United States United Kingdom Germany China2019 The brands consumers cant live without2prophet/relevantbrands-2019Prophet Brand Relevance Index®3Preface4Defining Brand Relevance11 Top 50 Brands15Industry Leaders16Key Insights24 Spotlight on the Top 1033 Methodology35 About UsContentsprophet/relevantbrands-2019Prophet Brand Relevance Index®3The year British brandsbounced backPREFACEWhat does it take to be relentlessly relevant to consumers? The purpose of this report our fourth annual Prophet Brand Relevance Index® is to answer this question. As we do each year, we canvassed 12,200 consumers in the UK 50,000 consumers globally to ask them which brands were most relevant in their lives, and why. The results are at once astounding and intuitive. As the Brexit conundrum continues to roll on, theres been much speculation on the effect its set to have on our homegrown brands. Its possible that consumers in Europe may banish British brands in protest at the economic and social upheaval that Brexit has wreaked. But what the results of our survey have shown is that this year UK consumers are retreating back to the brands they know and trust. In the last three years, there had been a gradual decrease in the success of British brands, with many dropping out of the top 50 of the Index, but in 2019 we see a resurgence. Soaring to the top is a British brand famously shrouded in controversy. While one of the biggest climbers is also an iconic brand that has had a bumpy ride over the years but has overcome the challenges to become Britains biggest automotive company. What these, and the most relevant brands topping our Index, share is they are centered on a clear, authentic purpose. They enable connectivity, but go beyond that to create true connection and a sense of community. They innovate at two speeds one to make tomorrow a little better than today, and one to bring consumers the future. In some cases, they help people make sense of whats going on as society transforms in others, they provide a respite from lifes everyday demands. Through it all, they stay focused on delivering incredible experiences that people simply cant imagine living without. Building relevance. Achieving growth. Driving transformation. No matter the framing of your organisation mandate, the insights and implications from our research will be informative and helpful. We are truly excited and honoured that this report is in your hands, and we hope you find the study as thought provoking and indispensible as many of our clients have in improving brand relevance to unlock uncommon growth. BERNHARD SCHAAR Associate Partnerb_schaarprophetAt Prophet, we believe that the strongest brands. 4prophet/relevantbrands-2019Prophet Brand Relevance Index®are the ones that are relentlessly relevant and making a difference in consumers lives.In the UK, we surveyed 12,200 customers on 235 brands across 26 industries to develop our customer-based brand relevance ranking.DEFINING BRAND RELEVANCEprophet/relevantbrands-2019Prophet Brand Relevance Index®5DEFINING BRAND RELEVANCERelentlessly relevant brands engage, surprise and connect.They delight, disrupt and deliver. They are restless. They push themselves to earn and re-earn customers loyalty and they define and redefine whats possible in their categories and in our world.What makes a brand relentlessly relevant?6prophet/relevantbrands-2019Prophet Brand Relevance Index®The four brand principles 1.3.2.4.Customer ObsessedBrands we cant imagine living withoutRuthlessly PragmaticBrands we depend onDistinctively InspiredBrands that inspire Pervasively InnovativeBrands that consistently innovateThose companies that have built relentlessly relevant brands generally have four common characteristics: DEFINING BRAND RELEVANCEprophet/relevantbrands-2019Prophet Brand Relevance Index®7Brands we cant imagine living withoutThese brands invest in, create and bring to market products designed to meet important needs in peoples lives. Customer ObsessedDEFINING BRAND RELEVANCECustomer Obsessed Ruthlessly Pragmatic Pervasively Innovative Distinctively Inspired8prophet/relevantbrands-2019Prophet Brand Relevance Index®Brands we depend onThese brands make customers lives easier, deliver consistent experiences and make good on their promises.Ruthlessly PragmaticCustomer Obsessed Ruthlessly Pragmatic Pervasively Innovative Distinctively InspiredDEFINING BRAND RELEVANCE9prophet/relevantbrands-2019Prophet Brand Relevance Index®Brands that consistently innovateThese brands push the status quo and engage with customers in new and creative ways.Pervasively InnovativeCustomer Obsessed Ruthlessly Pragmatic Pervasively Innovative Distinctively InspiredDEFINING BRAND RELEVANCE10prophet/relevantbrands-2019Prophet Brand Relevance Index®Brands that inspire usThese brands make emotional connections, earn trust and often fulfill a larger purpose. Distinctively InspiredCustomer Obsessed Ruthlessly Pragmatic Pervasively Innovative Distinctively InspiredDEFINING BRAND RELEVANCE