Brand Battle 2011 - The strongest brands in the Netherlands

2011BRAND

BATTLE

The strongest brands in the Netherlands

CONTENTS

1. METHODOLOGY2. TOP 100 STRONGEST BRANDS IN THE NETHERLANDS3. TOP 25 MOST DIFFERENTIATED BRANDS IN THE NETHERLANDS4. CATEGORIES MEDIA •Top10 •BrandBattle:RTL4vs.SBS6 •ConsumerProfile:Facebookvs.Hyves RETAIL •Top10 •BrandBattle:DeBijenkorfvs.V&D •ConsumerProfile:AlbertHeijnvs.Lidl FMCG •Top10 •BrandBattle:Nespressovs.Senseo •ConsumerProfile:Axevs.Rexona

TECHTRONICS •Top10 •BrandBattle:Canonvs.Nikon •ConsumerProfile:iPhonevs.Nokia FINANCIALS •Top10 •BrandBattle:ABNAMROvs.Rabobank •ConsumerProfile:ASNBankvs.VanLanschot

51COUNTRIES

OVER

800,000CONSUMERS

CONTINUOUSVALIDATION

72DIFFERENT BRAND VARIABLES

265STUDIES

18YEARS

CONSISTENTMETHODOLOGY

BRANDSCAPE THEORY

45,000+BRANDS

1993, 1997, 2000,2003, 2005, 2007,2008, 2009, 2010,2011

NETHERLANDS:± 1,000 BRANDS,

1,500 RESPONDENTS

BRAND BATTLE SYMBOLISES THE STRUGGLE WAGED BY ALL BRANDS FOR THE BEST POSITION IN THE MIND OF THE CONSUMER. THIS POSITION IS EXPRESSED IN A UNIQUE BRANDASSET SCORE, WHICH IS THE SUM OF THE FOUR MAIN PILLARS OF A BRAND: DIFFERENTIATION, RELEVANCE, ESTEEM AND KNOWLEDGE. THE HIGHER THE SCORE, THE STRONGER THE BRAND.

INTRODUCTION

iPhoneasnotableexamples.Nowthatthe Dutch consumer is more oftenchoosingtelephoneswithanAndroidoperating system, the question iswhether iPhone will manage to holdontoitsstrongpositionthisyear.

Fuelled by falling confidence in theeconomy,wesawacleartrend intheresearch towards‘conscious living’ lastyear, but whether this trend has trulyhad a lasting influence on consumers’brandchoicesremainstobeseen.

Inthispublicationwedealwiththeseandmanyotherdevelopmentswithinthe Dutch brand landscape. If afterreading it you are interested to knowwhether your brand is beating yourcompetitors, take on the fight atbrandbattle.nl and see how strongyourbrandreallyis.

Scan the QR code with your mobile phone or go to: m.brandbattle.nl

‘The question is whether iPhone will manage to hold on to its

strong position this year.’

This publication on the strongestbrandsintheNetherlandsisbasedontheworld’slargestbrandresearchtool:BrandAsset™ Valuator. We have beentracingtheDutchbrandlandscapeinaconsistent way using BAV since 1993.Everyyearweinvestigatearound1,000brandsonmorethan70variables.Thatleads, among other results, to a rank-ing of the strongest brands in theNetherlands.

InrecentyearsGooglehasdominatedtherankings,afterhavingknockedIKEAfrom the throne in 2007. Ever since

thenGooglehasbeenabletocallitselfthestrongestbrandintheNetherlands.Nevertheless,majorchangeshavebeenvisible justbelowthetoppositions inrecent years, such as the growth ofe-commerce brands. Marktplaats.nl(the‘Dutch eBay’) forced its way intotheTop 10 in 2009, for example, andBol.com can also now count itselfamongthe10strongestbrands.

The constant growth of the digitalworld could be clearly seen in recentyearsinthebreakthroughofthesmart-phone brands, with BlackBerry and

http://www.brandbattle.nl

1METHODOLOGY

Buildingastrongbrandislikebuildingarelationship.Itbeginswhenyouseeeach other for the first time. There issomethingthatstrikesyou.Somethingspecialanddistinctive.ThinkofApple,for example. Differentiation is the keyto success, because a brand that isnot uniquehaslessraison d’être.Sodif-ferentiationisalsothefirstelementofbrandstrength thatwemeasurewithBAV.

Ofcourseahighlevelofdifferentiationis good news for a new brand. But ifthat is the only thing the consumer

experiences (‘it’s really different…’)then you have a problem as a brand,because it is then still unclear how itfitsintoconsumers’lives,andthebrandevidentlydoesnotsolveanyproblemsforthem.Thatiswhyrelevance isthesecond essential element of brandstrengththatwemeasure.

Some(butbynomeansall)brandsthathave existed for a long time and arewell established have built up theiresteem among the general public.Esteemis relatedtothefeelingthatabrandoffersgoodqualityandlivesup

THE STRENGTH OF THE BRANDS ON THE BASIS OF THE RESULTS FROM BRANDASSET™ VALUATOR IS EXPRESSED IN A UNIQUE BRANDASSET SCORE. THIS IS THE SUM OF THE SCORES ON THE FOUR MAIN PILLARS OF A BRAND: DIFFERENTIATION, RELEVANCE, ESTEEM AND KNOWLEDGE. EACH PILLAR IS IMPORTANT IN ITS OWN RIGHT, BUT ONLY POWER BRANDS SUCCEED IN CLAIMING THE HIGH GROUND ON ALL OF THEM. SO THE HIGHER THE BRANDASSET SCORE, THE STRONGER THE BRAND.

to itspromises,andso ithasastrongrelationship with the brand’s perform-ance.Esteemisthethirdelementofastrongbrand.

