Defining Brand Relevance
Relevant brands make bold moves that amaze customers, push competitors out of consideration, and – at times – define entirely new categories and markets. And they do it while remaining unwaveringly authentic to who they are.
Brands we
can't imagine
living without
Everything these brands invest in, create and bring to market is designed to meet important needs in people’s lives.
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As the 6th most relevant brand, Alibaba’s Taobao has become the “go to” online marketplace for Chinese consumers, offering hundreds of millions of products and services that consumers simply cannot live without.
As the 6th most relevant brand, Alibaba’s Taobao has become the “go to” online marketplace for Chinese consumers, offering hundreds of millions of products and services that consumers simply cannot live without.
Tencent’s QQ Music operates under a “freemium” model, allowing consumers to access their favorite songs whenever and wherever they want and encouraging users to trade up their experience with selected premium content.
Tencent’s QQ Music operates under a “freemium” model, allowing consumers to access their favorite songs whenever and wherever they want and encouraging users to trade up their experience with selected premium content.
Brands we
depend on
These brands make sure their products are available where and when customers need them, deliver consistent experiences and simply make life easier for their customers.
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The most relevant brand in China is Alipay – accepted almost everywhere and offering an omnipresent shopping experience that makes daily life easier for consumers.
The most relevant brand in China is Alipay – accepted almost everywhere and offering an omnipresent shopping experience that makes daily life easier for consumers.
Intel has leveraged its technological superiority and applied innovation to provide consumers with a dependable experience that enhances their daily life, thus creating strong brand affinity.
Intel has leveraged its technological superiority and applied innovation to provide consumers with a dependable experience that enhances their daily life, thus creating strong brand affinity.
Consumers praise Meituan for being “available where and when I need it”. By leveraging big data, Meituan can customize its services accordingly, offering convenient and accessible services.
Consumers praise Meituan for being “available where and when I need it”. By leveraging big data, Meituan can customize its services accordingly, offering convenient and accessible services.
Brands that
inspire us
These brands make emotional connections, earn trust and often exist to fulfill a larger purpose.
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As one of the most relevant hotel brands in China, W Hotels’ iconic style and strong brand appeals to affluent millennials, who aspire to stay at its destination-themed locations across the globe.
As one of the most relevant hotel brands in China, W Hotels’ iconic style and strong brand appeals to affluent millennials, who aspire to stay at its destination-themed locations across the globe.
By offering quality lodging and exploration experiences, Airbnb has made an emotional connection with consumers and earned their trust, enabling its customers to experience a seamless travel experience.
By offering quality lodging and exploration experiences, Airbnb has made an emotional connection with consumers and earned their trust, enabling its customers to experience a seamless travel experience.
Adidas inspires consumers to lead a healthy lifestyle, using social media and opinion leaders to communicate its message to its youthful audience.
Adidas inspires consumers to lead a healthy lifestyle, using social media and opinion leaders to communicate its message to its youthful audience.
Brands that consistently innovate
These brands don’t rest on their laurels. Even as industry leaders, they push the status quo, engage with customers in new and creative ways and find new ways to address unmet needs.
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As the third-most relevant brand, China’s “app for everything” continues to innovate into a more complete ecosystem by adding new services such as its “mini programs” to help consumers live a seamless life.
As the third-most relevant brand, China’s “app for everything” continues to innovate into a more complete ecosystem by adding new services such as its “mini programs” to help consumers live a seamless life.
Huawei’s quality offerings have gained consumer trust while its innovative technology makes it more than a match for other global smartphone brands, making it the fourth most relevant brand this year.
Huawei’s quality offerings have gained consumer trust while its innovative technology makes it more than a match for other global smartphone brands, making it the fourth most relevant brand this year.
Why rank brands based on relevance?
We created the Prophet Brand Relevance Index® (BRI) to help companies measure brand relevance and understand how it can unlock growth. In fact, our data reveals that the revenue growth of the most relevant brands have outperformed the S&P 500 average by 28% over the last decade.
BRAND RELEVANCE MEANS GROWTH
GROWTH FOR THE TOP 50 MOST
RELEVANT BRANDS VS. S&P 500
Note: Based on financials for all publicly traded brands within the top 50 in the China 2017 BRI
Problems we solve
HOW CAN YOU DRIVE GROWTH AND BECOME RELENTLESSLY RELEVANT?
How relevant is your brand?
Dig into the data with our experts.