Zara only Spanish retail among the most valuable brands in the world. -


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Saturday, November 2, 2019

Zara only Spanish retail among the most valuable brands in the world.

Zara is the only retail company in Spain that manages to place itself on the list of the most valuable brands in the world, according to the 20th edition of the Best Global Brands 2019 report, the global ranking of brand positioning.

Zara only Spanish retail among the most valuable brands in the world.
Zara only Spanish retail among the most valuable brands in the world.

Ranked 29, he continues, for the second consecutive year, above his rival H&M despite falling four positions over last year. The value of Inditex's teaching decreases by 3%, to 17,175 million dollars (15,500 million euros).

Apple, Google, and Amazon get one more year the best positions in this ranking. Microsoft, Coca-Cola, Samsung, Toyota, S, Mcdonals, and Disney close the top 10 on the list. On the other hand, we observe how this year, three companies are added to the list, Uber and LinkedIn are released for the first time, and Dell rejoins after six years. But not all brands enjoy the same situation, and if three companies enter, another three have to leave. It is the case Johnnie Walker, Sprite, and Subaru disappear from the list this year to be placed 101, 102, and 103, respectively.

On the other hand, Facebook is the brand that has lost the most value, 12% out of the top 10 to 39.857 million dollars. It suffers a fall of five positions, from the 9th it occupied in 2018 to the 14th. But in a general way, they affirm that "the total value of the brands has doubled by 16% compared to last year.

By sectors, more than half of the 100 'Best Global Brands' belong to these five: Automotive (15), Technology (9), Financial Services (12), Luxury (9), and Consumer Goods (9). It is being the sector of the luxury the one that more has grown in percentage terms when advancing 11% concerning the previous year.

What do the most valuable brands in the world have in common?
During the presentation of this report, we talked about the conclusions that the results leave us. From Interbrand, they wanted to put the focus on the "Iconic Moves," a new concept that is based on the strategic actions that companies have to take to remain relevant.

And what the most valuable brands have in common is that "they have managed to transform consumer expectations," said Nancy Villanueva, general director of Interbrand Madrid. And it is as he has explained what characterizes brands such as CocaCola or McDonals that have been in the top 10 of this ranking for 20 years, having made these "iconic moments."

During the past 20 years, the way we interact with brands has changed. Due to the abundance of supply. The erosion of brand loyalty and the speed of adoption and changes in the reference frameworks. "Many companies grow but end up closed because they do not have a differential value offer. And that's why we see brands like Nokia that disappear," said Bosco Torres, associate director, strategy & analytics at Interbrand Madrid.

"Consumers move fast, and their expectations are advancing the reality of companies. Brands that want to grow have to evolve and perform 'iconic moves,' actions that allow them to continue in the market"  "these unexpected moments are necessary to exceed the expectations of consumers," he added.

But what are these moments characterized? They create a new standard, they force an internal change in addition to creating a temporary monopoly, as is the case of Apple "they opted for the physical presence of stores and continue to invest in something that for years no brand in their sector had done. Then we have seen how brands like Samsung or Xiaomi have arrived." And finally, these moments drive extraordinary results. In this case, they have named the instance of Legoque by launching their movie Lego Movie "got a brand of great legacy will reach the new generations. The company increased sales by 25% over the previous year."

The importance of the cultural relevance of a brand
Jaime Pelegrí, director of business development at Twitter, wanted to talk about the importance of brands in society. "Consumers believe that brands are a more powerful force than governments to change and improve today's society. And 54% believe that it is easier to get chews that face social problems than to see governments act," as he said during his presentation.

But it has also invited brands to return to the basics: listening and speaking. Learn from public conversation and know the issues that matter in society. And secondly, be part of that conversation to connect with consumers. According to the data provided by 57% of Twitter users will buy or boycott a brand depending on their position in a social or political issue. 23% of the decision to buy a consumer is based on the cultural relevance of A brand, and 65% will not buy a brand that has been quiet in a situation where it was required to respond.

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