Finally,ifabrandfitsinwithconsumers’dailylivestheygettoknowthebrandbetterandbetter,andacertainknow-ledge with the brand develops. BAVmeasuresthatwiththefourthelement:knowledge.Thebrandhasbecomeaniconofthetotalbrandlandscape.

Soabrandisbuiltonfourpillars.Inthismodel new, up-and-coming brandsdisplay the following profile: high dif-

ferentiation and growing relevance,butstilllowknowledge.AnexampleofastronglyupcomingbrandisRituals.

Brandsthatoccupyanextremelystrongposition with the average Dutch con-sumerhavesucceededinbuildinguphighdifferentiation,relevance,esteemand knowledge. Google and IKEA areexamplesoftruePowerBrands.

There are also brands that were oncestrong but have lost their uniquenessover the years. All that a weakenedbrand like Motorola has left is itsknowledge.

4 pillars of brand strength

DIFFERENTIATION RELEVANCE ESTEEM KNOWLEDGE

Rituals Google Motorola

Differentiationandrelevanceshowusthedirectionthatabrandisdevelopingin.Thatiswhywecombinethesetwoelements intotheleadingindicatorofabrand’sgrowthpotential:itsvitality.

Esteemandknowledgegivea feelingof a brand’s current position, andin which direction this position isdeveloping. That is why we combinethesetwoelements intothe indicatorofabrand’sstature.

Ifweplotbrandvitalityagainstbrandstature (PowerGrid™) we get a clear

picture of how brands gain and losepower. Brands have the tendency todevelopinaclockwisedirectiononthePowerGrid.

ThepowerofabrandaccordingtotheBAVshowsaclearlinkwithanorganisa-tion’s financial performance. ResearchbySternStewart&Co.hasshownthataPowerBrandisworthupto2.3timesits current turnover. It also turns outthat a high level of brand vitality hasmore effect on turnover than thebrand stature: 1.7 times vs. 0.6 timestheturnover.

‘Research has shown that a

Power Brand is worth up to 2.3 times its

current turnover.’

The PowerGrid

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BRAND STATUREESTEEM & KNOWLEDGE

