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Best Retail
                                               Brands 2009
                                               Global perspectives on a
                                               changing marketplace




                                                                           Regional challenges,
                                                                            trends, and insights
                                                                          The remaking of retail
                                                                              CPG: stand out or
                                                                                       get out
                     Creating and managing                                 Getting more for less
www.interbrand.com              brand value
                                          TM
Contents
                                                                                                 Weathering
p01 Introduction: weathering the storm
A letter from Jez Frampton.

p03 Overview
                                                p30 The remaking of retail by
                                                Lee Carpenter and Greg Silverman
                                                Resources are limited and tension is high.
                                                The time is ripe for retail innovation.
                                                                                                 the storm
Creating and managing brand value.                                                                                                                                                                    Jez Frampton
                                                p32 How we value retail brands
p04 Building retail brands by                   Criteria for consideration and methodology.
Lee Carpenter, Jean-Baptiste Danet
and Stuart Green                                p34 The Best Retail Brands 2009
A look at retail challenges and the future of   Profiles of the most valuable retail brands in
retail brands in three regions.                 the U.S., Canada, Mexico, and Europe.
                                                                                                 Making sense of the economic turmoil of            and the all important human interaction.          Their habits and behaviors will continue to
                                                                                                 recent months will take time and a degree          I would say, a recipe for great innovation        adapt to the technologies available to them
p08 Creating value in-store by Kelly Crouch
                                                                                                 of hindsight that most business leaders            and opportunity!                                  and to the truths about our lifestyles and
and Emily Grant                                 Appendix
                                                                                                 just don’t possess at the moment. Our                                                                habits exposed by the recent economic,
Why brands should focus on shoppers’ needs
                                                                                                 attention must focus on the immediate              As the rankings in this magazine show,            social, and environment events. Getting a
in downturns.                                   Commonly asked questions
                                                                                                 needs of businesses and brands in real             retailers are now actively managing their         grip on this fast changing world and feeling
                                                                                                 time. History alone will deal with the rest.       brands and creating valuable business assets.     confident that your brand can sail through
p10 Getting more for more by                    About Interbrand and our Best Retail
                                                                                                                                                    And the world of branding has changed too.        these stormy seas requires a strategy that
Bruce Dybvad and Rune Gustafson                 Brands study
                                                                                                 We’ve focused on retail in this edition            Data is used to build the business case for       is based on today’s truths rather than
Cutting price in downturns isn’t an answer—
                                                                                                 of the Interbrand magazine because it              brands, to highlight the initiatives within a     yesterday’s assumptions. It requires a
focus on the shopper experience instead.        Contact us
                                                                                                 is a powerful barometer of economic                strategy, and to build ROI models into brand      strategy that is delivered in stores and lives
                                                                                                 sentiment. The dramatic differences in             programs, not to mention the monitoring           in customers’ heads, not well intentioned
p14 Best practices by Lynn Gonsior and
                                                                                                 the fortunes of the various High Street or         and active management of brand value              documents and plans.
Françoise Novel
                                                                                                 Main Street players highlight the mood of          creation. This means that brand management
Top retailers are growing more sophisticated
                                                                                                 the day: Are you in a position to weather,         can live happily within the highly accountable    I hope you find the thinking in this magazine
in their approach to finding growth. Their
                                                                                                 or wither in, the storm?                           world of retail using data and value as the       useful to you, your business, and your brands
insights can help your brand.
                                                                                                                                                    bridge between the financial and commercial       as we all continue to tackle the challenges
                                                                                                 A retailer once told me that he didn’t have        streams of activity.                              before us.
p16 The crisis paradox by Josh Feldmeth                                                          time to build his brand; he was too busy
Markets are contracting and results are                                                          meeting the needs of his customers and his         Retail has certainly been deeply impacted by      Regards,
under pressure. Intelligent branding is                                                          business. At Interbrand we would view this         the economic realities of our times. But what
required to extract more value from invested                                                     as the very essence of building a brand, but       better market is there to pick itself up and
brand assets.                                                                                    it’s easy to see why the marriage between          fight back?
                                                                                                 retailers and brand management hasn’t
p20 Break away from the pack                                                                     always been easy. Branding was historically        While cost-cutting has formulated the bulk
by Fred Richards and Bertrand Chovet                                                             viewed as the “lipstick on the pig,” a graphical   of businesses’ reactions to the downturn,
Differentiation at shelf level is key to                                                         veneer which added questionable value in the       we are now recognizing that demand creation
standing out in saturated categories.                                                            face of global logistics and sourcing. But as      is the required antidote. Demand can be
                                                                                                 markets have changed, so have attitudes.           created without relying on discounting which
p24 Fast moving consumer goods in                                                                                                                   hinders a business, erodes margins, and
regional markets by Richard Veit                                                                 Differentiation is the essence of good             places a business under increasing pressure.
Regional brands in growth markets have                                                           business in any crowded market; the ability        Demand creation requires us to step away
the upper hand—but only if they work on                                                          to influence demand beyond the tangible, to        from the crowd, to do things differently in our
building innovative brand propositions.                                                          go beyond the table-stakes of convenience,         quest to stand out, and own a clear position      Jez Frampton
                                                                                                 quality, service, and the like, into the realms    in a market.                                      Global Chief Executive
p28 Shifting winds by Burton Blume                                                               of the unique. Brands are the way we do                                                              Interbrand
and Jonathan Chajet                                                                              business; the factor that makes our service        Perhaps retailers need to better understand
Trends and insights for the future of Asia’s                                                     offer, our product line-up, our culture, and of    how their brands drive value and what
retail markets.                                                                                  course, our language and appearance more           actions should be taken to ensure that
                                                                                                 desirable over the competition.                    their brands are readied for the market of
                                                                                                                                                    tomorrow, as well as the market of today.
                                                                                                 Retailers are perfectly placed to build truly
                                                                                                 great brands. They have many rich data             All around us the world is changing.
                                                                                                 points: physical experiences involving             To only view these changes through the
                                                                                                 numerous opportunities to create                   eyes of the economy is dangerously one-
                                                                                                 uniqueness, including service, process,            dimensional. Consumers’ attitudes have
                                                                                                 product mix, layout, ambience, culture,            changed and will continue to change.



                                                                                                                                                                                                      Best Retail Brands 2009                          01
Overview
                               The Best Retail Brands has taught us that a brand
                               is not just a logo, a name, or a snappy slogan—it’s
                               the tangible and intangible assets that customers
                               attribute to a retailer.



                               Interbrand is delighted to unveil the Best       Interbrand pioneered the technique of
                               Retail Brands 2009.                              measuring brand as a business asset twenty
                                                                                years ago. In this time we have conducted
                               For almost 10 years we have published our        over 5,000 brand valuations across all
                               Best Global Brands report in cooperation         industry sectors around the world. We now
                               with BusinessWeek. It ranks the top 100          focus all of this experience and expertise to
                               global brands by their brand value and           bring you the Best Retail Brands.
                               has become the barometer for successful
                               brand management. Indeed, it has actually        The retail sector offers some unique
                               been ranked as the third most sought-after       challenges. First, we understand that the
                               benchmark report by CEOs.                        culture of retail is immediate and extremely
                                                                                operationally focused. This creates a
                               We are proud of the success that we’ve had in    tough environment for brand thinking and
                               provoking the debate among business people       management to thrive, but our study shows
                               about the value of brands to business. We        the impressive performance of the leaders,
                               look forward to this study becoming equally      and we wanted to share the lessons of success.
                               influential among retail leaders.
                                                                                Second, compared to other sectors,
                               When a business gets it right, the brand         retail brands tend to operate over the
                               becomes a value creation engine. Brand           most expansive brand experience for their
                               valuation is a great tool for showing a          customers. Retail branding extends from
                               business how to optimize its brand. We           the robust insights that formulate brand
                               use it as a proactive tool. By showing an        strategy into product assortment, sourcing
                               organization the earnings attributable to        and selection, format strategy, store design,
                               intangibles, assessing the role that the brand   engagement of people, and in many cases
                               plays in purchase decisions, and revealing the   the creation and supply of private label
                               relative competitive strength of the brand       products. Strong retail brands orchestrate
                               within its markets, the organization can focus   a complete shopper journey with the
                               its attention on building the brand’s value.     objective of achieving the long-term loyalty
                               Indeed, our experience shows that simply by      of their customers.
                               recognizing the brand as an economic asset,
                               like other business assets, it starts to be
                               managed for growth.




