The Battle of the Brands: Winners and Losers in the Culture Wars

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Added Value

20 Mar, 2013, 16:00 GMT

LOS ANGELES, March 20, 2013 /PRNewswire/ --

Added Value announces Cultural Traction 2013 Report

Added Value reveals the cultural vibrancy of 160 brands, across fifteen sectors in its third annual Cultural Traction™ 2013 report released today.

The Top Ten on a global basis are:

  • Google
  • Apple
  • Samsung
  • IKEA
  • Microsoft
  • Sony
  • BMW
  • Audi
  • Coca-Cola
  • eBay

Cultural Traction™ 2013 involved 62,250 respondents across ten markets: the US, China, France, Germany, Italy, UK, Australia, Brazil, Hong Kong and Singapore.

The global study into the impact of culture-led marketing, shows that tech brands are making the most powerful connections with consumers, accounting for six out of the top ten places in the ranking, led by Google. By achieving high levels of 'cultural traction', these brands are staying more relevant to consumers, thereby increasing their opportunities to achieve sustained growth.

Culturally vibrant brands are those perceived to have the most Visionary, Inspiring, Bold and Exciting (VIBE) attributes.

Home Furnishing giant IKEA makes a surprise entry at number 4, ahead of luxury car brands BMW and Audi. At almost 130 years old, Coca-Cola proves that age is no barrier to being a brand icon when culture is used effectively to connect with consumers ranked at 9.

Says, Orazio Costadura, Head of Brand and Customer Management, Audi AG: "At Audi we are aware of the importance of continuously shaping our brand, making sure that it is culturally relevant to a high degree - not just in Germany or Europe, but across the world including China and the US.The results of the Added Value study offer a refreshing, new perspective on how to look at brands, and give us very encouraging evidence that the direction we have chosen for Audi is working."

"It is critical that brands stay apace of culture. Consumers can tell you about how the world is changing today, but the world can tell you a lot more about the consumers of tomorrow," says Maggie Taylor, Chief Executive of Added Value (North America). "It's one thing to be a culturally vibrant brand in one part of the world; it's another to maintain that vibrancy at high amplitude across the whole world."

Cultural Traction™ 2013 report and case studies available http://www.added-value.com/culturaltraction

About Added Value

Added Value provides consultancy on brand development and marketing insight for iconic brands, both big and small, around the world. We help solve clients' central marketing questions about market, brand, innovation and communications with offices in 21 locations in 13 countries. Added Value is part of Kantar, WPP's consumer insight and consultancy division.  

About WPP

WPP is the world's largest communications services group providing a comprehensive range of advertising and marketing services, including advertising; media investment management; consumer insight; public relations and public affairs; branding and identity; healthcare communications; direct, digital, promotion and relationship marketing and specialist communications. The group employs over 165,000 people (including associates) in 3,000 offices in 110 countries.

About Lightspeed Research

Lightspeed Research is the leading provider of technology-enabled solutions and online respondents for global market research both qualitative and quantitative across the Americas, Europe and Asia Pacific. Lightspeed Research is part of Kantar, a division of WPP.

Contacts
Maggie Taylor, CEO Added Value North America
maggie.taylor@added-value.com +1-323-436-6610
Paul McGowan, CMO Added Value Group, London HQ
p.mcgowan@added-value.com +44(0)208-614-1518
Zoë Dowling, VP Research & Development and Offer Innovation, Added Value North America Zoe.Dowling@added-value.com  +1-323-435-6647

Media Enquiries
Kate McDougle, Added Value k.mcdougle@added-value.com  +44(0)208-614-1593
Michael Saxton, Grayling PR michael.saxton@grayling.com +44(0)20-7592-7933
Rafal Kwiatkowski, Grayling PR     rafal.kwiatkowski@grayling.com   +44(0)20-7592-7930

SOURCE Added Value