Top 100 - Wamda.com

BrandZ Top 100 2011 4Welcome to the sixthannual BrandZ Top 100Most Valuable GlobalBrands.In the wake of the economic meltdown a mere18 months ago and signs in most markets that therecession is easing its grip on purse strings, we areseeing the emergence of a new consumer mood.In this year’s BrandZ Top 100 brand evaluationreport, evidence suggests that brands are movingfrom recovery to real growth, with significantincreases in brand value across almost allproduct sectors.While this is good news for brands the world over, residualconsumer behaviour and expectations pose increasedchallenges for brands striving to catch the wave. And theretail environment – the most direct connection betweenbrand and buyer – will play an increasingly influential role inshaping a shopper’s moment of truth in this new world.In our work with many of the companies you’ll read about inthe following pages, we’re being asked by our clients to helpthem break through to high-value consumer segments thatare increasingly influenced by non-traditional communicationchannels and who have shifted perceptions of believabilityand value. Long gone are the days when what a marketerwould say about its brand was enough to shape opinion.Instead, we find greater cynicism amongst consumers whoare willing to share insight and information, and who cansample, return and move on to another choice at the clickof a button — all in a virtual environment that’s difficult tocontrol. But we are also seeing that retail is becoming acritically important moment of real-world interaction, wherebrands can add levels of engagement and experience wherethe consumer is ready to make a decision and spend.Today’s retail environment is not dissimilar to the onlineone a decade ago: it is a place where the rules are beingrewritten; where expectations are high and companiesare changing the way their brand is brought to life. Often,it is also the final stage along the shopper journey, oneleading-up to a cash till that shapes both short-term salesresults and long term brand value.We’re pleased to share the findings of sister WPP agencyMillward Brown’s BrandZ Top 100, one of the world’smost comprehensive brand valuation guides. Over nearly40 years of translating brands into consumer experience,FITCH is proud to have partnered with so many of thebrands you will find featured on these pages.We’d be delighted to discuss the findings found here andhope you find the report insightful.Lois JacobsCEO FITCHwww.fitch.com