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CHINESE VROUWEN HOUDEN VAN LOREAL EN APPLE

29/10/2012 Vrouwen in India en China gaan de komende jaren steeds meer verdienen, zo’n 5 biljoen dollar in 2020. Merken zullen serieus rekening moeten houden met hun wensen. Aldus de Boston Consulting Group. Volgens een onderzoek van dit bedrijf verdienen Chinese vrouwen 4 biljoen dollar in 2020. In 2010 was dat 1,3 biljoen dollar. In 2005 lag dat bedrag op 680 miljoen en in 2000 op 350 miljoen dollar. In India werken in 2020 158 miljoen vrouwen, die dan 900 miljard dollar verdienen. In 2010 werkten 134 miljoen vrouwen voor een inkomen van in totaal 280 miljard dollar. Met name middel en senior management profiteert van de komst van jonge vrouwelijke professionals. De trend is goed nieuws voor de fabrikanten van luxe goederen, aldus de Boston Consultancy Group. Volgens Boston Consulting Group voelt 88 procent van de Chinese vrouwen zich zeker over hun financiën. In de VS ligt dat percentage op 62 procent. 87 procent van de Chinese vrouwen is niet bang voor baanverlies, tegenover 44 procent in de VS. De Boston Consultancy Group vroeg een groep Chinese vrouwen naar hun favoriete merken: L’Oréal en Lancôme werden vaak genoemd in het beauty-segment, Apple en Samsung wat betreft technologie, en Johnson & Johnson in FMCG. De enige ‘thuismerken’ die werden genoemd waren witgoed- en elektronicagigant Haier, en sportkledingmerk Li-Ning. India In India geniet overigens nog maar een kleine groep vrouwen van de economische vooruitgang. De meeste vrouwen in India hebben nog steeds te maken met discriminatie, slechte toegang tot

opleidingen en lage salarissen. Toch winkelen Indiase vrouwen vaker dan vrouwen in de rest van de wereld: vooral voedsel en huishoudelijke artikelen worden gekocht. De favoriete merken van Indiase vrouwen zijn Nokia, Sony en Levi’s.

http://www.marketingonline.nl/nieuws/bericht/chinese-vrouwen-houden-van-loreal-en-apple/

COCA-COLA WAARDEVOLSTE MERK TER WERELD

02/10/2012 Facebook komt dit jaar nieuw binnen in de Interbrand’s Best Global Brands ranglijst. De social media gigant komt binnen op plaats 69. Coca-Cola blijft ’s werelds meest waardevolle merk. De top 5 wordt verder gedomineerd door technologiemerken. Met een tweede plek treedt Apple dit jaar voor het eerst toe tot de top drie door spectaculaire prestaties in zowel gevestigde als opkomende markten. Op nummer drie staat IBM. Google (4) zag zijn merkwaarde afgelopen jaar met maar liefst 26 procent stijgen, waarmee het bedrijf voor het eerst Microsoft (5) voorbijstreeft op de Interbrand ranglijst. Hoe is het gesteld met de Nederlandse merken? Philips toont een groei van 5 procent in merkwaarde en behoudt met ruim 9 miljard dollar aan merkwaarde zijn 41ste positie in de ranglijst.

