the lifeblood of luxury brand success

THE LIFEBLOOD of LUXURY BRAND SUCCESS

400 CATEGORIES

3m CONSUMERS

100k BRANDS

4.5bn DATA POINTS

50 MARKETS

LARGEST Brand Building

Platform

Strong brands generate superior shareholders’ return BrandZ™ Strong Brands Portfolio vs. S&P 500 vs. MSCI World Index (Apr 2007 - December 2016)

BrandZ™

S&P 500

MSCI

Source: BrandZ™ / Kantart Millward Brown

Top 10 Most Valuable

Luxury Brands 2016

Source: BrandZ™ / Kantart Millward Brown

1

$28,508 Million

Brand Value 2016

2

$19,821 Million

3

$12,592 Million

4

$10,316 Million

5

$8,153 Million

6

$6,747 Million

7

$4,594 Million

8

$4,405 Million

9

$2,468 Million

10

$2,066 Million

Source: BrandZ™ / Kantart Millward Brown

Top 10 Most Valuable Luxury Brands 2016

Total Brand Value

US$ 99.7 billion

Key lessons for

building strong

luxury brands

INNOVATION

NEW information that is

SHAKE THINGS UP 137

INNOVATION 122

Evidence from the largest

in the world

CREATIVE DATABASE 24,812

ads

Evidence from the largest

in the world

CREATIVE DATABASE

MEANINGFULLY

DIFFERENT and NEW 143

NEW Information 80

Neither 78

AVERAGE

CREATIVITY INDEX*

*Awareness Index

24,812 ads

CHANEL in China

Chanel’s global ad campaigns

bring the brand to life with locally

relevant execution and messaging

High

High

Low

INN

OV

AT

ION

Advertising Appeal

(CREATIVITY)

Low

+31%

+89%

Innovative and Creative Brand

+199%

+69%

INNOVATION CREATIVITY BRAND EXPERIENCE

UNIQUE 133

INNOVATION CREATIVITY BRAND EXPERIENCE

BRAND PURPOSE

BRAND PURPOSE 132

Socialize the Brand Purpose

BRAND PURPOSE 125

INNOVATION CREATIVITY BRAND EXPERIENCE

BRAND PURPOSE

BRAND LOVE

BRAND LOVE 127

INNOVATION CREATIVITY BRAND EXPERIENCE

BRAND PURPOSE

BRAND LOVE

LIFEBLOOD

Out of

Sorts Healthy

INNOVATION

CREATIVITY

BRAND EXPERIENCE

BRAND LOVE

+

+

+

LIFEBLOOD

BRAND PURPOSE

+

More than 100x better!

Brand

Value

change

over

11 years:

Out of

Sorts

-10%

Healthy

+225%

Source: BrandZ™ 2006/2016 Most Valuable Brands

LIFEBLOOD

Celebrate Occasions

Find the right

balance

Personalize

the offering

THE LIFEBLOOD of LUXURY BRAND SUCCESS

Doreen.wang@millwardbrown.com