Brand Desire 2012

1 | Clear | Brand Desire

Welcome to Brand Desire 2012

#1

Think bigger than your category

Three quarters of us have a preference for a certain ‘type’ of brand, irrespective of the category to which it belongs. We are hard-wired to desire brands that help us to be ourselves, or to become the person we aspire to be. If that type of brand is available to us in a category then we will choose it; if it’s not available, we will compromise begrudgingly.

So desirable brands don’t adhere to the rules of their category. They seek to fulfil a more meaningful role in the lives of people (not consumers). This is how they challenge the status quo; how they pioneer new ideas; how they transcend their original categories.

Marketers tend to set boundaries; brand users do not. We all have the opportunity to challenge these boundaries. Many of the brands in the International 100 have done precisely this: Nokia started life in 1871 as a paper mill; Nintendo ran a cab company and established a chain of love hotels before moving into consumer electronics. The most desirable brands of 2012 have provided plenty of evidence that they are chomping at the bit to bring their ethos to new categories.

#2

Focus on the future

While it’s important that brands should transcend their category, their extension should not be rudderless or without purpose. Desirable brands understand where the commercial opportunity lies in the near future, but also anticipate where long term opportunities for growth exist.

In principle this is easy, but in practise this requires brands to make sacrifices. Accepted ways of working must make way for emergent approaches.

#4

Inspire connections

Desirable brands inspire people to think, feel and act differently. The strongest performing brands in the study can make us love them, respect them, talk about them and use them. Each one of these can provide an area of brand building focus to strengthen overall desirability.

#3

Have clarity on purpose

Desirable brands articulate a clear ambition that goes beyond delivering commercial success. They have a purpose that inspires internally and externally. And they have a distinct & compelling personality that builds on and supports that purpose.

Google (Ranked #2 in the International 100)

2011 saw the launch of Google wallet - a bold foray into the world of contactless payment. Using near field communication (NFC) it allows people to pay for items through an app on their mobile phone. It will be capable of storing thousands of payment cards, loyalty cards, gift cards, receipts, boarding passes, tickets and, in time, even your keys may be synced to your Google Wallet.

Was 2011 the year we finally gave up

on traditional interfaces with technology?

Microsoft leapt up the International list, improving its Brand Desire score by 7%, while Xbox improved 147 places in the UK ranking and 42 places in the USA. The Kinect is the fastest-selling consumer electronics device of all-time.

Apple’s iPad leapt straight to the top of the UK list this year. JP Morgan expects the tablet category to grow to just under 100 million units this year. The iPod 4s sold 4 million units in its first weekend alone. All this has been at the expense of traditional PCs.

Desire Feel Think Act

+ 5% + 9% + 9%

+ 4% + 2% + 4%

+ 4% + 5% + 5%

+ 6% + 5% + 4%

+ 5% + 0% + 5%

+ 7% - 1% + 8%

+ 7% + 7%

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20

6 Rules of Brand Desire


#5

Create experiences

Desirable brands use every point of contact with their audiences to tell a coherent story. Six of the world’s most desirable brands in the 2012 study are also the most consistent globally.

6.4%

5.1%

Most innovative brands Brand Desire top 1000.0%

1.0%

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6.0%

Growth in Brand Desire 2011 - 2012:

#6

Constantly Innovate

Desirable brands continually strive to improve their experience by innovating product, service, people and processes. They provide a constant supply of new content to watch, read about, talk about, share, play with, buy and enjoy.

10 of the FastCompany 50 most innovative companies in the world own brands in our International 100. These brands achieved a higher rate of growth in Brand Desire than the remaining brands in the International 100.

10 most globally consistent brands:

10 lest globally consistent brands:

LG

Harley-Davidson

Nissan

Disney

Kodak

MTV

Danone

Gucci

Nescafe

Apple

Diet Coke

Rolex

Burger King

BMW

Qantas

Google

Pizza Hut

Mercedes

Avon

Tiffany & Co.


Understanding what drives Brand Desire

Each of the brands is also assessed in terms of 44 personality attributes. Profiling brand personality helps us to understand what drives Brand Desire in each market.

Feel metrics identify whether the brand creates a strong emotional attachment.

Think metrics demonstrate whether a brand commands respect and admiration.

Act metrics indicate whether a brand is capable of positively influencing behaviour.

Why Brand Desire matters

Brands create more profitable, more stable businesses. As the chart below illustrates, companies that own desirable brands generate greater value than the market as a whole.

A desirable brand can seem like a luxury to many, particularly at a time when businesses are struggling for survival. But the chart below also shows that companies with less desirable brands suffer more and suffer for longer. In the past 6 years, the S&P 500 has spent 30 months below 2006 levels, compared to only 15 months for the Brand Desire International 100.

Index comparison of the performance of the publicly listed companies in the Brand Desire International 100 (weighted by Brand Desire) against the Standard & Poor’s 500.

“Desire is the starting point of all achievement.”Napoleon Hill

How Brand Desire is calculated

Desirable brands make us think, fell and act positively.

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A brand I like to talk about

A brand that matters to me

A brand I feel attracted to

A brand I’m proud to be seen with

I wouldn’t consider any alternative

A brand I think of as great

A brand I respect

A brand I would love

to use in the future

A brand I’m interested to

hear more about

ACTAction

FEELEmotion

THINKRecognition

Brand Desire International 100

Standard & Poor 500

Brand Desire

Laid backCarefreeOrganisedConservativePracticalSexyIndependantAmbitiousModernInnocentMasculine

OutspokenAssertiveExciting

OptimisticReserved

CooperateFocused on wellbeing

PassiveApproachable

SeriousRisk taking

HardworkingCareful

SpontaneousOpen-minded

ImaginativeSensibleSociableContent

TraditionalWise

Feminine

PrivateConsiderateReassuringRealisticConfidentCompetitiveFocused on ImageAggressiveSophisticatedFunRellaible

Why, how and understanding Brand Desire


Möet & Chandon

Brand Desire 2012 in numbers

The worlds... Feel:

Think:

Act:

Brand that matters the most:

Most respected brand:

Most talked about brand:Average age of the international 100: Biggest winners of 2012

Biggest losers of 2012

1 Nivea2 Samsung3 VW4 Fiat5 Dell

92 IKEA91 BlackBerry90 HandM89 Prada88 Nintendo

Brand most attracted to:

Most irreplaceable brand:

A brand people would most love to use in the future:Oldest brand:

Brand people are most proud to be seen with:

Greatest brand:

A brand people want to hear more about:Youngest brand:

Google

WWF

Apple86 years old

Apple

Google

Apple

BMW

Apple

AppleFacebook

22,000 People6 Countries4 Continents555 brandsHow old are the International 100 brands?

Sexiest:Agent Provocateur (UK)

Most fun:You Tube (USA)

Most Image-focused:MTV (USA)

Most sophisticated:Porsche (Germany)

Wisest:Financial Times (UK)

<25 years 5%

25-50 years 22%150-200 years 7%

50-100 years 35%100-150 years 29%

>200 years 2%

Most ambitious:Apple (UK)

Most masculine:Harley-Davidson (USA)

Most feminine:Tampax (UK)

Most reliable:Dettol (UK)

Most hard-working:Unicef (India)

Most approachable:Disney (China)

Most competitive:Nike (USA)

Most traditional:Vegemite (Australia)

Most focused on wellbeing:Centrum (USA)

Most reassuring:AA (UK)

Most considerate:Oxfam (UK)

Sexy

Wise

Reliable

Traditional

Focused on image

Masculine

Approachable

Reassuring

Fun

Ambitious

Hard-working

Focused on wellbeing

Sophisticated

Feminine

Competitive

Considerate

12%11%11%10%10%

-6%-2%-2%-1%-1%

Brand Desire 2012


ConsumerElectronics

Media Automotive Retail LeisureBeauty DiversifiedNot for Profit Personal Care AirlinesFinancial Services

