Sustained growth is hard. Our analysis of the Kantar BrandZ database reveals that less than 1 in 20 brands managed to grow and sustain growth over the last three years. However, we have also seen that while growth is hard, brands that have invested in brand building have grown not only in good times but also in bad. In fact, the Kantar BrandZ Most Valuable Global Brands value grew by 6%, even in a year as difficult as 2020, and as the economy recovered in 2021, that growth skyrocketed even further, with a phenomenal 42% increase.
The question that naturally springs to mind is what should brands do to ensure they don’t just grow in the short term but also sustain that growth in the lo
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