02   Best Retail Brands 2009                                                    Best Retail Brands 2009                     03
Building                                                                                                                     01 The relationship
                                                                                                                             between brand
                                                                                                                                                                                Rising disposable incomes, growth in
                                                                                                                                                                                purchasing power, continued expansion
                                                                                                                                                                                of urban areas, increased mobility, and a



retail brands                                                                                                                and retail                                         wider choice of products and services have
                                                                                                                                                                                all been key factors in changing consumers
                                                                                                                                                                                attitudes towards shopping and how they
                                                                                                                                                                                spend their money.


by Lee Carpenter,                                                                                                            Lee Carpenter, CEO North America: The
                                                                                                                             store is a physical expression of the brand
                                                                                                                             and provides a powerful opportunity to make        03 Key trends and
Jean-Baptiste Danet,                                                                                                         emotional connections and influence choice.
                                                                                                                             In creating an experience, the brand guides
                                                                                                                             every decision, from the orchestration of the
                                                                                                                                                                                challenges in regions


and Stuart Green
                                                                                                                             customer journey, to the messaging at each
                                                                                                                             touchpoint, to the assortment of the store.
                                                                                                                             Brand is the way you do business. It is what       LC: There is one key challenge in North
                                                                                                                             makes you different: You can’t just say it—you     America right now: value. And this is true of
                                                                                                                             have to do it. It takes place in the store,        every segment. Most consumers are giving
                                                                                                                             online, on the pages of a catalog, and over the    careful consideration to their purchases
                                                                                                                             telephone. Brand isn’t just the logo, it’s the     and retailers need to offer a compelling
                                                                                                                             physical real-time delivery of the promise your    proposition to earn the dollars that are being
                                                                                                                             brand makes—an experience the consumer             spent. We’re seeing less frivolous buying and
                                                                                                                             will undergo—shopping. When you walk into          more investment purchases, such as buying
                                                                                                                             a store, you are entering a brand. So, you         consumables in bulk and purchasing high-
                                                                                                                             can see why the store is a primary means of        quality, classic clothing that will last.
                                                                                                                             brand engagement. It provides a powerful
                                                                                                                             opportunity to make emotional connections          Shoppers will be feeling unsettled for a while.
                                                                                                                             and influence choice. The connection lives         They’re busy reassessing what’s important
                                                                                                                             beyond the transaction to create feelings and      to them, just as retailers are reassessing
                                                                                                                             memories that last.                                the relative importance of reducing costs
                                                                                                                                                                                versus increasing investments, going on
                                                                                                                             Jean-Baptiste Danet, CEO Europe: In the            defense or offense, in order to optimize
                                                                                                                             1960’s, consumers discovered supermarkets          store performance.
                                                                                                                             and hypermarkets and huge offers that
                                                                                                                             fostered the discount concept. In the 1990’s,      JBD: In Europe, the general trend is that
                                                                                                                             we saw a new generation of specialized             department stores are suffering and
                                                                                                                             retailers reinvent the retail business.            hypermarkets are stagnating. Mega-stores
Biography: Lee Carpenter,                  Biography: As CEO of Interbrand           Biography: Stuart Green takes an
                                                                                                                             Brands like Sephora, Zara, H&M, and Grand          are visited but the act of purchasing has
CEO of Interbrand Design Forum             Europe, Jean-Baptiste Danet leads         intentionally pragmatic view to
                                                                                                                             Optical focused on the concept and used            become more difficult; stores located in city
and Interbrand North America,              the European practice with strong         creating and managing brands,
                                                                                                                             every touchpoint (from space to service) to        centers suffer from the consumption crisis.
is recognized as one of the most           conviction to deliver a holistic          believing that the ultimate yardstick
                                                                                                                             reinforce this concept. In other words, they       At the same time, the well-positioned brands
influential retail experts in the U.S.     approach to brands. His leadership has    for brand effectiveness lies in the
                                                                                                                             acted like a brand. Since then, brand and retail   like H&M and Zara gain share.
He and his team pioneered, and             successfully built many of the world’s    end-user experience. As President
                                                                                                                             have become inseparable.
continue to refine, an integrated          most valuable brands. Understanding       for the Asia-Pacific region, Stuart
                                                                                                                                                                                SG: Asia-Pacific continues to develop at
business model that blends creative,       the equal importance of all brand         ensures that Interbrand’s diverse
                                                                                                                                                                                a rapid pace. Across the region mixed use
analytic, and strategic retail             touchpoints, Jean-Baptiste has grown      and collective thinking leads to a
disciplines to build brand experiences     his team’s practice and brought to life   distinct customer experience for        02 The development of                              developments (e.g. residential, commercial,
                                                                                                                                                                                leisure, and retail spaces) are increasing;
that go beyond selling to develop          new disciplines and processes that        every client. Stuart has 24 years
                                                                                                                             retail branding in Asia                            an example being Singapore’s Marina Bay

                                                                                                                                                                                                                                  In Japan’s main urban
relationships with shoppers. He is a       deliver the greatest quality work for     in brand management and design
                                                                                                                                                                                development, set to launch in 2010. The
champion of bringing the brand to          Interbrand’s valued clients.              working in Europe, the US, the
                                                                                                                                                                                retail component is a critical factor, and is
life by understanding where and how                                                  Middle East, and the Asia-Pacific.
                                                                                                                                                                                largely driven through the integration of

                                                                                                                                                                                                                                  centers, retailing is now
brand can be leveraged in the store for
                                                                                                                             Stuart Green, President Asia-Pacific:              commerce, office space, as well as leisure
greater value.
                                                                                                                             20 to 30 years ago, retailing across Asia          and residential, and the best price.


                                                                                                                                                                                                                                  a sophisticated business
                                                                                                                             consisted for the most part, of small family
                                                                                                                             run shops and market traders (the exception        In the same vein, themed malls, consisting
                                                                                                                             being Japan’s very successful department           of shops, restaurants, local and international

                                                                                                                                                                                                                                  with many homegrown
                                                                                                                             stores). In the main urban centers, retailing      fast food outlets, cinemas, nightclubs,
                                                                                                                             is now a sophisticated business with               and art galleries are now being developed
                                                                                                                             many homegrown brands as well as the               in the Philippines, China, and Malaysia.
                                                                                                                             international players looking to tap into
                                                                                                                             the fastest growing region in the world.
                                                                                                                                                                                While many parts of the world experience a
                                                                                                                                                                                decline in the popularity of malls, many Asian
                                                                                                                                                                                markets go from strength to strength.
                                                                                                                                                                                                                                  brands as well as
                                                                                                                                                                                                                                  international players.
04                                  Best Retail Brands 2009                                                                                                                                                                                    Best Retail Brands 2009   05
In 2007, Internet retailing                                                                                                                                       universities, and other experts, develops and
                                                                                                                                                                  patents new ingredients to bring the most
                                                                                                                                                                                                                       Best Buy strives to differentiate its brand
                                                                                                                                                                                                                       experience through distinctive touchpoints,
                                                                                                                                                                                                                                                                          In order to be globally relevant, a retail
                                                                                                                                                                                                                                                                          brand needs to have a clear proposition that

was worth nearly US $49 billion
                                                                                                                                                                  innovative products to market. This, coupled         tailoring store environments and selling styles    is nearly universally compelling, with the
                                                                                                                                                                  with its affordable prices, has been a recipe        to customer insights, with current emphasis        ability to be flexible enough to operate within
                                                                                                                                                                  for success.                                         on the employee expertise and commitment.          the varied constraints found in markets

across the 14 Asia-Pacific                                                                                                                                        UNIQLO’s simple ideology of providing high
                                                                                                                                                                                                                       The company constantly tests new concepts,
                                                                                                                                                                                                                       such as robotic vending machines in airports
                                                                                                                                                                                                                                                                          around the world.