Luxury AlcoholApparel Professional Servies

Food & Drink Home Care

Apple +9%Google +6%

Sony +7%BMW +4%

Microsoft +7%WWF +5%

Mercedes +5%Disney +4%

Audi +7%Tiffany +8%

Amazon +6%Rolex +4%

Chanel +7%Olympic Rings New

Samsung +11%Cartier +2%

Unicef +4%Dove +7%

Adidas +7%Louis Vuitton +4%

Nike +5%Nivea +12%

Visa +6%Gucci 0%

Nintendo +1%L Oreal +7%

Calvin Klein +7%VW +11%

Nokia +5%Heinz +5%

Moet Chandon +3%Gillette +4%

Absolute Vodka +8%Intercontinental +7%

Johnson & Johnson +7%Coca Cola +2%

Facebook +2%Polo RL +3%

Dell +10%Prada -1%

Zara +6%Nestle +8%

Emirates +4%HP +4%

Head & Shoulders +8%Red Cross +5%

Harley Davidson 0%Jack Daniels +7%

Sure +10%Kelloggs +3%

Philips +5%Colgate New

Starbucks +1%IBM +6%

Ford +7%BlackBerry -2%

Toyota +10%Hilton +2%

Nescafe +4%ING New

Tommy Hilfiger +8%Quantas +4%

Johnnie Walker +8%British Airways +7%

Schwarzkopf NewLG New

IKEA -6%Puma +8%

Axe +5%MasterCard +4%

KFC +7%Guinness +1%

American Airlines +10%GE +9%

Reebok +5%McDonalds +6%

CNN +7%Smirnoff +6%

Mars +4%Avon +7%

Diet Coke +1%Budweiser +6%

Persil +2%Kodak New

Danone +2%Pizza Hut +5%

Bacardi +1%Nissan +5%

MTV +5%Pepsi +4%

Amex +4%Heineken +7%

Fiat +10%DHL New

Tresemme NewHSBC +6%

Mobil +8%Burger King +6%

HandM -2%

Honda +10%

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Energy

THE INTERNATIONALTOP 100 BRANDS

Microsoft leapt up the International list, improving its Brand Desire score by 7%


Retail Luxury Personal Care

Media AutomotiveHome Care Health CareConsumer Electronics

Not for Profit LeisureBeauty AirlinesFood & Drink ApparelFinancial Services

AlcoholPet Care

Amazon +11%Tiffany +13%

TraderJoes -3%Dove +10%

Sony 0%Campbells +4%

Horizon +1%Apple +4%

Google +2%WWF +10%

Disney -4%M&Ms -3%

Heinz +4%Crest New

USAA +6%SeventhGen -6%

Sephora +5%Coach -1%

Droid +4%Kraft +9%

Hersheys -4%Cartier -1%

PayPal NewBen & Jerrys +7%

Odwalla +5%Quaker New

Olay +6%Kelloggs +5%

Dove Chocolate NewChanel +2%

TomsofMaine +1%Philadelphia New

Hill’s NewNike +4%

Microsoft +3%Under Armour +9%

Porsche -2%Target +3%

Louis Vuitton +5%LOreal +7%

Olive Garden -3%Grey Goose New

Rolex +4%Subway +9%

Nintendo -8% Xbox +5%

Swiffer NewStateFarm +1%

Honda +2%Northface +2%

Olympic Rings NewPlayStation -12%

Ford 0%Polo RL +4%

BurtsBees -8%Moet Chandon 0%

Snickers +2%Zara +5%

Mr. Clean +9%Levi’s New

Febreze NewPrada -1%

DrPepper +2%Stella Artois New

Discover +12%Neutrogena -2%

Bounce NewArm&Hammer -1%

Youtube +8%Kashi -1%

Shout +3%Listerine New

HP -2%Tropicana -6%

Tylenol -2%Audi +6%

FritoLay 0%BestBuy -2%

Snapple +4%Hellmann’s New

Jack Daniels +6%Samsung +3%

Four Seasons +3%Cascade New

Unicef +1%Gatorade New

Tide -6%Nestle +4%

Guinness +4%Folgers -1%

HTC NewLexus -2%

Land O’Lakes 0%Aveeno New

Eucerin 0%Southwest +1%

Mercedes -8%LG -1%

Qantas +7%RitzCarlton -5%

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THE USA TOP 100 BRANDS

X box improved 147 places in the USA ranking.


Consumer Electronics

Media Alcohol Food & Drink BeautyPersonal Care AirlinesRetail Automotive Home CareLeisureNot for Profit ApparelLuxury Health CareFinancial Services

iPad NewApple +9%

iPhone 0%HTC New

Google +6%iTunes +5%

Amazon +4%Fairtrade +1%

Marmite +5%Innocent +10%

Rolls Royce -4%Aston Martin +1%

Red Cross -1%Cartier +12%

Skype +4%Chanel +7%

Pantene +13%Nando’s +6%

Audi +3%PayPal New

BBC 0%YouTube +6%

Oakley +9%Bang & Olufsen -1%

WWF -1%Coca Cola +10%

Xbox +15%Lego +1%

Tag Heuer -3%Sony -5%

BMW -2%Ferrari +2%

Maybelline +10%Waitrose +5%

Vaseline +9%Haagen-Dazs +9%

Cadbury’s -8%Calvin Klein +8%

Green & Blacks +3%Unicef -3%

Porsche -2%Boots +3%

Dove +5%KitKat +7%

Dyson 0%Sure +12%

Colgate -4%Louis Vuitton -3%

LOreal +9%Maltesers +2%

Disney -7%Tiffany -2%

Nivea +6%Nurofen +10%

Lancome +1%Microsoft +2%

PG Tips +5%Nespresso -1%

Zara +5%BlackBerry -5%

Heinz +2%Ben & Jerrys +2%

Lindt -6%Johnson Johnson +2%

Pizza Express +9%Durex +3%

Lurpak +7%Paul Smith +6%

Agent Provocateur +3%VW +8%

Old El Paso NewDettol +1%

Nintendo -9%TomTom -4%

Olay +1%Sky +4%

Twinings NewAlways 0%

Head & Shoulders +10%Samsung 0%

Tropicana +1%Intel -7%PlayStation -9%

Giorgio Armani -4%Andrex New

Argos +8%Rolex -9%

Mercedes -3%Smeg +4%

Canon -2%Gucci -4%

LG +4%Kelloggs -2%

Virgin Atlantic -10%

The Post Office -1%Eurostar +3%

Fairy -2%

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100

Moet Chandon +10%

Absolut Vodka +6%

Southern Comfort New

7

85

97

THE UK TOP 100 BRANDS

Apple’s iPad leapt straight to the top of UK list this year.



Media Alcohol Food & Drink BeautyPersonal Care AirlinesRetail Automotive Home CareLeisureNot for Profit ApparelLuxury Health CareFinancial Services

iPad NewApple +9%

iPhone 0%HTC New

Google +6%iTunes +5%

Amazon +4%Fairtrade +1%

Marmite +5%Innocent +10%

Rolls Royce -4%Aston Martin +1%

Red Cross -1%Cartier +12%

Skype +4%Chanel +7%

Pantene +13%Nando’s +6%

Audi +3%PayPal New

BBC 0%YouTube +6%

Oakley +9%Bang & Olufsen -1%

WWF -1%Coca Cola +10%

Xbox +15%Lego +1%

Tag Heuer -3%Sony -5%

BMW -2%Ferrari +2%

Maybelline +10%Waitrose +5%

Vaseline +9%Haagen-Dazs +9%

Cadbury’s -8%Calvin Klein +8%

Green & Blacks +3%Unicef -3%

Porsche -2%Boots +3%

Dove +5%KitKat +7%

Dyson 0%Sure +12%

Colgate -4%Louis Vuitton -3%

LOreal +9%Maltesers +2%

Disney -7%Tiffany -2%

Nivea +6%Nurofen +10%

Lancome +1%Microsoft +2%

PG Tips +5%Nespresso -1%

Zara +5%BlackBerry -5%

Heinz +2%Ben & Jerrys +2%

Lindt -6%Johnson Johnson +2%

Pizza Express +9%Durex +3%

Lurpak +7%Paul Smith +6%

Agent Provocateur +3%VW +8%

Old El Paso NewDettol +1%

Nintendo -9%TomTom -4%

Olay +1%Sky +4%

Twinings NewAlways 0%

Head & Shoulders +10%Samsung 0%

Tropicana +1%Intel -7%PlayStation -9%

Giorgio Armani -4%Andrex New

Argos +8%Rolex -9%

Mercedes -3%Smeg +4%

Canon -2%Gucci -4%

LG +4%Kelloggs -2%

Virgin Atlantic -10%

The Post Office -1%Eurostar +3%

Fairy -2%

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Moet Chandon +10%

Absolut Vodka +6%

Southern Comfort New

7

85

97

Not for Profit ConsumerElectronics

Automotive Retail Home CareFinancialServices

Professional Services

Beauty Luxury AlcoholLeisureMedia Personal CareApparel AirlinesFood & Drink

WWF -4%Apple +11%

Audi +5%Nivea +8%

Porsche NewDisney +1%

Mercedes +9%Amazon -3%

Samsung +7%BMW +4%

Sony +4%Olympic Rings New

IKEA +7%Chanel +3%

Nike +8%Visa +5%

Google -4%dm New

Starbucks +3%Milka New

VW +6%Gucci +6%

LOreal +2% Tommy Hilfiger +6%

MasterCard +10%VW Golf New

Philips +4%Tchibo New

Microsoft -1%Unicef -3%

Head & Shoulders -1%Dr Oetker New

Dove 0%ING +1%

Kinder NewMuller New

Gillette -3%Polo RL +3%

Nokia +4%Bosch New

Tiffany +3%Sure +9%

Nintendo -2%Rolex +2%

Puma +5% Persil +6%

Harley Davidson -12%Heinz 0%

Cartier +3%HP +4%

Siemens NewCoca Cola -8%

Adidas -1%Moet Chandon +2%

Aldi NewPrada +3%

Facebook +3%Toblerone New

Jack Daniels +8%Bacardi +6%

Louis Vuitton +3%Lufthansa New

Hilton -4%Dell 0%

Intercontinental 0%EDEKA New

Honda +6%Becks NewGuinness 0%

Knorr NewDiet Coke +3%

Sparkasse NewToyota +7%

McDonalds +9%Nescafe -3%

Calvin Klein -5%Qantas 0%Emirates -9%

DHL NewMars -1%

Air Berlin NewReebok 0%Zara -10%

LG NewAxe +2%

Johnnie Walker +3%BlackBerry -9%

Allianz NewAbsolut Vodka -5%

Colgate NewKodak New

E-Plus NewAxa New

Heineken +10%Peugeot New

IBM -3%Becel New

KFC +2%Kelloggs -3%

Amex +4%

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Telecomms

THE GERMANYTOP 100 BRANDS

Seven brands in the Top 20 are “Made in Germany”


