The performance of a brand relies on how well it is monitored and thoroughly invested on. Brands require rigorous evaluation perpetually to draw comparatives and take the next steps of stepping up their brand marketing game accordingly. Brand Finance reports and research provide the necessary evaluations to keep up good brand performances. The summary of this report puts forth the best apparel brands of 2019 and their growth.
BRANDS CREATING EXAMPLES
Sportswear goliath Nike has kept up and reinforced its situation as the world’s most important clothing brand. A 16% rise occurred in their brand value compared to a year ago to US$32.4 billion through their ongoing improving deals development in China, Europe, the Middle East and Africa over the span of the year. Adidas in one region, i.e. the North American region has taken over through an increase in brand value as of 17% to US$16.7 billion. However, the brand valuation of Nike globally still remains almost double of that Adidas has. Nike’s famous status is affirmed each time the brand’s showcasing efforts make headline news. Ad campaigns like “Dream Crazy” and “Dream Crazier”, despite starting off as controversial reactions, tend to push up the sales of Nike by setting up examples and showcasing the brand against stereotypes.
ZARA WINNING OVER H&M
Spanish fast-fashion retailer Zara’s brand value went up 6% to US$18.4 billion. The brand replaced H&M and pushed it down to the 4th place, with a decrease of 16% in their brand value to US$15.9 billion. Zara has been focusing on catering to their previously excluded customers in the UK by changing their womenswear sizes due to repetitive complaints received from the customers that their clothing is smaller than they expect it to be.
INCREASING VALUE FOR UNIQLO
Collaboration with a thriving company always wins the game as it did for Japanese Uniqlo. The brand’s international expansion through collaboration with tennis ace Roger Federer has benefited the brand by a rise in its brand value, of 48% to US$12.0 billion. The massive rise in the company’s brand value is due to its integrated catering to customers. Which included robust supply chain, high quality, innovative and affordable clothing. The company received support from diverse customer groups of transcending gender, age, and ethnicity. Uniqlo aims to be the world’s largest clothing retailer by 2020 by increasing sales in the US, China and online; it has already managed this in Asia.
Apparel sector moves on with its flourishment. Brand value development has been especially solid among brands that stay mindful about the fact that customers who shop both through physical inspection and online spend essentially more than the individuals who purchase in blocks and-mortar boutiques alone. It pays to make a powerful omnichannel shopping knowledge for customers. Cooperation with stars, in this the computerized age, and a capacity to bolster quick mild propensities while being morally mindful will keep on profiting brand values.
Rolex is the strongest apparel brand aside from calculating the overall brand value. Rolex managed to obtain the post of the elite AAA+ brand rating from Brand Finance scoring a brand strength index (BSI) score of 90.0 out of 100 marking the strongest position in the industry. The line-up is heavily dominated by luxury brands reflecting how important brand strength is in the existing segment.
DETERMINANTS OF BRAND VALUE
Enterprise Value: The estimation of the whole venture, made up of various marked organizations.
Branded Business Value: The estimation of a solitary marked business working under the subject brand. A brand ought to be seen with regards to the business in which it works. Brand Finance assesses the full brand value anchor so as to comprehend the connections between advertising venture, brand-tracking information, and partner conduct.
Brand Contribution: The general elevates in investor value that the business gets from owning the brand as opposed to working a conventional brand. The brand value contained in group tables is those of the conceivably transferable brand resources just, making ‘brand contribution’ a more extensive idea. An evaluation of by and large ‘brand contribution’ to a business gives extra experiences to help advance execution.
Brand Value: The value of the trademark and associated marketing IP within the branded business. Brand Finance helped to craft the internationally recognized standard on Brand Valuation. It characterizes brand as an advertising-related elusive resource including, yet not restricted to, names, terms, signs, images, logos, and structures proposed to recognize products, administrations or elements, making particular pictures and relationship in the brains of partners, consequently creating financial advantages.
DETERMINANTS OF BRAND STRENGTH
Brand Strength is the adequacy of a brand’s presentation on impalpable measures, with respect to its rivals. So to decide the quality of a brand, Brand Finance takes a gander at Marketing Investment, Stakeholder Equity, and the effect of those on Business Performance. Each brand is doled out a Brand Strength Index (BSI) score out of 100, which feeds into the brand value count. In light of the score, each brand is appointed a relating rating up to AAA+. Breaking down the three-brand quality facilitates advises for directors regarding a brand’s potential for future achievement.
Report Summarized by Afraim Karim
N.B. This is an abridged version of ‘Apparel 50 2019’ report. Illustrations & visuals used in it are collected from the original report by Brand Finance, world’s leading independent branded business valuation and strategy consultancy, extracted from https://brandfinance.com/knowledge-centre/reports/brand-finance-apparel-50-2019/