The fastest growing Enterprise brands are
Microsoft, Adobe and Siemens, says a B2B Special Report, launched
with Doremus+Co
The value of the Top Ten Enterprise brands
is $530,052m, representing 20% growth YoY
Enterprise brands make up 17% of the total
value of the Best Global Brands
Capitalizing on the growing interest in Enterprise (B2B) Brands,
Interbrand, the world’s leading brand consultancy, and Doremus+Co,
a global leader in B2B marketing and communications, have launched
a B2B Special Report as part of 2022 Best Global B2B Brands, a
ranking and analysis of the world’s top B2B brands within
Interbrand’s iconic annual brand valuation study released in
November.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20221215005750/en/
The announcement comes as the momentum and influence of B2B
marketing continues to rise. Accelerated by the pandemic and the
digitalization of B2B, brand marketing has become an imperative for
B2B leaders looking to build competitive advantage and long-term
value.
The total value of the Top Ten B2B brands has risen to $530,052m
from $442,709m in 2021, which represents 20% growth year-over-year.
In 2022, B2B brands make up 17% of the total value of the Best
Global Brands table.
According to the report data, the rate of growth of B2B brands
outstrips that of B2C brands and, because the buying audience is
now 73% millennial, we see the fastest growing brands—Microsoft,
Adobe and Siemens—outperforming on three critical factors:
Participation, Agility, and Affinity, which are about building a
sense of community beyond the transaction, speed to market and
creating more emotional connections. The top performing brands also
have a higher role of brand in the purchase decision criteria (as
opposed to more functional features such as price, availability, or
product specs).
Kelly Higgins, Chief Marketing Officer at Doremus said: “This is
an exciting time for B2B brands and marketers. Those that recognize
the growth potential of this moment and embrace the power of a
strong brand will be best positioned to achieve competitive
advantage and long-term success.”
Daniel Binns, Global Chief Growth Officer, Interbrand said: “The
B2B space is incredibly dynamic right now and we’re seeing a shift
away from performance marketing, recognizing that B2B businesses
need to build brands not just tactically drive the sales funnel.
For talent, for investment, for license to operate, for customers.
The world’s most successful brands create a relationship beyond the
transaction—and we are seeing this more and more in a B2B
space.”
The B2B Special report combines the brand valuation
methodologies of Best Global Brands with insights on the complex
realities facing B2B brands in their path to success, including
expert perspective from B2B marketers representing some of the
world’s leading brands.
The report is part of a broader strategic partnership between
Interbrand and Doremus+Co to help B2B companies navigate a dynamic
and evolving marketing landscape and realize the potential of their
brand through more connected, end-to-end experiences.
To download the full report, please visit:
https://interbrand.com/thinking/enterprise-recalibrated-special-report-download
About Doremus+Co
Doremus+Co is Omnicom’s B2B specialist, a global, integrated
agency with offices in New York, San Francisco, London, Hong Kong,
and Shanghai. Doremus provides unparalleled understanding into the
complex challenges facing clients in B2B and partners with some of
the world’s leading B2B brands, including LEGO Education, The ODP
Corporation, Shell, and XPO Logistics, to create award-winning work
that builds equity from brand to bottom line. For more information,
visit www.doremus.com.
About Interbrand Group
Interbrand Group is made up of Interbrand, the world’s leading
brand consultancy and C Space, the global customer agency.
Interbrand has been a world leading brand consultancy for over
45 years, having pioneered iconic work and forged many of the brand
building tools that are commonplace across the industry today.
In an age of unprecedented abundance of choice and speed of
innovation, customers’ expectations are moving faster than
business. While incremental change is still essential, it is no
longer sufficient. It takes bold moves to leap ahead of customers
and competitors. Interbrand calls these moves Iconic Moves.
In collaboration with the world’s leading brands, Interbrand’s
global team of thinkers and makers are pioneering the future of
brand building. By turning customers into active participants,
Interbrand helps its clients strengthen their brands on an ongoing
basis. This approach gives them confidence to make Iconic Moves
that spark desire and create utility, driving extraordinary
results.
Interbrand is a part of the Omnicom Group (NYSE:OMC). For more
information, please visit www.interbrand.com
About the Omnicom Advertising Collective
The Omnicom Advertising Collective is a portfolio of
entrepreneurial creative-first integrated marketing agencies with
capabilities that include consumer branding, multicultural
marketing, B2B, experiential and activation, retail performance and
media, all backed by the scale of Omnicom Group. The Collective
agencies apply modern creative innovations to the planning,
ideation, and activation of end-to-end consumer connection and
engagement strategies to drive client success.
About Omnicom Group Inc.
Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a
leading global marketing and corporate communications company.
Omnicom’s branded networks and numerous specialty firms provide
advertising, strategic media planning and buying, digital and
interactive marketing, direct and promotional marketing, public
relations and other specialty communications services to over 5,000
clients in more than 70 countries. Follow us on Twitter for the
latest news.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20221215005750/en/
Tina Goldstone, Global Director, Marketing, Interbrand,
tina.goldstone@interbrand.com Kelly Higgins, Chief Marketing
Officer, Doremus+Co, khiggins@doremus.com
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