Measures of a brand’s power can differ dramatically, depending on performance criteria.
A new success index believes that in an increasingly connected world, traditional measures of brand equity are outdated. Criteria like social media strength can be overlooked and under-rated.
The D100, a new brand index from a division of a global advertising agency, believes that some strong brands are less meaningful, while others are not receiving the recognition they deserve.
IPG Mediabrands, the media holding arm of Interpublic Group (NYSE:IPG), in partnership with Jonah Berger, Associate Professor, The Wharton School at The University of Pennsylvania and New York Times best-selling author of Contagious: Why Things Catch On, has launched the inaugural D100, ranking the 100 most dynamic companies in the world using new world metrics.
USA
The D100 marks the first time that brand success is measured with “new world” metrics, specifically:
- AGILITY: the degree to which brands adapt to changing market conditions.
- RESPONSIVENESS: the degree to which a brand listens and responds to customer needs and feedback.
- INNOVATION: the degree to which brands leverage new technology and creates innovative products and services
- SOCIABILITY: How large and engaged a brand’s audience is on social media.
Global
Counter-Intuitive
There are some notable disconnects within the D100, whose ranking can be viewed nationally or globally. For example, Ben & Jerry’s ice cream, has a dynamic score of 59.89, ranking it 20 globally. Its USA score is just 94. Fitbit is 15 globally, with a 62.75 D rating, and just 62 in the USA.
BMW is ranked 7 globally, 16 in the USA and a lowly 99 in Germany.
Each one of these surprises raises questions about methodology and value.
Germany
It is interesting to compare the D100 top 10 with InterBrand’s and Forbes’. They are somewhat similar with a few surprises. Those rankings focus more on value. When we get farther down the list we begin to see more significant disruption. Rather than focus on corporate brand, the D100 metrics places more emphasis on brand names associated with specific products.
A branded product may have greater performance value at a given point in time than say an established corporate brand, which may have a high financial valuation.
InterBrand
To see the global D100, as well as some national rankings, go here. (Tap on the upper right of the screen to pull down the menu.)
UK-based InterBrand’s ranking valuation-oriented brand rankings can be seen here.
Forbes’ top 100 brand values can be found here.
Forbes Top 100
1,200+ Brands Examined
To construct the D100, over 10,000 consumers were surveyed across four global regions in five major markets including the United States, United Kingdom, Germany, China, and India. Consumers were asked questions on both global brands and market specific brands; in total over 1,200 brands were examined.
Image source: various websites associated with indices
ipcloseup.com 