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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
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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PROMISING / NICHE
POWER BRAND
FALLING
WEAKENED
LACKING FOCUS
NEW
D R E K
D R E K
D R E K
D R E K
D R E K
D R E K
Financial performance
1.7x2.3x
1.3x
0.6x
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BRAND STATUREESTEEM & KNOWLEDGE
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
BRAND BRAND ASSET SCORE
% 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
BRAND BRAND ASSET SCORE
% 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
BRAND BRAND ASSET SCORE
% 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
DIFFERENTIATION RELEVANCE ESTEEM KNOWLEDGE
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
DIFFERENTIATION RELEVANCE ESTEEM KNOWLEDGE
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
TOP 10 BRAND BRANDASSET SCORE % RANK
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
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
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
DIFFERENTIATION RELEVANCE ESTEEM KNOWLEDGE
TOP 10 BRAND BRANDASSET SCORE % RANK
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
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
tech
tron
ics
TOP 10 BRAND BRANDASSET SCORE % RANK
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
BRAN
D
BATT
LE
CANO
N
VS.
NIKON
Canon
2009 2011
DIFFERENTIATION RELEVANCE ESTEEM KNOWLEDGE
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
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
TOP 10 BRAND BRANDASSET SCORE % RANK
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
BRAND STATUREESTEEM & KNOWLEDGE
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
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
CREDITSAuthorsBasVelthuis HeadofStrategy Y&RJeffreyKruk BrandConsultant BrandAssetConsultKimDekker BrandAnalyst BrandAssetConsult
Formoreinformation,pleasecontact:Jeffrey [email protected]:+31(0)205795600
BrandAssetValuatorNederland
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