Brand Finance-斯里蘭卡最具價(jià)值和實(shí)力品牌年度報(bào)告（英文）-2021.5正式版

SriLanka

100

2021

TheannualreportonthemostvaluableandstrongestSriLankanbrandsMay2021

Contents.

AboutBrandFinance

4

GetinTouch

4

B

6

BrandFinanceGroup

6

Foreword

8

ExecutiveSummary

10

ExecutiveSummary

12

GlobalSectorReputationAnalysis

18

BrandFinanceSriLanka100(LKRm)

20

Methodology

22

Definitions

24

BrandValuationMethodology

25

BrandStrength

26

BrandEquityResearchDatabase

27

OurServices

28

ConsultingServices

30

BrandEvaluationServices

31

SomeQuestionsforBrandFinance

32

TheTeam

33

CommunicationsServices

34

BrandFinanceNetwork

35

?2021Allrightsreserved.BrandFinancePlc.

BrandFinanceSriLanka100?May20213

AboutBrandFinance.

BrandFinanceistheworld'sleadingbrandvaluationconsultancy.

WebridgethegapbetweenmarketingandfinanceBrandFinancewassetupin1996withtheaimof'bridgingthegapbetweenmarketingandfinance'.For25years,we

RequestyourownBrandValueReport

havehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline.

Wequantifythefinancialvalueofbrands

Weput5,000oftheworld’sbiggestbrandstothetesteveryyear.Rankingbrandsacrossallsectorsandcountries,wepublishnearly100reportsannually.

Weofferauniquecombinationofexpertise

Ourteamshaveexperienceacrossawiderangeofdisciplinesfrommarketingandmarketresearch,tobrandstrategyandvisualidentity,totaxandaccounting.

Weprideourselvesontechnicalcredibility

BrandFinanceisacharteredaccountancyfirmregulatedbytheInstituteofCharteredAccountantsinEnglandandWales,andthefirstbrandvaluationconsultancytojointheInternationalValuationStandardsCouncil.

OurexpertshelpedcrafttheinternationallyrecognisedstandardsonBrandValuation–ISO10668andBrandEvaluation–ISO20671.Ourmethodologyhasbeencertifiedbyglobalindependentauditors–AustrianStandards–ascompliantwithboth,andreceivedtheofficialapprovaloftheMarketingAccountabilityStandardsBoard.

GetinTouch.

ABrandValueReportprovidesacompletebreakdownoftheassumptions,datasources,andcalculationsusedtoarriveatyourbrand’svalue.

Eachreportincludesexpertrecommendationsforgrowingbrandvaluetodrivebusinessperformanceandoffersacost-effectivewaytogainingabetterunderstandingofyourpositionagainstcompetitors.

Visit/request-a-valuationoremailenquiries@

BrandValuation

Summary Brand

StrengthTracking

RoyaltyRates

Insight

Strategy

t

s

Benchmarking

i

f

e

n

e

B

Forbusinessenquiries,pleasecontact:

RuchiGunewardene

ManagingDirector,BrandFinanceSriLanka

+94777323223

+94117709991

r.gunewardene@

AliakberAlihussain

ValuationManager

+94777145253

+94117709991

a.hussain@

No.6,2/1DeFonsekaPlace,Colombo4

/company/brand-finance

/brandfinance

/brandfinance

/brand.finance

C

o

n

Costof

t

CapitalAnalysis

e

n

t

s

Customer

ResearchFindings

Education

Communication

Understandin

4?BrandFinanceSriLanka100?May2021

enquiries@/

Competitor

BrandFinanceSriLanka100?May20215

Benchmarking

B

Brandirectory

istheworld’slargestdatabaseofcurrentandhistoricalbrandvalues,providingeasyaccesstoallBrandFinancerankings,reports,whitepapers,andconsumerresearchpublishedsince2007.

+Browsethousandsofpublishedbrandvalues

+ Trackbrandvalue,strength,andratingacrosspublicationsandovertime

+ Useinteractivechartstocomparebrandvaluesacrosscountries,sectors,andglobalrankings

+ Purchaseandinstantlyunlockpremiumdata,completebrandrankings,andresearch

Visit

tofindoutmore.