Microsoft NewBMW New

Google NewApple New

Adidas NewMercedes NewAudi New

Disney NewSony New

IBM NewCadbury’s New

Rolex NewNokia New

Honda NewVisa New

Harley Davidson NewGucci New

Johnson Johnson NewBlackBerry New

Reebok NewUnicef New

Calvin Klein NewTaj New

Gillette NewKFC New

Maggi NewOlympic Rings New

Dell NewVW New

Nescafe NewFacebook New

British Airways NewTanishq New

MasterCard NewHP New

Nike NewNivea New

Samsung NewAmex New

Red Cross NewLeela New

Nestle NewFord New

Amazon NewToyota New

Dettol NewBudweiser New

Lays NewFiat New

Complan NewJW Marriott New

WWF New Nintendo New

Hilton NewHero New

Schwarzkopf NewHSBC New

Absolut Vodka NewChanel New

Axe NewBournvita New

Pizza Hut New Puma New

McDonalds NewTiffany New

Nissan NewLakme New

American Airlines NewEmirates New

Kelloggs NewShell New

Lifebuoy NewIntercontinental New

Jack Daniels NewICICI New

GE NewLouis Vuitton New

Guinness NewAlberto VO5 New

BurgerKing NewClose Up New

Philips NewPrada New

Jet Airways NewKingfisher Beer New

Pantaloons NewMaruti New

CNN NewAirtel New

Yahoo NewTommy Hilfiger New

Dove NewCartier New

Starbucks NewGodrej New

Mobil NewDHL New

Heineken NewColgate New

HDFC New

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Automotive Media Food & Drink BeautyPersonal Care AlcoholApparel Luxury RetailNot for profit HealthcareProfessional Services

AirlinesFinancial Services

Home CareLeisure Diversified Telecomms Energy

Need some figures for India.

THE INDIATOP 100 BRANDS


Retail Luxury Personal Care

Media AutomotiveHome Care Health CareConsumer Electronics

Not for Profit LeisureBeauty AirlinesFood & Drink ApparelFinancial Services

AlcoholPet Care

Amazon +11%Tiffany +13%

TraderJoes -3%Dove +10%

Sony 0%Campbells +4%

Horizon +1%Apple +4%

Google +2%WWF +10%

Disney -4%M&Ms -3%

Heinz +4%Crest New

USAA +6%SeventhGen -6%

Sephora +5%Coach -1%

Droid +4%Kraft +9%

Hersheys -4%Cartier -1%

PayPal NewBen & Jerrys +7%

Odwalla +5%Quaker New

Olay +6%Kelloggs +5%

Dove Chocolate NewChanel +2%

TomsofMaine +1%Philadelphia New

Hill’s NewNike +4%

Microsoft +3%Under Armour +9%

Porsche -2%Target +3%

Louis Vuitton +5%LOreal +7%

Olive Garden -3%Grey Goose New

Rolex +4%Subway +9%

Nintendo -8% Xbox +5%

Swiffer NewStateFarm +1%

Honda +2%Northface +2%

Olympic Rings NewPlayStation -12%

Ford 0%Polo RL +4%

BurtsBees -8%Moet Chandon 0%

Snickers +2%Zara +5%

Mr. Clean +9%Levi’s New

Febreze NewPrada -1%

DrPepper +2%Stella Artois New

Discover +12%Neutrogena -2%

Bounce NewArm&Hammer -1%

Youtube +8%Kashi -1%

Shout +3%Listerine New

HP -2%Tropicana -6%

Tylenol -2%Audi +6%

FritoLay 0%BestBuy -2%

Snapple +4%Hellmann’s New

Jack Daniels +6%Samsung +3%

Four Seasons +3%Cascade New

Unicef +1%Gatorade New

Tide -6%Nestle +4%

Guinness +4%Folgers -1%

HTC NewLexus -2%

Land O’Lakes 0%Aveeno New

Eucerin 0%Southwest +1%

Mercedes -8%LG -1%

Qantas +7%RitzCarlton -5%

1 2

3 4

65

78

910

11 12

13 14

15 16

1718

19 20

21 22

23 24 25 24

27 28 29

3031

3233

3435

3637

38 39

40 41

4243

4445

4647

48 49

50 51

52 53

54 55

56 57

58 59

60 61

62 63

64 65

66 67

68 69

70 71

72 73

7475

76 77

78 79 80

81 82

83 84

85 86

87 88

89 90

91 92

93 94

95 96

97 98

99 100

THE CHINATOP 100 BRANDS

Need some figures for China.


Media ConsumerElectronics

Not for Profit Automotive BeautyAlcohol Professional Services

Food & Drink Financial Services

AirlinesApparelLuxury RetailHome Care LeisurePersonal Care

Google NewApple New

WWF NewVegemite New

Sony NewABC New

Rolex NewCadbury’s New

Chanel NewBMW New

Milo NewTiffany New

Microsoft NewVisa New

nudie NewYouTube NewDisney New

Dettol NewSkype New

Coopers NewAbsolut Vodka New

Unicef NewAdidas New

Boost Juice NewWeetbix New

Dove NeweBay New

Panadol NewLOreal New

Samsung NewOlympic Rings New

Emirates NewLouis Vuitton New

Carman’s NewNivea New

Colgate NewIntercontinental New

Moet Chandon NewMercedes NewToyota New

Kraft NewPrada NewCalvin Klein New

Uncle Tobys NewBunnings New

Nike NewWoolworths New

Johnson Johnson NewNestle New

VW NewJohnnie Walker New

Honda New IKEA New

LG NewCoca Cola NewArnott’s New

Gap NewHeinz New

Starbucks NewMTV New

Masterfoods NewRed Cross New

Facebook NewHead & Shoulders New

Cartier NewAudi New

HandM NewSure New

Red RockDeli NewNokia New

Danone NewAmazon New

Zara NewMyer New

Philips NewNintendo New

Tommy Hilfiger NewFord New

Australia Post NewDell New

Polo RL NewNescafe New

Puma NewKelloggs New

Qantas NewHarley Davidson New

MasterCard NewVirgin Australia New

Avon NewGucci New

Westfield NewJack Daniels New

Gillette NewING New

Tresemme NewHilton New

HP NewDHL New

Tooheys New NewBlackBerry New

1 2

3 4

56

78

910

11 12

13 14

15 16 17

18 19

20 21

22 23

24 25

2627

28 29

3031

3233

3435

3637

38 3940

414243

4445

4647

48 49

50 51

52 53

54 5556

57 58

59 60

61 62

63 64

65 66

67 68

69 70

71 72

73 74

75 76

77 78

79 80

81 82

83 84

85 86

87 88

89 90

91 92

93 94

95 96

97 98

99 100

THE AUSTRALIATOP 100 BRANDS

Only 4 of the top 30 most desirable brands in Australia are prestige or elite brands.


Weathering the storm:

How brands are helping Western economies through the financial crisis.

We all react differently in a crisis: some of us knuckle down and apply ourselves to making the situation better; others keep our heads down and hope that in time things will improve.

It’s never pleasant when the proverbial muck hits the fan, but turbulent times do give us the opportunity to see what we’re made of: Have we got the right stuff? Or are we all talk and no trousers?

The brands we are drawn to during a downturn can tell us a lot about how we respond to bad news. We’ve analysed the personality attributes that have had the biggest impact on driving growth in Brand Desire in the UK and the USA. The results could scarcely be more different.

The UK in crisis:Land of hope and inglory.

The UK has had a pretty miserable time of it last year. Consumer confidence slumped to a record low. Feral children rioted across the country. During the summer Unemployment passed 2.5 million. The misery never seems to end. So surely 2011 presented the perfect opportunity for us to stiffen our upper lips, keep calm and carry on... Or perhaps not....

In fact, we seem to have collectively decided that it simply isn’t possible to be miserable all the time. The brands that have performed best in the UK this year have provided a much-needed dose of fun, sociability, spontaneity and excitement. Salivating over the latest Apple product launches, gorging ourselves on Haagen Dazs and shovelling on the latest age-defying L’Oréal cream has helped us to feel worth it again.

