IPG Mediabrands, in partnership with The Wharton School at the University of Pennsylvania, has launched its inaugural D100, ranking the 100 most dynamic companies in the world using new metrics.
The firm said since existing brand equity measures are “outdated” for the new world so it has created a new brand measure called a “dynamic score”.
The dynamic score is made up of four dimensions – agility, responsiveness, innovation and sociability. Brands with a higher dynamic score enjoy better revenue growth as compared to brands with a lower dynamic score
The top 10 most dynamic brands in the world
1. Google
2. Amazon
3. Samsung
4. Nike
5. Intel
6. NASA
7. BMW
8. Mercedes Benz
9. Audi
10. Lenovo
The top 10 most dynamic brands in China
1. Intel
2. Alibaba
3. Kleenex
4. CVS Caremark
5. Nordstrom
6. Lay’s Potato Chips
7. Mercedes Benz
8. Dow Chemical
9. State Farm Insurance
10. Toys “R” Us
To construct the D100, over 10,000 consumers were surveyed across four global regions in five major markets including the United States, United Kingdom, Germany, China, and India. Consumers were asked questions on both global brands and market specific brands; in total over 1,200 brands were examined.
