Best-and-worst ranking: The brand highlights and lowlights in 2019
Disney top, Facebook flop - Dipanjan Chatterjee from Forrester analyzes in the report "The Best And Worst in 2019" which brands achieved outstanding marketing in the past year and which brands were among the losers in 2019.
Forrester Research has combined its market research data and discussions with leading brand experts to produce a brand ranking for 2019.
Brand highlights in 2019
- Disney combines brand equity with content and distribution brilliance and keeps the Disney magic going.
- Gucci is reinventing the luxury brand and winning over the younger generation.
- Mastercard shifts up a gear and creates a customer-oriented experience brand.
Brand lowlights in 2019
- Facebook shows that a lack of accountability and transparency damages the brand.
- Gillette provides a frightening example of a lack of relevance and the negative consequences of inauthentic behavior.
- Kraft Heinz teaches us that short-sighted cost-cutting undermines brand building and value creation.
Brands we should watch in 2020
- Beyond Meat and Impossible Foods are redefining the way we eat.
- Casper and other disruptive "direct" brands are changing our buying habits.
- Quibi could dramatically change the way we consume media.
* Dipanjan Chatterjee is Vice President and Principal Analyst at Forrester. The Forrester report "Brand Spotlight: The Best And Worst in 2019" is available for Forrester clients and provides a detailed analysis of the brands.