It seems that for the average Brit, brands have provided a welcome respite from all the doom and gloom. At the other end of the spectrum, Britain seems to have been turned off by those brands that represent careful organisation, serious hard work and sensibleness. Clearly this is not a time to be virtuous.

The USA: Land of possibility

The US response to the financial crisis is the polar opposite of the reaction in the UK. Where the Brits seek fun, excitement and escape from their problems, Americans seem to be facing into their problems head-on. The brands that have succeeded most in creating desire represent many of the virtues of the ‘American way’: Hard work, pulling together, standing up, being counted and taking risks.

In contrast to the UK, fun, carefree brands feel like a distraction. Now is the time to get serious; frivolity can wait till later.

What’s right about America is that although we have a mess of problems, we have great capacity - intellect and resources - to do some thing about them. Henry Ford II (1917 - 1987)

Laid-back

Carefree

SexyFun

Spontaneous

Modern

Sociable

Exciting

What’s driving desire growth in the UK:

Practical

Hard working

Conservative

Masculine

Sensible

Serious

Organized

Ambitious

CarefulIndependent

Brand attitude in decline in the UK:

Realistic

Outspoken

Serious

Careful

Feminine

Wise

Hard working

Risk taking

Open-minded

Sociable

What’s driving desire growth in the USA:

Independant

Fun

Focus on image

Carefree

Focus on wellbeing

Brand attributes in decline in the USA:

Brands helping economies


2012: The year in brands

India aspires

Aspirational luxury brands dominate the India league table, with BMW, Apple, Mercedes, Audi and Sony dominating the top of the list. India’s most desired home-grown brand is Taj hotels and resorts., ranked 23.

The year we started to forgive BP

BP’s brand has taken a hammering over Deepwater Horizon, but there’s plenty of evidence that we’re willing to forgive (even if we won’t forget). Despite slipping 3 places in the International 100, the brand has improved its overall Desire score – even in the USA.

Apple: Every iCloud has a silver lining

Apple continued to innovate with pace, introducing the iPad 2, the iPhone 4s, Siri and iCloud. They continue to evolve the way we interact with technology and they continue to create desire with every success.. They are in the top 10 of each market included in the study and succeeded in improving their International Brand Desire score by 9%.

Amazon is fired up for success

Amazon revamped its eReader portfolio with four new Kindle products, with the Kindle Fire positioned as more than just a tablet – its a digital hub that connects people to Amazon more intimately.

The brand increased its desire by 5% internationally, as well as retaining its place in the top 10 desirable brands in the USA, UK and Germany – no mean feat.

British Airways takes off

In the UK, British Airways launched its biggest brand advertising campaign for over a decade, re-emphasising its historic motto, “To fly, to serve.” The brand also revamped its Executive Club offer to coincide with this renewed customer commitment.

The results of this investment seem to have been mixed. While the brand’s Desire has rocketed in the USA, it has fallen 67 places in its home market.

Volkswagen: The force is strong

Volkswagen produced the most watched TV commercial of the year, establishing a deeper emotional connection with the help of a pint-sized Lord of the Sith. Six years ago the brand stated its ambition of becoming the world’s #1 car maker by 2018 and it seems to be on track. The brand’s desire grew in every market in our study, leaping up 35 places in the International 100.

Samsung sets out to inspire the world

Samsung established a new promise: to ‘Inspire the World, Create the Future’. The brand is undoubtedly aiming high; it hopes to ‘contribute to a better world, and richer experience for all’... And make itself $400 billion in revenue by 2020.

Given the brand’s impressive improvement in Brand Desire this year, leaping 31 places up the International 100, there are firm reasons to believe that they will achieve these loft targets.

Pepsi fails to impress the US

Pepsi has invested wholeheartedly in social media, from crowdsourcing Super Bowl adverts to pioneering social sponsorship of the X-Factor in the USA, the brand is bravely pioneering the use of social media platforms to create greater desire for the brand. The problem is it doesn’t seem to be working. The brand’s Desire score plummeted 14% to 20% in the US.

Vegemite eats Kellogg’s for breakfast

Australia demonstrated its love for home-grown brands as Vegemite was voted the 4th most desirable brand, beating brands like Sony, Disney and Nike.

The brand is more desirable than Nescafe and Kellogg’s put together.


The language of Desire

A brand can’t be desirable unless it means something specific to people. This meaning is established through our experience of each and every brand touch-point over time. So what is it about the Mercedes experience that commands respect? Why is Absolut cool? Statistical analysis reveals that there are six fundamental ways that ‘meaning’ can be used to create desirable brands. We refer to these as the six languages of Brand Desire:• The language of cool: Employed by sexy,

risk-taking brands that appeal to our love of novelty, excitement and fun

• The language of sociability: Used by brands that want to establish a sense of empathy, community and social currency

• The language of status: Advocated by brands to assert a sense of confidence and sophistication

• The language of care: Championed by brands that seek to promote a sense of wellbeing, consideration and co-operation

• The language of respect: Projected by brands that want to communicate success and performance, appealing to our sense of ambition and reward

• The language of reassurance: Used by brands that appeal to our desire for comfort, reliability and consistency.

Examining the visual and verbal themes that brands use to speak these six different languages is one of the keys to unlocking Brand Desire. Here is a brief introduction to the major themes that constitute each of the six languages of Brand Desire.

The language of coolMetamorphosis

A constantly changing culture of cool demands fluid adaptability and the creative energy to embrace and enjoy the opportunities that life presents. Brands change the way they present themselves for different audiences, cultures and occasions, and within boundaries, many involve consumers in that interpretation.

Standing out with the Crowd

Individual identity is fundamental to cool, but contemporary cool is social and collective. Brands present their products and their customers as distinctive individuals in distinctive groups – one in the gang. Coolness means belonging without sacrifice of identity or self-expression.

Boldness

Cool makes no apology and presents itself boldly and confidently. In brand terms this becomes an assertive and self-confident style, either using forceful palettes, graphics and tone of voice, or extremely simple and unadorned communication – where the product speaks entirely for itself.

The language of Desire


The language of sociabilityPlayfulness

Light-hearted humour and enjoyment - taking familiar contexts and tweaking them for fun, or introducing surreal twists or visual puns, makes brands accessible, unintimidating, and builds affinity with any viewer who participates in the joke. The brand plays the role of an upbeat and witty friend, who we want to be part of the group.

Spontaneity

True social energy is irrepress ible, and the instinct to have fun and enjoy life is ever present, as are opportunities to do so. Sociable brands portray and offer these opportunities for groups of friends to share spontaneous fun, following this lead or the next, showing a lifestyle all the more authentic and enjoyable for being unplanned. Celebration

Celebrations form a focal point for human social interaction. They can be grand and formal set-pieces, or spontaneous and chaotic happenings. Brands that facilitate and truly transform celebrations are accessories to and promoters of sociability, and are seen that way by consumers.


The language of statusA better you

Many of these brands hold up a magic mirror to our own lives, showing us not quite who we are, but who we could be with a little bit of help. Artful depictions of attainably aspirational talent offer just enough of ourselves for us to recognise, with plenty more for us to desire – fitter, happier, more attractive, (perhaps a little poorer).

Theatre

These brands are made to be admired. Many create dramatic settings with fantastical combinations of styles and references, and strong story appeal – a tale never fully told. Life with these brands is a rich performance, and we are all supposed to be watching.

Distance

Haughtiness, aloofness, condescension, or worse – indifference – express the distance between them and us: the haves and the have nots. This is a reminder of the lofty dominance of those who can afford it for those that can’t, and a reassurance of proper status for those that have.


The language of care

Vulnerability

Depictions of humanity in a vulnerable state – bare skin, and in infancy, strongly characterises caring brands. Apart from evoking softness and smoothness, this elicits care responses from viewers, and sets a tender, even maternal role for brands in consumer lives – they are with us in intimate spaces and when our guard is down, and are suitably gentle as a result, or they intervene and care for those who cannot look after themselves.

Purity

The greatest care is unconditional, but the beneficiaries of these brands’ care are nevertheless unblemished, with infants in particular depicting both moral and physical purity. This impression is supported by dominant whites and blues, and abstracted backgrounds. There is space emerging for caring brands to explore beyond this territory and depict care in more challenging circumstances.

Taking Responsibility

Brands which proactively take responsibility to change the world for the better at their own cost, whether this constitutes their immediate purpose or a sincere secondary corporate mission, strongly communicate care – simply by doing it.


The language of respectControl

A rationalist, enlightenment instinct to define, codify and quantify connects many of these brands with the world of ‘getting things done’. Facts and figures show the world as it really is, helping these brands appear to explain, predict and take control of their worlds in a way which is highly appealing for consumers who want to do the same - such a thing being properly worthy of respect.

