Ranking Marcas Brasileiras Mais Valiosas 2012

| Marcas Brasileiras Mais Valiosas 2012 | 06 Dezembro

Marcas BrasileirasMais Valiosas 2012Interbrand São Paulowww.interbrandsp.com.br

Tuesday, December 18, 2012

http://www.interbrandsp.com.br

http://www.interbrandsp.com.br

| Marcas Brasileiras Mais Valiosas 2012 | 06 Dezembro2

Aprendizadosdo Ranking 2012



Valor do portfolio das 25 marcas brasileiras mais valiosas

R$ 95,9 bilhõesMaioria das marcas apresentou crescimento

3


TOP 5

Representa 72% do total Nossas marcas ainda buscam consolidação




25° marca

R$ 250 milhõesCada vez mais difícil estar entreas marcas brasileiras mais valiosas



Novos entrantes

Totvs e Magazine Luiza

6



De volta!

Havaianas

7



Destaques

Hering, Casas Bahia e Cielo

8



Serviços Financeiros

Representam 53% do totaldo valor do ranking

Redução de taxas de juros, pressão pela eficiência

Reinvenção das marcas para adaptar-se ao novo modelo

9



Varejo

Crescimento médio de 25,2% em relação a 2011

Oportunidade de elevar as marcas a um novo patamar

Desafio de alinhar a experiência do varejo físico com o digital

10



Telecomunicações

Consolidação das marcasem ofertas convergentes

Pressão do regulador para a entrega da promessa de marca

Capacidade de resposta será fundamental para o futuro

11



Business to Business

Importância da marca como blindagem

Capacidade de resposta em momentos de crise

Menos commodities e mais serviços

12



Marcas BrasileirasMais Valiosas 2012



Top 5



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| Best Brazilian Brands 2012 6th December 201230

Brand valuation: a versatile strategic tool for business

Mike RochaDiretor Global de Brand Valuation da Interbrand


Leader in brand valuation

Interbrand conducts first ever brand valuation as partof hostile take over defense for Rank Hovis McDougall

1988 1990s

Thought leadership, educating the broader business community

2010

First company to be certified as compliant with new brand valuation standard (ISO 10668) as well as playing a leading role in developing standard

2000

First Best Global Brands published Voted one of the three most influential benchmark studies by global business leaders

“Most Useful Rankings to CEOs” —PR Week

1. Fortune 500

2. Best Companies to Work for

3. Interbrand’s Best Global Brands


Combining brand analysis with a financial model of the business allows us to arrive at a single measure of the brand’s contribution to business results. Brand value.

%

2. Role of Brand

The influence of the brand on customer choice, relative to other factors

Shows where investment in brand will have the biggest impact

3. Brand Strength

Diagnostic tool measuring brand performance relative to competition

A stronger brand leads to more loyal customers, reducing risk and increasing value

$

1. Financial analysis

Financial forecasts form the foundation of our valuation

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4. Brand Value

A single measure of the brand’s contribution to business results


Para ver o vídeo da metodologia, acesse: http://goo.gl/9YXc2


http://goo.gl/9YXc2

http://goo.gl/9YXc2

Brand Strength internal and external factors

ClarityClarity internally about what the brand stands for and its values,

positioning and proposition. Clarity too about target audiences, customer

insights and drivers. Because so much hinges on this, it is vital that these

are articulated and shared across the organization.

CommitmentInternal commitment to brand, and a belief internally in the

importance of brand. The extent to which the brand receives support

in terms of time, influence, and investment.

ProtectionHow secure the brand is across a number of dimensions:

legal protection, proprietary ingredients or design, scale

or geographical spread.

ResponsivenessThe ability to respond to market changes. challenges and opportunities. The

brand should have a sense of leadership internally and a desire and ability to

constantly evolve and renew itself.INTE

RN

AL

FAC

TOR

S

AuthenticityThe brand is soundly based on an internal truth and capability. It has a defined heritage and a well

grounded value set. It can deliver against the (high) expectations that customers have of it.

RelevanceThe fit with customer/consumer needs, desires, and decision criteria

across all relevant demographics and geographies.

DifferentiationThe degree to which customers/ consumers perceive the brand to have a

differentiated positioning distinctive from the competition.

ConsistencyThe degree to which a brand is experienced without

fail across all touchpoints or formats.

PresenceThe degree to which a brand feels omnipresent and is talked

about positively by consumers, customers and opinion formers

in both traditional and social media.

UnderstandingThe brand is not only recognised by customers, but there is also an in-depth knowledge and

understanding of its distinctive qualities and characteristics (Where relevant, this will extend to

consumer understanding of the company that owns the brand).EXTE

RN

AL

FAC

TOR

S


Core benefits of Brand Strength analysis

Creates a common language for discussion of brandperformance around the business

Provides global and local managers with actionable insights to make informed marketing decisions (a planning tool that lets you know what to do next rather than rear view mirror measurement of past performance)

Consideration of internal factors provides greater insight intolikely future performance (strong internal brand more likelyto lead to a strong external brand)

Allocating responsibility for performance on Brand Strengthfactors to functions builds engagement and a senseof responsibility for the brand across the organization

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4

2

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Having arrived at a ‘Base Case’ valuation we are able to conduct scenario analysis to understand the impact on value from improvements in brand performance

67 68 69 70 71

23% 10,618 10,974 11,333 11,696 12,063

24% 11,080 11,451 11,826 12,205 12,587

25% 11,542 11,928 12,318 12,713 13,112

26% 12,004 12,405 12,811 13,222 13,636

27% 12,465 12,882 13,304 13,730 14,161

Brand Strength Score

Rol

e of

Bra

nd

Illustrative


Core benefits of conducting a brand valuation with Interbrand

Brand value serves as a meaningful performance indicator used to focus and motivate management on how brand creates value and drives a firm’s strategic vision

Informs ROI assessment and resource allocation based on the opportunities that are expected to have the greatest impact on business and brand value

Helps to support a business case for brand investment, using scenario modelling to help identify the strategy that will deliver the most value for the business

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Marcas BrasileirasMais Valiosas 2012Para saber mais: www.rankingmarcas.com.br


http://www.rankingmarcas.com.br


