【kanter]品牌印记详解2016-report

《【kanter]品牌印记详解2016-report》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、AGlobalRankingoftheMostChosenConsumerBrandswww.brandfootprint-ranking.comForewordContentsBrandFootprint:InspiringbrandgrowthbySirMartinSorrellWhatcanwelearnfrombrandswinningatthemomentoftruth?2015inFMCGThisyear’sstudyisthebiggest1yet–covering15,000brands,20004Keyhi

2、ghlightsfromthisyear'sreportcategories,44countriesandfiveBRaNdFooTPRINTcontinents,representing74%oftheReportglobalpopulation.FundamentalsofBrandGrowthBrandFootprintnowcommandsHowdobrandsgrow?Fourkeystatements06alargerglobalfootprintthaneverthatofferguidancetotoday’

3、smarketers5before.ThankstoourEuropanelpartnership,KantarWorldpanelisBrandGrowthinPracticeContinentsabletoincorporatenewgeographies.Specifically,viaourpartnershipFivestrategicleversthathavethewithGfK,addingPoland,Turkeyand08greatestimpactonbrandgrowthSouthAfricatoth

4、estudyandIRIwhoprovidedtheUSdata.ThanksalsotoBrandFootprint,aglobalstudyofThisyear’sBrandFootprintbuilds44IMRBforaddingBangladeshandSriwinningbrandsintheFMCGspace,ChannelHoppingLankaforthefirsttime.Meanwhile,onthesimplerulethatgrowthnewKantarWorldpanelrankingsfromo

5、ffersreadersafreshperspective18Globalbrandshavetoexecuteshopperplansinisallaboutpenetration,andNigeria,Ghana,EgyptandKenyawillandthechancetolookbeyondalocalwaydemonstrateshowbrandshaveCountriesallowusourfirstglimpseofAfrica.conventionalwisdomtonewgrownagainstachall

6、engingThefollowingpagesseeourexpertsopportunities.10BrandFootprintGlobalRankingTop50economicbackdrop.identifyandexaminefivestrategic‘levers’thatarekeytobrandgrowth.Thisedition–itsfourth–paintsaPenetrationisatthecoreofKantar200Throughoutthereportyouwillseecomprehens

7、ivepictureofbrandgrowth12FastestGrowingFMCGBrandsWorldpanel’sexclusiveConsumerReachexamplesofbrandsthathavebeenoverthepastyear,identifyingthePointmetric,allowingustoranktheincreasinglychosenbyconsumers,andstrategicleversthatbrandscanpullin14BrandLeadersSpeakbestofg

8、lobalandlocalbrandsbythatreadhowtheyhaveachievedthis.ordertoattractmorebuyers.mostimportantofthings–howoftenCategoriestheyarechosenbyconsumers.Ho