AMSTERDAM, December 6, 2018 /PRNewswire/ --
Disruptive 'new giants' rank
alongside iconic brands in the first BrandZ™ Top 30 Most
Valuable Dutch Brands report
Dutch brands are punching above their weight compared to the
rest of Europe as the Netherlands upholds its long tradition as
one of the world's leading trading nations. The inaugural BrandZ™
Top 30 Most Valuable Dutch Brands 2019 report, announced today by
WPP and Kantar, has a total brand value of $93 billion and is stronger and more valuable
than brand rankings from larger economies such as Spain, Italy,
Australia and Indonesia. Furthermore, the total value of the
Dutch Top 30 is proportionally larger, when compared to overall
GDP, than the top 30 brands in the UK, Germany or France.
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Consumers rated Dutch brands as highly innovative, beating the
scores of most other European countries and equalling those of
Germany for innovation. Home-grown
tech brands like Thuisbezorgd.nl (No.12, $1.05 billion) and Booking.com (No.3,
$11.87 billion) are
now reshaping how European consumers eat and travel. Dutch
innovation has allowed newer upstarts, such as file-transferring
site WeTransfer and Additive Industries, a leader in the 3D
printing space, to stand out in their respective categories.
Oil and gas company Royal
Dutch Shell tops the first BrandZ Dutch ranking
at No.1 with a brand value of $20.66
billion. Beer brand Heineken is second with a value
of $11.88 billion, closely followed
by travel e-commerce company, Booking.com.
The BrandZ™ Top 30 Most Valuable Brands study combines consumer
interviews about thousands of brands with validated financial data
to rank the Netherlands' most
valuable brands. It analyses their strengths, identifies the key
forces that are driving brand value growth in this market, and is
the first of what will be an annual study tracking and predicting
changes in the evolving trajectories of the Netherlands' most valuable brands.
The Netherlands benefits from
having a unique collection of brands - some with great heritage and
some from the 21st century that have, in a short time, grown into
titans. The successful rise of brands such as
Thuisbezorgd.nl and
Booking.com ranked in the Top 30, highlights how the
entrepreneurial spirit of the region sits comfortably alongside
beloved beer brand Brand (No, 29, $120
million), the oldest brand in any of the BrandZ rankings
around the world.
Bram van Schaik, CEO Kantar
Insights Netherlands, said: "The Netherlands is fortunate to have a
collection of trusted brands that have long-standing national
heritage, while newer disruptor brands are able to succeed in a
region that incentivises entrepreneurship. From the docks of
Rotterdam to the runways of
Schiphol, Dutch excellence is being exported worldwide and embraced
by consumers.
"Though modest in size, the
Netherlands has always performed well compared to other
regions in the global economy and continues to move confidently
into the future. Innovation is at the heart of everything Dutch
brands do and it's important for businesses not just to reach their
audience through memorable communications, but also to move them
with strategies rooted in cultural insight."
The 2019 BrandZ Top 10
Most Valuable Dutch Brands
Rank Brand Category Brand Value (US$ billion)
1 Royal Dutch Shell Oil & Gas $20.66
2 Heineken Beer $11.88
3 Booking.com Travel Agencies $11.87
4 ING Banks $10.73
5 Philips Technology $10.71
6 KPN Telecom Providers $4.12
7 Rabobank Banks $4.10
8 ABN AMRO Banks $3.39
9 Ziggo Telecom Providers $2.71
10 Spar Retail $1.91
Of the twelve categories represented in the ranking, Tech &
Online Services dominate, contributing over $23 billion - a quarter of the ranking's total
value, while Banks contribute the second largest volume share
(20%). Beer is the largest category by the number of brands
represented with six brands, including Heineken (No.2,
$11.88 billion) and the beer label Brand
(No.29, $120 million), which has a heritage
spanning more than 600 years.
Established iconic brands like Philips (No.5, $10.71 billion), Shell,
and Heineken are continuing to embrace innovation, venturing
into cutting-edge health technology, liquefied natural gas, and the
booming Chinese market, respectively. Dutch banks ING
(No.4, $10.73
billion) and ABN AMRO (No, 8,
$3.39 billion) are pioneering new approaches to mobile
banking and payments, finding willing partners in tech-savvy Dutch
shoppers, who lead Europe in their
adoption of contactless purchasing.
David Roth, WPP commented:
"Many of the ranking's brands score highly on both innovation and
purpose; a combination that feels distinctively Dutch. While BrandZ
global data shows that brands perceived as innovative grow seven
times faster than other brands, in a mature and crowded market like
the Netherlands, having a strong
purpose is helping brands to stand out, resonate with consumers and
deliver growth."
