At these points it is where the most valuable brands in the global market work. How is the market changing and what works as key elements that can encumb a brand? A few days ago, the BrandZ ranking pointed out which were the most valuable brands in the world, a ranking that for the first time in many years was not led by Google or Apple but by Amazon.

From the conclusions that the study on brands and their value points to, many data can be drawn and not only that of the brands that have more value in the market and how much they have grown, but also that of what makes these brands grow and how they are Changing the market In fact, the study allows us to understand what are the general elements that are now marking the strategy of brands and companies and, with it, the work they are doing in marketing.

In addition to the general points that are marking the global market in a transversal way and that brands must take into account in their strategy in a generic way, the study also points out, as one of the elements that are energizing things, the change in weight of the market and growth - and global power - of Asian brands. Of the 9 new brands that have entered the top 100 of the world's most valuable brands, 6 came from Asia.

Responsibility

Consumers require their brands to be more responsible and to take much more into account the impact they have on the environment and on society. This forces them to take into account more and more elements and to work in more areas. On the one hand, there is the issue of health. Consumers are increasingly aware and are more concerned with health and wellness issues, which is already impacting product development in all markets. This can be seen, as you remember in the analysis, from the athleisure boom to the 'healthy drinks' launch movement of the soft drinks giants.

On the other hand, brands also have to be much clearer in their relationship with the environment and sustainability. It has become, remember, a subject that brands treat as the main one. This forces us to rethink how things are produced and what materials are used, but also to take much more visible and clear measures, as is the case with the change in attitude towards packaging. Sustainability is one of the big issues on which brands are engaging, but it is not the only one. In general, brands have to position themselves, adopt values ​​and show what they support.

Borders become blurred

That is, brands have to position themselves in a market in which, unlike what happened before, the limits are becoming less clear. Initially, new businesses and new ways of reaching consumers are different from traditional ones. "New businesses leave behind traditional categories," they explain in the analysis.

Visionary brands anticipate changes in consumer behaviors and consumers make product categories dynamic. For example, in the case of telecommunications operators, the arrival of 5G has made them cease to be only network providers but the basis for a technological ecosystem while their latest content movements put them to compete in completely different areas.
In addition, companies are trying to create increasingly large and complex ecosystems that touch more and more sticks (you just have to think about everything Amazon is and offers), because they are increasingly aware that they need more touchpoints. to improve the experience of its consumers.

Consumer experience

And that last point, that of the consumer experience, has become a crucial and decisive element, one that marks in a transversal way what brands do in their marketing strategy. The great trend that is setting the pace in this area is the boom of direct-to-consumer companies, brands that are sold without intermediaries and that use the data to improve the experience and design the most appropriate product.