PROMISING / NICHE

POWER BRAND

FALLING

WEAKENED

LACKING FOCUS

NEW

D R E K

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Financial performance

1.7x2.3x

1.3x

0.6x

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0.9x

TOP 100

BRAND BRAND ASSET SCORE

% RANK

VAR 2010

1 Google 100 0.0

2 IKEA 99.9 0.0

3 Coca-Cola 99.8 +0.5

4 DouweEgberts 99.7 +0.7

5 Efteling 99.6 -0.1

6 AlbertHeijn 99.5 +0.3

7 Marktplaats.nl 99.3 -0.1

8 Philips 99.2 +0.9

9 Bol.com 99.1 -0.2

10 Microsoft 99.0 -0.8

11 LEGO 98.9 +0.8

12 HEMA 98.8 +0.3

13 YouTube 98.7 +2.0

14 Calvé 98.6 +0.5

15 DiscoveryChannel 98.5 -0.4

16 Amsterdam 98.4 +1.0

17 NationalGeographic 98.3 +0.8

18 Pickwick 98.2 -0.5

19 Senseo 98.0 -0.8

20 NOS 97.9 -1.6

21 Miele 97.8 -0.4

22 Wikipedia 97.7 +0.8

23 RedCross 97.6 -0.1

24 WWF 97.5 +2.0

25 Duracell 97.4 +0.2

TOP 100


% RANK

VAR 2010

26 DutchConsumers’Association 97.3 +6.4

27 Tefal 97.2 +2.0

28 Schiphol 97.1 +0.4

29 ANWB 97.0 -0.9

30 Unox 96.8 -0.8

31 DutchCancerSociety 96.7 +2.3

32 Xenos 96.6 +4.8

33 Maggi 96.5 +8.2

34 Apple 96.4 +6.2

35 Magnum 96.3 -2.3

36 Rabobank 96.2 +4.7

37 Cup-a-Soup 96.1 +0.2

38 CliniClowns 96.0 -2.0

39 TomTom 95.9 -0.1

40 Verkade 95.8 +3.1

41 Dreft 95.7 -0.8

42 Wegenwacht 95.5 +0.9

43 Heinz 95.4 +1.6

44 Disney 95.3 -2.0

45 Nederland1 95.2 -1.8

46 Lidl 95.1 +5.2

47 Gazelle 95.0 +4.5

48 DeRuijter 94.9 +2.4

49 Becel 94.8 +2.4

50 Bijenkorf 94.7 +5.3

TOP 100


% RANK

VAR 2010

51 TheOlympics 94.6 -0.3

52 Kika 94.5 +6.3

53 Pringles 94.3 +4.9

54 Mona 94.2 +3.2

55 Duyvis 94.1 +0.7

56 Côted’Or 94.0 +1.4

57 Oral-B 93.9 -1.8

58 PinkRibbon 93.8 +2.1

59 V&D 93.7 +6.9

60 Chocomel 93.6 -2.1

61 Nokia 93.5 -1.9

62 Bolletje 93.4 -1.4

63 M&M’s 93.3 -0.1

64 Postbus51 93.2 +13.4

65 Sony 93.0 -3.8

66 Smiths 92.9 +2.3

67 Zwitsal 92.8 -3.4

68 KLM 92.7 +3.9

69 Conimex 92.6 -3.9

70 Kruidvat 92.5 +0.2

71 Appelsientje 92.4 +3.4

72 Honig 92.3 +0.1

73 Merci 92.2 +2.1

74 MaxHavelaar 92.1 +2.5

75 WindowsLiveMessenger 92.0 _

2TOP 100STRONGEST BRANDS IN THE NETHERLANDS

TOP 100


% RANK

VAR 2010

76 Unicef 91.8 -3.5

77 RTL4 91.7 +10.9

78 DisneylandParis 91.6 -4.7

79 DutchHeartFoundation 91.5 +3.0

80 Lay’s 91.4 +4.3

81 Hak 91.3 +1.7

82 Spa 91.2 -2.7

83 Aldi 91.1 +0.8

84 Mars 91.0 -3.0

85 Bose 90.9 +13.4

86 Campina 90.8 -0.4

87 Bang&Olufsen 90.7 +25.0

88 VARA 90.5 +18.5

89 Venz 90.4 +5.7

90 Autodrop 90.3 +3.0

91 Wii 90.2 -5.9

92 AHExcellent 90.1 +1.9

93 Roosvicee 90.0 +13.3

94 Greenpeace 89.9 +4.1

95 McDonald’s 89.8 +2.9

96 TheHague 89.7 +10.3

97 UnitedNations 89.6 +13.0

98 Peijnenburg 89.5 +10.4

99 Nivea 89.3 4.2

100 iPhone 89.2 +13.7

Googleistheultimateguidethroughtheonlineworldanditsassociateddemandforinformation.Ithasachieved‘prototypestatus’:thebrandisasymbolforitsowncategory.Itsmission:‘wemaketheworld’sinformationuniversallyaccessibleanduseful’ismaintainedwithnewbrandinnovations.GooglehasrecentlymadebigadvanceswithitsChromebrowser,itsAndroidmobileoperatingsystemcontinuestogrowinpopularity,andwithGoogle+ithasenteredthefraywithFacebookandthe‘DutchFacebook’Hyves.Nevertheless,thefirstslightsignsofadeclinecanbeseeninGoogle’sbranddifferentiation.TheGooglecorporatebrandisthreatenedwith losing its sharp definition with its many, ever broader brand innovations.Dutchconsumersthereforeseethebrandaslessuniquethantheyhaveinrecentyears.Thiscouldeasilymeanthatthetoppositionwillbefilledbyadifferentbrandnextyear.

Forexamplebythecurrentnumber2:IKEA.TheSwedishfurnituregiantdoesnothave theeveryday relevanceofGoogle,but likeGoogle ithasclaimed itsowncategory,inIKEA’scaseonthebasisofdistinctivedesignandself-assembly.InthiswayIKEAdifferentiatesitselfintermsofbothdesignandprice.

AnotherstrikingfeatureoftheTop100isthatmanybrandsofDutchoriginareextremelystrong,andareevengrowing.Douwe Egberts, Efteling, Albert Heijn,Marktplaats.nl, Philips, HEMA, Calvéand Pickwick are all brands that areanchored inDutchculture.Theyhavebecomeanelementofdailylife.Thesesuccesses of Dutch brands are linkedwith the higher esteem of authenticbrands.Morethanlastyear,consumersprefer established brands that offertrustedquality.WethereforeseeothertypicalauthenticbrandsintheTop100,such as Gazelle, De Ruijter, Becel,Appelsientje, Venz and Peijnenburg.The BrandAsset Scores of all thesebrandshavegoneup,andinalmostallcasestheirbrandpreferenceratinghasalso risen. And for many years it hasbeen impossible to imagine Dutchculture without Maggi, which iswronglyperceivedastypicallyDutch.

TheTop100alsoshowstheriseofthe‘socially critical citizen’ and the ‘con-scious consumer’. Firstly, charities arestill well represented in the Top 100,and a number of them, such asWWF,the Dutch Cancer Society, Kika, PinkRibbon, the Dutch Heart FoundationandGreenpeace,continuetogrowstillfurther.But the socialengagementof

consumerscanmainlybeseen in thesteep rise of the brands Postbus 51,The Hague and the United Nations.More than last year, people indicatethattheythinkourpoliticalsystemhasimproved, and they are more interest-ed in politics. Finally, the rise of theDutch Consumers’ Association brandclearly reflects the importance of the‘conscious consumer’: people want tomake the right, well-considered deci-sions. Comparison websites likeKieskeurig.nl and Independer.nl alsobenefitfromthis.

The fact that the average Dutch con-sumerisincreasinglycriticalandmakesmore conscious choices does notdetract from the fact that Dutch peo-plestillhaveagreatdealofinterestininnovation and technology. We seebrands like Apple, iPhone, Bose andBang&Olufsenrisingsteeplybecausetheyarebecomingevermorerelevantand familiar to a mass audience. Theconsumerisevidentlymakingmoreofaconsciouschoiceforaparticularvalue,ratherthansimplythelowestprice.