BrandFinanceGroup.

BrandFinanceInstitute

BrandFinanceInstituteistheeducationaldivisionof

BrandFinance,whosepurposeistocreateandfoster

aprofessionalenvironmentforknowledge-sharingand

networkingamongpractitionersandexpertsinthe

market.BFIorganisesevents,in-companytraining,and

corporateeducationalinitiativesaroundtheworld.Inthe

questformarketingexcellenceandwiththepurpose

toequipthebrandvaluationandstrategypractitioners

withthenecessaryskillsandtools,wehavedeveloped

awiderangeofprogrammesandcertificationsin

collaborationwiththemostcovetedbusinessschools,

universitiesandthoughtleadersinthefield.

BrandDialogue

BrandDialogueisapublicrelationsagencydevelopingcommunicationsstrategiestocreatedialoguethatdrivesbrandvalue.BrandDialoguehasover25yearsofexperienceindeliveringcampaignsdrivenbyresearch,measurement,andstrategicthinkingforavarietyofclients,withastrongbackgroundingeographicbranding,includingsupportingnationbrandsandbrandswithageographicalindication(GI).BrandDialoguemanagescommunicationsactivitiesacrossBrandFinanceGroup'scompaniesandnetwork.

VI360

VI360isabrandidentitymanagementconsultancyworkingforclientsofallsizesonbrandcompliance,brandtransition,andbrandidentitymanagement.VI360providestraightforwardandpracticalbrandmanagementthatresultsintangiblebenefitsforyourbusiness.

6?BrandFinanceSriLanka100?May2021

Customerinsightdrivesourvaluations

Ourbrandvaluationsareunderpinnedbyextensivemarketresearchacrossawiderangeofsectors,countriesandbrands.

Ourresearchintegratesallkeybrandmeasures,linkingthemtocommercialoutcomes.

AvailableforpurchaseseparatelyoraspartofaBrandValueReport.

Over100brandsresearchedeachyear

12sectorscovered

Aminumumof250respondentssurveyedsurveyedforbrand

keymetricsacrossallindustriesandbrands

/srienquiries@

BrandFinanceSriLanka100?May20217

Foreword.

SriLanka’s

Top100

RuchiGunewardeneManagingDirector,BrandFinanceLanka

Nowinits18thconsecutiveyear,theobjectiveofpublishingtheBrandFinanceMostValuableBrandsIndex,istoprovideourreaderswithawellresearchedandcomprehensiveanalysisofbrandsthatareoperatinginthecountry.

Presentingacomprehensivefactbasedanalysisacrossmanysectorsrequiresrobustdata.Todoso,wetapintothelatestfinancialdataofcompanieslistedontheColomboStockExchangeandcombinethatwithanexclusiveconsumermarketresearchstudyacross2204respondentsconductedbyourindependentresearchpartnerBreakthroughBusinessIntelligence.

Inaddition,wereachedouttothemainbrandsinthecountryandobtainedsomenon-confidentialinformationthatwasnotavailableinthepublicdomainwhichweusedinouranalysis.Thisenabledustoprovideamorecomprehensivepictureofthebrandlandscape.Wehadaveryhealthyresponseratetoourrequests,withover50%ofthebrandscontactedprovidinguswithadditionaldatatofillinsomeofthegaps.

ThiscomprehensiveanalysisisthedefinitiveannualguideofSriLanka’sbrands.Ithasavarietyofusessuchasforcompaniestotracktheperformanceoftheirbrand,forcompaniestopublishtheirbrandperformancetoinvestorsandotherstakeholdersandforstudentsofbusinessfortheirresearch.

UsingallthisinformationweareabletopublishthelistingswhilstalsoprovidingacomprehensivereportofthebrandvalueandstrengthtothosecompanieswhoseekfurtherinformationintheformofaBrandValueReport(BVR).

WefindthatincreasingnumberofDirectorsonBoardsareseekingtounderstandbrandvalueandtouseitasaperformancemeasuretoholdtheirmarketingdepartmentsaccountable.Thishasledtoanincreaseinuseofmeasuringperformancethroughabrandvalueandstrengthindex.

