kantar-2021年美国银行业品牌洞察报告（英文）-2021.4-122页_150mb

BrandZ™ Insights 2021 US Banks Summary

Core Content

The BrandZ™ Insights 2021 US Banks report provides an in-depth analysis of how the US brand landscape evolved during a year marked by significant volatility due to the pandemic, political turmoil, and social unrest. It emphasizes the importance of strong brands in navigating these disruptions and highlights key trends across various sectors, including Banks, Business Solutions & Technology, FMCG, Media & Entertainment, and Retail. The report also explores the new imperatives for brand success, such as diversity and inclusion, sustainability, trust, and omnichannel transformation.

Main Viewpoints

• Strong Brands Thrive in Volatility: Strong brands demonstrated greater resilience during the pandemic, experiencing less decline in share prices and quicker recovery compared to broader market indexes like the MSCI World Index and S&P 500.
• Resilience and Recovery: During the initial weeks of the pandemic, the BrandZ™ Strong Brands Portfolio dropped by 42%, while the Powerful Brands Top 10 Portfolio fell by 37%. By September 2020, the portfolios had significantly outperformed the market, showing a 232% greater average value increase.
• Shareholder Returns: From April 2006 to September 2020, the Strong Brands Portfolio grew by 281.1%, and the Powerful Brands Top 10 Portfolio by 416.3%, outperforming the MSCI World Index and S&P 500.
• Omnichannel Transformation: The shift to online shopping and remote work/learning accelerated the digitization of brands. Physical stores are now part of a more complex omnichannel system, with a focus on convenience, flexibility, and hygiene.
• Changing Consumer Behavior: The pandemic altered loyalty and trust dynamics. Consumers now expect brands to be ethical, inclusive, and sustainable. Brands that align with these values are more likely to succeed.
• Social Responsibility: Brands are expected to take a stand on social issues, particularly racial justice. Over 79% of Gen Zers, 78% of Millennials, 65% of Gen Xers, and 61% of Boomers believe it is important for brands to support efforts to end racism.
• Brand Safety Concerns: The divisive presidential election and racial justice movement raised brand safety issues. Advertisers and social platform brands faced pressure to ensure content is ethical and safe.
• New Occasions and Habits: The pandemic created new virtual occasions, such as virtual happy hours and online family reunions, which brands can leverage to maintain engagement and loyalty.
• Home as the Hub: The pivot to home has redefined consumer behavior, making home a central point for socializing, entertainment, and shopping. Brands need to reimagine physical spaces and create experiences that draw people out of the home.
• Sustainability as a Priority: Sustainability has become a critical concern for consumers. Over 75% of Americans believe it is at least as important as before the pandemic. Brands can gain a competitive edge by focusing on sustainability and corporate responsibility.

Key Trends Across Sectors

Banks

• Banks played a key role in distributing government stimulus checks, which helped rebuild trust.
• They increased digitization to compete with fintechs, reducing reliance on physical branches.
• The pandemic provided an opportunity for reinforcing brand equity through community support and ethical behavior.

Business Solutions & Technology

• The rise of remote work and learning accelerated the growth of cloud computing.
• Brands like Zoom and Salesforce gained traction, with Zoom becoming a dominant player in remote communication.
• Competitive sets are expanding, and sector boundaries are becoming porous, requiring brands to think beyond traditional markets.

FMCG

• Safety and hygiene became a core consumer expectation, driving demand for essential household products.
• Beverage and alcohol brands faced challenges due to declining out-of-home occasions, while food brands saw growth.
• New occasions and habits created opportunities for innovation and product development.

Media & Entertainment

• Brands responded to brand safety concerns by monitoring online content.
• Streaming services and social media platforms adapted by expanding content offerings and enhancing social features.
• Virtual entertainment became a new norm, with brands like Netflix, Amazon Prime, and YouTube capitalizing on this shift.

Retail

• Physical stores faced traffic declines due to safety concerns, but omnichannel retailers thrived.
• Brands that emphasized convenience and flexibility saw increased engagement.
• Post-pandemic retail is expected to be smaller and more specialized, with hygiene and safety remaining key factors in customer loyalty.

Action Points for Brand Building

• Take a Stand: Brands should align with social values, particularly racial justice, to build trust and relevance.
• Promote Diversity and Inclusion: Brands that are diverse in their products, communications, and workforce are more likely to connect with consumers.
• Pursue Sustainability: Sustainability is a critical factor in corporate reputation and consumer trust. Brands should lead in sustainability initiatives.
• Reimagine Physical Spaces: Brands must adapt physical stores to meet new consumer expectations for convenience and engagement.
• Enhance Omnichannel Capabilities: Brands should strengthen their online presence and integrate digital and physical experiences.
• Focus on Ethical Behavior: Trust is now driven by ethical conduct, not just product delivery.
• Leverage New Occasions: Brands should identify and respond to new virtual and at-home occasions to maintain relevance.
• Support Consumer Needs: Brands must understand and meet changing consumer needs, especially in terms of health and safety.
• Collaborate for Sustainability: Brands should collaborate across sectors to achieve sustainability goals.
• Adapt to Market Volatility: Brands must anticipate change and build resilience to succeed in an unpredictable environment.

Conclusion

The BrandZ™ Insights 2021 US Banks report underscores that strong brands are better equipped to navigate volatility and achieve long-term success. As the new marketplace emerges, brands must adapt to shifting consumer values, embrace digital transformation, and align with social and ethical expectations. The report concludes with actionable recommendations to help brands build and sustain equity, enhance trust, and lead in a disrupted world.