THIS YEAR, JUST AS LAST YEAR, GOOGLE IS THE STRONGEST BRAND IN THE NETHERLANDS AND IKEA IS THE RUNNER UP. BOTH BRANDS STILL SUCCEED IN COMBINING THEIR BRAND STATURE WITH HIGH DIFFERENTIATION AND RELEVANCE.

‘The Top 100 shows the rise of the socially critical citizen and the conscious consumer.’

TOP 100STRONGEST BRANDS IN THE NETHERLANDS

3

PowerGrid with Clone Zone

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TOP 25 MOST DIFFERENTIATED BRANDS

In2011theEftelingthemeparkisthemostdiffer-entiated brand in Holland for the first time. Thebrandisbasedonauniquefantasyworldthatisfriendly and accessible, but also constantly sur-prising.Ithasbeenviewedas‘innovative’and‘uptodate’foryears.Inaddition,theEftelingbenefitsfrom its enormously strong brand experience,which makes the brand relevant and especiallyvalued.

Harley-Davidsonisanotherhugelyuniquebrand,and it has even become a lifestyle to somepeople:theultimateformofinvolvement.

Differentiation leads directly to im-provedfinancialperformance.Researchby BrandAsset™ Consult in partnershipwith Nyenrode Business University andErasmusUniversityRotterdamhasshownthat differentiation determines up to40%ofthereturnoninvestment.

DIFFERENTIATION IS THE MOST IMPORTANT FACTOR WITHIN MARKETING. IN MARKETS WHERE THE IMPORTANCE OF DIFFERENTIATION IS FORGOTTEN, A CLUTTER OF BRANDS ARISES, ALL OF THEM OFFERING THE SAME THINGS, MAKING THE SAME APPEALS AND DOING THE SAME THINGS. THESE MARKETS ARE USUALLY CHARACTERISED BY WEAK BRANDS, AND THE MARGINS ARE OFTEN LOW. IN THE POWERGRID™ THESE BRANDS CAN BE FOUND IN THE SOCALLED ‘CLONE ZONE’.

‘Differentiation

is the most important

factor within marketing.’

TOP 25 MOST DIFFERENTIATED BRANDS

TOP 25

BRAND DIFFERENTIATION SCORE% RANK

1 Efteling 1002 Bang&Olufsen 99.93 Harley-Davidson 99.84 Apple 99.75 IKEA 99.66 Porsche 99.57 Coca-Cola 99.38 Ferrari 99.29 Wikipedia 99.1

10 Rolex 99.011 Bose 98.912 Amsterdam 98.813 LEGO 98.714 DiscoveryChannel 98.615 Cartier 98.516 iPhone 98.417 iPad 98.318 DisneylandParis 98.219 NationalGeographic 98.020 RollsRoyce 97.921 Audi 97.822 Jaguar 97.723 Rivella 97.624 CliniClowns 97.525 Ben&Jerry`s 97.4

Applecanalsobefoundatthetopoftherankings.AndtheApplebrandhasalsobecomeawayoflifeforsomepeople.TheDutchconsumerseesthe brand as something special: one of a kind.The fact that Apple isdoingwellisshownbythehighpositionsofitssubsidiaries:iPhoneandiPadarealsoamongthemostdifferentiatedbrandsintheNetherlands.

TheTop25canberoughlydividedintotwogroups.Onegroupofbrandsowesitsraison d’êtretodifferentiationandthecreationofauniqueniche.SowecanidentifyluxurybrandslikeBang &Olufsen,FerrariandRolexthatquitesimplydonotwanttoberelevanttotheaverageDutch con-sumer.Asecondgroupofbrandslinksahighdegreeofdifferentiationwith great relevance: IKEA, LEGO and Discovery Channel have carvedouttheirowncategoriesforthemselves,andarebothuniqueandenor-mouslyrelevantwithinthem.

Discovery Channel 2011


4CATEGORIES

ThecategoriesarealsotheplayingfieldofsomefascinatingBrandBattles,forexampleRTL4vs.SBS6andNespressovs.Senseo. On the following pages we reveal the winners ofthesebattles,andexplainthereasonsfortheirsuccess.

Buttheresearchgoesevendeeper,becauseforeachtypeofbrandthereisalsoatypeofconsumer.Whatarethediffer-ences between the consumers of two competitors? Whatother products and brands do they buy? BAV investigatesthe consumer’s motivations, demands, lifestyle and brandpreferences,andsomakesitpossibletodrawupadetailedConsumerProfile.

ONLY ONE BRAND CAN BE THE UNDISPUTED WINNER, BUT THE TOP BRANDS IN THE BRAND LANDSCAPE ARE VERY CLOSE TOGETHER, AND THERE ARE SEVERAL BRANDS THAT HAVE GAINED AN EXTREMELY STRONG POSITION. TO DO GREATER JUSTICE TO THE STRENGTH OF THESE BRANDS WE ZOOM IN ON FIVE CATEGORIES: MEDIA, RETAIL, FMCG, TECHTRONICS AND FINANCIALS. WHAT ARE THE STRONGEST BRANDS WITHIN THESE CATEGORIES? WHAT ARE THE STRIKING TRENDS?