countries, and is forecasted
                                                                                                                                                                  quality yet affordable basics is striking a chord    carrying cell phones, computer accessories,        JBD: Cultural differences and geographic
                                                                                                                                                                  with consumers ranging from the fashion-             and cameras. Consumers give it top marks for       boundaries are often insurmountable
                                                                                                                                                                  forward to those just looking for something          shopping experience and meeting expectations.      challenges for retail. Truly global retailers

to double by 2010.                                                                                                                                                comfortable to wear.
                                                                                                                                                                                                                       JBD: H&M and Zara, have reinvented the
                                                                                                                                                                                                                                                                          have invented something new, and kept their
                                                                                                                                                                                                                                                                          advantage over time. In retail, as the goal is
                                                                                                                                                                  Charles & Keith, a Singapore based retail            retail/apparel industry, understanding the         to capture as many consumers as possible,
                                                                                                                                                                  brands focusing on shoes and accessories             perfect mix between finance, space, and            the brand idea needs to be accepted and
                                                                                                                                                                  saw that shoes from foreign wholesalers were         brand. Carrefour and Tesco have, in their          understood everywhere.
                                                             consumer report, South Koreans are the              sensory environment with service that is         expensive and unsuitable for smaller Asian           own way, invented the European way of
                                                             most avid online shoppers in the world with         relevant to consumer needs, will attract and     feet. It quickly capitalized on this opportunity     selling goods to the biggest number of             Finding the best locations and being able
                                                             some 99 percent of Internet users having            maintain loyalty. Although value for money       with its own line of shoes. It now has an R&D        consumers. Aldi and Asda have created              to invest in new offers, while maintaining
                                                             shopped online.                                     is a common denominator across markets,          team of 70 people, which has churned out             the low-cost supermarkets. Sephora is              the quality of the concept requires strong
                                                                                                                 discerning consumers are increasingly willing    over 750 women’s footwear designs.                   still the only worldwide chain structured          management and visionary skills. This is a
                                                             Luxury brands are also increasingly driving         to pay a significant premium for quality                                                              like a supermarket to seduce women                 key challenge. The consumer will buy less, so
                                                             consumer behavior in both developed                 and stature. Ultimately, brands that sell        LC: Wal-Mart, Tiffany & Co., and Best Buy are        with perfumes and cosmetics. FNAC has              the goal is to capture the bigger part of the
                                                             (Singapore, Japan, South Korea, Hong Kong),         quality products and demonstrate a good          brands that know who they are, understand            succeeded in fulfilling its brand promise          purchase power. That’s where a strong brand
                                                             as well as emerging markets such as India,          understanding of local consumer attitudes        their customers, deliver consistently on their       as a place where you feel more clever and          can create difference.
                                                             China, and Indonesia.                               and preferences stand out. These are the         respective brand promises, and continue              intelligent when you buy a book or a PC. And
                                                                                                                 great retail brands.                             to innovate and explore new directions.              yet, others that had done well are beginning
                                                                                                                                                                  Wal-Mart is determined to change and                 to show signs of losing. M&S and C&A create
                                                                                                                                                                                                                                                                          07 Key factors that will
                                                             04 Characteristics of a                                                                              adapt to meet emerging customer needs.               less difference than before. The role they used
                                                                                                                                                                                                                                                                          determine the success
                                                             great retail brand                                  05 The retail brands                             The company is working to make brand                 to play on the retail market is not as powerful.

                                                                                                                 that are getting it right
                                                                                                                                                                  touchpoints clear and relevant, especially
                                                                                                                                                                  those that have the most impact on
                                                                                                                                                                                                                       The consumer can substitute them and is
                                                                                                                                                                                                                       even actively looking to do so.
                                                                                                                                                                                                                                                                          of retail brands in
                                                                                                                                                                  moms. These touchpoints include store                                                                   the future
                                                                                                                                                                  environment, website, in-store messaging,
                                                             LC: A great retail brand that has a ringing
                                                             clarity about its reason for being and that         SG: Retailers that address the local needs and
                                                                                                                                                                  product mix, and sustainability.
                                                                                                                                                                                                                       06 Going global
                                                             truly understands and delights its target           motivations of their customers will continue     Tiffany & Co. stands for quality and longevity                                                          LC: Retail brands need to understand their
The Iconic Prada store in Ginza, Tokyo.
                                                             segment will have great appeal. It’s easier         to build a loyal base. Homegrown Asian           and claims a large share of mind. The cachet                                                            customers, use that information to deliver
                                                             for specialty brands serving a narrow niche         brands continue to emerge. Some of the ones      of the Tiffany blue box adds a high-value                                                               value, and provide a compelling and relevant
                                                                                                                                                                                                                       LC: Retail involves complex logistics, and
Some mall owners are also promoting                          with very distinctive needs, like “pet parents”     getting it right include the Hong Kong brand     intangible to any purchase. The company has                                                             experience that connects with the shopper.
                                                                                                                                                                                                                       these inherent challenges are further
environmental sustainability through their                   or “gamers.” You can appeal to emotions             Shanghai Tang, which offers a full range of      fully recovered from a “brand-slip” a couple
                                                                                                                                                                                                                       complicated when responding to varied
developments. SM Group, the biggest                          and passions, or help people manage their           clothing for men, women and children, plus       of years ago when the wrong merchandise                                                                 JBD: We can assume that all the major
                                                                                                                                                                                                                       customs and regulations. In some instances
mall developer from the Philippines, put                     problems. It’s tougher for mass brands              home furnishings, accessories and gifts. Now     caused it to fall to novelty level. Today, Tiffany                                                      retailers have made plans for the crisis we
                                                                                                                                                                                                                       meeting the needs of varied locations would
in place an energy management system                         since they were created to appeal to very           part of Swiss luxury goods giant Compagnie       continues to reaffirm its unique appeal with a                                                          are facing today; for example Carrefour
                                                                                                                                                                                                                       require an entirely different proposition.
as early as eight years ago. There are also                  broad segments, but even they are finding           Financière Richemont, Shanghai Tang              small number of stores to keep from diluting                                                            had decided to move all its formats to the
                                                                                                                                                                                                                       For example, many popular U.S. stores
sewage treatment plants in the malls. These                  success, being perceived as having genuine          operates stores in China, Japan, Malaysia,       the brand and it’s expanding into eyewear and                                                           Carrefour brand prior to the recession.
                                                                                                                                                                                                                       are founded on the notion of having huge
environmentally conscious practices reduce                   character, definitive core values, and concern      Singapore, Taiwan, and Thailand, as well as      watches to drive revenue and relevance.
                                                                                                                                                                                                                       assortments and long hours, sometimes
operating costs as well as earn significant                  for community. All that, of course, has to be       Dubai, UAE, London, and Paris. The brand                                                                                                                 Planning a clear way out will determine
                                                                                                                                                                                                                       open around the clock. In Europe and Asia
goodwill from shoppers.                                      delivered consistently across all channels—         continues to learn and evolve, with new                                                                                                                  long-term success. Retailers will benefit
                                                                                                                                                                                                                       people shop much more frequently in much
                                                             not an easy task.                                   stores staying true to its 1930’s Shanghai Art                                                                                                           from the purchase recovery before the
                                                                                                                                                                                                                       smaller stores, often with reduced hours and
Destination shopping is also a theme. Asian                                                                      Deco accents and bold colors and tongue-                                                                                                                 rest of the economy, and they will give the
                                                                                                                                                                                                                       there might be little to no parking—a very
consumers love to travel and shopping                        SG: Over the years, many international              in-cheek-humor, but expressed as a modern                                                                                                                signal. The ones that invest in their network,
                                                                                                                                                                                                                       different experience from stocking up on
excursions across the region are growing in                  retailers in Asia have failed, simply because       international lifestyle brand—with a                                                                                                                     maintain their concept, and understand
popularity. This has increased in recent years               they didn’t adapt to a different environment        broader appeal.                                  The great retail brands                              two-months worth of paper towels and
                                                                                                                                                                                                                                                                          their customers in difficult times will recover
                                                                                                                                                                                                                       frozen pizzas.
with the growth of low-cost carriers, as well                and different consumer needs (the exception                                                          know who they are,                                                                                      before the others. But, many of them will not
as the expansion of flight routes. Locations                 being the luxury sector in more recent years).      THE FACESHOP is one of Korea’s largest                                                                                                                   make it to that day. And the strongest are
such as Singapore, Bangkok, Hong Kong,                       So first, it’s important to understand that Asia    retailers of body, bath, skin care, and make-    understand their                                                                                        already looking for ways to accelerate
and Ho Chi Mihn City are becoming regular
weekend travel destinations for shopping.
                                                             is complex with a large variety of cultures,
                                                             races, languages, and religions, all at different
                                                                                                                 up products aimed at both women and
                                                                                                                 men. The company has quickly expanded
                                                                                                                                                                  customers, deliver                                                                                      the death of the weakest.

