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SPOTLIGHT ON
MYANMAR
FIVE LESSONS
From our first BrandZTM Myanmar study
To understand the specific brand environment in Myanmar, for the first time a BrandZTM study involving interviews with 1,660 people from around the country was conducted for WPP by Millward Brown. The results were analyzed alongside more than a decade of BrandZTM data both from developed and fast- growing markets around the world, available exclusively to WPP companies.
Consumers in Myanmar were asked about 42 brands from four categories – coffee, soft drinks, mobile phone handsets and mobile network operators. These categories were chosen to reflect a sizeable number of transactions and a range of purchase decisions, from a day-to-day, low-cost
and low-risk purchase, to a
more considered, longer-term investment involving a significant amount of money. Some are local, others international. Interview results were analyzed and compared to global BrandZTM data.
We have distilled the results
into the following five pieces of guidance for brands in Myanmar.
GIVE YOUR BRAND A CLEAR POINT OF DIFFERENCE
Brands that are different in the eyes of consumers are stronger and more successful over time. Differentiation is closely linked to awareness, brand consideration and purchasing, and it drives brand value. Analysis of 10 years of data from the BrandZTM Top 100 Most Valuable Global Brands shows that the most differentiated brands grew in value over that time by 124 per cent; the others grew by just 24 per cent.
The five most differentiated brands in the BrandZTM Myanmar study are:
232 208
189 167
144
Differentiation score (100 is the average for all brands)
Methodology and Valuation by Kantar Millward Brown
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