Longevity

History is pedigree. Brands reference and evoke long histories of accomplishment to establish their authenticity, respectability, and prowess. For these brands, this is rarely a case of simple heritage positionings or communications. Instead, roots are traced to their present incarnations, implying both permanence and vigorous future progress.

Possibility

With power comes respect, and many brands in this space work hard to express their potency and their ability to shape the world. This is frequently painted as blossoming creative possibility or specific achievements deriving from technical or engineered precision.


The language of reassurance

Transparency

Brands which seem to have nothing to hide will often create this impression through conspicuous honesty and disclosure of information that is not necessarily directly favourable to them. This candid disclosure builds trust and a sense of empathy between brand and consumer, with consumers feeling they enter transactions with a clear understanding of what to expect. With predictability comes reassurance.

Practicality

Brands which focus on the basic, the functional, the practical, imply reliability and exclude distracting extraneous noise – they explain in basic terms what they do, and what to expect. However, where most effective they also carry a strong implicit emotional payload that makes space in consumers’ hearts as well as their heads.

Domesticity

Few things are more reassuring than home and routine. Brands that evoke these – the home, the family, and the everyday, without challenge or surprise, create a sense of comfort and unobtrusively integrate themselves into our reliable domesticity.


Innovating for Desire

Innovating for desire: Spotlight on techBetween them the tech brands included in this study launched over 400 new products last year. From the iPhone4 to Samsung’s Galaxy tab we have been bombarded with more new ways to search, buy, and play than ever before. Given the overlap between this year’s tech brand desire winners and FastCompany’s top 50 innovative businesses there’s no doubt that desirable brands innovate.

However, this is about much more than just designing and launching new products every year. In fact there is no correlation between the amount of innovation a brand does and how desirable it is. For example Samsung launched 212 new mobile handsets last year V’s Apple’s 1 but both improved their desire ratings by approximately 10%: Two very different models of innovation but with one very desirable outcome.

So what does successful desire building innovation look like?Most desirable brands in the tech sector have innovated to make people’s lives better. Whether it’s helping us to find stuff quicker online or making a gaming experience more fun, the most desired innovators are those that never stop looking for new ways to make our lives better with their products or services. They don’t accept the status quo and constantly challenge the limits of their business, brand and category to get there.

So if there’s only one innovation question you ask yourself in 2012, make it this:

Will this new product or service make people’s lives better?

If you can’t answer yes with enthusiasm and commitment then don’t expect to be climbing the desire rankings this time next year.

Google: The relentless pursuit of ‘search’ perfection

They may have been working on a driverless car but this hasn’t stopped Google in their relentless quest to be the very best search engine – even in the absence of significant competition. According to a Google insider they make approximately 400 quality upgrades to the search engine every year. ‘Search as you type’ and ‘auto-complete’ innovation may have gone unnoticed to some untrained eyes but they are just a few examples of how Google are innovating by stealth to make our lives better.

Nintendo: Failing to make a real difference

The 3DS was Nintendo’s biggest launch of last year. However, after failing to hit its ambition of 4 million units in the first quarter Nintendo dropped its price by almost 30% across the world. From the outside the issue looks clear: DS users sit in two camps; 6 year old girls who use it to look after digital pets; or baby boomers who want to ‘train their brains’… not the most obvious targets for 3D technology. So, it seems the 3D technology failed to make the DS experience any better for users. As a consequence, Nintendo fell 16 places in the Brand Desire International 100 this year.

Microsoft: Challenging the status quo for a better

gaming experience

In contrast to Nintendo, Microsoft’s Kinect became the fastest selling piece of gaming kit ever. The Kinect reinvented gaming by removing the need for a controller. This is disruptive innovation at its finest. Microsoft didn’t just tweak the concept or add more accessories, they completely reinvented the notion that games need to be played with controllers. The result? Microsoft moved up 5 places in the International 100, while Xbox leapt 42 places in the US table and 147 places in the UK.

xxx


Let the Games Begin

There’s little doubt that the Olympics is big business. It is estimated that the IOC has attracted over $1 billion in sponsorship from well-established global brands including McDonald’s, Coca-Cola and BP. But does this investment really benefit brands that are frequently linked with child obesity or jeopardising the planet’s future?

Corporate sponsorship is a tricky thing to get right; you need to identify a cause that is broadly aligned with your own organisation’s desired values, but not one that is so utterly removed from existing perceptions of your brand that the partnership no longer makes sense to people.

So what personality does the Olympic brand have in people’s minds and which corporate brands are best-placed to align themselves to it?

The answer very much depends on which Olympic brand you’re talking about; according to the 2012 website, the reason for creating a separate logo for the 2012 Olympics is as follows: “The London 2012 brand is fundamental to the Games. It is how we identify the Games, how we communicate our ambition, and how we drive excitement and enthusiasm for the Games.” To some extent, this has been

achieved: The London 2012 brand is seen as more modern and fun than the Olympic rings. But this is only a minor triumph; the London 2012 brand is considered far less desirable than the Olympic rings. As for excitement and enthusiasm, Brand Desire for the Olympic rings is substantially lower in the UK than any of the other markets included in our study.

Despite this, the London 2012 Organising Committee considers the London 2012 brand to be its ‘most valuable asset’, pointing to its importance in securing funding for the games. But the brand also falls at this hurdle. Of the Olympic partners included in our study, the overwhelming majority fit far better with the Olympic rings than the London 2012 brand, which seems to be more of a liability than an asset. In fact, GE, Visa, BP and British Airways are so fundamentally different from the London 2012 brand that it is almost impossible to see how they would benefit from the association.

So which brands would benefit most from partnership with the London 2012 brand? Nokia (burning platform, anyone?) and lastminute.com are the strongest candidates. This doesn’t bode well. Let’s hope the UK is feeling more positive about the Olympics by the time Summer arrives...

Olympic rings best brands fit

1

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1

2 3

London 2012 best brands fit

Strong contenders: Which brands would best fit with the Olympic brands:Co

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2012 UK London 2012 2012 UK Olympic Rings

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Competing for glory: How do partner brands fit with Olympic brands?

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Volkswagen

VW increased its Brand Desire score by 6% in a single year. The brand embodies many of the personality traits that have prompted a mini renaissance in German brands: It is seen as the most organized, careful and reliable car brand in the study.

Nivea: 100 years of Desire

Nivea seems to have discovered the secret to eternal youth. Their 100 Years Skincare for Life campaign has driven Brand Desire by reinforcing the brand’s key personality attributes: reliability, reassurance and hard-working.

The rise of Brand Germany

Refocusing on “German qualities” 2012 represents something of a turning point for brands in the German section of our study. Whereas just a year ago Germans looked abroad for inspiration, 2012 seems to be the year Germany qualities came back into fashion: The Eurocrisis has emphasised Germany’s economic credibility and, to Germans at least, its reliability when it comes to dealing with the crisis around us.

All of this seems to have spurred the nation to refocus on what really seems to count: originally “German” qualities. And consequently the brands in the German study that have gained most in Brand Desire are modern, reliable, assertive, hard-working, organized, sophisticated, realistic, and reassuring.

Pride in utterly “German signature brands”So it should not come as a surprise that Germans desire German brands again. Seven brands in the Top 20 are “Made in Germany”, the biggest winners year on year are German brand heroes like Mercedes, BMW, VW and German newcomers in the ranking like Porsche, dm or Milka jumped straight into the Top 20 expelling their foreign counterparts from the front row. In almost every category, German brands outperform their foreign counterparts: German automotive brands outperform the French and American competition by far; Milka, Dr Oetker and Mueller leave Coca Cola for dust.

5.0%

1.2%

Average increase in brand desire of German brands

Average increase in brand desire of non-German brands

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

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2012: The year Germany rekindled its desire for home-grown brands:

Which personality attributes are driving growth in Brand Desire in Germany:

+5%40%

Most desirable German brands:

Brand Desire Change

Porsche Mercedes dm Milka VWBMWAudi Nivea

+8%39%

3 4 5 7 10 18 20 21Rank

Brand Desire Change Brand Desire Change Brand Desire Change Brand Desire Change Brand Desire Change Brand Desire Change Brand Desire Change

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Independent

Realistic

Assertive

Organized

CompetitiveSophisticated

Reliable

Open-minded

Confident

Modern

Strong contenders: Which brands would best fit with the Olympic brands:


Under Armour:

Up 75 places – 100% more hardworking vs average US brand

Kraft:

Up 58 places – 90% more sensible vs average US brand

Dove:

Up 33 places – 70% more reassuring vs average US brand

Harley Davidson:

Down 169 places – 260% more carefree vs average US brand

BMW:

Down 111 places – 80% more image-focused vs average US brand

Playstation:

Down 49 places – 100% more laid-back vs average US brand

Amazon:

30% increase in “a brand that matters to me” - 55% increase in “I wouldn’t consider an alternative to this brand”

Tylenol:

Down 33 places – 40% fall in “a brand that matters to me”

Bank of America:

Down 69 places – 40% drop in “a brand that matters to me” and 35% drop in “I wouldn’t consider an alternative to this brand”

USAA:

Up 25 places – 25% increase in “a brand that matters to me” and 30% increase in “I wouldn’t consider an alternative to this brand”

Google:

Up 5 places – 80% increase in “I wouldn’t consider an alternative to this brand”.