                                                             stages of economic and social development.          to over 740 retail stores in 19 countries.       consistently on their
Online shopping is another area of interest.
Internet retailing was worth nearly US$ 49
                                                             Second, brands that sell quality products
                                                             and demonstrate a good understanding of
                                                                                                                 THE FACESHOP’s philosophy lies in
                                                                                                                 understanding the importance of health
                                                                                                                                                                  respective brand
billion across the 14 Asia-Pacific countries in              local consumer attitudes and preferences            and beauty. Continuous development is            promises, and continue
2007, and is forecasted to double by 2012 to
approximately US$ 71 billion (Euromonitor
                                                             have a better chance of success. Third,
                                                             location continues to be a critical driver
                                                                                                                 an integral part of THE FACESHOP way of
                                                                                                                 life. The company’s research institute, a
                                                                                                                                                                  to innovate and explore
International). According to a global Nielsen                of success, but brands that can develop a           center of collaboration with dermatologists,     new directions.
06                                 Best Retail Brands 2009                                                                                                                                                                                                                Best Retail Brands 2009                       07
Creating value in-store:                                                                                 Shoppers are what consumers become when
                                                                                                         they enter the store environment. Shoppers
                                                                                                                                                           even Product Q, which is a little bit different
                                                                                                                                                           but appears to do almost the same thing.
                                                                                                                                                                                                             or workplace, and cannot be gathered by
                                                                                                                                                                                                             looking at market research studies that
                                                                                                                                                                                                                                                               •	 Promoting	trial

                                                                                                                                                                                                                                                               •	 Facilitating	greater	purchase	frequency

understanding and profiting
                                                                                                         segment differently–chiefly by their shopping                                                       outline what people buy. Those insights
                                                                                                         behavior, habits, and practices. They are also    What do they do? Remember the statistic           are meaningful, but leave out specific            •	 Encouraging	trade	up
                                                                                                         more dynamic; willing to change in-store          about 70 percent of purchase decisions being      environmental dynamics and are often

from the differences between
                                                                                                                                                                                                                                                               •	 Adding	or	increasing	margin	variants
                                                                                                         behavior based on local events (e.g. a great      made in the store? If the brand does not cut      backward looking. Understanding and
                                                                                                         seasonal display could turn a programmatic        through the clutter, communicate why it is        observing how people behave and what              •	 Motivating	multi-product	routines


shoppers and consumers
                                                                                                         shopper into an impulse shopper), caprice         different, or otherwise make this situation       influences them in the store provides an
                                                                                                         (e.g. “I’ve had a rough day—I’m going treat       simpler for the shopper, the shopper may well     opportunity to effect change, plan for the        Putting it all together
                                                                                                         myself to something from the skin care            go with another option or even abandon the        future, and deliver meaningful innovation         The marriage of shopper insights with in-

by Kelly Crouch and                                                                                      aisle”) or macro trends (e.g. penny pinching).
                                                                                                         Outside the store, when the same segments
                                                                                                         are consumers, nothing may have changed
                                                                                                                                                           purchase entirely.

                                                                                                                                                           How can a brand effectively address the
                                                                                                                                                                                                             for the shopper.

                                                                                                                                                                                                             To understand what motivates and influences
                                                                                                                                                                                                                                                               store strategy can lead to the construction
                                                                                                                                                                                                                                                               of in-store solutions that increase shopper
                                                                                                                                                                                                                                                               satisfaction while orchestrating profitable

