Guarantee for the success of a company was once reflected through the traditional criteria, such as size and visibility. Today, the vitality and future of the brand can be unmistakably estimated using the new metrics system developed by IPG Mediabrands network in partnership with the Wharton School of the University of Pennsylvania. Part of the IPG Mediabrands are the agencies UM and Initiative that are part of the I&F McCann Group. The new metric system is based on an assessment of the brand dynamism, and through the analysis of four parameters: agility, responsiveness, innovation and sociability. D100 is a list of global brands ranked according to the assessment of dynamism created as a result of extensive research.
Over 10,000 consumers were surveyed across four global regions in five major markets including the United States, United Kingdom, Germany, China, and India. Consumers were asked questions on both global brands and market specific brands; in total over 1,200 brands were examined. “The D100, along with the data that we’ve collected to identify the world’s most dynamic brands is incredible. The dynamic score and new world brand metrics that we’ve defined enables IPG Mediabrands to help brands to become truly dynamic and evolve at the pace of consumers,” said Henry Tajer, Global CEO at IPG Mediabrands.
The D100 marks the first time that brand success is measured with new world metrics, specifically:
- AGILITY:the degree to which brands adapt to changing market conditions.
- RESPONSIVENESS:the degree to which a brand listens and responds to customer needs and feedback.
- INNOVATION:the degree to which brands leverage new technology and creates innovative products and services
- SOCIABILITY:How large and engaged a brand’s audience is on social media.
Data on the first three dimensions (Agility, Responsiveness, and Innovation) were collected through consumer perceptions and the fourth, Sociability, was collected through social media data across Facebook, Twitter and Weibo. Each dimension was z-scored and then averaged together to form a brand’s overall dynamic score.
The Top 10 Most Dynamic Brands In The World Are:
- Amazon
- Samsung
- Nike
- Intel
- NASA
- BMW
- Mercedes-Benz
- Audi
- Lenovo
Throughout the D100, there is a clear and positive relationship between the dynamic score and company’s performance. Dynamic brands, defined as brands that scored one standard deviation above the mean in dynamism, had 2.7% higher percentage Q4 revenue growth from 2014 to 2015. While this percentage may not seem significant on its own, the average revenue growth across brands, generally, is only 4.4%. The relationship between dynamism and revenue growth persists even when controlling for more traditional brand metrics such as brand awareness and size. This suggests that brand dynamism drives future performance above and beyond more traditional brand measures. The relationship between dynamism and revenue growth is particularly driven by the Agility dimension and somewhat by the Sociability dimension. Agile companies also have a higher market cap.
For additional information on how a particular brands performed or to access the complete list of the rankings, visit www.thed100.com.
IPG Mediabrands was founded in 2007 by the Interpublic Group (NYSE: IPG) to manage the network of media agencies worldwide. Today it has more than 8,500 experts in marketing and communication in over 130 countries. Agencies operating within the network are UM, Initiative, BPN and Orion Holdings, as well as specialized agencies Magna Global, Cadreon, Ansible, Society, Reprise, Rapport and the IPG Media Lab.