Pepsi:

Down 164 places – 44% fall in “brand I am proud to be seen with”

McDonalds:

Down 87 places – 36% fall in “a brand I feel attracted to”

USA: Hello to hard work, farewell to fun

Farewell to fat?

In a similar vein, America’s love affair with fast food and soda brands appears to be fading, fuelled by a growing health consciousness and Michelle Obama’s “Let’s Move!” campaign.

Creating a connection By contrast, brands that have struggled to defend their desirability this year have gotten stuck in the weeds and failed to ignite an emotional connection with US consumers. Caught up in a battle for functional differentiation, many healthcare brands have failed to defend their emotional affinity with US consumers. This is serving to undermine desirability and impeding their ability to cut through. Given the economic turmoil and the Occupy Wall Street movement, it is little surprise that the desirability of many US bank and credit card brands also continues to free-fall.

But the exceptions to the rule clearly show that – even in categories like financial services – greater desirability is possible if you can think beyond the functional and create a bigger purpose for your brand in consumers’ lives. For example, USAA isn’t just a supplier of financial services. Its purpose is to be a lifelong advisor to the military and their families, serving them with the honesty & integrity they have earned.

From products to experiences The other noteworthy story in the 2012 US study is that more desirable brands have embraced the idea of “think bigger” and transitioned from tools to experience brands. Amazon rose 23 places this year to become America’s most desirable brand. Driven by the success of the Kindle, Amazon has gone from search site to curator of personalized multimedia experiences.

With highly emotional communication and the launch of services such as Google Wallet, Google is also moving from search engine (that makes things simple to find) to cross-category experience brand (that makes things simple to do)

It’s been a tough year for America: unemployment and home foreclosures, a debt downgrade, bruising brinkmanship in Congress and growing anxiety about the future. The response has been a sober reassertion of the American work ethic: when the going gets tough, the tough buckle down. This is clearly evidenced in Brand Desire 2012: while Americans continue to be drawn to confident brands with a sense of ambition, the brands that have really soared in desirability this year embody sensible, hard-working values.

Conversely, the biggest losers in this year’s US study are those that hark back to frivolous, carefree days when it was okay to indulge and take risks.

Original

fund from best brand recreate PMS

http://www.kraft.com/


China: A new sense of aspiration

The China list is a fascinating reflection of Chinese consumers’ changing brand aspirations. Brands are no longer just statements of status, they also offer a shortcut to a better lifestyle. Brand Desire in China is no longer just about being foreign and fashionable. It’s also increasingly about being clever, relevant and empowering. Iconic luxury brands such as Louis Vuitton and Rolex now sit firmly in the second tier. Above them in the list is a fascinating mix of brands, and categories, that take people somewhere new. Mercedes, BMW, Shangri-La, Apple, HTC, Baidu and QQ. Cars, Travel, Tech and Online. These are the businesses that in many ways define China today. Going new places, enjoying the journey, and sharing the experience. So while some countries such as Germany have fantastic equity in China, it’s not so much these days about where a brand is from, but where it’s heading. Let’s take a closer look at the tech, for example. As I write, Chinese consumers are fighting in a Beijing store over the latest iPhones. But Apple isn’t the only desirable handset brand. Asian brands HTC and Samsung both score very well – and not just because they are practical.

Intercontinental:Ranked ?? in China’s top 100

Mercedes:Ranked 1 in China’s top 100

Tiffany & Co.:Ranked 10 in China’s top 100

Lancome:Ranked 3 in China’s top 100

Apple:Ranked 2 in China’s top 100

Louis Vuitton:Ranked 18 in China’s top 100

Carefree

Focused on imageModern

Competitive Open-minded

Fun

1. Mercedes

2. Apple

3. Lancome

4. BMW

5. Audi

6. YunnanBaiyao

7. Microsoft

8. HTC

9. Nokia

10. Tiffany

11. Sony

12. Porsche

13. Olympic Rings

14. Cartier

15. Baidu

16. Shiseido

17. QQ

18. Louis Vuitton

19. Nintendo

20. Disney

21. Shangri-La

22. Bank of China

23. Tsingtao

24. Rolex

25. Dove Chocolate

Asian brands on the rise... The good life in China:

Drivers of Desire in China:

They have defined personalities that are modern and sexy and talked about. (Interestingly, the Nokia brand is also still alive and well in China). In the online world, QQ and Facebook are equally desirable. While Faceook may have the edge in terms of ‘being a brand I respect’ (even though, or maybe because, it is banned in China), QQ is actually perceived as more modern and more imaginative. So, in some categories at least, innovation is more powerful than provenance. In a society that understands the value of its hard-earned cash, trusted quality is nevertheless still fundamental to desire. Bank of China wins in financial services partly because it’s seen as the safest brand in a very sensible category. Winning Chinese personal care brand YunnanBaiyao is highly respected and relevant. Lancôme is perceived as the most reliable skincare brand, as well as the most sexy and fun. Local beer brand Tsingtao is not just laid-back and sociable, it’s reliable and reassuring. While Chinese consumers are looking forward to the future, perhaps more than anyone else in the world, these preferences suggest Chinese consumers are also wary of losing what they already have.


India

India is a country brimming with progress: the 7th largest economy in the world, boasting an average of over 7% GDP growth for the past 15 years; a relatively young population experiencing an ever-growing middle class, with starting salaries greater than those of their retiring parents. These deeper pockets have made India one of the most attractive markets in the world. With an overwhelming proliferation of brands, Indians are significantly more able to enjoy the fruits of their labour than previous generations, giving them both the luxury of and desire to live ‘the good life’.

Delving deeper into the results, brands that are the most desired in India are perceived to be hardworking, confident, modern and ambitious. It comes as no surprise, as these are the very attributes that symbolize the fibre of the progress-driven country and her population. But desirable brands are also fun, exciting and open-minded, bringing in a caring and gentle element that shows it’s not just about achieving hard success but equally about being human, sharing in and celebrating this success. Conversely, being laid-back, conservative, spontaneous, reserved, traditional, passive or risk taking is unlikely to make you popular in India.

Drivers of desire in India:Open-minded

WiseReliable

Hard working

Exciting

Careful

Ambitious

Realistic

Practical

OrganizedModern

Confident

The Brand Desire study in India reveals to us just how this aspiration for the ‘good life’ is manifested in the brand choices that consumers make: they desire to own computers and use Microsoft’s software and Google’s platforms; to drive fancy BMW’s, Mercedes’ and Audi’s; to be ‘with it’ with Apple’s iPods iPhones and iPads; to wear Rolex watches; to enjoy Disney’s timeless moments with their families, watched on their Sony televisions; and to have the ability to pay for all of this using their Visa cards. These are the dominant indicators of success, and Indians are driven by a desire to achieve and then show just how they’ve ‘made it’ in life.

Clavin Klein:Ranked 22 in India’s top 100

Visa:Ranked 15 in India’s top 100

Rolex:Ranked 12 in India’s top 100

BMW:Ranked 2 in India’s top 100

Apple:Ranked 4 in India’s top 100


Gucci:Ranked 17 in India’s top 100

The good life in India:


Australia: Down-to-earth desire

Australians: a country of optimists - down to earth types - we don’t take ourselves too seriously. A typically honest bunch, we don’t beat around the bush, preferring to call a spade a spade. Hard-working, open minded, innovative whilst also embracing the larrikin.

It is therefore not surprising that the brands we desire tend to be a mirror of ourselves. When compared to other countries we tend to prefer brands that share our core Aussie values: down to earth, honest, optimistic… and fun. We love pragmatism in our brands as well as a clear purpose and are attracted to those that are inclusive rather than elitist. Above all, we love brands that help us connect with others.Only 4 of the top 30 most desirable brands in Australia are prestige or elite brands, compared to the UK and China which have over three times this number.

We love brands which capture the spirit of what it is to be Australian; quintessentially Australian brands Vegemite, Milo, Cadburys, Weetbix, Coopers are just a few of such brands which dominate the top 30 list.

So what does it take to be a desirable brand in Australia and how does this differ to the rest of the world? An analysis of the top brands in different markets reveals an interesting picture. In the UK, brands with a highly polished image, presenting themselves to be sophisticated and sexy dominate their most desirable brand list. Australians more often than not reject such brands.In China, aggressive, prestigious and masculine brands dominate, attributes which Australian consumers tend to reject.So what makes a brand desirable in Australia? We found that three key types of brands tended to be more desired amongst Australian consumers. These reflect the types of personalities and people we migrate towards as a country:

The Larrikin: Brands such as Cadbury’s, MILO and Coopers. These are brands that are desirable due to their fun, sociable, carefree and approachable characteristics.