Emily Grant                                                                                              in how they see brands. However, inside the
                                                                                                         store, as shoppers, their behavior is anything
                                                                                                                                                           needs of the shopper?
                                                                                                                                                           There are a number of ways to better meet
                                                                                                                                                                                                             the shopper, brands must understand the
                                                                                                                                                                                                             basics of the shopper:
                                                                                                                                                                                                                                                               purchase behaviors. In our experience at
                                                                                                                                                                                                                                                               Interbrand, brands that have done this in
                                                                                                         but static. The goal, then, for brands is         shopper needs—key operational factors, like                                                         retail have seen significant gains.
                                                                                                                                                                                                             •	 What	drives	the	shopper	to	go	to	a	store,	
                                                                                                         shopper connection. And to achieve this,          in-stock position, must be solved, but on top
                      Biography: As Brand Analytics Director, Kelly guides the integration                                                                                                                      and on what kinds of trips to the store is
                                                                                                         they need to leverage shopper insights and        of the basics, other levers can be activated to                                                     One of our clients, Procter and Gamble,
                      of analytics programs and ensures insights are represented within                                                                                                                         the brand likely to be purchased?
                                                                                                         use creativity to orchestrate in-store behavior   better meet shopper needs. These tools are                                                          consistently utilizes shopper insights to
                      strategic and creative outputs. Kelly’s analytics expertise includes the
                                                                                                         and drive choice toward the brand.                things like:                                      •	 Is	the	category	usually	a	destination,	        create store solutions that successfully grow
                      design and interpretation of research for branding purposes, delivery
                                                                                                                                                                                                                planned, unplanned, or impulse                 the objectives of their brands. Its efforts have
                      of retail insights, creation of business cases and decision frameworks,                                                              •	 Merchandising	logic	in	the	form	of	
                                                                                                         Shopper insights, or an understanding of                                                               purchase and what drives that role?            paid off in a number of categories, in terms
                      and ensuring clear links between brand and business strategy. The                                                                       category principles (e.g. vertical versus
                                                                                                         how shoppers behave in-store, is a key first                                                                                                          of increased share and volume, and have also
                      American-born Kelly now lives and works in Amsterdam.                                                                                   horizontal shelf arrangements by brand,        •	 What	are	the	current	purchase	drivers	
                                                                                                         step to optimizing the value of brands in the                                                                                                         helped to establish P&G as thought leader and
                                                                                                                                                              scent, size, etc)                                 and barriers in-store?
                                                                                                         retail environment. But in order to leverage                                                                                                          a key partner to retailers.
                      Biography: As Senior Consultant in the Analytics group at Interbrand,
                                                                                                         shopper insights, one must first understand       •	 Planned	adjacencies	and	store	layout	          •	 What	are	the	underlying	associations	
                      Emily Grant conducts research and provides strategic guidance on
                                                                                                         the differences between consumers                    both within and across the categories             with the category?                             In another example, a big-box, North
                      projects across a variety of sectors. She has worked on engagements
                                                                                                         and shoppers.                                                                                                                                         American retailer instantly saw category
                      for a number of high profile clients.                                                                                                •	 Category	and	brand	sign-posting	               •	 What	information	do	shoppers	seek	in	
                                                                                                                                                                                                                                                               increases in the range of five percent in
                                                                                                                                                              and wayfinding                                    the store, specifically?
                                                                                                         Why should we make understanding the                                                                                                                  revenue, as well as units within a common
                                                                                                         shopper a priority?                               •	 Total	store	planning	and	flow                  •	 How	do	shoppers	select	and	de-select	          household product category in test markets,
                                                                                                         In-store, shoppers have unique                                                                         options and what are the decision              after a relatively simple shelf and category
                                                                                                                                                           •	 Packaging
                                                                                                         communication and information needs.                                                                   hierarchies?                                   reorganization built on shopper insights.
The retail shelf: the forward position in                Yet, the store plays a major role in the        They have unique habits and practices that        •	 Multi-level	communication
                                                                                                                                                                                                             •	 How	do	shoppers	want	to	interact	with	
the battle for consumer spending                         success or failure of brands. In many           occur when they are shopping. Cues that                                                                                                               In fact, because the in-store environment is
                                                                                                                                                           •	 Emotive	and	interactive	communication,	           products? What interaction do they need?
The battle is on. The current environment                categories, 70 percent or more of purchase      attract a consumer to a brand may not be                                                                                                              so frequently overlooked or under-examined,
                                                                                                                                                              such as imagery, technology, or out-of-
has not only changed the economic realities              decisions are made in-store. Recessionary       the same cues that cause a shopper to                                                               •	 How	do	shoppers	orient	themselves	in	          the opportunity for gains, even based on
                                                                                                                                                              box displays
for consumers around the world, it has                   belt tightening only increases the number of    choose a brand in the moment of purchase.                                                              the category? In the store?                    relatively simple solutions, can be significant.
radically shifted the mind-set of shoppers               decisions that are made in-store as shoppers                                                                                                                                                          Extracting more value with little to no
                                                                                                                                                           But first, to make the right decisions with
in-store. In normal times, companies spend               scrutinize every line on their list, double-    With this in mind, brands must help to                                                              Note that these things should be considered       incremental investment is always a good idea.
                                                                                                                                                           tools like these, marketers must also
a tremendous amount of time and resources                checking that they’re spending wisely. With     deliver a seamless shopping experience                                                              at both a category and brand level. Brands        And considering the current environment,
                                                                                                                                                           understand shoppers. Good branding
in the development and management of                     this in mind, it is crucial that the in-store   that meets shopper needs while delivering                                                           must carefully balance their own interests        for some FMCG players and retailers, it might
                                                                                                                                                           professionals know how to get people into
their brands by developing identities,                   experience, and how brands are presented in     benefits to the brand and retailer. To do this,                                                     with those of the retailers that sell their       mean survival.
                                                                                                                                                           stores. However, in order to get a consumer
measurement tools, and communication,                    the environment, should be managed with at      brand manufacturers must understand the                                                             products. Understanding the total category,
                                                                                                                                                           to make a purchase, marketers must also
including significant media spending budgets.            least as much rigor as the other components     dynamics of the shopping environment—how                                                            and how the brand can best perform within         So, brands must get to know shoppers,
                                                                                                                                                           understand what happens in-store, and
Yet, these are anything but normal times.                of a branding program.                          options are considered and choices are                                                              it, will ensure that brand marketers can          not just consumers. In-store should be
                                                                                                                                                           structure the brand offering in a way that
                                                                                                         made. Even if a brand has successfully caught                                                       forward their own objectives while retaining      treated as an input to brand strategy. The
                                                                                                                                                           connects to shoppers in the environment.
When consumers feel pain in the pocket                   Shoppers versus consumers                       the interest of a consumer, the shopper’s                                                           perspective on the needs of the retailers. If     store environment is a brand opportunity,
book, they react differently inside the store.           What is the difference between consumers        needs must still be met in order to convert                                                         brands can deliver performance in-store for       not just a point of tactical operations.
                                                                                                                                                           How can brands understand what
Unfortunately, it is this in-store decision              and shoppers? Essentially, they are the         attachment into purchase. Imagine a                                                                 both their brand and the retailer’s category,     As the competition for share and loyalty
                                                                                                                                                           shoppers really need?
moment that is chronically misunderstood                 same people, but they operate in two            consumer who has decided they want to                                                               partnerships with retailers and the ability for   continues to get more intense, brands that
                                                                                                                                                           To understand the best use of the tools
and under-resourced. Many brand owners                   different environments, subject to different    purchase a product, Brand X. They have seen                                                         brands to influence the store environment         manage the shopper aspect of their brand
                                                                                                                                                           mentioned above, the first objective must
have mistakenly treated the in-store                     environmental influences, and possessing        an ad and decided this is something they                                                            will become stronger.                             put themselves in a position to differentiate
                                                                                                                                                           be to understand the shopper. We must
experience as yet another operational                    different needs.                                want to buy. This consumer travels to their                                                                                                           and create meaningful value as a brand and
                                                                                                                                                           investigate consumers in the role as shoppers
function. Major decisions are made with                                                                  favorite store, goes inside, and becomes                                                            Incorporating strategic objectives of             retailer partner.
                                                                                                                                                           in order for brands to unlock the mystery
little connection to brand and marketing                 Consumers are the overall targets for           a shopper.                                                                                          the brand
                                                                                                                                                           of the store and orchestrate valuable
management, with conversations rarely                    brands. Aspects like location, demographics,                                                                                                        In addition to understanding shoppers,
                                                                                                                                                           shopping behavior.
moving beyond the fundamentals of in-stock               and the habits and practices of their life      This consumer/shopper wants Brand X, but                                                            brands must also be clear about what they
position and promotions. Even if they wanted             often segment them. The goal of brands          is not sure where to find it in the store. This                                                     want to achieve with shoppers. Knowing the
                                                                                                                                                           Shoppers and shopper behavior must
to extract more value from the shelf, many               is to form bonds with target segments of        alone may turn them away. If they do locate                                                         priority strategy for the brand and category is
                                                                                                                                                           be studied. Marketers must follow them,
brand owners lack the insights and tools to              consumers—to touch them where they              the section, they are presented with more                                                           the second leg to unlocking value in the store
                                                                                                                                                           observe them, and ask questions. This
do anything about it.                                    live, work, and play.                           options than they’d imagined. They can                                                              environment. Strategies for the brand might
                                                                                                                                                           investigation can’t just happen in the home
                                                                                                         choose Brand X, or Brand Y, or Brand Z, or                                                          be things like:




08                         Best Retail Brands 2009                                                                                                                                                                                                             Best Retail Brands 2009                         09
Best Retail Brands 2009
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Best Retail Brands 2009

