Nike, 26ème du BrandZ Top 100 2017

Je relaie souvent le top 100 dans marques Interband en omettant de diffuser le classement réalisé par Kantar Millward Brown. Dominé par Google, Apple, Microsoft, Amazon et Facebook, le classement voit figurer l'équipementier américain à son 26ème rang. Valorisé à 35,8 milliards de dollars, Nike domine la catégories "apparel" devant Zara, H&M et Adidas, Uniqlo et Under Armour. Si la marque aux trois bandes n'apprit pas dans le top 100, c'est celle  dont la valeur a le plus progressé (+58%) notamment grâce à ses modèles retro (adidas originals).  Selon les auteurs du classement :  " The 58 percent brand value rise by Adidas followed a 14 percent increase a year ago and a 36 percent decline in 2015. The brand caught the fashion wave exactly right, with its classic high-top sneakers becoming a favorite of millennials looking for a retro look. Adidas improved its weakness in the US with operational and marketing initiatives. Adidas opened a US factory, raised its pro le in basketball, and signed US celebrity brand ambassadors."   

Selon Kantar Millward Brand, les marques sportives ont vu leur valeur progresser bien plus vite que les marques d'autres catégories (162% contre 135%). Cela s'explique par les excellentes performances des marques sportives dans 3 critères d'évaluation (Brand purpose, Brand Experience, Innovation). Dans le rapport on peut lire : " Consumer interest in personal health and comfort drove the growth of sportswear brands. Sportswear brands responded to this interest by creating Meaningful Difference with innovative products and communications, both online and in physical stores. The apparel category scores 108 on the ve BrandZTM Vital Signs. Nike and Adidas score 124 and 117, respectively. An average score is 100. The sportswear brands signifcantly outscored other apparel brands on three key BrandZTM Vital Signs: Brand Purpose, Innovation, and Brand Experience."

Nike et Adidas à nouveau dans le classement intebrand

Ce mercredi je vous parlais du classement Eurobrand où figure Nike mais pas Adidas. C'est au tour d'Interbrand de dévoiler son classement annuel. Au cinq premières places nous trouvons Apple, Google, Coca-Coal, IBM et Microsoft. Nike est en 22ème position (valorisée à 19,875$m) et Adidas passe de la 55ème à la 59ème place (7,378$m) (sur ce lien la méthodologie employée).  

Il a été dit et répété que l'équipementier américain avait pris le virage du digital et s'appliquait à innover sur le technologique et le social. Ainsi, selon Interbrand : 

"Again proving its ability to respond to a rapidly changing market, in 2014, the company stopped producing its well-established Nike+FuelBand hardware-a device that helped pioneer the wearable technology market-and opened its NikeFuel platform to outside development. Through initiatives such as the Nike+ Accelerator program and Nike+ Fuel Lab incubator in the heart of Silicon Valley, Nike is betting a more open approach will allow it to stay relevant and responsive to evolving consumer needs, while feeding rumors of a rekindling of its partnership with Apple. This focus on optimizing for digital and social channels continued during a year in which Nike demonstrated a shift away from large broadcast media buys."

Au sujet d'Adidas, Interband relève que la marque autrefois dominante et innovante sur le marché du football s'y voir maintenant attaquée de toutes parts. 

"As an Official Partner of the World Cup, the adidas brand was highly visible during the event, but did not gain quite the competitive edge expected. Still, adidas' iconic three stripes were ever-present at the 2014 World Cup, the adidas "Brazuca" was the official match ball of the event, and the brand sponsored both finalists, Germany and Argentina-all adding up to significant success and clear benefits. Though adidas has football (soccer) in its DNA and has been pushing great innovations in the football market since 1954, it is no longer the only player in the game. The competition is fiercer than ever, and adidas--like its competitors--will have to constantly respond to market changes, challenges, and opportunities. Going forward, adidas' brand strategy calls for new product launches, which include innovations in cushioning solutions, lightweight and sustainable design, and digital sports technologies. The brand also plans to expand into key emerging markets, enhance its retail presence, and strengthen its communications. To boost relevance, adidas will be increasing its efforts around targeting millennials, including next-generation athletes. Partnerships with pop stars and athletes like Pharrell Williams, Kanye West and Lionel Messi prove that adidas is, in fact, "all in" on this strategy."

Enfin, notez que la savoir faire français dans le domaine du luxe est à nouveau plébiscité par Interbrand. Louis Vuitton, Hermès, Cartier (mais aussi L'Oréal, Danone et Axa) sont dans ce top 100. 

Retrouvez les articles archivés qui abordent le classement Interbrand 

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