Wearepleasedtopresentourlatestreportandlookforwardtoyourcontinuedinterestintheworkwedo.

Brands

Showcase

Resilience

Growingin

BrandValue.

TotalvalueofSriLanka’stop100brandsincreasedby3%overcourseof2020despitepandemicturmoil

DialogremainsSriLanka’smostvaluableandstrongestbrandwithbrandvalueofRs.54.0billionandAAAbrandstrengthrating

Supermarketsectorrecordsimpressive33%totalbrandvaluegrowthasdemandspikes

Incontrast,hospitalityandairlinesbrandstakehitastravelandtourismreachstandstillamidlockdowns

BankingremainsSriLanka’smostvaluablesector,with19brandsfeaturinginrankingaccountingforimpressive43%oftotalbrandvalue

Generalinsurancesectordrops3%;CeylincoGeneralbuckstrendgrowing18%

8?BrandFinanceSriLanka100?May2021 BrandFinanceSriLanka100?May20219

Executive

Summary.

ExecutiveSummary.

ExecutiveSummary.

Dialogisonlyslightlyaheadofsecond-rankedBOC

Top10MostValuableBrands

(brandvalueRs.53.9billion)withjustRs.73million

101

H

separatingthem.People'sBankhasretainedits

positionasthethirdmostvaluablebrand,despite

2021:Rs.53,978m

brandvaluedecreasingby3%toRs.44.8billion.

+10.6%

2020:Rs.48,801m

Inadditiontomeasuringoverallbrandvalue,BrandFinancealsoevaluatestherelativestrengthofbrands,basedonfactorssuchasmarketinginvestment,customerfamiliarity,staffsatisfaction,andcorporatereputation.Alongsiderevenueforecasts,brandstrengthisacrucialdriverofbrandvalue.Accordingtothesecriteria,Dialogisalsothenation’sstrongestbrandwithaBrandStrengthIndex(BSI)scoreof86.2outof100andacorrespondingAAAbrandstrengthrating.

202

g

2021:Rs.53,905m

+12.4%

2020:Rs.47,952m

303

g

2021:Rs.44,751m

-3.1%

2020:Rs.46,161m

2020wasbyallaccountsoneofthemosttumultuousyearsforallbusinesses,notonlyinSriLankabutthroughouttheworld.Thenation,firsthavingtodealwiththeEasterbombingin2019,followedbyCOVID-19lockdownsoverthelastyear,hashadtonegotiateasignificantlydepressedeconomy,whichhasresultedinareductioninconsumerpurchasingpower.Insuchcircumstances,thebrandsthatacompanyowns,arearguablynowmorecriticalthaneverbeforetosustainandgrowbusinesses.

ThetotalvalueofSriLanka’smostvaluablebrandshasincreasedslightlybyRs.16billionor3%thisyear,animpressivefeatgiventhecurrenteconomicclimate.Totalvalue,however,stillfallsshortofthetotalvaluerecordedin2019,whichstoodatRs.630billion.Withareduction

Brandscantakedecadestobuild.However,oncebuilt,brandsareveryresilientandcansustainabusinessduringdifficulttimes.Thisiswhatweseeinthisyear'sresultsintheBrandFinanceSriLanka100ranking.Thosebusinessesthathavesystematicallyandstrategicallybuiltstrongbrandscanwithstandthevagariesof

Sincethelate'90s,Dialoghascontinuedtoproveitselfasapioneerintechnologybybeingquicktotakenewinitiativestoembracedigitalinnovations.ThebranddemonstratesconfidenceinitsgrowthstrategythroughkeyinitiativessuchasacquiringHOnetosupplementDialog'sexpansivesuiteofenterprisesolutionsanditspartnershipwithZohotoenabletechnologydiffusionacrossallenterprisesegments.

Thisyear,wemarkasignificantmilestoneintheBrandFinanceSriLanka100ranking,withthetop10strongestbrandsawardedaAAAbrandstrengthrating

anincreasefromsevenbrandslastyear–showcasingthatthemoreestablishedbrandshavebeenabletoconsolidatethemselves,evenintimesofcrisis.