  • 1. Best Retail Brands 2009 Global perspectives on a changing marketplace Regional challenges, trends, and insights The remaking of retail CPG: stand out or get out Creating and managing Getting more for less www.interbrand.com brand value TM
  • 2. Contents Weathering p01 Introduction: weathering the storm A letter from Jez Frampton. p03 Overview p30 The remaking of retail by Lee Carpenter and Greg Silverman Resources are limited and tension is high. The time is ripe for retail innovation. the storm Creating and managing brand value. Jez Frampton p32 How we value retail brands p04 Building retail brands by Criteria for consideration and methodology. Lee Carpenter, Jean-Baptiste Danet and Stuart Green p34 The Best Retail Brands 2009 A look at retail challenges and the future of Profiles of the most valuable retail brands in retail brands in three regions. the U.S., Canada, Mexico, and Europe. Making sense of the economic turmoil of and the all important human interaction. Their habits and behaviors will continue to recent months will take time and a degree I would say, a recipe for great innovation adapt to the technologies available to them p08 Creating value in-store by Kelly Crouch of hindsight that most business leaders and opportunity! and to the truths about our lifestyles and and Emily Grant Appendix just don’t possess at the moment. Our habits exposed by the recent economic, Why brands should focus on shoppers’ needs attention must focus on the immediate As the rankings in this magazine show, social, and environment events. Getting a in downturns. Commonly asked questions needs of businesses and brands in real retailers are now actively managing their grip on this fast changing world and feeling time. History alone will deal with the rest. brands and creating valuable business assets. confident that your brand can sail through p10 Getting more for more by About Interbrand and our Best Retail And the world of branding has changed too. these stormy seas requires a strategy that Bruce Dybvad and Rune Gustafson Brands study We’ve focused on retail in this edition Data is used to build the business case for is based on today’s truths rather than Cutting price in downturns isn’t an answer— of the Interbrand magazine because it brands, to highlight the initiatives within a yesterday’s assumptions. It requires a focus on the shopper experience instead. Contact us is a powerful barometer of economic strategy, and to build ROI models into brand strategy that is delivered in stores and lives sentiment. The dramatic differences in programs, not to mention the monitoring in customers’ heads, not well intentioned p14 Best practices by Lynn Gonsior and the fortunes of the various High Street or and active management of brand value documents and plans. Françoise Novel Main Street players highlight the mood of creation. This means that brand management Top retailers are growing more sophisticated the day: Are you in a position to weather, can live happily within the highly accountable I hope you find the thinking in this magazine in their approach to finding growth. Their or wither in, the storm? world of retail using data and value as the useful to you, your business, and your brands insights can help your brand. bridge between the financial and commercial as we all continue to tackle the challenges A retailer once told me that he didn’t have streams of activity. before us. p16 The crisis paradox by Josh Feldmeth time to build his brand; he was too busy Markets are contracting and results are meeting the needs of his customers and his Retail has certainly been deeply impacted by Regards, under pressure. Intelligent branding is business. At Interbrand we would view this the economic realities of our times. But what required to extract more value from invested as the very essence of building a brand, but better market is there to pick itself up and brand assets. it’s easy to see why the marriage between fight back? retailers and brand management hasn’t p20 Break away from the pack always been easy. Branding was historically While cost-cutting has formulated the bulk by Fred Richards and Bertrand Chovet viewed as the “lipstick on the pig,” a graphical of businesses’ reactions to the downturn, Differentiation at shelf level is key to veneer which added questionable value in the we are now recognizing that demand creation standing out in saturated categories. face of global logistics and sourcing. But as is the required antidote. Demand can be markets have changed, so have attitudes. created without relying on discounting which p24 Fast moving consumer goods in hinders a business, erodes margins, and regional markets by Richard Veit Differentiation is the essence of good places a business under increasing pressure. Regional brands in growth markets have business in any crowded market; the ability Demand creation requires us to step away the upper hand—but only if they work on to influence demand beyond the tangible, to from the crowd, to do things differently in our building innovative brand propositions. go beyond the table-stakes of convenience, quest to stand out, and own a clear position Jez Frampton quality, service, and the like, into the realms in a market. Global Chief Executive p28 Shifting winds by Burton Blume of the unique. Brands are the way we do Interbrand and Jonathan Chajet business; the factor that makes our service Perhaps retailers need to better understand Trends and insights for the future of Asia’s offer, our product line-up, our culture, and of how their brands drive value and what retail markets. course, our language and appearance more actions should be taken to ensure that desirable over the competition. their brands are readied for the market of tomorrow, as well as the market of today. Retailers are perfectly placed to build truly great brands. They have many rich data All around us the world is changing. points: physical experiences involving To only view these changes through the numerous opportunities to create eyes of the economy is dangerously one- uniqueness, including service, process, dimensional. Consumers’ attitudes have product mix, layout, ambience, culture, changed and will continue to change. Best Retail Brands 2009 01
  • 3. Overview The Best Retail Brands has taught us that a brand is not just a logo, a name, or a snappy slogan—it’s the tangible and intangible assets that customers attribute to a retailer. Interbrand is delighted to unveil the Best Interbrand pioneered the technique of Retail Brands 2009. measuring brand as a business asset twenty years ago. In this time we have conducted For almost 10 years we have published our over 5,000 brand valuations across all Best Global Brands report in cooperation industry sectors around the world. We now with BusinessWeek. It ranks the top 100 focus all of this experience and expertise to global brands by their brand value and bring you the Best Retail Brands. has become the barometer for successful brand management. Indeed, it has actually The retail sector offers some unique been ranked as the third most sought-after challenges. First, we understand that the benchmark report by CEOs. culture of retail is immediate and extremely operationally focused. This creates a We are proud of the success that we’ve had in tough environment for brand thinking and provoking the debate among business people management to thrive, but our study shows about the value of brands to business. We the impressive performance of the leaders, look forward to this study becoming equally and we wanted to share the lessons of success. influential among retail leaders. Second, compared to other sectors, When a business gets it right, the brand retail brands tend to operate over the becomes a value creation engine. Brand most expansive brand experience for their valuation is a great tool for showing a customers. Retail branding extends from business how to optimize its brand. We the robust insights that formulate brand use it as a proactive tool. By showing an strategy into product assortment, sourcing organization the earnings attributable to and selection, format strategy, store design, intangibles, assessing the role that the brand engagement of people, and in many cases plays in purchase decisions, and revealing the the creation and supply of private label relative competitive strength of the brand products. Strong retail brands orchestrate within its markets, the organization can focus a complete shopper journey with the its attention on building the brand’s value. objective of achieving the long-term loyalty Indeed, our experience shows that simply by of their customers. recognizing the brand as an economic asset, like other business assets, it starts to be managed for growth. 02 Best Retail Brands 2009 Best Retail Brands 2009 03
  • 4. Building 01 The relationship between brand Rising disposable incomes, growth in purchasing power, continued expansion of urban areas, increased mobility, and a retail brands and retail wider choice of products and services have all been key factors in changing consumers attitudes towards shopping and how they spend their money. by Lee Carpenter, Lee Carpenter, CEO North America: The store is a physical expression of the brand and provides a powerful opportunity to make 03 Key trends and Jean-Baptiste Danet, emotional connections and influence choice. In creating an experience, the brand guides every decision, from the orchestration of the challenges in regions and Stuart Green customer journey, to the messaging at each touchpoint, to the assortment of the store. Brand is the way you do business. It is what LC: There is one key challenge in North makes you different: You can’t just say it—you America right now: value. And this is true of have to do it. It takes place in the store, every segment. Most consumers are giving online, on the pages of a catalog, and over the careful consideration to their purchases telephone. Brand isn’t just the logo, it’s the and retailers need to offer a compelling physical real-time delivery of the promise your proposition to earn the dollars that are being brand makes—an experience the consumer spent. We’re seeing less frivolous buying and will undergo—shopping. When you walk into more investment purchases, such as buying a store, you are entering a brand. So, you consumables in bulk and purchasing high- can see why the store is a primary means of quality, classic clothing that will last. brand engagement. It provides a powerful opportunity to make emotional connections Shoppers will be feeling unsettled for a while. and influence choice. The connection lives They’re busy reassessing what’s important beyond the transaction to create feelings and to them, just as retailers are reassessing memories that last. the relative importance of reducing costs versus increasing investments, going on Jean-Baptiste Danet, CEO Europe: In the defense or offense, in order to optimize 1960’s, consumers discovered supermarkets store performance. and hypermarkets and huge offers that fostered the discount concept. In the 1990’s, JBD: In Europe, the general trend is that we saw a new generation of specialized department stores are suffering and retailers reinvent the retail business. hypermarkets are stagnating. Mega-stores Biography: Lee Carpenter, Biography: As CEO of Interbrand Biography: Stuart Green takes an Brands like Sephora, Zara, H&M, and Grand are visited but the act of purchasing has CEO of Interbrand Design Forum Europe, Jean-Baptiste Danet leads intentionally pragmatic view to Optical focused on the concept and used become more difficult; stores located in city and Interbrand North America, the European practice with strong creating and managing brands, every touchpoint (from space to service) to centers suffer from the consumption crisis. is recognized as one of the most conviction to deliver a holistic believing that the ultimate yardstick reinforce this concept. In other words, they At the same time, the well-positioned brands influential retail experts in the U.S. approach to brands. His leadership has for brand effectiveness lies in the acted like a brand. Since then, brand and retail like H&M and Zara gain share. He and his team pioneered, and successfully built many of the world’s end-user experience. As President have become inseparable. continue to refine, an integrated most valuable brands. Understanding for the Asia-Pacific region, Stuart SG: Asia-Pacific continues to develop at business model that blends creative, the equal importance of all brand ensures that Interbrand’s diverse a rapid pace. Across the region mixed use analytic, and strategic retail touchpoints, Jean-Baptiste has grown and collective thinking leads to a disciplines to build brand experiences his team’s practice and brought to life distinct customer experience for 02 The development of developments (e.g. residential, commercial, leisure, and retail spaces) are increasing; that go beyond selling to develop new disciplines and processes that every client. Stuart has 24 years retail branding in Asia an example being Singapore’s Marina Bay In Japan’s main urban relationships with shoppers. He is a deliver the greatest quality work for in brand management and design development, set to launch in 2010. The champion of bringing the brand to Interbrand’s valued clients. working in Europe, the US, the retail component is a critical factor, and is life by understanding where and how Middle East, and the Asia-Pacific. largely driven through the integration of centers, retailing is now brand can be leveraged in the store for Stuart Green, President Asia-Pacific: commerce, office space, as well as leisure greater value. 