Top 100 - Wamda.com

41 BrandZ Top 100 2011: SECTORS/COMMENTARYBrandZ Top 100 2011: SECTORS/COMMENTARY 42smart consumption replaced conspicuous consumptionin the calculus of value, the prestige brands, such asBMW, Mercedes and Porsche, sold well because theirquality remained undisputed and enough shopperscould still afford them. Audi reached record sales of over100,000 units in the United States. Demand in China alsodrove sales of the luxury brands.Hyundai and Kia improved and promoted the styleand reliability of their products, which they confidentlybacked up with long-term warranties. As their reputationimproved, Korean brands became a post-recessionconsumer smart choice for buying quality and stylewithout paying a premium for badge status. To someobservers, the Korean car brands did a better job thanToyota and Honda of executing the well-respectedJapanese car playbook.4.Stand for somethingconsistentEvery new trend is tempting andmay even drive sales, at leastat first. But not every trend fitsthe brand and the customer’sexpectations of the brand.5.Stand for somethingmoreCSR is nice but not enough. Makesocial action relevant to the brandand sincere. Consumers dismisswindow dressing. Fix any supplychain problems that potentiallyharm people, and minimizeimpact on the environment.CARSHIGHLIGHTSThe car industry made cars people wanted –and the cars sold.Shoppers spent more time researching onlineand relying on third-party comments as carmarketing adjusted to the digital age.Fuel efficiency became a hygiene factor,and Toyota’s Prius continued its marketleadership.Keytakeouts6.Innovate: Easy to sayhard to doBut consumers expect leadingbrands to deliver the future.CARSIN 2011Chris Hunton, CEO Team Land Rover/WPP Account Leader, Y&RTextbook on brand resilience“Toyota has been a very interesting brand casestudy. When you see the depths to which Toyotahad sunk, the concern that was being exhibitedin the US about safety problems. And when youcompare that with the way the brand performedin terms of sales at the end of the year, Toyota is atextbook example of brand resilience. In the sensethat, if you invest in the brand over a number ofyears, actually it does ensure that you’re able towithstand most things that happen to you in themarketplace.”SPOTLIGHTFord gained positive attention both for what itdidn’t do (take government bailout money) andfor what it did (rationalize its brand offeringand improve vehicle quality). It also spent 2010preparing for the launch of its global car, FordFocus, in March 2011. Ford intends to simplifyproduction to build 10 different global modelson a single platform. The company alsoinvested heavily in China and renewed Lincolnas its luxury option.