404

g

2021:Rs.43,657m

-0.8%

2020:Rs.44,009m

526

g

2021:Rs.30,727m

+9.3%

2020:Rs.28,122m

615

g

2021:Rs.24,295m

-15.2%

2020:Rs.28,645m

inconsumerspendingpowerourreviewhighlightsthatthelarger,moreestablishedbrandshavewithstoodthedownturnbetter,becauseoftheirresilience.

Dialogdominates

Amidstthepandemicturmoil,DialoghasretaineditsenviablepositionasthemostvaluablebrandinSriLankaforthethirdconsecutiveyear,recordingan11%brandvalueincreasetoRs.54.0billion.However,itnowhasaseriouscompetitortocontendwith,inSLT-Mobitel(brandvalueRs.22.3billion)whichhascatapultedasanewentryintothetop10throughthemergerofthetwoindependentlyoperatedbrands.EverythingwillnowdependontheabilityofSLT-Mobiteltodelivertheservicesofafullyintegratedtechnologyservicecompany,whilstleveragingbrandandoperationalsynergies,tobeabletotakeonDialogatthetopoftheranking.

uncertaintimes,performingsignificantlybetterthanweakerbrandsinthecategoriestheyoperatewithin.

RuchiGunewardene

ManagingDirector,BrandFinanceSriLanka

BrandValueChange2020-2021(%)

7210

N

2021:Rs.23,859m

+29.0%

-59.8%

45.8%

2020:Rs.18,490m

817

g

-51.7%

35.7%

-50.3%

35.0%

2021:Rs.23,106m

-0.2%

-35.5%

29.0%

2020:Rs.23,149m

-34.6%

27.8%

9NEW

H

-33.3%

26.6%

2021:Rs.22,302m

–

2021

-31.8%

26.5%

2020:–

Plc

-30.8%

23.9%

10211

N

Finance

-29.9%

23.1%

2021:Rs.20,814m

+20.4%

?Brand

-29.2%

21.8%

2020:Rs.17,285m

12?BrandFinanceSriLanka100?May2021 /sri-lanka BrandFinanceSriLanka100?May202113

ExecutiveSummary.

ExecutiveSummary.

Top10StrongestBrands

101

H

2021:

86.2

AAA

+0.1

2020:

86.1

AAA

227

N

2021:

83.8

AAA-

+4.1

2020:

79.7

AAA-

312

g

2021:

83.8

AAA-

-1.9

2020:

85.7

AAA

4210

t

2021:

83.2

AAA-

+5.4

2020:

77.8

AA+

5245

f

2021:

82.2

AAA-

+16.6

2020:

65.6

AA-

Supermarketsrecordimpressive33%brandvaluegrowth

Theabilitytoobtainbasicgroceriesbecameachallengeinmosturbanareasacrossthecountry,whilstonlinedeliverysurged.Asconsumermovementwasrestrictedduringthenationwidelockdown,supermarketchainshadtodustofftheironlineplatformstoservetheircustomersthroughdirect-to-homedelivery.Brandsthatsuccessfullyleveragedtechnologicaladvancementsemergedaswinnersinthisyear'sbrandvaluations.

Thesupermarketsectorperformedstrongestthisyear,withthefourbrandsthatfeatureintheBrandFinanceSriLanka1002021rankingseeinganimpressive18%cumulativebrandvaluegrowth–excludingnewentranttotherankingLankaSathosa’sbrandvalueatRs.6.4billion.

Keellsremainsthemostvaluablesupermarketbrand,sittingin7thintheoverallranking,withabrandvalueofRs.23.9billion.Followinganimpressive20%brandvalueincreasetoRs.20.8billion,CargillsFoodCityhasmadeitsdebutintothetop10.Incontrast,ArpicoSupercentrerecordeda18%brandvaluelosstoRs.5.9billion.

million)weretheworsthit,losing52%and50%oftheirbrandvalues,respectively.

Theairlinessectorhasalsofallenvictimtothepandemic.SriLankanAirlineshaslost15%ofbrandvaluethisyeartoRs.9.7billion,primarilyduetoweakeningfinancialperformance.