20 to 30 years ago, retailing across Asia and residential, and the best price. a sophisticated business consisted for the most part, of small family run shops and market traders (the exception In the same vein, themed malls, consisting being Japan’s very successful department of shops, restaurants, local and international with many homegrown stores). In the main urban centers, retailing fast food outlets, cinemas, nightclubs, is now a sophisticated business with and art galleries are now being developed many homegrown brands as well as the in the Philippines, China, and Malaysia. international players looking to tap into the fastest growing region in the world. While many parts of the world experience a decline in the popularity of malls, many Asian markets go from strength to strength. brands as well as international players. 04 Best Retail Brands 2009 Best Retail Brands 2009 05
  • 5. In 2007, Internet retailing universities, and other experts, develops and patents new ingredients to bring the most Best Buy strives to differentiate its brand experience through distinctive touchpoints, In order to be globally relevant, a retail brand needs to have a clear proposition that was worth nearly US $49 billion innovative products to market. This, coupled tailoring store environments and selling styles is nearly universally compelling, with the with its affordable prices, has been a recipe to customer insights, with current emphasis ability to be flexible enough to operate within for success. on the employee expertise and commitment. the varied constraints found in markets across the 14 Asia-Pacific UNIQLO’s simple ideology of providing high The company constantly tests new concepts, such as robotic vending machines in airports around the world. countries, and is forecasted quality yet affordable basics is striking a chord carrying cell phones, computer accessories, JBD: Cultural differences and geographic with consumers ranging from the fashion- and cameras. Consumers give it top marks for boundaries are often insurmountable forward to those just looking for something shopping experience and meeting expectations. challenges for retail. Truly global retailers to double by 2010. comfortable to wear. JBD: H&M and Zara, have reinvented the have invented something new, and kept their advantage over time. In retail, as the goal is Charles & Keith, a Singapore based retail retail/apparel industry, understanding the to capture as many consumers as possible, brands focusing on shoes and accessories perfect mix between finance, space, and the brand idea needs to be accepted and saw that shoes from foreign wholesalers were brand. Carrefour and Tesco have, in their understood everywhere. consumer report, South Koreans are the sensory environment with service that is expensive and unsuitable for smaller Asian own way, invented the European way of most avid online shoppers in the world with relevant to consumer needs, will attract and feet. It quickly capitalized on this opportunity selling goods to the biggest number of Finding the best locations and being able some 99 percent of Internet users having maintain loyalty. Although value for money with its own line of shoes. It now has an R&D consumers. Aldi and Asda have created to invest in new offers, while maintaining shopped online. is a common denominator across markets, team of 70 people, which has churned out the low-cost supermarkets. Sephora is the quality of the concept requires strong discerning consumers are increasingly willing over 750 women’s footwear designs. still the only worldwide chain structured management and visionary skills. This is a Luxury brands are also increasingly driving to pay a significant premium for quality like a supermarket to seduce women key challenge. The consumer will buy less, so consumer behavior in both developed and stature. Ultimately, brands that sell LC: Wal-Mart, Tiffany & Co., and Best Buy are with perfumes and cosmetics. FNAC has the goal is to capture the bigger part of the (Singapore, Japan, South Korea, Hong Kong), quality products and demonstrate a good brands that know who they are, understand succeeded in fulfilling its brand promise purchase power. That’s where a strong brand as well as emerging markets such as India, understanding of local consumer attitudes their customers, deliver consistently on their as a place where you feel more clever and can create difference. China, and Indonesia. and preferences stand out. These are the respective brand promises, and continue intelligent when you buy a book or a PC. And great retail brands. to innovate and explore new directions. yet, others that had done well are beginning Wal-Mart is determined to change and to show signs of losing. M&S and C&A create 07 Key factors that will 04 Characteristics of a adapt to meet emerging customer needs. less difference than before. The role they used determine the success great retail brand 05 The retail brands The company is working to make brand to play on the retail market is not as powerful. that are getting it right touchpoints clear and relevant, especially those that have the most impact on The consumer can substitute them and is even actively looking to do so. of retail brands in moms. These touchpoints include store the future environment, website, in-store messaging, LC: A great retail brand that has a ringing clarity about its reason for being and that SG: Retailers that address the local needs and product mix, and sustainability. 06 Going global truly understands and delights its target motivations of their customers will continue Tiffany & Co. stands for quality and longevity LC: Retail brands need to understand their The Iconic Prada store in Ginza, Tokyo. segment will have great appeal. It’s easier to build a loyal base. Homegrown Asian and claims a large share of mind. The cachet customers, use that information to deliver for specialty brands serving a narrow niche brands continue to emerge. Some of the ones of the Tiffany blue box adds a high-value value, and provide a compelling and relevant LC: Retail involves complex logistics, and Some mall owners are also promoting with very distinctive needs, like “pet parents” getting it right include the Hong Kong brand intangible to any purchase. The company has experience that connects with the shopper. these inherent challenges are further environmental sustainability through their or “gamers.” You can appeal to emotions Shanghai Tang, which offers a full range of fully recovered from a “brand-slip” a couple complicated when responding to varied developments. SM Group, the biggest and passions, or help people manage their clothing for men, women and children, plus of years ago when the wrong merchandise JBD: We can assume that all the major customs and regulations. In some instances mall developer from the Philippines, put problems. It’s tougher for mass brands home furnishings, accessories and gifts. Now caused it to fall to novelty level. Today, Tiffany retailers have made plans for the crisis we meeting the needs of varied locations would in place an energy management system since they were created to appeal to very part of Swiss luxury goods giant Compagnie continues to reaffirm its unique appeal with a are facing today; for example Carrefour require an entirely different proposition. as early as eight years ago. There are also broad segments, but even they are finding Financière Richemont, Shanghai Tang small number of stores to keep from diluting had decided to move all its formats to the For example, many popular U.S. stores sewage treatment plants in the malls. These success, being perceived as having genuine operates stores in China, Japan, Malaysia, the brand and it’s expanding into eyewear and Carrefour brand prior to the recession. are founded on the notion of having huge environmentally conscious practices reduce character, definitive core values, and concern Singapore, Taiwan, and Thailand, as well as watches to drive revenue and relevance. assortments and long hours, sometimes operating costs as well as earn significant for community. All that, of course, has to be Dubai, UAE, London, and Paris. The brand Planning a clear way out will determine open around the clock. In Europe and Asia goodwill from shoppers. delivered consistently across all channels— continues to learn and evolve, with new long-term success. Retailers will benefit people shop much more frequently in much not an easy task. stores staying true to its 1930’s Shanghai Art from the purchase recovery before the smaller stores, often with reduced hours and Destination shopping is also a theme. Asian Deco accents and bold colors and tongue- rest of the economy, and they will give the there might be little to no parking—a very consumers love to travel and shopping SG: Over the years, many international in-cheek-humor, but expressed as a modern signal. The ones that invest in their network, different experience from stocking up on excursions across the region are growing in retailers in Asia have failed, simply because international lifestyle brand—with a maintain their concept, and understand popularity. This has increased in recent years they didn’t adapt to a different environment broader appeal. The great retail brands two-months worth of paper towels and their customers in difficult times will recover frozen pizzas. with the growth of low-cost carriers, as well and different consumer needs (the exception know who they are, before the others. But, many of them will not as the expansion of flight routes. Locations being the luxury sector in more recent years). THE FACESHOP is one of Korea’s largest make it to that day. And the strongest are such as Singapore, Bangkok, Hong Kong, So first, it’s important to understand that Asia retailers of body, bath, skin care, and make- understand their already looking for ways to accelerate and Ho Chi Mihn City are becoming regular weekend travel destinations for shopping. is complex with a large variety of cultures, races, languages, and religions, all at different up products aimed at both women and men. The company has quickly expanded customers, deliver the death of the weakest. stages of economic and social development. to over 740 retail stores in 19 countries. consistently on their Online shopping is another area of interest. Internet retailing was worth nearly US$ 49 Second, brands that sell quality products and demonstrate a good understanding of THE FACESHOP’s philosophy lies in understanding the importance of health respective brand billion across the 14 Asia-Pacific countries in local consumer attitudes and preferences and beauty. Continuous development is promises, and continue 2007, and is forecasted to double by 2012 to approximately US$ 71 billion (Euromonitor have a better chance of success. Third, location continues to be a critical driver an integral part of THE FACESHOP way of life. The company’s research institute, a to innovate and explore International). According to a global Nielsen of success, but brands that can develop a center of collaboration with dermatologists, new directions. 06 Best Retail Brands 2009 Best Retail Brands 2009 07
