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1、IconicMovesTransformingcustomerexpectationsTWENTYYEARSOFBRANDVALUATIONDATAHASMANYSTORIESTOTELL.WELCOMETOINTERBRANDBESTGLOBALBRANDSThirtyyearsago,weaskedourselvesaboutthenuancedrelationshipbetweenbrandandbusinessperformance;‘Howmuchisabrandworth?’and‘Howcanwetrackandimproveitsperfo
2、rmanceovertime?’Aimingtoanswerquestionsofthiskind,webuilttheworld’sfirstaccreditedbrandvaluationmethodology.Inthepast30years,wehaveconductedthousandsofbrandvaluationexercises,underpinnedbyourproprietaryBrandStrengthframework,tohelpbusinessescreateroadmapstostrongerbrandsandcustome
3、rexperiences.In2000wepublishedourfirstrankingofthemostvaluablebrandsintheworld,andthisyearwearemarkingits20thedition.Twentyyearsofbrandvaluationdatahasmanystoriestotell.Only31brands(e.g.Disney,Nike,andGucci)fromthe2000rankingremainonthetabletoday;137brands(e.g.NokiaandMTV)havecome
4、andgoneintheinterveningyears.Coca-ColaandMicrosoftaretheonlybrandstohaveretainedtoptenspots.In2001(thefirstyearinwhichthetableincluded100brands),thecumulativebrandvalueresidingintheworld’stop100brandswas$988B.Today,thatvaluestandsat$2.1T—representinga4.4%averageCAGRandmorethan2.1x
5、increaseintotalvalue.ThesefiguresbehindBestGlobalBrandstellaclearstory:insuchafluidmarketlandscape,investinginbrandiskeytolong-termsuccess.Today,thereisnoquestionastowhetherbrandshaveintrinsicvalueornot.MillennialsandGenZcontinuetopushcompaniestoredefinewhateffectivebrand-building
6、means—andincreasingly,whatitmeanstobeatrulyvaluablebrandintheireyes.Withever-savvierconsumerbases,brandsareexpectedtoactinlinewiththeircustomers’values.Consumersexpectnotjustengagingexperiences,butboldactionsthattransformtraditionalcategoriesandhelpmaketheworldabetterplace.Whileit
7、’sanexcitingtimetobeabrandleader,afarmoredynamiclandscapemeansbrand-buildingismoredifficultthanever.Whatweareseeinginthisevolvingmarketlandscape,wherecustomers’expectationsaremovingfasterthanacompany’sabilitytorespond,isthatincrementalmovescanonlykeepyouinthegamefortheshortterm.Th
8、efastestgrowingbrandsaremakingwha
