Top 30
of the Netherlands' 'most valuable' brands
The outcome of the research of BrandZ, the initiative of WPP and Kantar, recently appeared with the top 30 of the Netherlands’ most valuable brands and we at Senta were of course very curious. What seems? At number 1, 2 and 3 are Shell, Heineken and Booking.com respectively.
The list has been compiled on the basis of financial and business performance on the one hand, and results from consumer interviews and analysis on the other. From a multi-sensory perspective, this last point is certainly relevant, since brand value is mainly between the ears and in the experience. If these things are right, financial value often follows naturally. The consumer brand value as measured in this research consists of the following pillars:
- Purpose
- Innovation
- Communication
- Brand experience
- Love
These pillars are explained as follows. If a brand actually contributes to the quality of life, it has a well-founded purpose. This goal takes root through the innovation and innovative strategy that lies behind it. This is then conveyed through good communication. This contributes to the brand experience. If this is in order, love will arise for the brand. So many similarities with Senta's Brand Bonding model! SOUL Branding is achieved through, among other things, a clear Brand DNA, addressing the right target groups and a multi-sensory Customer Journey in which 80% recognition and 20% surprise is offered.
Back to the top 3. You may not immediately deduce from the above story that Shell is number 1. After all, this brand does not seem to possess so much purpose and love. The reason that Shell is still number 1 is that the financial results outweigh the consumer brand value, according to this article.
Is this list a representative selection of the most valuable brands? After all, when two strong value pillars are weighed up into one figure and so revealing results turn out to be in a gray middle area, you can wonder whether a separate list for financial value and for consumer value wouldn't make more sense.
The author of the aforementioned article pointed out even more shortcomings. For example, it appears that brand value is measured on the basis of worldwide results, while Dutch consumer value paints a different picture. This explains why Spar (10) is higher in the list than Albert Heijn (14) and Jumbo (18), and to a Dutch reader this seems misleading. In addition, there appears to be quite a bit wrong with the categorization of brands; Giants such as Calvé and Unox, for example, were not included in the study at all, because they 'wouldn't fall into the right category', where the Honig brand did.
All in all, enough reason for Senta to start its own research, this time purely focused on Dutch consumer value. Which Dutch brand is a Happy Brand for you? Let us know what your top 5 is! You can take the brands from the top 30 as inspiration, but you can also name other Dutch brands. We are curious about your insights! Keep an eye on our blogs and social media for the results.
Curious about the vitality of your organization? Senta's Prosperity QuickScan gives you quick and easy insight into how well your organization scores on the various indicators. This way you map out your brand value in a relevant way! The Prosperity QuickScan is an online questionnaire that will take no more than 10 to 15 minutes of your time. For this you will receive a first indication of the vitality of your company, which we will gladly explain if desired. Contact us using the form below for more information! Let us know which brand it concerns in the question field.