How Well Do You Know France?
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As the ad industry descends on Cannes this week, Y&R used BAV as our tour guide to all things French. Unlike other studies, BAV looks at brands beyond the confines of their categories to understand the roles they play in culture, in order to build a strategic framework that helps drive marketplace performance.
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How Well Do You Know France?
- 1. Here’s what people around the world perceive “brand” France to be. Top cultural descriptors are charming, friendly, traditional, glamorous and distinctive. I SEE LONDON, I SEE FRANCE The Top 10 Strongest Brands in France include just three French brands: FNAC, Décathlon and Tefal — an entertainment retail chain, a sports shoe manufacturer and a maker of cookware. The Top 5 Brands are not French, and the first French brand to make the list is FNAC in 6th place: Un, Deux, Trois Google Coca-Cola IKEA Nutella Apple FNAC (French brand) Décathlon (French brand) Adidas Sony Tefal (French brand) Charming Glamorous Friendly Traditional Distinctive Social UniqueStylish Trendy Fun Carefree Dynamic Arrogant BestBrand Reliable Restrained Leader UpToDateObliging Energetic Independent GainingInPopularityVisionary WorthMore Daring SociallyResponsible OriginalKindHelpful DownToEarth DifferentUpperClass CaresCustomers Straightforward Intelligent Sensuous Simple TrustworthyPrestigiousUnapproachable Authentic HighPerformance GoodValueHealthy Rugged Innovative ProgressiveHighQuality FRIENDS & FRENEMIES JAPAN SEES... Traditional Charming Glamorous Friendly Upper Class GERMANY Charming Friendly Distinctive Kind Social SWITZERLAND Friendly Kind Traditional Original Charming AUSTRALIA Glamorous Stylish Arrogant Charming Distinctive HOLLAND Fun Traditional Arrogant Authentic Unapproachable BRAZIL SEES... Unapproachable Upper Class Energetic Rugged Socially Responsible USA Arrogant Original Fun Charming Glamorous MEXICO Distinctive Intelligent Stylish Friendly Trustworthy CHILE Distinctive Stylish Leader Upper Class Different UK Arrogant Independent Glamorous Friendly Traditional BONJOUR! BrandAsset Valuator is Y&R’s proprietary brand management tool and global database. For the past 20 years, BAV® has been actively tracking 50,000 brands in hundreds of categories in 51 countries. With 72 universal metrics, it has the ability to be both diagnostic and prescriptive. Unlike other studies, BAV looks at brands beyond the confines of their categories to understand the roles they play in culture, in order to build a strategic framework that helps drive marketplace performance. As we inhabit Cannes this week, we use BAV as our tour guide to all things French. Some brands have that je ne sais quoi — that sparks cultural momentum. Four brands that were “it” 20 years ago still make the list today: Facebook iPhone IKEA YouTube Red Bull iPod iPad Twitter Nespresso Diesel Blackberry Zara H&M Apple Nintendo Wii Google Coca-Cola McDonald’s Starbucks PlayStation 3 Hugo Boss Kinect for Xbox 360 Groupon Giorgio Armani Xbox Live THEN NOW McDonald’s Disneyland Paris Afflelou Nike Reebok Coca-Cola Itineris Adidas Quick Décathlon Levi’s SFR FNAC Pepsi-Cola Swatch Virgin Megastore Canal + Jean-Paul Gaultier Nintendo Sony Playstation Ushuaïa Ray-Ban Pizza Hut Barbie M6 LE “IT” BRANDS 1 2 3 4 5 6 7 8 9 10 1 1 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Vive L’ amour Sensuality certainly seems to pay. Brands that are associated with being sensuous in France have 50% greater pricing power than other brands. And that holds true, even for the brands that aren’t high end. Chanel Lancôme Nocibé Givenchy Marionnaud Sephora Axe Tahiti Bourjois Etam Ushuaïa Christian Dior Dolce & Gabbana Jean-Paul Gaultier Zara Top 15 Sensuous Brands: When you look at the perceptions that individual nations have of France, particularly in Europe, there’s plenty of love to go around. However, among the 5 countries that are the least enamored by France, 4 are from the Americas. And the last is the UK — go figure! Some oddities, or variances in data: Holland is among the top 5 countries that love France, but they also describe France as arrogant and unapproachable. Mexico describes France as distinctive, intelligent, stylish, friendly and trustworthy, but they’re not buying it. Mexico is among the 5 countries that like “brand” France the least.