2016 Overview Results Best Brands 2016 GfK Belgium
© GfK August 18, 2016 | Best Brands Results 2016
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Structure 1. Survey background and design 2. Results Best Product Brand Best Belgian Brand Best Corporate Brand 3. GfK Brand Vivo – the Consumer Brand Dynamics 4. Applying Brand Vivo to the winning brands 5. Contacts 6. Appendix
© GfK August 18, 2016 | Best Brands Results 2016
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Background Many companies’ success stories show that it is possible to have success - even in difficult times - with the right vision and innovative brand concepts. Best brands puts those brands and their makers in the spotlight. At Best Brands, it is not the subjective opinion of a jury that decides the winner, but the consumers themselves. Best Brands is the sole brands marketing award based on a representative empirical study (conducted by GfK) measuring the strength of a brand on two criteria: the actual economic success, and the psychological attractiveness of the brand in the perception of consumers, who ultimately constitute its future success.
Brand attractiveness GfK ‘Share of soul’ Current
Forward Looking Market Success
© GfK August 18, 2016 | Best Brands Results 2016
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Survey Design Best brands research GfK carries out a comprehensive brand evaluation to determine the best brands. The study is based on a detailed design, which puts brand awareness, the quantitative (revenue-oriented) perspective of brand strength, and the qualitative “Share of Soul” into a meaningful perspective.
€ …
Brand Awareness
© GfK August 18, 2016 | Best Brands Results 2016
Market Share Customer Retention / Brand Loyalty Price Premium
Brand Relationship Brand Experience Cross-Selling Potential Brand Awareness
Brand Success
Share of Soul
Brand Strength
Best Brands
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2016 Best Product Brand
© GfK August 18, 2016 | Best Brands Results 2016
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Model for best product brand Sample: 1324 people, representative of total Belgian population Fieldwork period: November / December 2015 Method: Online The pre-selection of brand was on the basis of their market share and brand awareness. The brand strength of each assessed brand is measured by market value and attitudinal aspects: The “brand success” aspect includes the market share, premium pricing and customer loyalty. The “Share of Soul” aspect includes the product’s brand awareness, its cross-selling potential as well as the brand relationship and the brand experience. The input for the individual influences is taken from the GfK panels obtained from representative surveys.
Price Premium Customer Binding
Brand Success
Market Share
Best Product Brand
Awareness Brand Potential Index
Share of Soul
Cross-Selling Potential © GfK August 18, 2016 | Best Brands Results 2016
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144 brands from 26 industries FMCG
Alcoholic beverages Beauty Body care Confectionary Dairy products Frozen food Household cleaners Hot beverages Non-alcoholic beverages Non-frozen food
© GfK August 18, 2016 | Best Brands Results 2016
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SMCG
Consumer Electronics (audio & video) Information Technology (IT) (hardware & peripherals) Major Domestic Appliances Entertainment Retail Small Domestic Appliances Telecom Manufacturers Telecom Operators Media TV Media Radio Media Magazine Media Newspapers
+
Other
Automotive Financial Services Energy Fashion
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Best product brand in Belgium 2016
Top 10
© GfK August 18, 2016 | Best Brands Results 2016
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Best product brand in Belgium 2016
The winner
… and the winner is…
1. Samsung
2.
Cote d’Or
3.
Jupiler
4.
Volkswagen
5.
Danone
6.
Nivea
7.
Esprit
8.
Coca-Cola
9.
HP
10. © GfK August 18, 2016 | Best Brands Results 2016
Philips 9
Background info best product brand 2016
197 offices in
countries
Mobile devices TV / Audio
7 product categories
Home appliances
72
59
companies
From which Samsung Electronics
Founded in
1936 221,726
People working for Samsung worldwide
Photo / Video Monitors
People
Perfection
Printers
Change
Memory
Integrity Perfection
© GfK August 18, 2016 | Best Brands Results 2016
Shared prosperity
Integrity
People
Change
Shared prosperity
No1 smartphone manufacturer in Belgium
39,000,000,000€ Revenue worldwide
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2016 Best Belgian Brand
© GfK August 18, 2016 | Best Brands Results 2016
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Model for best Belgian brand Sample: 1052 people, representative of total Belgian population Fieldwork period: November/ December 20015 Method: Online Company reputation is influenced by both the rational and emotional appreciation of the companies. The pre-selection of the brand was based on sales volume, awareness and market capitalisation (current market volume of listed company, made by multiplying the current share price by the total number of shares). The Best Belgian Brand used Bel20 brands (October 2015)
Sympathy Identification
Emotional Appreciation
Uniqueness
Best Corporate Brand
Reputation Internationality
Rational Appreciation
Productivity/ Performance Capacity © GfK August 18, 2016 | Best Brands Results 2016
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Best Belgian brand 2016
Top 10
© GfK August 18, 2016 | Best Brands Results 2016
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Best Belgian brand 2016
The winner
… and the winner is…
1. Colruyt Group
2.
Lotus Bakeries
3.
AB INBEV
4.
Delhaize Group
5.
Kinepolis Group
6.
Proximus
7.
Solvay
8.
Telenet Group
9.
Bpost
10. © GfK August 18, 2016 | Best Brands Results 2016
UCB 14
Background info best Belgian brand 2016 8 sister brands For a total of 443 shops in Belgium only.
224
80 years
Colruyt shops
+ of history
Retail 75% Wholesale + Food Service 17% Other 8%
25.000 Employees
© GfK August 18, 2016 | Best Brands Results 2016
Sales
“Together, we create sustainable added value through value-driven craftsmanship in retail.”
Belgian company located in 4
countries
Bio-Planet Dats 24
Colruyt
Colli-Shop OKay Dreambaby Dreamland Collect&Go 15
2016 Best Corporate Brand
© GfK August 18, 2016 | Best Brands Results 2016
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Model for best corporate brand Sample: 1052 people, representative of total Belgian population Fieldwork period: November/ December 20015 Method: Online Company reputation is influenced by both the rational and emotional appreciation of the companies. The pre-selection of the brand was based on sales volume, awareness and market capitalisation (current market volume of listed company, made by multiplying the current share price by the total number of shares). 70 brands were pre-selected.
Sympathy Identification
Emotional Appreciation
Uniqueness Best Corporate Brand Reputation Internationality
Rational Appreciation
Productivity/ Performance Capacity
© GfK August 18, 2016 | Best Brands Results 2016
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Best corporate brand 2016
Top 10
© GfK August 18, 2016 | Best Brands Results 2016
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Best corporate brand 2016
The winner
… and the winner is…
1. Coca-Cola
2.
IKEA
3.
Colruyt Group
4.
Apple Inc.
5.
Microsoft Corporation
6.
Lotus Bakeries
7.
Walt Disney Corporation
8.
AB INBEV
9.
Samsung
10. © GfK August 18, 2016 | Best Brands Results 2016
Delhaize Group 19
Background info best corporate brand 2016
Employees
18
brands
2.696 In Belgium and Luxembourg, CocaCola Enterprises employs 2419 people, and 277 at Coca-Cola Services
10,5
million In Belgium per day
Of which … were produced on Belgian sites
Consumption © GfK August 18, 2016 | Best Brands Results 2016
Investment
2nd biggest iinnovation center worldwide
137 million
€ 8 sites in BeLux
70%
Sites
Liters beverages sold in 2014
913
million
Invested on Belgian sites in 3 years
Market Share 18 brands in alcoholic beverages industry More than 30% of non-alcoholic beverages produced by Coca-Cola 20