Zowel Shell (+7 procent) als Heineken (+3 procent) dalen een plaats naar respectievelijk de 75ste en 92ste plaats. Ondanks de zwakke wereldwijde economische situatie slaagden deze Nederlandse merken er ook dit jaar overtuigend in hun wereldwijde marktpositie te behouden of te versterken. Zij weten hun doelgroepen over alle regio’s en communicatieplatformen heen, steeds meer persoonlijke en verrijkende merkervaringen te bieden, aldus Interbrand. ‘Met toenemende mondiale concurrentie en de steeds kortere houdbaarheid van traditionele concurrentievoordelen (zoals technologie), neemt de bijdrage van het merk aan de aandeelhouderswaarde alleen maar toe’, stelt Patrick Stal, managing director van Interbrand Amsterdam. ‘In een tijd van ongekende transparantie gaat branding meer dan ooit over de mensen achter de merken. ’s Werelds meest waardevolle merken tonen aan dat zij sterker uit de crisis komen door alle activiteiten van hun eigen medewerkers vanuit het merk te sturen. Het einddoel hiervan is het creëren van een eenduidige, holistische merkervaring die aan de steeds veranderende vragen van hun doelgroepen voldoet.’ Groei van data benutten In de dynamiek van een wereld waarin online en offline merkervaringen voortdurend door elkaar heen lopen, weten succesvolle merken de onstuitbare groei van data en informatie te benutten voor de ontwikkeling van relevante merkproposities. Ze zijn bereid tijd en geld te investeren om inzicht te krijgen in de rol die hun merk speelt in het leven van de consument, en ze slagen erin hun merkpropositie strategisch te integreren in alle interacties. Nieuwkomers dit jaar zijn Facebook, Pampers, Prada, Kia, Ralph Lauren, MasterCard. Met de beursgang van Facebook in mei kon Interbrand eindelijk onderzoek doen naar de financiële situatie van de social media gigant. Ondanks de tegenvallende koersontwikkeling en aanhoudende onzekerheid over het verdienmodel, zorgde de forse groei van de naamsbekendheid, vooral in nieuwe markten, ervoor dat Facebook zich in de top-100 wist te nestelen. De grootste stijgers dit jaar zijn Apple, Amazon, Samsung, Nissan en Oracle. Ook ten overstaan van toenemende concurrentie van rivalen als Google (4) en Samsung (9) steeg de merkwaarde van Apple het afgelopen jaar met een indrukwekkende 40 procent. Apple blijft zich onvermoeibaar inspannen voor de bescherming van zijn merknaam en intellectuele eigendom. Die inspanningen leidden ertoe dat het bedrijf in juli een kwartaalomzet kon melden van 35 miljard dollar en een netto kwartaalwinst van 8,8 miljard. Herstel automerken Automotive merken ondernemen eindelijk zichtbaar actie om uit hun dal te klimmen en hun werknemers de weg te wijzen naar een vernieuwde relatie met hun doelgroepen. Veel automakers in de top-100 hebben hun merkpropositie in het laatste jaar aangescherpt (‘The best or Nothing’ voor Mercedes Benz (11), ‘Go Further’ voor Ford (45)). BMW (12) en Hyundai (53) investeerden meer in wereldwijde merkcampagnes om het totale merkprofiel te versterken. Audi (55) ontwikkelde met zijn

Audi City winkel in Londen een nieuwe verkoopervaring die digitale en fysieke ervaringen combineert. Met de verdere uitrol van het MyTouch communicatiesysteem zet Ford nieuwe stappen naar een rijkere rijervaring. Volgens Stal is het duidelijk dat merkeigenaren in automotive de nodige operationele veranderingen achter zich hebben gelaten en weer volop in hun merken investeren op zoek naar relevantie en onderscheidenheid in een bijzonder competitieve sector. Financiële merken blijven dalen Financiële merken blijven de negatieve gevolgen van de wereldwijde economische crisis van 2008 ondervinden. Barclays is dit jaar van de lijst gevallen. Goldman Sachs is met een krimp in merkwaarde van 16 procent een van de grootste dalers op de lijst van 2012. Er is echter ook reden voor optimisme over de toekomst van de sector, met name onder de niet-banking gerelateerde financiële merken. Merken als American Express (24), AXA (58), Allianz (62) en Visa (74) wisten hun merkwaarde te laten groeien. MasterCard (94) debuteert op de lijst, een teken dat de wereldwijde relevantie van de ‘Onbetaalbaar’-campagne blijft bijdragen aan een sterkere relatie tussen het merk en de groeiende wereldwijde clientèle. Het complete Interbrand 2012 Best Global Brands rapport is beschikbaar op interbrand.nl en bestglobalbrands.com.

http://www.marketingonline.nl/nieuws/bericht/coca-cola-blijft-waardevolste-merk-ter-wereld/

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