  • 6. Creating value in-store: Shoppers are what consumers become when they enter the store environment. Shoppers even Product Q, which is a little bit different but appears to do almost the same thing. or workplace, and cannot be gathered by looking at market research studies that • Promoting trial • Facilitating greater purchase frequency understanding and profiting segment differently–chiefly by their shopping outline what people buy. Those insights behavior, habits, and practices. They are also What do they do? Remember the statistic are meaningful, but leave out specific • Encouraging trade up more dynamic; willing to change in-store about 70 percent of purchase decisions being environmental dynamics and are often from the differences between • Adding or increasing margin variants behavior based on local events (e.g. a great made in the store? If the brand does not cut backward looking. Understanding and seasonal display could turn a programmatic through the clutter, communicate why it is observing how people behave and what • Motivating multi-product routines shoppers and consumers shopper into an impulse shopper), caprice different, or otherwise make this situation influences them in the store provides an (e.g. “I’ve had a rough day—I’m going treat simpler for the shopper, the shopper may well opportunity to effect change, plan for the Putting it all together myself to something from the skin care go with another option or even abandon the future, and deliver meaningful innovation The marriage of shopper insights with in- by Kelly Crouch and aisle”) or macro trends (e.g. penny pinching). Outside the store, when the same segments are consumers, nothing may have changed purchase entirely. How can a brand effectively address the for the shopper. To understand what motivates and influences store strategy can lead to the construction of in-store solutions that increase shopper satisfaction while orchestrating profitable Emily Grant in how they see brands. However, inside the store, as shoppers, their behavior is anything needs of the shopper? There are a number of ways to better meet the shopper, brands must understand the basics of the shopper: purchase behaviors. In our experience at Interbrand, brands that have done this in but static. The goal, then, for brands is shopper needs—key operational factors, like retail have seen significant gains. • What drives the shopper to go to a store, shopper connection. And to achieve this, in-stock position, must be solved, but on top Biography: As Brand Analytics Director, Kelly guides the integration and on what kinds of trips to the store is they need to leverage shopper insights and of the basics, other levers can be activated to One of our clients, Procter and Gamble, of analytics programs and ensures insights are represented within the brand likely to be purchased? use creativity to orchestrate in-store behavior better meet shopper needs. These tools are consistently utilizes shopper insights to strategic and creative outputs. Kelly’s analytics expertise includes the and drive choice toward the brand. things like: • Is the category usually a destination, create store solutions that successfully grow design and interpretation of research for branding purposes, delivery planned, unplanned, or impulse the objectives of their brands. Its efforts have of retail insights, creation of business cases and decision frameworks, • Merchandising logic in the form of Shopper insights, or an understanding of purchase and what drives that role? paid off in a number of categories, in terms and ensuring clear links between brand and business strategy. The category principles (e.g. vertical versus how shoppers behave in-store, is a key first of increased share and volume, and have also American-born Kelly now lives and works in Amsterdam. horizontal shelf arrangements by brand, • What are the current purchase drivers step to optimizing the value of brands in the helped to establish P&G as thought leader and scent, size, etc) and barriers in-store? retail environment. But in order to leverage a key partner to retailers. Biography: As Senior Consultant in the Analytics group at Interbrand, shopper insights, one must first understand • Planned adjacencies and store layout • What are the underlying associations Emily Grant conducts research and provides strategic guidance on the differences between consumers both within and across the categories with the category? In another example, a big-box, North projects across a variety of sectors. She has worked on engagements and shoppers. American retailer instantly saw category for a number of high profile clients. • Category and brand sign-posting • What information do shoppers seek in increases in the range of five percent in and wayfinding the store, specifically? Why should we make understanding the revenue, as well as units within a common shopper a priority? • Total store planning and flow • How do shoppers select and de-select household product category in test markets, In-store, shoppers have unique options and what are the decision after a relatively simple shelf and category • Packaging communication and information needs. hierarchies? reorganization built on shopper insights. The retail shelf: the forward position in Yet, the store plays a major role in the They have unique habits and practices that • Multi-level communication • How do shoppers want to interact with the battle for consumer spending success or failure of brands. In many occur when they are shopping. Cues that In fact, because the in-store environment is • Emotive and interactive communication, products? What interaction do they need? The battle is on. The current environment categories, 70 percent or more of purchase attract a consumer to a brand may not be so frequently overlooked or under-examined, such as imagery, technology, or out-of- has not only changed the economic realities decisions are made in-store. Recessionary the same cues that cause a shopper to • How do shoppers orient themselves in the opportunity for gains, even based on box displays for consumers around the world, it has belt tightening only increases the number of choose a brand in the moment of purchase. the category? In the store? relatively simple solutions, can be significant. radically shifted the mind-set of shoppers decisions that are made in-store as shoppers Extracting more value with little to no But first, to make the right decisions with in-store. In normal times, companies spend scrutinize every line on their list, double- With this in mind, brands must help to Note that these things should be considered incremental investment is always a good idea. tools like these, marketers must also a tremendous amount of time and resources checking that they’re spending wisely. With deliver a seamless shopping experience at both a category and brand level. Brands And considering the current environment, understand shoppers. Good branding in the development and management of this in mind, it is crucial that the in-store that meets shopper needs while delivering must carefully balance their own interests for some FMCG players and retailers, it might professionals know how to get people into their brands by developing identities, experience, and how brands are presented in benefits to the brand and retailer. To do this, with those of the retailers that sell their mean survival. stores. However, in order to get a consumer measurement tools, and communication, the environment, should be managed with at brand manufacturers must understand the products. Understanding the total category, to make a purchase, marketers must also including significant media spending budgets. least as much rigor as the other components dynamics of the shopping environment—how and how the brand can best perform within So, brands must get to know shoppers, understand what happens in-store, and Yet, these are anything but normal times. of a branding program. options are considered and choices are it, will ensure that brand marketers can not just consumers. In-store should be structure the brand offering in a way that made. Even if a brand has successfully caught forward their own objectives while retaining treated as an input to brand strategy. The connects to shoppers in the environment. When consumers feel pain in the pocket Shoppers versus consumers the interest of a consumer, the shopper’s perspective on the needs of the retailers. If store environment is a brand opportunity, book, they react differently inside the store. What is the difference between consumers needs must still be met in order to convert brands can deliver performance in-store for not just a point of tactical operations. How can brands understand what Unfortunately, it is this in-store decision and shoppers? Essentially, they are the attachment into purchase. Imagine a both their brand and the retailer’s category, As the competition for share and loyalty shoppers really need? moment that is chronically misunderstood same people, but they operate in two consumer who has decided they want to partnerships with retailers and the ability for continues to get more intense, brands that To understand the best use of the tools and under-resourced. Many brand owners different environments, subject to different purchase a product, Brand X. They have seen brands to influence the store environment manage the shopper aspect of their brand mentioned above, the first objective must have mistakenly treated the in-store environmental influences, and possessing an ad and decided this is something they will become stronger. put themselves in a position to differentiate be to understand the shopper. We must experience as yet another operational different needs. want to buy. This consumer travels to their and create meaningful value as a brand and investigate consumers in the role as shoppers function. Major decisions are made with favorite store, goes inside, and becomes Incorporating strategic objectives of retailer partner. in order for brands to unlock the mystery little connection to brand and marketing Consumers are the overall targets for a shopper. the brand of the store and orchestrate valuable management, with conversations rarely brands. Aspects like location, demographics, In addition to understanding shoppers, shopping behavior. moving beyond the fundamentals of in-stock and the habits and practices of their life This consumer/shopper wants Brand X, but brands must also be clear about what they position and promotions. Even if they wanted often segment them. The goal of brands is not sure where to find it in the store. This want to achieve with shoppers. Knowing the Shoppers and shopper behavior must to extract more value from the shelf, many is to form bonds with target segments of alone may turn them away. If they do locate priority strategy for the brand and category is be studied. Marketers must follow them, brand owners lack the insights and tools to consumers—to touch them where they the section, they are presented with more the second leg to unlocking value in the store observe them, and ask questions. This do anything about it. live, work, and play. options than they’d imagined. They can environment. Strategies for the brand might investigation can’t just happen in the home choose Brand X, or Brand Y, or Brand Z, or be things like: 08 Best Retail Brands 2009 Best Retail Brands 2009 09