Overview Results Best Brands 2016

2016 Overview Results Best Brands 2016 GfK Belgium © GfK August 18, 2016 | Best Brands Results 2016 1 Structure 1. Survey background and design 2....
Author: Nicholas Arnold
0 downloads 3 Views 1MB Size
2016 Overview Results Best Brands 2016 GfK Belgium

© GfK August 18, 2016 | Best Brands Results 2016

1

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

2

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

3

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

4

2016 Best Product Brand

© GfK August 18, 2016 | Best Brands Results 2016

5

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

6

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

+

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

7

Best product brand in Belgium 2016

Top 10

© GfK August 18, 2016 | Best Brands Results 2016

8

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

10

2016 Best Belgian Brand

© GfK August 18, 2016 | Best Brands Results 2016

11

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

12

Best Belgian brand 2016

Top 10

© GfK August 18, 2016 | Best Brands Results 2016

13

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

16

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

17

Best corporate brand 2016

Top 10

© GfK August 18, 2016 | Best Brands Results 2016

18

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