MED

IA

TOP 10 STRONGEST MEDIA BRANDS

TOP 10 BRAND BRANDASSET SCORE % RANK

1 Google 100

2 YouTube 98.7

3 DiscoveryChannel 98.5

4 NationalGeographic 98.3

5 NOS 97.9

6 Wikipedia 97.7

7 Nederland1 95.2

8 RTL4 91.7

9 VARA 90.5

10 BBC 89.1

The media brands category clearlyshows the crucial importance of theonlineenvironment:theinternetistheplacetofindouteverythingyouwantto know about the world around you,including what your friends are up to.And the continued growth of onlineadvertising shows that advertisers arealsoincreasinglyembracingthepowerof the medium. Google and YouTubehead up the list of strongest mediabrands,but thewell-knownsocialme-dia are also taking a more and moreimportant place among the strongestbrands.Althoughthe‘DutchFacebook’Hyveshasdeclinedinbrandstrengthincomparisonwithlastyear,itstillremainswellaheadofFacebookitself.Theques-tion ishowlongthiswill last,becauseFacebook’s visitor numbers have nowovertakenthoseofHyves.

AlthoughtheaverageDutchconsumerhasagrowingdemandforknowledgeandinformation,thepaperinformationmedia continue to decline. The firstnewspaperweseeinthelistisDeTele-graaf(withaBrandAssetScoreof70.4%),but for this major newspaper too adecline can be seen in relation to lastyear. In the dynamic media landscape,these newspapers are not ‘up to date’enough in the opinion of the Dutchconsumer. A multimedia approachseems to be the only way forward fortheestablishedmediabrands.

Hyves

2010 2011


Whereas in 2010 SBS 6 was strongerthanRTL4,therolesarenowreversed.WithaBrandAssetScoreof92.1%,RTL4beatsSBS6,whichhasascoreof85.0%.RTL4hasexperiencedastrikingriseinbrand strength (+10.5) and that is anespecially remarkable achievement inviewofthefactthatmostTVchannelshave shown a falling trend for years.Soit isalsonoteworthythatRTL4hastakenitsbiggestleapindifferentiation:

2011 is thefirstyear inwhichRTL4 ismore differentiated than SBS 6. Look-ingbackatlastyear,thecomparisonofRTL 4’sThe Voice of HollandwithSBS 6’sPopstars says it all: in October 2010RTL 4 achieved the highest marketshare–at21.5%–ofthelasttenyearswithin the 20-49 age group (ZenithOptimedia).AlongsideThe Voice of Hol-land, programmes such as Ik Hou Van Hollandhavealsoplayedapartinthis.

Differentiation RTL 4 vs. SBS 6

DIFFERENTIATION

2010 2011

RTL 4 SBS 6

BRAND BATTLE RTL 4 VS. SBS 6

HYVES FACEBOOK

THE HYVES USER: THE FACEBOOK USER:

findsemotionmoreimportantthanlogicis‘average’isreserved

enjoysanintellectualdiscussiondoesn’twanttobe‘average’

iscareerorientedandinnovative

MAGAZINES

COFFEE TABLE MAGAZINES OPINION

ElsevierHP/De TijdIntermediair

MargrietPrivé

Libelle

SHOES

SLIPPERS SMART SHOESMan�eldVan Dalen

SchoenenreusVan Haren

Scapino

HOMEWARE STORE

HOUSEHOLD GOODS DIY DESIGNIKEAAction

MarskramerLeen Bakker

DAIRY PRODUCTS

DESSERTS DAIRY SHOTSBreakerYakultActimel

MonaFriesche Vlag

Almhof

NB: results are based on a comparison of both groups in relation to each other and sorted by the greatest differences in preference.

CONSUMER PROFILE


1 IKEA 99.9

2 AlbertHeijn 99.5

3 Marktplaats.nl 99.3

4 Bol.com 99.1

5 HEMA 98.8

6 Xenos 96.6

7 Lidl 95.1

8 Bijenkorf 94.7

9 V&D 93.7

10 Kruidvat 92.5

In the light of the digital revolution itshouldcomeasnosurprisethatMarkt-plaats.nl and Bol.com are such strongretailers. Because to stay ahead of thecompetitionasaretaileritisalsoessen-tialtokeeppacewiththedevelopmentof e-commerce. Many players in theTop 10 of strongest retail brands aredoingthisalready.Atah.nlyoucandoyour shopping from the comfort ofyour own home, and at hema.nl, bi-jenkorf.nlandvd.nlyoucanbuyevery-thing that is available in the physicalstore. Albert Heijn, De Bijenkorf andHEMAarealso seenasmore ‘progres-sive’thantheywerelastyear.

Whereas in recent years making pay-ments online was seen by many con-sumersasaconsiderablehurdle tobeovercome, this barrier is slowly beingbroken down. The number of onlineshoppers is fast approaching € 10 mil-lion, and online purchases will soonamount to over € 8 billion. Payment

services such as iDeal and PayPal aremaking a major contribution to thistrend:consumersmaketheirpaymentswithinthefamiliarenvironmentoftheirownbanks.

Asharplyfocusedmultichannelstrategywill be even more important in thecomingyears.Afterall,consumerbeha-viour is increasingly multichannel: aninvitingchallengeforallretailers.Butabiggerandevenmorecrucialchallengeis to keep the essence of the brandclearandconsistentinallchannels.

