1、1 The Corona virus drew many Newcomers to E-commerce 2 Value-shopping increased 3 Buying local moved from a sustainability practice to mainstream 4 Brands are entering the era of public People are looking for a modicum of certainty and optimism from Brands 5 The largest brand building platform in th

2、e world 3.8m Consumer interviews 170 k Brands 512 Categories 51 Markets 5.3bn Data points 6 Ranking methodology Financial value ($) Financial value created by a brand Brand contribution (%) Proportion of financial value generated by the brands ability to increase purchase volume and charge premium.

3、Step 01 Step 02 Step 03 Brand value Source: Step 1 Bloomberg, Kantar; Step 2 BrandZ 7 The Global Top 100 Most Valuable Brands 2020 18 Moutai 19 Louis Vuitton 20 UPS 21 Nike 22 Disney 23 PayPal 24 Starbucks 25 XFINITY 26 Netflix 27 Walmart 28 Spectrum 29 Instagram 30 Accenture 31 ICBC 32 Deutsche Tel

4、ekom 33 Intel 34 Chanel 34 Chanel 35 Adobe 36 China Mobile 37 YouTube 38 Ping An 39 Herms 40 Samsung 41 Salesforce 42 Wells Fargo 43 LinkedIn 44 LOral Paris 45 Huawei 46 American Express 47 Costco 48 Toyota 49 Gucci 50 Oracle 51 Cisco 52 JD 53 Budweiser 54 Meituan 55 Vodafone 56 Mercedes-Benz 57 Zar

5、a 58 China Construction Bank 59 HDFC Bank 60 RBC 61 BMW 62 Chase 63 NTT 64 Didi Chuxing 65 Xbox 66 Orange 67 HSBC 68 Haier 69 Agricultural Bank of China 70 Pampers 71 Dell Technologies 72 IKEA 73 AIA 74 J.P. Morgan 75 LIC 76 Colgate 77 TD 78 Bank of America 79 TikTok 80 Movistar 81 Xiaomi 82 KFC 83

6、Shell 84 Aldi 85 Uber 86 UnitedHealthcare 87 Citi 88 FedEx 89 Gillette 90 BCA 91 Baidu 92 Adidas 93 DHL 94 Siemens 95 Subway 96 Lowes 97 Bank of China 98 Lancme 99 Pepsi 100 Commonwealth Bank of Australia 1 Amazon 2 Apple 3 Microsoft 4 Google 5 Visa 6 Alibaba 7 Tencent 8 Facebook 9 McDonalds 10 Mast

7、ercard 11 AT&T 12 Verizon 13 Coca-Cola 14 IBM 15 Marlboro 16 The Home Depot 17 SAP US $5.0 trillion thats more than the GDP of Japan Total value of the Top 100 brands in 2020 9 US $277 billion It grew by Despite the Covid-19 pandemic, total value of the Top 100 did not decline: 10 Strong brands acro

8、ss categories prove resilient to extreme stress 11 -50% 0% 50% 100% 150% 200% 250% 300% 350% 400% 200620072008200920000192020 BrandZ strong brand portfolios continue to out-perform the market BrandZTM Portfolios vs S&P 500 vs MSCI World (April 2006 - April 2020) More

9、 detail of 2020 declines on next slide BrandZ Powerful brands Top 10 Portfolio 285.2% BrandZ Strong Brands Portfolio 172.9% S&P 500 120.0% MSCI World Index 45.6% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 12 When turbulence drives, markets down, strong brands decline

10、more slowly BrandZ portfolios vs. S&P500 and MSCI World: 14 February to 20 March 2020, indexed on April 2006 0% 50% 100% 150% 200% 250% BrandZ Strong Brands PortfolioMSCI World Index 42% 75% BrandZ Strong Brands Portfolio Feb Mar % of value lost: MSCI World Index Feb Mar 13 The Global Top 10 Most Va

11、luable Brands 2020 Brand value in US$ billion, with change from value in 2019 1 2 3 4 5 6 7 8 9 10 Retail $415 billion +32% Technology $352 billion +14% Technology $327 billion +30% Technology $324 billion +5% Payments $187 billion +5% Retail $153 billion +16% Technology $151 billion +15% Technology

12、 $147 billion -7% Fast Food $129 billion -1% Payments $108 billion NEW 14 Amazon Became the New No.1 in 2019 The changed Top 10 Source: BrandZ Global, 2020 2006 2020 5 New Comers in 2020 79 86 97 98 99 Entertainment $17 billion Insurance $156 billion Banks $14 billion Personal Care $14billion Bevera

13、ges $3billion 17 The Global Top 10 Fastest Risers Change from value in 2019 1 2 3 4 5 6 7 8 9 10 Alcohol +58% Technology +47% Apparel +40% Retail +35% Entertainment +34% Retail +32% Technology +31% Technology +30% Technology +29% Lifestyle Platform +27% 18 The Global Top 100 Chinese Brands #6 #18 #3

14、1 #36 #38 #45 #52 #5 #58 #64 #68 #69 #78 #54 #81 #91 #97 19 Year-on-year Category Changes % = Brand Value Change 2020 vs. 2019 $ = Brand Value US$ Mil. 20 Financial services Economic uncertainty Fast food Pandemic lockdowns Telecoms providers Economic uncertainty Energy, Cars Multiple factors Some s