The Innovator: This is a group of brands that are desirable to Australians due to their modern, outspoken, open-minded

personality. Both Nudie and Boost juice fall into this group.

Aussie old-school: The third group are brands that are desired because they are seen as reliable, sensible, practical, reassuring and traditional. Vegemite, the ABC, Weetbix and Panadol fall into this group – brands that have been around for a long time and that Australian consumers have grown up with.

So while there are many ways that make brands desirable for Australian consumers – it seems that we are drawn to brands that are a reflection of us. In short: explore ways to take the fluff out of your brand, keep it simple and down to earth, don’t be too serious, be honest and genuine – stick to these rules to be desired.


Australia

24 | Clear | Brand Desire 25 | Clear | Brand Desire 26 | Clear | Brand Desire

This way for an introductionto Brand Desire 2012 and top 100 lists

This way for more introduction on how to create Brand Desire


of Chinese consumers’ changing brand aspirations. Brands are no longer just statements of status, they also offer a shortcut to a better lifestyle. Brand Desire in China is no longer just about being foreign and fashionable. It’s also increasingly about being clever, relevant and empowering. Iconic luxury brands such as Louis Vuitton and

them in the list is a fascinating mix of brands, and categories, that take people somewhere new. Mercedes, BMW, Shangri-La, Apple, HTC, Baidu and QQ. Cars, Travel, Tech and Online. These are the businesses that in

places, enjoying the journey, and sharing the experience. So while some countries such as Germany have fantastic equity in China, it’s not so much these days about where a brand is from, but where it’s heading. Let’s take a closer look at the tech, for example.

Beijing store over the latest iPhones. But Apple isn’t the only desirable handset brand. Asian brands HTC and Samsung both score very well – and not just because they are practical.

India

India is a country brimming with progress: the 7th largest economy in the world, boasting an average of over 7% GDP growth for the past 15 years; a relatively young population experiencing an ever-growing middle class, with starting salaries greater than those of their retiring parents. These deeper pockets have made India one of the most attractive markets in the world. With an overwhelming proliferation of brands,

fruits of their labour than previous generations, giving them both the luxury of and desire to live ‘the good life’.





So what does it take to be a desirable brand in Australia and how does this differ to the rest of the world? An analysis of the top brands in different markets reveals an interesting picture. In the UK, brands with a highly polished image, presenting themselves to be sophisticated and sexy dominate their most desirable brand list. Australians more often than not reject such brands.In China, aggressive, prestigious and masculine brands dominate, attributes which Australian consumers tend to reject.So what makes a brand desirable in Australia? We found that three key types of brands tended to be more desired amongst Australian

personalities and people we migrate towards as a country:


The Innovator: This is a group of brands that are desirable to Australians due to their modern, outspoken, open-minded personality. Both Nudie and Boost juice fall into this group.


So while there are many ways that make brands desirable for Australian consumers – it seems

of your brand, keep it simple and down to earth, don’t be too serious, be honest and genuine – stick to these rules to be desired.

Welcome to Brand Desire 2012. This year’s study continues our journey to identify what creates, destroys and sustains Brand Desire. But this year we have travelled even further. · We have expanded the study to over 22,000 people across 6 countries, 23 categories and over 500 brands giving us even more data to work with.· The year on year comparisons have helped us to understand the dynamics of desire: which brands have become more and less desirable over the last 12 months and why. · We have added a semiotic analysis of the language of desire, to identify the visual and verbal cues that the most desirable brands use to build personality and relevance. · We have looked underneath brands into the underlying behaviours of businesses that own them to understand the culture of desire.· We have even looked backwards to validate the enduring value that desirable brands bring to their owners. · Through all the extra data and additional analysis two key findings stand firm: the principles of desire are as true today as ever, and building

desire remains an immensely powerful way to build sustained value into your business. This booklet contains the principal insights we’ve uncovered over the last 2 years. But we’ve only started to scratch the surface of the data we’ve collected. Over the coming year, we’ll provide more in-depth analysis of the categories and brands included in the study; please visit www.clear-ideas.com for further insight into how to build Brand Desire.

Delving deeper into the results, brands that are the most desired in India are perceived to be

It comes as no surprise, as these are the

progress-driven country and her population. But desirable brands are also fun, exciting and open-minded, bringing in a caring and gentle element that shows it’s not just about achieving hard success but equally about being human, sharing in and celebrating this success. Conversely, being laid-back, conservative, spontaneous, reserved, traditional, passive or risk taking is unlikely to make you popular in India.


WiseReliable

Hard working

Exciting

Careful

Ambitious

Realistic

Practical

OrganizedModern

Confident


Australia UK China













Carefree



Fun

1. Mercedes

elppA .2

3. Lancome

4. BMW

5. Audi

6. YunnanBaiyao

7. Microsoft

8. HTC

9. Nokia

10. Tiffany

11. Sony

12. Porsche

13. Olympic Rings

14. Cartier

15. Baidu

16. Shiseido

17. QQ

18. Louis Vuitton

19. Nintendo

20. Disney

21. Shangri-La

22. Bank of China

23. Tsingtao

24. Rolex

25. Dove Chocolate

Asian brands on the rise... The good life in China: The good life in India:


and sexy and talked about. (Interestingly, the Nokia brand is also still alive and well in China). In the online world, QQ and Facebook are equally desirable. While Faceook may have the edge in terms of ‘being a brand I respect’ (even though, or maybe because, it is banned in China), QQ is actually perceived as more modern and more imaginative. So, in some categories at least, innovation is more powerful than provenance. In a society that understands the value of its hard-earned cash, trusted quality is nevertheless still fundamental to desire.

partly because it’s seen as the safest brand in a very sensible category. Winning Chinese personal care brand YunnanBaiyao is highly respected and relevant. Lancôme is perceived as the most reliable skincare brand, as well as the most sexy and fun. Local beer brand Tsingtao is not just laid-back and sociable, it’s reliable and reassuring. While Chinese consumers are looking forward to the future, perhaps more than anyone else in the world, these preferences suggest Chinese consumers are also wary of losing what they already have.

1. Google 44%

2. Apple 44%

3. WWF 40%

4. Vegemite 40%

5. Sony 38%

6. ABC 38%

7. Rolex 37%

8. Cadbury’s 38%

9. Chanel 35%

10. BMW 34%

11. Milo 34%

12. Tiffany 33%

13. Microsoft 33%

14. Visa 33%

15. Nudie 32%

16. Youtube 32%

17. Disney 32%

18. Dettol 32%

19. Skype 32%

20. Coopers 32%

21. Absolut vodka 32%

22. Unicef 31%

23. Adidas 31%

24. Boost Juice 31%

25. Weetbix 30%

26. Dove 30%

27. Ebay 30%

28. Panadol 30%

29. L’Oreal 29%

30. Samsung 29%

1. Google 44%

2. Apple 44%

3. WWF 40%

4. Vegemite 40%

5. Sony 38%

6. ABC 38%

7. Rolex 37%

8. Cadbury’s 38%

9. Chanel 35%

10. BMW 34%

11. Milo 34%

12. Tiffany 33%

13. Microsoft 33%

14. Visa 33%

15. Nudie 32%

16. Youtube 32%

17. Disney 32%

18. Dettol 32%

19. Skype 32%

20. Coopers 32%

21. Absolut vodka

22. Unicef 31%

23. Adidas 31%

24. Boost juice 31%

25. Weetbix 30%

26. Dove 30%

27. Ebay 30%

28. Panadol 30%

29. L’Oreal 29%

30. Samsung 29%

1. iPad 49%

2. Apple 44%

3. iPhone 42%

4. HTC 41%

5. Google 41%

6. Itunes 40%

7. Möet Chandon 38%

8. Amazon 37%

9. Fairtrade 37%

10. Marmite 37%

11. Innocent 37%

12. Rolls Royce 37%

13. Aston Martin 37%

14. Visa 36%

15. Nudie 32%

16. Youtube 32%

17. Chanel 35%

18. Pantene 35%

19. Nando’s 34%

20. Audi 34%

21. Paypal 34%

22. BBC 34%

23. Youtube 34%

24. Oakley 33%

25. Bang & Olufsen 33%

26. WWF

27. Coca 32%

28. Xbox 32%

29. Lego 32%

30. Tag Heuer 32%

1. Mercedes 71%

2. Apple 65%

3. Lancome 62%

4. BMW 62%

5. Audi 61%

6. American airlines 60%

7. YunnanBaiya 59%

8. Intercontinental 59%

9. Microsoft 58%

10. HTC 58%

11. Nokia 57%

12. BP 57%

13. Tiffany 57%

14. Sony 56%

15. Porsche 56%

16. Olympic Rings 56%

17. Cartier 55%

18. Baidu 55%

19. Shisedo 55%

21. Louis Vuiton 55%

22. Nintendo 55%

23. Disney 54%

24. Shangri-La 53%

25. Bank of China 53%

26. Tsingtao 53%

27. Rolex 53%

28. Dove Chocolate 53%

29. Calvin Klein 53%

30. IBM 52%

20. QQ

32%

33%

55%

24 | Clear | Brand Desire 25 | Clear | Brand Desire 26 | Clear | Brand Desire

This way for an introductionto Brand Desire 2012 and top 100 lists

This way for more introduction on how to create Brand Desire


of Chinese consumers’ changing brand aspirations. Brands are no longer just statements of status, they also offer a shortcut to a better lifestyle. Brand Desire in China is no longer just about being foreign and fashionable. It’s also increasingly about being clever, relevant and empowering. Iconic luxury brands such as Louis Vuitton and

them in the list is a fascinating mix of brands, and categories, that take people somewhere new. Mercedes, BMW, Shangri-La, Apple, HTC, Baidu and QQ. Cars, Travel, Tech and Online. These are the businesses that in

places, enjoying the journey, and sharing the experience. So while some countries such as Germany have fantastic equity in China, it’s not so much these days about where a brand is from, but where it’s heading. Let’s take a closer look at the tech, for example.