TOP 10 STRONGEST RETAIL BRANDS

Online Consumer Purchases

2005 2006 2007 2008 2009 2010

Turnover in billions of euros

€ 2.8€ 3.6

€ 5.0

€ 6.3€ 7.4

€ 8.2

Source: Home Shopping Market Monitor 2010

RET

AIL

DeBijenkorfbeatsV&Dbyawhisker.DeBijenkorfhasaBrand-Asset Score of 94.7%, while V&D scores 93.7%. In previousyearsthedifferencebetweenthetwodepartmentstorebrandswasgreater,butV&Dhasexperiencedabiggerriseoverthepast year (+6.9 as against +5.3 for De Bijenkorf) so the dis-tance between the brands has decreased. The consumerthinksthatV&Dis‘risinginpopularity’morethanDeBijenkorf,andthatholdsoutalotofpromiseforthecomingyears.

However,DeBijenkorfisstillmuchmoredifferentiatedthanV&D.Ithastheimageofaluxuryfashionbrandratherthanamereretailer.ButV&Dhasalsomadegreatadvances inthisregardthisyear.Thebrandhasacquiredamoretrendyimage,and it isperceivedasa storeofferingvariety.What ismore,V&DhasalwaysbeenstrongerthanDeBijenkorfintermsofrelevance,esteemandknowledge,althoughDeBijenkorfhasalsotakenstepsintherightdirectiononthesepillars.Inshort:itwillbeanexcitingbattleforthetopspotnextyear.

BRAND BATTLE DE BIJENKORF VS. V&D

ALBERT HEIJN LIDL

THE ALBERT HEIJN SHOPPER: THE LIDL SHOPPER:

prefersA-brandsisexuberant

likesnewthings/ideas

isaprice-consciousshopperisreserved

ismorescepticalaboutnewthings

RADIO

‘THE NEWS FROM ALL SIDES’ ‘HAVE A NICE DAY’

Sky RadioRadio 5 NostalgiaRadio 538

BNR NieuwsradioRadio 1

Radio 6 Soul & Jazz

FASHION

THE LATEST FASHIONLOOKING GOOD

DOESN’T HAVETO COST A LOT

ZeemanC&AMiss Etam

McGregorJack & Jones

The Sting

DRINKS

PURE FRUIT FRUIT DRINKCONCENTRATE

TaksiRoosviceeKarvan Cevitam

AppelsientjeCool BestInnocent

PERSONAL CARE

PERFUME DAILYGROOMING

TrekpleisterSchleckerKruidvat

ICI PARIS XLParfumerie Douglas

The Body Shop


CONSUMER PROFILE

TOP 10 STRONGEST FMCG BRANDS

TheFastMovingConsumerGoodscategoryreflectsthetrendofDutchoriginsandauthenticity.TheTop10ischaracterisedbybrandsthathavebeenafeatureofDutchcultureformanyyears,andwillprobablyremainthatway.Theyaretrue household brandsthatcanbefoundinanykitchencabinet:level-headedbrandleaderswithahighknowledgelevel.DuracellandUnoxaregoodexamples.

So the presence of the relativelyyoung brands Senseo, Magnum andCup-a-Soup in this list isalsostriking.The presence of these three brandscannotbeexplainedbythefactthattheyhavealreadyexistedforahundredyears, and so automatically form apartof theconsumer’sconsiderationset.Senseo,MagnumandCup-a-Souphaveallclaimedtheirplacesbygivingtheirproductsahighlyindividualanduniqueimage.Magnumhaspresentedtheicecreaminatotallydifferentway,forexample.Itstandsforseductionandsensuality rather than quenching thirst or fun for kids. Cup-a-Soup has evenclaimeditsowntimewithits‘fouro’clockCup-a-Soup’campaign,andSenseohasinventedawholenewwayofmakingcoffee.

Forthatmatter,withthearrivalofmoreandmorealternativesfor ‘ordinary’ coffee it is quiteanachievementthatthetriedand trusted Douwe Egbertsbrand has nevertheless expe-riencedanotherslightgrowthinitsbrandstrength.

Duracell & Unox

Duracell Unox



1 Coca-Cola 99.8

2 DouweEgberts 99.7

3 Calvé 98.6

4 Pickwick 98.2

5 Senseo 98.0

6 Duracell 97.4

7 Unox 96.8

8 Maggi 96.5

9 Magnum 96.3

10 Cup-a-Soup 96.1

FMCG

With a BrandAsset Score of 98.0%,Senseo–oneof theTop20strongestbrandsintheNetherlands–beatscom-petitor Nespresso (88.3%). Nespresso’shighscoreisnotenoughtogainvictoryover a strongly established brand likeSenseo. Everyone knows Senseo, butthe brand is still seen as innovativeby the Dutch consumer. It repeatedlyexpands its range with new flavours,and also appeals to younger targetgroups by casting singers Alain Clarkand Jacqueline Govaert in its latestcampaign. In this way the brand hasbeenretainingitsrelevanceforvarioustargetgroupsforyears.

