards(IFRS)and has withstood scrutiny from European tax authorities.It is certified by the Marketing Accountability Standards Board(MASB)and compliant with ISO 10668 for Brand Valuation.To find out more: Kantar 2024AD HOC BRAND VALUATIONS FROM KANTAROR CONTACT:EMEA:APAC:Americas: Kantar 2024|

322、52ACCELERATING GROWTH53 57 59 6469 72 76 8084 87 90 WHAT IS THE BLUEPRINT FOR BRAND GROWTH?RATIONAL AND EMOTIVE CONNECTIONS WHY DIFFERENCE MATTERS FOR B2B MARKETERS EMOTIVE BRAND POSITIONING TURN TO THE LEFT,TURN TO THE RIGHT?MAYBE SHES BORN WITH IT:MAYBE ITS STRONG BRANDING REDEFINING CUSTOMER EXPE

323、RIENCE OUT OF SIGHT,OUT OF MIND AIRBNBS STRATEGY FOR GROWTH BEING PRESENT HOW SAMSUNG HAS CONTINUED TO GROW THROUGH INNOVATION TO REMAIN A STRONG BRAND IDENTIFY OPPORTUNITIES TO GROW Kantar 2024|53Its the newest thinking from Kantar that solves the chicken and egg dilemma of marketing.Do attitudes d

324、rive sales?Or is it that sales drive behaviours that,in turn,drive more sales?In other words,which of the following two scenarios would best describe the success of this widely recognised product?Version 1:The iPhone 16 has just been released.Its more premium than my current device and Ive got to ha

325、ve it.Version 2:Ive just purchased the iPhone 16,so it must be better than the one Ive got.If real-life purchasing mirrors Version 2,a marketing team shouldnt spend time or resources building a brands perceptions.This is the doctrine our industry came to heavily embrace over the last decade.Behind t

326、his paradigm shift was Byron Sharp and his team at the Ehrenberg Bass Institute.Radical and fresh in equal measure,his thinking swept all of us in marketing off our feet.His findings urged brand managers to make our brands available everywhere in the mind,on the shelf,online and to load them up with

327、 distinctive assets.The thinking went that if we did so,our brands would be chosen by consumers.In this framework,penetration was celebrated as the chief totem of growth a claim that we at Kantar also certified and further quantified with pronouncements like,“If you grow by one penetration point,the

328、n youve had a good year”.At the same time,Kantar never stopped testing and re-testing its brand building assumptions by making use of its vast trove of market and brand perceptions data.Sure,big brands are big.But what really defines growth in the long run?This is an answer that,in truth,can best be

329、 answered by analysing data over time,rather than theorising based on the state of play at a fixed point in time.WHAT IS THE BLUEPRINT FOR BRAND GROWTH?Mary KyriakidiGlobal Thought Leader,B Thought Leadership&Brand Building Blueprint Growth Accelerators Kantar 2024|54Thought Leadership&Brand Buildin

330、g Blueprint Growth AcceleratorsMarketing thinking is forever evolving Almost 15 years since the little earthquake that caused us to prioritise availability,top Kantar scientists have used billions of data points to re-examine and,ultimately,refine our thinking.They found that,in fact,having the high

331、est penetration today doesnt necessarily guarantee market share gains in the future.Rather,this future success is best predicted by having a favourable equity/size dynamic in the present day:Those brands that currently enjoy stronger brand equity than expected given their brand size are the ones tha

332、t are primed to growand grow faster.What weve learned,in other words and somewhat contra Sharp is that:Penetration is an outcome(and not the single route to growth).Salience may be a requirement for brand growth,but it is not the only one.Mental and physical availability are simply table stakes.Thes

333、e findings were the fruit of an analysis of more than 40,000 brands more brands than ever researched by an organisation in one go.Its a study that as Kantar sees it ought to put brand perceptions back at the heart of businesses marketing efforts.And its at the heart of Kantars recently released Blueprint for Brand Growth.The Blueprint for Brand Growth is Kantars contribution to marketings pursui