Four levers set growth brands apart from the rest: convenience, innovation, value, and communication.
Shining a light on the forces that drive brand growth, Kantar launched its 2021 BrandZ Emirati and Saudi Spotlight Report. Covering over 250 brands spanning 13 categories with opinions of 10,000 people from Saudi Arabia and the UAE through the lens of equity and consumer perceptions, the study provides insights on how consumer sentiment towards brands has changed between 2020 and 2021.
The report covers brands in categories ranging from banking, real estate, airlines, and communication providers to retailers, food delivery services, skincare, video entertainment, and dairy products to find out what sets apart those brands that have succeeded from those that have simply stayed afloat.
Brand growth is not hostage to brand size, category, or the marketplace. Even in these difficult times, one in ten brands has been able to grow that all-important relationship with consumers by tapping into new, emerging needs with timely innovations, riding the wave of technology adoption in making consumers’ lives easier, and communicating effectively with their consumers.
When Kantar published its 2020 Kantar BrandZ Top 30 Most Valuable Emirati and Saudi Brands report a year ago, many of us hoped that COVID-19 was already in retreat and things would quickly get back to normal. But the reality turned out to be rather different.
That’s why this year, the Kantar BrandZ Spotlight Report into how brands in Saudi Arabia and the United Arab Emirates are faring takes a slightly different approach, which seems befitting of the extraordinary times we’ve been living in.
Kantar BrandZ findings are usually based on two key contributors to brand value: financial value and brand contribution. Financial value is the proportion of the total dollar value of the parent company that can be attributed to the brand in question, considering both its current and future performance. Brand contribution quantifies the proportion of this financial value that is directly driven by a brand’s equity. This is the ability of the brand to deliver value to the company by predisposing consumers to choose the brand over others or to pay more for it, based purely on perceptions. Together, these two factors give a dollar figure for the brand value of each brand assessed.
“This year, we’re looking at more than 250 brands through the lens of equity and consumer perceptions alone. We are setting aside financial valuations and, instead of providing a dollar-based ranking of the most valuable brands, we shine a light on how consumer sentiment towards brands has changed between 2020 and 2021. This provides insight into how people feel coming out of a difficult year, and how winning brands have adapted to changing consumer behavior,” explained Amol Ghate, Managing Director MENAP Insights Division at Kantar, in a statement.
By taking a deep dive into why some brands have positively thrived in the past year while others have declined and most have simply managed to tread water, Kantar BrandZ has garnered rich learnings into what drives brand equity and how that looks in the real world.
Four levers set growth brands apart from the rest: convenience, innovation, value, and communication:
People are returning to travel, office life, learning, shopping, and leisure activities in the physical world to satisfy the deep human need for real-world interaction, but many of the newly acquired digital habits will stick as they’ve proven to be both convenient and efficient. The new normal will therefore be a blend of both worlds, and the brands that thrive will be those providing a seamless experience straddling the two.
2021 Kantar BrandZ Saudi & Emirati brands special awards
At the digital launch of the 2021 Kantar BrandZ Saudi & Emirati brands, Kantar BrandZ acknowledged the following brands that rose to meet the challenges brought on by the pandemic and guided the way towards the next normal:
“This is a tremendously exciting time for brands. Challenges remain, of course, and COVID-19 is still with us. But this region offers many reasons for businesses to be confident that better times are coming. Opportunities are there to be seized. After all, building a strong, resilient, and growing brand is a long-term project, to be worked on in good times and bad,” said Aruna Rajaram, Director Brand, Insights Division at Kantar.
Download the report here.