Research commissioned by WPP on the world's top 100 most valuable brands has determined that the mighty Walmart is the world's most valuable retail brand. WPP top global brands .
The top 10 retail brands are listed below.
Unsuprisingly yet a little depressingly, 6 of these are the hypermarket/discount retailers (Walmart, Tesco, Carrefour, Target, Aldi and Auchan) which have changed the face of high streets and town centres around the globe. The other four include the two online giants - EBay and Amazon, and the hugely successful European fashion brands H&M and Zara.
The most successful global brands are those which one would expect provide the best justification to customers for their purchase. Looking at this list suggests that this justification is mostly based on reliably being the cheapest and most widely distributed purveyor of said goods rather than much else (with the exception perhaps of the two clothing brands which are both known for being reliably fashion forward in addition to very price competitive) which perhaps is somewhat inevitable, particularly in the challenged economic environment we still find ourselves in.
Peter Walshe, global brand director at Millward Brown adds that 'As shopping becomes more of a multi-channel experience with customers comparing prices in-store and online, retail brands will also need to ensure consistent online and offline shopping experiences'. This is a point I have made in the past, and will become increasingly important as online shopping continues to grow- to succeed, retail brands will need to take great care to replicate the values which encourage their customers to shop with them, across all platforms they trade upon, to ensure customers continue to trust them with their purchases.
Most valuable global retail brands
Rank Brand, Value, Change vs. 2009
13 Walmart $39,421m -4%
15 Amazon $27,459m 29%
17 Tesco $25,741m 12%
42 Carrefour $14,980m 0%
62 Target $12,148m -1%
63 H&M $12,131m 1%
76 Ebay $9,328m -28%
80 Zara $8,986m 4%
83 Aldi $9,328m 1%
96 Auchan $7,848m n/a
No comments:
Post a Comment