15、ectors are heavily impacted by short-term effects Categories with declines in 2020 Total sector value indexed on 2007 pre-recession (for top 10 brands each year) 60 80 100 120 140 160 180 200 220 240 260 280 300 20082009201020112012 Recession effects over 2 years Long term decline But recovery is po

16、ssible Cars Fast food Telecoms Comparison to effects during 2008 recession 21 Technology brands continued to grow brand value through the last recession and look set to continue this growth 60 100 140 180 220 260 300 340 380 420 460 500 2008200920000192020 241 Luxury

17、 brands were among the hardest hit through 2008-10, but have since recovered to deliver strong growth every year Technology brands 504 Total sector value indexed on 2007 pre-recession (for top 10 brands each year) 22 Marketings decade of improvement 23 Brand equity across the Top 100 brands was much

18、 stronger at the start of the current pandemic than before the Great Recession of 2008 Average global index scores for Top 100 brands in each year 109 122 110 123 110 139 60 70 80 90 100 110 120 130 140 150 20072020 Meaningful index Different index Salient index 24 Considerably Less Volatility than

19、2008 The BrandZ Top 100 2020 shows 2008 2020 25 How to Build Strong Resilient Brands in the Post-Pandemic World? Lessons Learned from 2020 Global Top 100 Brands 26 LESSON Now is the time to BUILD BRAND RESILIENCE 27 -50% 0% 50% 100% 150% 200% 250% 300% 350% 400% 20062007200820092001320142

20、001820192020 BrandZ Powerful brands Top 10 Portfolio 285.2% BrandZ Strong Brands Portfolio 172.9% S&P 500 120.0% MSCI World Index 45.6% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Strong brands recovered 5 times faster following the financial crisis of 2008

21、Recovery time for corporate stocks of strong brands Recovery time for S&P 500 Source: BrandZ Global, 2020 28 Size is no guarantee of future growth -40 -20 0 20 40 60 80 $10.0 $100.0 Brand Value % change 2019 to 2020 Brand Value $bn in 2019 (log scale) There is no correlation between the brand value

22、of the Top 100 brands a year ago and their growth since 2019 Brand value in 2019 vs. brand value % change 2019 -2020 x Horizontal axis is shown as a logarithmic scale to make all brands easily visible 29 Millennials also expect brands to take this proactive attitude and be the change Source: BrandZ

23、Global, 2020 18 22 23 Be an example and guide the change Total GenZ Millennials What should brands do at the moment 30 Balance brand building and activation to drive both short-term and long-term sales Source: BrandZ Global, 2020 31 LESSON Now is the time to DRIVE DEMAND 33 4.78cm 0 cm 6.35 cm 15.93

24、cm 15.93 cm Content Bottom Content Top Left Margin Right Margin Middle 0cm 0.26cm 0.26cm 8.33cm Title Top 7.54 cm Image Bottom Meaningful Difference is critical to driving demand and sustaining margins 45% 49% 6% Margin drivers Contribution to Premium Meaningful Salient Different Lululemon +40% 34 C

25、reating a DISTINCT TERRITORY, owning an OCCASION or offering a wider ECOSYSTEM of the benefits is the strongest route to growth now and in the future. How to build difference? 35 from PRODUCT BRAND to OCCASION BRAND to ECOSYSTEM BRAND Which stage are you at? 36 PRODUCT BRAND Drive product and commun

26、ication distinctiveness Estee Lauder changed its focus to make up for younger millennials with higher spending power rather than traditional older target market (anti- ageing products) Global brand value growth +16% Source: BrandZ global studies weighted average 37 OCCASION BRAND Differentiate by “o

27、wning an occasion” Extending its ownership of the baijiu gifting occasion: more festivals, consumers, variants +34% Owning the evening in occasion accelerated by Covid-19 lockdowns +59% 38 ECOSYSTEM BRAND Harden the core and expand the eco +15% 39 LESSON Now is the time to INCREASE PERCEIVED VALUE 4

28、0 71% of households COVID-19 has impacted or will impact household income for 41 5.9 -2.0 -1.4 -5.6 Very highHighSmallNegative Value Advantage Average brand value change in 2020 Perceived value drives growth under tough time 42 Drive Perceived Value through DISRUPTION Disruption Index = 148 Disrupti

29、on Index = 127 43 LESSON Now is the time to DIGITALIZE BUSINESS MODEL 46 70% of the global executives believe that the crisis will expedite the digitalization process. 47 Not applying DIGITAL LIPSTICK 48 Global brand value growth +12% 49 China leads SOCIAL COMMERCE and O2O 50 PING AN Financial Servi

30、ces brand develops AI and other Innovative Technologies 51 Now is the time to GET THE BASICS RIGHT TRUST AND SUSTANABILITY LESSON 52 Drive Perceived Value through SUSTAINABILITY Responsibility is now 3x more important to corporate reputation than 10 years ago 49% of reputation Responsibility accounts for Environmental responsibility or Sustainability is now the most important element of Corporate Reputation Society 31% Environment 34% Supply chain 14% Employees 21% Elements of Responsibility Survive is Thrive EFFICIENCY and INVESTMENT