Other trends highlighted in this year's BrandZ Top 30 Most
Valuable Dutch Brands report and ranking are:
- Active living and conscious eating - In a bid to meet
the Government's proposal of increasing a vegetarian diet, retailer
brands such as Albert Heijn
(No.14, $916 million) are investing in more vegan
take-away options, while Dutch chocolate maker Tony's Chocolonely
sells '100 percent slave-free' confectionery, choosing to deal
directly with local cocoa farming groups.
- Cash-free is king - The
Netherlands is one of the most cash-free countries in
Europe, with cash transactions
making up only 45% of retail purchases. Dutch banking brands are at
the forefront of mobile payments technology in Europe; ABN AMRO has
found success with its Tikkie app at home, while ING is a
major investor in the Payconiq and Payvision platforms.
- Sustainable and secure society - The Netherlands has a global reputation as a
leader in progressive sustainability and public policy and gender
equality. There is room for brands to tell stories about how they
are supporting and empowering their own workforces as part of
efforts to create a more equitable society. Commitment to serving a
higher environmental purpose extends beyond what is visible to the
eye. In the banking sector for example, brands like SNS
(No.25, $199 million),
ABN AMRO, and Rabobank (No.7,
$4.10 billion) have
begun to define and implement sustainable finance guidelines, while
Triodos and ASN (No.30, $106 million) are world leaders in the green
investing field.
- Addressing the whole country - Unlike in many European
countries, there is no single business capital in the Netherlands. Dutch brands cannot capture
an "urban audience" by only targeting an archetypal Amsterdam local. Brands should ensure that
their planning encompasses the scope of what it means to live in
the Netherlands today, without
overlooking the country's many small towns and rural areas.
The BrandZ Top 30 Most Valuable Dutch Brands report and ranking,
as well as other brand insights for key regions of the world and 18
market sectors, are available online here. The reports, rankings,
charts, articles and more can also be accessed through the BrandZ
app, which is free to download for Apple IOS and all Android
devices from www.brandz.com/mobile or by searching for BrandZ in
the iTunes or Google Play app stores.
Background and methodology
Commissioned by WPP, the valuation behind the BrandZ™ Top 30
Most Valuable Dutch Brands was conducted by brand equity research
experts Kantar. The methodology mirrors that used to calculate the
annual BrandZ Top 100 Most Valuable Global Brands ranking, which is
now in its 13th year.
The ranking combines rigorously analysed market data from
Bloomberg with extensive consumer insights from over 3.6 million
consumers around the world, covering more than 122,000 different
brands in over 50 markets - including opinions from over 24,000
Dutch consumers on over 450 brands in 32 categories.
The ability of any brand to power business growth relies on how
it is perceived by customers. As the only brand valuation ranking
grounded in consumer opinion, BrandZ's analysis enables Dutch
brands to identify their strength in the market and provides clear
strategic guidance on how to boost value for the long-term.
The BrandZ Top 30 Most Valuable Dutch Brands is the most
definitive and robust ranking of the country's brands available,
and the brands ranked all meet these eligibility criteria:
- Brand is originally created in the
Netherlands
- The brand is owned by a listed company or a private company
with financials publicly available
The suite of BrandZ brand valuations and reports also includes
China, India, Indonesia, Latin
America, Brazil,
Spain, UK, France, Germany, Australia, Saudi
Arabia, South Africa and
Italy.
About Kantar
Kantar is the world's leading marketing data, insight and
consultancy company. We know more about how people live, feel,
shop, vote, watch and post worldwide than any other company.
Working across the entire sales and marketing lifecycle, we help
brands uncover growth in an extraordinary world. Kantar is part of
WPP and its services are employed by over half of the Fortune 500
companies in 100 countries. For further information, please visit
us at www.kantar.com.
About WPP
WPP is the world leader in communications services. The company
provides a comprehensive range of services including digital,
ecommerce and shopper marketing; advertising & media investment
management; data investment management; public relations &
public affairs; brand consulting; health & wellness
communications; and specialist communications. For more
information, visit www.wpp.com
For more information please contact:
Netherlands:
Monique van Breda
Email: Monique.van.breda@kantar.com
Mobile +31-(0)-6-83-241-653
Hugo Schurink
Email: hugo.schurink@kantarmillwardbrown.com
Mobile: +31-(0)-6-52-46-25-59
Global:
Marcus Edgar
Email: Marcus@eurekacomms.co.uk
Tel: +44-(0)-1420-564346
Mobile: +44-(0)-7810-876-077