Which Brand has the greatest Momentum?
MUTABOR and VIZEUM publish a study and rank the brands that are leading the way in Germany.
60 brands from the fields of transportation, connectivity, and apparel were evaluated on everything from communication and design through to brand essence and customer focus.
The study highlights developments, insights, lessons, and best practices for up-to-date brand management.
Tesla, Apple, and Nike are the 2014 brands with momentum. These three companies are the ultimate examples of what brands have to do to get ready for the digital developments of the future.
These are the key findings of the 2014 MUTABOR Brand Report, which saw Hamburg-based design agency MUTABOR team up with media and marketing agency Vizeum to investigate which brands will help shape the future of their industry and the German market as a whole.
The 100-page MUTABOR Brand Report presents insights, lessons, and best practices from three interdisciplinary fields. It highlights the most important developments facing modern brands and what brand leaders can learn from them if they are to manage their brands in an up-to-date manner.
Instead of focusing on traditional sectors, the MUTABOR Brand Report examines three fields that reflect key 21st century needs: transportation, connectivity, and apparel. The study looked at 20 brands each from the categories of transportation (car manufacturers, car sharing providers, railroad and bus companies), connectivity (consumer electronics), and apparel (fashion, accessories).
Johannes Plass, CEO and co-owner of MUTABOR: “Digitalization is changing all aspects of life and work and, as a result, the way in which we perceive, use, and experience brands, not to mention the way we strategically lead, develop, and manage them.” With the MUTABOR Brand Report, we wanted to capture this change, document it, and make it transparent.”
Using repeated brand profiling based on publicly available online information, Vizeum selected the brands that have the greatest influence on the conversation within the fields of transportation, connectivity, and apparel. A 16-strong judging panel of brand experts from corporations, agencies, and research institutes evaluated these brands in terms of brand identity, brand change, brand message, and brand code – in line with the MUTABOR Brand Diamond model. The result is a ranking of the top performers in the three categories.