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UK Brands Lag World On Tech Innovation

Trend Summary:  A new ranking of the UK’s top fifty most valuable brands excludes any tech businesses.

According to UK based promotional products company BrandZ, the above trend is skewed toward telecoms, finance and utilities companies - a factor that is affecting ...

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... the overall health of UK brands. 

BrandZ's latest ranking shows that 69% of the UK’s top fifty companies are in these three categories, compared to just 23% of the global top 50.

The remaining 31% fall into the ‘other’ category, similar to the global figure of 30%. There is then a yawning gap when it comes to technology, with 47% of the global elite in this category but none of the UK top 50.

Moreover, when measured on BrandZ’s five metrics of brand health – purpose, innovation, communications, brand experience and love – only 22% of the UK’s top fifty brands merited the ‘healthy’ tag. Most were simply ‘OK’ (64%) and a minority ‘frail’ (12%).

Read the original unabridged Warc.com article.

[Estimated timeframe:Q3 2017]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Warc.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7254

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