1 #MIBrand 2015
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#MIBrand
2015
2
#MIB
-2014201
5-
3
2015: Most Influential Brand
1.Canada2.USA3.Mexico4.Brazil5.UK6.France7.Germany8. Italy 9.Sweden
10.Belgium11.Turkey12.Australia13.Taiwan14.China15.New Zealand16.Russia
17.India18.Thailand19.Colombia20.Nigeria21.Kenya
4
Survey specifics
14%21%22%23%20%
Total interviewed:n=250318-24 y.o.
25-34 y.o.
35-44 y.o.
45-54 y.o.
≥ 55 y.o.
50% 50%
DUTCH:
54%FRENCH:
46%
5
SCORE
6
-10.00.0
10.020.030.040.050.060.070.080.090.0
100.0110.0120.0 DOW/NASDAQ
Influential brands - The stock marketCumulative Monthly % Change
(2011 to 2015)
% change
2011 2012 2013 2014 2015
7
Nature of influence
Influence is multi faceted
• Is relevant to your life
• Has changed the way you shop
• Has made your life more interesting
• Is fundamental to your life
• Is part of everyday language
• Has changed what you do in everyday life• Has encouraged you to make smarter/ better choices
• Have an emotional relationship with
• Has had an impact on the way you interact with people• Is really important in the world today
• You identify withAnd it is difficultto build influence
8
Ipsos Influence Index
100
22As low as
468As high as
8
9
Influence: the brands
10
Five dimensions driving influence
INFLUENCE
11
TOP 10MOST INFLUENTIAL
BRANDS
12
#10Ipsos Influence
Index
212 Gend
er
Lang
uage#1
0#16
NL
FR
#12#9
-4
13
#9Ipsos Influence
Index
244 Gend
er
Lang
uage#7
#8 NL
FR
#8#7
+4
14
#8Ipsos Influence
Index
245 Gend
er
Lang
uage#8
#7 NL
FR
#10#5
+2
15
#7Ipsos Influence
Index
246 Gend
er
Lang
uage#6
#9 NL
FR
#4#10
+1
16
#6Ipsos Influence
Index
253 Gend
er
Lang
uage#1
5#5 NL
FR
#7#6
+3
17
#5Ipsos Influence
Index
282 Gend
er
Lang
uage#3
#6 NL
FR
#6#4
+2
18
#4Ipsos Influence
Index
306 Gend
er
Lang
uage#5
#4 NL
FR
#3#NA
+1
* Brand only questioned in Flanders
19
#3Ipsos Influence
Index
317 Gend
er
Lang
uage#4
#3 NL
FR
#5#2
-1
20
#2Ipsos Influence
Index
354 Gend
er
Lang
uage#2
#2 NL
FR
#2#3
+1
21
#1Ipsos Influence
Index
468 Gend
er
Lang
uage#1
#1 NL
FR
#1#1
=
22
Top 10 most influential brands
* Brand only questioned in Flanders
#1#2#3#4#5#6#7#8#9#10
#1#2#3#4#5#6#7#8#9#10
*
2014 2013
*
#1#2#3#4#5#6#7#8#9#10
2015
*
23
Top 10 most influential brands
#1 #2 #3 #4 #5
#6 #7 #8 #9 #10
* Brand only questioned in Flanders
+1 +2=
+3 +1
-1
+2
+1
-4+4
*
24
#16
Top 11-20 most influential brands
#11 #12 #13 #14 #15
#17 #18 #19 #20
* Brand only questioned in Flanders / ** Brand only questioned in Wallonia
+9
-1 +5 +10
+13 -2
**
-8
-5 =
NANEW
**
25
Going Up
26
#39#71
#63
#75
Going upΔ 2014
Note: The focus is on national brands only (brands questioned in both Flanders and Wallonia)
#81#74#68#90#69#41
+47+44+43+42+36+35+33+32+32+32
Total rank
#82#35
#106
#38
Δ 2014
#50#79#105#42#76#96
+31+31+28+27+24+24+20+19+18+18
Total rank
Δ 2014
#72#51#56#59#36#118
+18+15+14+14+11+11
Total rank
27
For more informationDries VerhaegheResearch [email protected]
Sofie DesmyterResearch [email protected]
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