英图博略（Interbrand）：2023年品牌发展悖论报告（中译版）（35页）.pdf

1、1THE THRIVE PARADOX|DEC.22Paradox2THE THRIVE PARADOX|DEC.22FOREWORDNEW DYNAMICSOF GROWTHFROM TODAYSBRAND SUPERLEAGUE3THE THRIVE PARADOX|DEC.22FOREWORDOver the past decade,Interbrands Best Global Brands data has revealed the emergence of a new super league of brandscompanies whose growth far surpasse

2、s that of any competitorwith no signs of slowing down.These giants are built brand first,product second.They understandthe fierce powerofcustomer centricity to erode business models,competitive barriersand categories.Uninhibited by sectors,silos,or swim lanes,they transcend traditional category thin

3、king.These companies move in multiple directions to grow by addressing more and more of their customers needs.They use the equity in their brand to drive exponential growth by innovating around new Jobs To Be Done,whilst continuing to capitalize on existing sector gains.New Dynamics of Growth from T

4、odays Brand Super LeagueIn the simplest terms,a brand is a system of meaning that enables people to makedecisionsaroundhow,when andwheretheyspend.We believe that the companies that leverage their brand tofoster astronger emotional connection with their customers havemore permission to make increment

5、al gains inside their core category and that they have greater permission totranscend categories too.This allows them to outperform theircompetition.We call this Arena thinking.Its the foundation that allows our clients to make Iconic Moves.How Does It Work?Traditionally,companies have started with

6、a product that addresses a singular,specific customer need.These companies have built a brand around the product,and then leveraged the strengths in their product and brand to become category leaders(think Coca-Cola,Gillette or Colgate),in order to drive growth.TODAY,THE WORLDS MOST SUCCESSFULCOMPAN