BRAND VALUE
In the latest BrandZ listing of Top 75 UK brands, a brand's value depends on consumer perceptions of innovation, differentiation and communication. Strong brands not only innovate, they communicate their differentiation to remain top of mind amongst the target market of consumers.
According to Kantar Millward Brown, which conducts the BrandZ studies, the top five UK brands in terms of value are all well established with consumers and have a high public profile:
5. Sky (telecom)
4. BT (telecom)
3. Shell (energy)
2. HSBC (financial services)
1. Vodafone (telecom)
Kantar also notes the value growth of many relatively new brands such as Deliveroo (delivery of takeaway orders) and BrewDog (craft beer).
What do brands need to increase or maintain their value amongst consumers?
'To grow, they need to work on increasing consumer perceptions that they are different, innovative and relevant', says a Kantar UK exec. 'The disruptors entering the ranking, meanwhile, need to make their difference meaningful and salient to consumers – if they fail to do so they could have a short lifespan'.
