What has happened?
Interbrand has released rankings of the Best Global Brands for 2019, marking the 20th edition of the report. Comparing YOY results the top 10 remains mostly unchanged, with Apple (#1), Google (#2) and Amazon (#3) domination as the world’s three most valuable brands worldwide. McDonald’s has improved its position (from #10 to #9) and Disney has moved 4 places (now #10). Facebook has dropped out of the top 10 and new entrants into the report include Uber (#87) and LinkedIn (#98). The top growing sector for 2019 was luxury with 9 luxury brands making the top 100; this sector sees the highest average brand value growth rate year-over-year at 11%. Only 31 brands from the first report in 2000 remain on the 2019 list, whilst 137 brands such as Nokia and MTV have dropped off the list.
The Media Store Take
The report calls out that the most successful brands in the luxury space are those that have adapted to rapid changes, including catering to a younger consumer base whose stylistic tastes have shifted toward streetwear, are tech-first in their purchasing habits, and increasingly demand shareable, memorable moments from any brick-and-mortar retail experience.
The growth in retail experiences as a marketing vehicle was also identified in The Media Stores 2019 Trend of E(xperiential) Commerce whereby stores are now a playground to be enjoyed and shared via social platforms. It isn’t just brands like Gucci that are capitalising, recently, the launch of the Harry Potter Shop at Myer provided an experience to purchase exclusive merchandise or tickets to the stage production, as well as interactive opportunities such as taking a photo with the iconic trolley entering Platform 9 ¾ that had fans queuing to take part.