Bankingsectorisnation’smostvaluable

BankingremainsSriLanka’smostvaluablesector,withthe19brandsfeaturingintherankingaccountingforanimpressive43%ofthetotalbrandvalue.Overallbrandvalueforthesectorisupby2%thisyear.Thereweremixedresultsacrossthesector,however,withsomebrandslosingvalueindoubledigitsandothersgrowingindoubledigits.

Bankingbrandsclaimsixofthespotsinthetop10thisyear,withsomemovement,includingNSB(up9%toRs.30.7billion)climbingonespotto5thovertakingSampathBank(down15%toRs.24.3billion)whichhasslippedoneplaceto6th.

Despitethelowereconomicactivityandreducedinterestrates,somebankswerestillabletorecordanincrease

inyear-on-yearrevenues.NDBwasthefastestgrowingbankthisyear,recordinga15%growthinbrandvaluetoRs.10.3billion,andsimultaneouslyjumpingfourspotsintherankingto16th.Thissolidperformancecanbeattributedtocontinuedgrowthinrevenue,linkedtoanimprovementinthebrand'sperception,andthustheresultingboosttobrandstrength.

Attheotherendofthespectrum,RDBhaslost18%ofitsbrandvaluetoRs.2.0billionandisthefastestfallingbankingbrandthisyear–areflectionofthebrand’sdiminishinggrowthinrevenuesthatithasbeenexperiencingoverthepreviousfouryears.Thebrandalsolacksconsistencyinitsbranding,whichhasnegativelyimpacteditsbrandstrength.

Bankshaveplayedavitalroleoverthepastyeartoensureeconomicstabilityandtoprovideconsumerswithrelieffromthefinancialburdencausedbythepandemic.BrandFinance’sGlobalBrandEquityMonitorhasshowedanuptickinreputationforbanksgloballyduetotheseinitiativestakentosupportcommunities.However,despitesimilareffortsbeingmadebySriLankanbanks,ourconsumerresearchshowedadropinreputationthisyear.

?BrandFinancePlc2021

6239

D

2021:

81.7

AAA-

+14.2

2020:

67.5

AA-

714

D

2021:

81.2

AAA-

-0.7

2020:

81.9

AAA-

815

g

2021:

80.9

AAA-

+0.5

2020:

80.4

AAA-

9211

D

2021:

79.6

AAA-

+1.9

2020:

77.7

AA+

1018

g

2021:

79.5

AAA-

+0.7

2020:

78.8

AA+

WhenleadingSupermarketbrands,KeellsandCargills,werestillstrugglingtoperfecttheironlineplatforms,Sathosa'scollaborationwithPickMetodelivergroceriesinthecityofColombomadethemstandoutasacustomercentricbrand.

ConsumerperceptionsofKeellsandCargillsFoodCity'sinnovativeness,however,haveimprovedsignificantlythisyear,possiblyduetothegreateremphasisandsuccessfulacceptanceoftheironlineinitiativesandhomedeliveryservices.

Hospitalityandairlinesbrandssuffer

Incontrast,thehospitalitysectorwashitthehardestthisyear,withtotalbrandvaluedownbynearly36%.Asholidayswerecancelledandpeoplewereinstructedtoworkfromhome,thehospitalitysectorreachedanalmostcompletestandstill,frombothforeigntourismanddomestictravel.Thishadasignificantnegativeimpactonthesector'sfinancialoutlook,drivingdownbrandvaluesacrosstheboard.Kingsbury(brandvalueRs.398million)andAmaya(brandvalueRs.228

BrandValuebySector

Brand

%of

Numberof

Value

Sector

(LKRbn)

total

Brands

●

Banking

263.1

42.6%

19

●

Food&

82.5

13.3%

13

Beverage

●

Telecoms

79.1

12.8%

4

●

Supermarkets

56.9

9.2%

4

●

ServicesFinancial

40.6

6.6%

14

Plc2021

●

Tobacco

19.5

3.2%

3

●

Other

76.5

12.4%

43

?BrandFinance

Total

618.2

100.0%

100

14?BrandFinanceSriLanka100?May2021 /sri-lanka BrandFinanceSriLanka100?May202115

ExecutiveSummary.

