Page 77 - myanmar
P. 77
MAKE YOUR BRAND PROPOSITION CLEAR, THEN SUPPORT IT
There is clear evidence that great advertising can help build a strong brand, but unless a brand has
a clear proposition, then even the best advertising will sell it short. Either one will help build brand value, but when a brand has both a strong proposition AND effective advertising, a multiplier effect comes into play. The BrandZTM Top 100 Most Valuable Global Brands study shows that brands with good advertising but a poor brand proposition grew 27 per cent over the past 10 years. Those with a strong brand proposition but that lacked strong advertising grew in value by 76 per cent, but those with both – a strong brand proposition supported by great advertising – saw an uplift of 168 per cent.
The brands with the strongest brand proposition in Myanmar represent a cross-section of categories. What unites them is that they tend to be seen as adventurous, idealistic and desirable.
The five brands in the BrandZTM Myanmar study with strongest proposition
129 125
118
117 116
Proposition (average of all brands is 100)
Methodology and Valuation by Kantar Millward Brown
77