ButNespressoisbecomingamoreseri-ouscompetitorforSenseo.InprincipleNespresso,withitsexclusiveapproach,has always had the image of a coffeefor the elite, but the brand has alsoclearlymadeprogressamongaverageDutchconsumers.Therearemoreandmorecoffeebarsonthehighstreet,so

moreandmorepeoplearebecomingfamiliarwithdrinkinghighqualitycoffeeat any time of day. This trend reflectsthe development that Nespresso hasgone through among its consumers.Fromabrandfor innovatorsandearlyadopters, Nespresso has grown into abrandthat isalsoenjoyedbythemid-dle majority. The innovative groupshaveshownthattheyvaluethebrand,sonowthemassaudiencecan ‘safely’follow, by buying high quality coffee‘onthego’,butalsobeingabletoenjoyitathome.DuetothistrendNespressohasbecomemore relevant toa largergroupofconsumers.This is illustratedbythefactthatwithinfiveyearseightNespresso Boutiques have beenopenedinDeBijenkorfstores.

BRAND BATTLE NESPRESSO VS. SENSEO

Adoption curve

INNOVATORS EARLYADOPTERS

MIDDLEMAJORITY

LAGGARDS

TIME

AXE REXONA

THE AXE USER: THE REXONA USER:

isconservativelymindeddoeswhathewants

hasanonchalantattitudetomoney

buysorganicproductsmoreoftenisfashion-consciousandlikestostandoutfromthecrowd

iscarefulwithmoney

MAGAZINES

MEN’S MAGAZINES WOMEN’S MAGAZINESLinda.ElleVIVA

KampioenRevu

Panorama

SODA

SODA FOR BEGINNERS MATURE SODA

Crystal ClearSpaRoyal Club

SisiDr. Pepper

7UP

BEER

FAMILIAR TASTE FRESH AND DIFFERENTHoegaardenCarlsbergCorona

DommelschJupiler

Grolsch

SPORT

ROBERT GESINK SVEN KRAMERIce skatingHorseback-ridingRunning

Cycle racingPremier League

Formula 1


CONSUMER PROFILE

tech

tron

ics


1 Philips 99,2

2 Microsoft 99,0

3 Senseo 98,0

4 Miele 97,8

5 Tefal 97,2

6 Apple 96,4

7 TomTom 95,9

8 Nokia 93,5

9 Sony 93,0

10 Bose 90,9

The techtronics category shows thatPhilips still leads the way in this field.Theold familiarDutchbrandcanrelyonthesupportoftheDutchconsumer.With its brand promise of ‘sense andsimplicity’, Philips allows people tobenefitfrominnovationsthatarebothadvanced and user-friendly, and aredesignedwithaviewtousers’demands.Such as the Wake-Up Light for exam-ple, which was successfully tested in2010inthenorthernmosttownintheworldinabigsocialmediacampaign.

The techtronics category also makesit very clear that the rise of mobileinternet smartphone brands likeiPhone,BlackBerryandHTChavewonterritory from more traditional, esta-blished computer and telephonybrands,includingMicrosoftandNokia.These two brands have joined forcesto arm themselves against thiscompetition. However, the questionremainswhethertheywillgrowinlinewiththe‘MobileMania’trend(Y&R).

TOP 10 STRONGEST TECHTRONICS

BRAND BRANDASSET SCORE % RANK

VAR 2010

iPhone 89.2 +13.7

HTC 47.4 +36.8

Nokia 93.5 -1.9

TECH

TRO

NIC

S

http://www.brandassetconsult.nl/assets/publications/Mobile-Mania.pdf

BRAN

D

BATT

LE

CANO

N

VS.

NIKON

Canon

2009 2011


With a BrandAsset Score of 70.2% Canon beatsNikon(62.9%),butthebrandsseemtobegrowingcloser together. Canon will have to keep a sharpeyeonNikon.TheCanonbrandhasbeenstrongerthanNikonforyears,butparticularlybecauseofafall indifferentiation ithasonceagaindeclined inbrandstrength (-2.3).On theotherhand,Nikon isshiftingfrombeingasemi-professionalbrandtoacamerawithbroaderrelevance.Thatcanbeclearlyseen in the current ‘I AM Nikon’ campaign, as aresponse to Canon’s ‘You Can’ brand platform,whichhasbeensuccessfulforyears.Theideathatyou can show who you are with your camera iscatchingon,anditisnotonlymakingNikonmorerelevant among a larger target group, but alsomorehighlyesteemed.

Canonwillstillbeabletobenefitfromthebreadthofthebrand,whichincludesvariousproducts, forsometime.AsthemarketleaderinDigitalImaging,thebrandhasmorethanenoughpotentialtogrowfurther.Nikonhasanarrowerportfolio,soithasthepoweroffocus.Thefuturewinnerwillbethebrandthatsucceedsingettingmostcloselyinvolvedwiththe consumer and capitalising on modern-daydevelopments. Canon promises ‘creativity for all’,whileNikoninspiresconsumerstoshareanimageofthemselveswithfriends:self-publishing.Thebattlewillbeaclosecall,butitmaywellbethatNikon’smoresocialpropositionwillbethedecidingfactor.