Beijing store over the latest iPhones. But Apple isn’t the only desirable handset brand. Asian brands HTC and Samsung both score very well – and not just because they are practical.

India

India is a country brimming with progress: the 7th largest economy in the world, boasting an average of over 7% GDP growth for the past 15 years; a relatively young population experiencing an ever-growing middle class, with starting salaries greater than those of their retiring parents. These deeper pockets have made India one of the most attractive markets in the world. With an overwhelming proliferation of brands,

fruits of their labour than previous generations, giving them both the luxury of and desire to live ‘the good life’.





So what does it take to be a desirable brand in Australia and how does this differ to the rest of the world? An analysis of the top brands in different markets reveals an interesting picture. In the UK, brands with a highly polished image, presenting themselves to be sophisticated and sexy dominate their most desirable brand list. Australians more often than not reject such brands.In China, aggressive, prestigious and masculine brands dominate, attributes which Australian consumers tend to reject.So what makes a brand desirable in Australia? We found that three key types of brands tended to be more desired amongst Australian

personalities and people we migrate towards as a country:


The Innovator: This is a group of brands that are desirable to Australians due to their modern, outspoken, open-minded personality. Both Nudie and Boost juice fall into this group.


So while there are many ways that make brands desirable for Australian consumers – it seems

of your brand, keep it simple and down to earth, don’t be too serious, be honest and genuine – stick to these rules to be desired.

Welcome to Brand Desire 2012. This year’s study continues our journey to identify what creates, destroys and sustains Brand Desire. But this year we have travelled even further. · We have expanded the study to over 22,000 people across 6 countries, 23 categories and over 500 brands giving us even more data to work with.· The year on year comparisons have helped us to understand the dynamics of desire: which brands have become more and less desirable over the last 12 months and why. · We have added a semiotic analysis of the language of desire, to identify the visual and verbal cues that the most desirable brands use to build personality and relevance. · We have looked underneath brands into the underlying behaviours of businesses that own them to understand the culture of desire.· We have even looked backwards to validate the enduring value that desirable brands bring to their owners. · Through all the extra data and additional analysis two key findings stand firm: the principles of desire are as true today as ever, and building

desire remains an immensely powerful way to build sustained value into your business. This booklet contains the principal insights we’ve uncovered over the last 2 years. But we’ve only started to scratch the surface of the data we’ve collected. Over the coming year, we’ll provide more in-depth analysis of the categories and brands included in the study; please visit www.clear-ideas.com for further insight into how to build Brand Desire.

Delving deeper into the results, brands that are the most desired in India are perceived to be

It comes as no surprise, as these are the

progress-driven country and her population. But desirable brands are also fun, exciting and open-minded, bringing in a caring and gentle element that shows it’s not just about achieving hard success but equally about being human, sharing in and celebrating this success. Conversely, being laid-back, conservative, spontaneous, reserved, traditional, passive or risk taking is unlikely to make you popular in India.


WiseReliable

Hard working

Exciting

Careful

Ambitious

Realistic

Practical

OrganizedModern

Confident


Australia UK China













Carefree



Fun

1. Mercedes

elppA .2

3. Lancome

4. BMW

5. Audi

6. YunnanBaiyao

7. Microsoft

8. HTC

9. Nokia

10. Tiffany

11. Sony

12. Porsche

13. Olympic Rings

14. Cartier

15. Baidu

16. Shiseido

17. QQ

18. Louis Vuitton

19. Nintendo

20. Disney

21. Shangri-La

22. Bank of China

23. Tsingtao

24. Rolex

25. Dove Chocolate

Asian brands on the rise... The good life in China: The good life in India:


and sexy and talked about. (Interestingly, the Nokia brand is also still alive and well in China). In the online world, QQ and Facebook are equally desirable. While Faceook may have the edge in terms of ‘being a brand I respect’ (even though, or maybe because, it is banned in China), QQ is actually perceived as more modern and more imaginative. So, in some categories at least, innovation is more powerful than provenance. In a society that understands the value of its hard-earned cash, trusted quality is nevertheless still fundamental to desire.

partly because it’s seen as the safest brand in a very sensible category. Winning Chinese personal care brand YunnanBaiyao is highly respected and relevant. Lancôme is perceived as the most reliable skincare brand, as well as the most sexy and fun. Local beer brand Tsingtao is not just laid-back and sociable, it’s reliable and reassuring. While Chinese consumers are looking forward to the future, perhaps more than anyone else in the world, these preferences suggest Chinese consumers are also wary of losing what they already have.

1. Google 44%

2. Apple 44%

3. WWF 40%

4. Vegemite 40%

5. Sony 38%

6. ABC 38%

7. Rolex 37%

8. Cadbury’s 38%

9. Chanel 35%

10. BMW 34%

11. Milo 34%

12. Tiffany 33%

13. Microsoft 33%

14. Visa 33%

15. Nudie 32%

16. Youtube 32%

17. Disney 32%

18. Dettol 32%

19. Skype 32%

20. Coopers 32%

21. Absolut vodka 32%

22. Unicef 31%

23. Adidas 31%

24. Boost Juice 31%

25. Weetbix 30%

26. Dove 30%

27. Ebay 30%

28. Panadol 30%

29. L’Oreal 29%

30. Samsung 29%

1. Google 44%

2. Apple 44%

3. WWF 40%

4. Vegemite 40%

5. Sony 38%

6. ABC 38%

7. Rolex 37%

8. Cadbury’s 38%

9. Chanel 35%

10. BMW 34%

11. Milo 34%

12. Tiffany 33%

13. Microsoft 33%

14. Visa 33%

15. Nudie 32%

16. Youtube 32%

17. Disney 32%

18. Dettol 32%

19. Skype 32%

20. Coopers 32%

21. Absolut vodka

22. Unicef 31%

23. Adidas 31%

24. Boost juice 31%

25. Weetbix 30%

26. Dove 30%

27. Ebay 30%

28. Panadol 30%

29. L’Oreal 29%

30. Samsung 29%

1. iPad 49%

2. Apple 44%

3. iPhone 42%

4. HTC 41%

5. Google 41%

6. Itunes 40%

7. Möet Chandon 38%

8. Amazon 37%

9. Fairtrade 37%

10. Marmite 37%

11. Innocent 37%

12. Rolls Royce 37%

13. Aston Martin 37%

14. Visa 36%

15. Nudie 32%

16. Youtube 32%

17. Chanel 35%

18. Pantene 35%

19. Nando’s 34%

20. Audi 34%

21. Paypal 34%

22. BBC 34%

23. Youtube 34%

24. Oakley 33%

25. Bang & Olufsen 33%

26. WWF

27. Coca 32%

28. Xbox 32%

29. Lego 32%

30. Tag Heuer 32%

1. Mercedes 71%

2. Apple 65%

3. Lancome 62%

4. BMW 62%

5. Audi 61%

6. American airlines 60%

7. YunnanBaiya 59%

8. Intercontinental 59%

9. Microsoft 58%

10. HTC 58%

11. Nokia 57%

12. BP 57%

13. Tiffany 57%

14. Sony 56%

15. Porsche 56%

16. Olympic Rings 56%

17. Cartier 55%

18. Baidu 55%

19. Shisedo 55%

21. Louis Vuiton 55%

22. Nintendo 55%

23. Disney 54%

24. Shangri-La 53%

25. Bank of China 53%

26. Tsingtao 53%

27. Rolex 53%

28. Dove Chocolate 53%

29. Calvin Klein 53%

30. IBM 52%

20. QQ

32%

33%

55%

Clear is a full service brand consultancy.

We help create Brand Desire using the power of simplicity.

We have offices in London, New York, Hong Kong, Singapore & Sydney.

We are part of the M&C Saatchi group.

www.clear-ideas.com

www.brand-desire.com

Brand Desire 2012

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