ExecutiveSummary.

Insurancesectordrops3%

Thisyear,generalinsurancebrands(excludingnewentrantsContinentalInsuranceandLOLCGeneral)recordedadecreaseinbrandvalueof3%.Thisdropcouldbeattributedtothepandemic’simpactonalltypesoftravel,asaresultofnationwideandgloballockdowns,curtailingtransportationandthusimpactingmotorpremiums,whichaccountforalargeproportionofgeneralinsurancepremiums.Furthermore,thepandemicseverelyimpactedtravelinthetourismsector,resultinginasignificantdropindemandforhiringthesevehicles.Butastherestrictionsbegintoease,mostgeneralinsurancebrands’grosswrittenpremiumshavebouncedback,andthusnegativebrandimpacthasbeenreduced.

Despitethehardtimes,CeylincoGeneralInsurancesawitsbrandvaluegrow18%toRs.3.6billion.Accordingto

BrandFinance’sGlobalBrandEquityMonitorstudy,thebrandhasstrengthenedfasterthanitspeersandwasalsothefastestgrowingbrandinthesector.

Amongthegeneralinsurancebrands,SriLankaInsuranceGeneralretainsitspositionasthemostvaluableandstrongestbrand,withabrandvalueofRs.3.9billionandaAAA-brandstrengthrating.

Keepinginlinewiththehistoricaltrendofgrowingfasterthanthegeneralinsurancesegment,thelifeinsurancesegment(excludingthenewentrants)sawtotalbrandvaluemaintainstable.TheSLIClifebusinessrecordeda20%growththisyear,thankstoitbecomingthestrongestbrandamongstthelifeinsurancesector,withaBSIscoreof79.1outof

Mostotherbrandsinthelifesegmentsawtheirbrandstrengthscoresdecline,andasaresult,thisimpactedtheirbrandvalue.

Futurechallenges

ThoughSriLankaisnostrangertoroughpatches,theroadtorecoveryandhopesarepinnedonareturntonormalcywithnofurtherlockdownsandthekick-startingoftheglobaleconomyagain.

Duringtimesofuncertainty,buildingresilientbrandsshouldbewhatdrivesmarketingactions.Thisrequiresalong-termviewbyadoptingabrandblueprintorawell-definedbrandplatform,betterbrandmanagementprocesseswithrigoroussystems,effectivestrategicdecisionmakingwhereinvestmentsaremadeinonlythoseareasthatwillresultinsuperiorreturns.Oneofthemajorchallengesformarketingistobemoreaccountablethroughnotonlytrackingconsumerperceptionsbutalsobusinessperformanceoutput,astherearesignificantmarketinginvestmentsmadeeachyear.

Whatisessentialistounderstandthedriversofvalueandadaptmarketingstrategiesthatleveragethese,therebymovingbrandstoamoreresilientplatforminthelongterm.Byviewingthebrandnotasanadvertisingoutcome,butasanassetthatcouldbemoldedtoimpactallstakeholders-beyondcustomers,toincludeemployees,suppliers,governments,regulators,media.

Thisassetrequirescarefulnurturingoveralongperiod–oftenbeyondthetenueofabrandmanager,forwhichtheremustbealong-termblueprintinplacetobepickedupbywhoevermaybenextinchargeofthebrand.

Thisapproachwillensureconsistencyandasustainableapproachisadheredtoasbusinessesnavigatethroughtumultuoustimes.

ThecompletelistofthemostvaluablebrandsanddetailedanalysiscanbefoundinLMD’sBrandsAnnual.

16?BrandFinanceSriLanka100?May2021 /sri-lanka BrandFinanceSriLanka100?May202117

GlobalSector

ReputationAnalysis.

GlobalSectorReputationAnalysis.

Benchmarkingagainsttheverybest

BrandFinance’sbrandevaluationsaredesignedtofacilitatebroadercomparisonswithbrandsacrossmarkets,andbothwithinandacrossindustries.Thisprovidesamoreroundedassessmentofbrandstrength,withbenchmarkingagainsttheverybest.