iPHONE NOKIA

THE iPHONE USER: THE NOKIA USER:

hasgreatself-confidencelikesfun,excitementandrisk

isinnovativeandfashion-conscious

isnotthenightlifetypeplayssafe

isconservativelyminded

TELEVISION

YOUTH CHANNEL FAMILY CHANNELEOTROSAVRO

BNNMTV

Discovery Channel

FASHION

TRENDY FASHION BASIC FASHIONM&S ModeVögeleC&A

The StingZARA

WE

SUPERMARKET

SERVICE PRICELidlC1000Dirk van den Broek

JumboAlbert Heijn

Plus

CAR

STYLISH DESIGN FAMILIAR SIMPLICITYVolkswagenFiatRenault

VolvoPeugeot

BMW


CONSUMER PROFILE


1 Rabobank 96.2

2 INGBank 84.6

3 MasterCard 72.8

4 ABNAMRO 64.7

5 Univé 56.7

6 CentraalBeheerAchmea 51.6

7 Visa 48.8

8 NationaleNederlanden 47.1

9 Achmea 41.6

10 Interpolis 32.7

Thefinancialscategoryshowsthatbanksandinsurersaregener-allynostrongbrands.Theaveragefinancialservicesproviderhasdifficultyinclaimingadistinctivepositionintheperceptionoftheconsumer.ApartfromRabobankandanumberofspecialists,allthebrandsinthiscategoryscorelowondifferentiation.Becauseofthistherearefairlylargedifferencesbetweenthetopbrands.

Rabobankistheundisputedleader,andonlyhastheINGBankasaseriouscompetitor.FollowingitsintegrationwiththePostbankthisbrandcontinuestogrow.Thelevelofconfidenceinthefinan-cialservicesprovidersshowsthatthecategoryasawholeispick-ing up. Although consumer confidence in the financial servicesprovidershas fallen furtherand furthersince1997, lastyear thisconfidenceroseagainforthefirsttime.

TOP 10 STRONGEST FINANCIALS

Development of trust in financials

19930%

20%

40%

60%

80%

100%

1997 2000 2003 2005 2007 2008 2009 2010 2011

FIN

AN

CIALS

The strongest insurer in the Top 10 also demonstrates that confi-denceiscrucialinclaimingadistinctivepositionforyourselfwithinthecategory.Univé–anon-profitcooperativeassociation–isseenasmore‘trustworthy’inrelationtotheaverageinsurer,andcanrelyonmoresympathyfromtheconsumer.

Finally,thecategoryshowsthatthestrengthofcreditcardsisbenefit-ing from the maturity of the e-commerce market. Since 2007 inparticulartherelevance,esteemandknowledgeofbothMasterCardandVisahaverisenconsiderably.

MasterCard vs. Visa

MasterCard Visa MasterCard Visa

RELEVANCE

1993 2011

KNOWLEDGE

FIN

AN

CIALS

WithaBrandAssetScoreof96.2%,Rabo-bankeasilybeatsABNAMRO,whichhasa BrandAsset Score of ‘only’ 64.7%.Rabobank has stood at the summit ofthe banking landscape for years, andthis position has only grown strongersince the financial crisis. Rabobank hasemerged from the crisis unscathed,which has further strengthened itsknowledgeandesteemratings.

ABNAMRO is lessstrong,but ithasex-periencedaverystrongriseinthepastyear (+25.8). ABN AMRO had shown adownwardtrendforyears,andlastyearitsanktoadeeppoint.Thebrandthatforyearscalleditself‘TheBank’hasbeenthrough some turbulent times, withthe state takeover, the merger with

Fortisandthecontroversysurroundingbonuses. Its positioning as ‘The Bank’wasthereforenolongercredible.

Thereforeitsrisethisyearisveryimpres-sive.Withitsnewpositioningas‘Today’sBank’,ABNAMROisonceagaingainingin esteem. Not vague ideas for the fu-ture,butconcretesolutionsfortodayareevidentlytherightresponsetothepast.

BRAND BATTLE ABN AMRO VS. RABOBANK

PowerGrid ABN AMRO vs. Rabobank

2010

ABN AMRO 2011

Rabobank 2011

VIT

ALI

TYD

IFFE

RE

NTI

ATIO

N &

RE

LEVA

NC

E


ASN BANK VAN LANSCHOT

THE ASN BANK CUSTOMER: THE VAN LANSCHOT CUSTOMER:

isopentoalternativemedicinebuysorganicproducts

ishighlycritical,andaconsciousshopper

hasenormousself-confidenceenjoysanintellectualdiscussion

iscareer-oriented

POLITICS

LEFT WING LIBERALPVVD66VVD

PVDA

FASHION

ZIP-OFF TROUSERS POLO SHIRTRalph LaurenMcGregorTommy Hilger

Human NatureMexx

Desigual

COFFEE

TRADITIONAL FILTER COFFEE CUPS & PADS

SenseoNespressoStarbucks

PerlaKanis & Gunnink

Max Havelaar

CHARITIES

SAVE THE PLANET MEDICAL CAREKikaPink RibbonCliniClowns

GreenpeaceAmnesty International

Natuurmonumenten


CONSUMER PROFILE

CREDITSAuthorsBasVelthuis HeadofStrategy Y&RJeffreyKruk BrandConsultant BrandAssetConsultKimDekker BrandAnalyst BrandAssetConsult

Formoreinformation,pleasecontact:Jeffrey [email protected]:+31(0)205795600

BrandAssetValuatorNederland

©®allrightsreserved,2011

mailto:jeffrey.kruk%40brandassetconsult.nl?subject=Brand%20Battle%202011

Brand Battle 2011 - The strongest brands in the Netherlands

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Transcript of Brand Battle 2011 - The strongest brands in the Netherlands