Intellectual Property Rights and Competition Policy

Abstract

TOP 3 BRAN D CONT RIBUT IONAguila +10%In s u r a n c e # 96Tech nolo gy $12.0 Bil. # 93Tech nolo gy $14. 0 Bil. The value of the BrandZ™ Strong Brands Portfolio increased 124.9 percent over those 12 years, outperforming both the S&P 500 and the MSCI World Index, demonstrating that valuable brands deliver superior shareholders returns. # 76All these results illustrate that although market volatility is inevitable, the impact on brands is not.That's why this report is so important. We tell you what happened, why it happened, and how the lessons of this disruptive year can help build and sustain brand value.Think of this report as the definitive brand yearbook. It examines both consumer-facing and business-facing brands across 14 product categories, with the analysis of five geographic regions, and additional details about brands and consumer attitudes in China, India, Russia, Latin America, and Southeast Asia. The report focuses primarily on the world's most valuable brands, but not exclusively on those brands. Emerging brands are disrupting categories, challenging established brands, and enticing consumers in both the world's mature and fast-growing markets. The report studies this phenomenon. Building strong brandsYou will not find this combination of market information, financial analysis, and insight anywhere else. Not to bore you with process, but I want to share the lengths we go to create and assemble this information, and make it useful.We begin with data, our secret sauce, WPP's proprietary BrandZ™ database, which includes information from over 3 million consumers about their attitudes about (and relationships with) 120,000 brands in 414 categories across 51 country markets. Using the BrandZ™ brand valuation methodology of Kantar Millward Brown, this all produces 4.6 billion data points.This data reveals the power of brand in the mind of the consumer to create a disposition to buy and, most importantly, validates a positive correlation with sales performance. We combine this data with financial research to make BrandZ™ unique among brand valuation methodologies. (Please see Methodology at the end of this report.)And we're just getting started. Since we're producing a global report, this is where it is advantageous to be WPP, with offices in 112 countries, and over 205,000 colleagues. We convene WPP operating company brand experts for two weeks of focus groups in London and New York, with extensive video conferencing to connect with our brand experts worldwide.They come from all communications disciplines: market research, media management, futures, advertising, digital, promotion, public relations, public affairs, shopper marketing, content creation, and activation. Their analysis of the WPP proprietary data, in the context of diverse categories and country markets, leads to original insights that are only possible with this level of cross-cultural and crossdiscipline exchange.We call this leveraging of WPP brain power "horizontality." I share these details about our intense research and analysis to pull...