Thisperspectiveisparticularlyimportantasbrandcategoriesconverge,withnewtechnologiesenablingdisruptionandbrandsseekingtacticalentryintoneighbouringcategories.Brandswithastrongreputationalsohavelicensingopportunitiesinnewsectors.

Thisyear’sglobalsectorreputationrankingsfromourB2Cresearchincludedasignificantlylargernumberofproductcategories,withscoresforover2,500brands.

Reputationontheup

Overall,reputationscoresareslightlyhigherin

2021acrosssectorscoveredboththisyearandlast.Inpart,thisreversesasmalldipfrom2020,buttheimpactofCOVID-19cannotbediscounted.Inachallengingyear,consumershaverelieduponandtestedbrandsindifferentways,andthebestbrandshavestoodupwelltothechallenge,keepingkitchensandwardrobesstocked,connectionsrunning,andessentialservicesavailable.

Supermarkets,restaurants,andapparelshine

Inmanycountries,beingabletoobtainbasicgroceriesbecameachallengeforthefirsttimeindecades,asshoppingwasrestrictedanddemandforonlinedeliveryslotssurged.Butbyandlarge,supermarketshaverespondedwell,andconsumershavenotedthis.Theaveragereputationscoreinthesectorincreasedsignificantlyyear-on-year,andbrandssuchasAldi,Lidl,andMigroshaveimprovedalready-strongreputations.

Asimilardynamichashelpedrestaurantstoalesserdegree,ensuringthatbrandsinthissectormaintainapositivereputationoverall,despitereducedlevelsofin-storeexperiences.Apparelbrandshavealsoseeminglybenefitedfromthisdynamic,astheshifttoonlineshoppingaccelerates.

SectorsRankedbyReputation

1=

lCosmetics

7.6/10

1=

oFood

7.6/10

3

MAppliances

7.5/10

4=

rHotels

7.4/10

4=

DRetail

7.4/10

6=

dApparel

7.3/10

6=

hBeers

7.3/10

8=

NSupermarkets7.2/10

8=

APharma

7.2/10

8=

zOil&Gas

7.2/10

8=

CRestaurants

7.2/10

12=

fAuto

7.1/10

12=

wLogistics

7.1/10

12=

GTech

7.1/10

15

BRealEstate

6.9/10

16

bAirlines

6.8/10

17

tInsurance

6.6/10

18

LUtilities

6.5/10

19=

HTelecoms

6.3/10

19=

gBanking

6.3/10

FMCGbrandshaveoutstandingreputation

Majorcosmeticsandfoodbrandshavethehighestreputations,onaverage,areminderoftheenduringvalueofastrongbrand–someofthetopperformersareoveracenturyold.ThepositivereputationsofglobalgiantssuchasJohnson’s,Dove,Danone,and(insomemarkets)Nestléhavebeennurturedandrefreshedoverlongperiods.Localfavourites,suchasBimbo(Mexico)andAmul(India),showthattheycanmatchtheirglobalcounterparts.

Theslightcloudforthefoodsectoristhemore‘a(chǎn)verage’reputationthatsomeofthebigbrandshaveinanumberofdevelopedmarkets,suchastheUK.Here,supermarketshaveperhapssqueezedthebigfoodbrandssomewhat.

Techadmired,butnotuniversally

Theoverallrankingofthetechsectorfellslightly,andwhilethebiggestbrandssuchasYouTube,Google,andApplecontinuetoenjoystrongreputations,notallconsumersareinlovewiththesebrands.Amazon,forexample,rankshighinsomemarkets(#1inthesectorintheUSA,#3

inSpain),butpolarisesinsomemarkets(e.g.Sweden,France).Similarly,themixedreputationofbrandssuchasFacebookshowsnosignofsignificantimprovement.Manyconsumersmaysupporttheincreasingregulationoftechgiants,anditmightalsobethecasethatthereisroomforanupstartchallengerwiththerightinnovation,afreshapproachandperhapsacleanslate.

Banksandtelecomsstruggletoimprovetheirstanding

Bankingandtelecomsbrandsranklowestofallinmanymarketsforreputationandtrust,andlastyearsawlittleimprovement,thoughbanksdidatleastpulllevelwitht