YANGON, Myanmar, June 30, 2016 /PRNewswire/ --
Local telecom
brand MPT most loved amongst 42 key brands
while global entrants are valued for their
differentiation and innovation
WPP and Millward Brown today
released the BrandZ inaugural Spotlight on Myanmar, exploring critical business
insights into the world's fastest-growing economy and the evolving
psyche behind Myanmar's 51 million
consumers.
(Logo:
http://photos.prnewswire.com/prnh/20151014/276726LOGO )
In a nascent marketplace where local brands hold their own
against foreign competitors, Apple has emerged as the most
differentiated brand whereas local telecom player MPT ranks as the
most loved. Brands like mobile provider Telenor have also earned
recognition for innovation, despite being a recent market
entrant.
Myanmar's rapid transformation
also means businesses need to ready themselves for game-changing
scenarios propelled by technology and infrastructure advancements.
Myanmar is set to become the first country in the world to go
straight to smartphone as part of its "leapfrog" development. Key
changes affecting marketing and brands include the rise from almost
zero mobile penetration to nearly 50% in just a couple of years.
Technology will likely direct a new generation of digital growth,
from retail to banking to social communications.
The Spotlight on Myanmar
findings are based on everyday buying decisions such as coffee,
soft drinks as well as long-term purchase decisions around mobile
service and handset sectors. Research shows that the most effective
messages come from brands that put their products and benefits
front and centre. Key differentiators behind the strongest brands
are those that project idealism, desirability and a sense of
adventure.
BrandZ research in Myanmar
includes 1,660 consumer interviews and covers 42 key international
and regional brands that are already building a sense of meaningful
difference in Myanmar, based on
either their global profile or their local activity. Findings show
that:
- Apple is the most differentiated brand in Myanmar followed by Coca-Cola and Samsung.
Apple indexed 232, where the average brand indexes at 100.
- Mobile network Telenor is the most innovative brand in the
survey, indexing 125, with rivals MPT and Ooredoo coming second and
third respectively.
- MPT is the most loved brand in the survey, indexing 129, nine
points ahead of Samsung and 11 points ahead of Telenor and
Huawei.
- Samsung's brand proposition scored the highest at129, ahead of
Apple on 125 and MPT on 118.
- Huawei scored highest on brand power -a brand's ability to
boost sales or gain market share due to consumers' predisposition
to choose this brand over another - indexing 436, significantly
higher than its global average score of 81. Huawei performs better
in Myanmar than it does in its
home market, China, on this
measure.
"There are huge opportunities for international brands to be
successful in Myanmar, if they get
their cultural message right and understand the diversity of the
country, particularly in the border areas. Our teams have
identified comparisons with the India of 30 years ago and indeed some aspects
of rural India today. Also valid
are comparisons with Indonesia,
which also has a large population that lives off the land as well
as a huge range of different climatic regions," said David Roth, CEO at The Store, EMEA and
Asia.
The report also highlighted a number of key trends that will
change how brands and agencies should approach this market, now and
in the next few years, including:
- Rapid improvement in infrastructure. It has taken just three
years to build a national mobile network; other changes including
the arrival of greater electrification and improved transportation
links will happen much faster than would be expected in many
markets.
- e-tailing is coming. Despite the current poor retail
infrastructure, the rapid growth in e-commerce in other developing
markets acts as an indicator that the speed will be similar in
Myanmar.
- The world's first mobile-only market. Consumers are
increasingly looking to mobile for both information and
entertainment. While TV is important, brands need to consider
Myanmar as not just a mobile-first
environment but also a mobile only market.
- Sell the effect, not the spec. Consumers are new to choice in
Myanmar so they will navigate the
new landscape differently. Brands need to focus on how the product
will meet their needs and make it easier to compare functions and
prices.
- Appreciate the diversity of Myanmar. This is not a homogenous nation.
Although 88% of the urban population is Buddhist, there is a huge
range of ethnic, climatic and cultural variety, which will be
particularly critical in the personal care sector.
"BrandZ's first research in Myanmar will help international and regional
marketers understand the challenge of building strong brands in
this new market. Experience in other fast emerging markets shows
that first mover advantage and the loyalty it engenders in
consumers can last for decades. Myanmar is a long-term commitment but one that
will pay off for the brands that get it right," said Doreen Wang, Head of BrandZ, from Millward Brown.
NOTES TO EDITORS:
BrandZ™ Spotlight on Myanmar is part of the suite of BrandZ
rankings which also includes the BrandZ Top 100 Most Valuable
Global Brands, the BrandZ Top 100 Most Valuable Chinese Brands, the
BrandZ Top 50 Most Valuable Indonesian brands, the BrandZ Top 50
Most Valuable Latin American Brands and the BrandZ Top 50 Most
Valuable Indian Brands.
Background and methodology
The brand valuation behind the Top 100 was conducted by
Millward Brown. The methodology
mirrors that used to calculate the annual BrandZ Top 100 Most
Valuable Global Brands ranking, which reached its tenth year of
publication in 2015.
The BrandZ rankings are the only valuations in the world that
take into account what people think about the brands they buy,
alongside rigorous analysis of financial data, market valuations,
analyst reports and risk profiles. Consumer perception of a brand
is a key input in determining brand value, because brands are a
combination of business performance, product delivery, clarity of
positioning and leadership.
About Millward
Brown
Millward Brown is a leading
global research agency specializing in advertising effectiveness,
strategic communication, media and brand equity research.
Millward Brown helps clients grow
great brands through comprehensive research-based qualitative and
quantitative solutions. Specialist global practices include
Millward Brown Digital (a leader in digital effectiveness), Firefly
Millward Brown (our global qualitative network), a Neuroscience
Practice (using neuroscience to optimize the value of traditional
research techniques), and Millward Brown
Vermeer (a strategy consultancy helping companies maximize
financial returns on brand and marketing investments). Millward Brown operates in more than 55
countries and is part of Kantar, WPP's data investment management
division. Learn more at http://www.millwardbrown.com.
About WPP
WPP is the world's largest communications services group with
billings of US$73 billion and
revenues of US$19 billion. Through
its operating companies, the Group provides a comprehensive range
of advertising and marketing services including advertising &
media investment management; data investment management; public
relations & public affairs; branding & identity; healthcare
communications; direct, digital, promotion & relationship
marketing and specialist communications. The company employs
194,000 people (including associates and investments) in over 3,000
offices across 112 countries. For more information, visit
http://www.wpp.com .
WPP was named Holding Company of the Year at the 2016 Cannes
Lions International Festival of Creativity for the sixth year
running. WPP was also named, for the fifth consecutive year, the
World's Most Effective Holding Company in the 2016 Effie
Effectiveness Index, which recognizes the effectiveness of
marketing communications. In 2016 WPP was recognised by Warc 100 as
the World's Top Holding Company (second year
running).
For further information please contact:
Lisa Parente
Vice President, Global Content Marketing, Millward Brown
Tel: +1-617-598-5328
Email: lisa.parente@millwardbrown.com
Or
Teresa Horscroft or Alastair Ray
Eureka Communications
Tel: +44(0)1420-564346
Email: teresa@eurekacomms.co.uk /
alastair@eurekacomms.co.uk