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SPOTLIGHT ON
BE LOVABLE
Love is not all you need, but it certainly helps. Brands that are loved by consumers post the strongest growth in brand value. Evidence from the BrandZTM Top 100 Most Valuable Global Brands over 10 years shows the most loved one- third of brands grew in value by 227 per cent. The middle third grew by 39 per cent and the bottom third by only 22 per cent.
What is love? It’s not just about appearing caring, although that can help if it’s genuine. Love measures the emotional affinity of a brand, and
it is usually closely linked to performance and innovation. Innovation inspires a consumer to try something new, and when performance lives up to expectations and there’s a sense of partnership between brand and user, that can lead to love. This love then helps sustain a brand during the time between innovations. Love is difficult to create in itself. Innovate, understand your customers and do what you do well; love tends to follow. The most loved brands in Myanmar come from a range of categories – both products and services.
Methodology and Valuation by Kantar Millward Brown
The five most loved brands in the BrandZTM Myanmar study are:
129 120 118
118
116
Love score (100 is the average for all brands)
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