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Which brands are winning the global head-to-heads?

Second-placed brands are giving the market leaders across a number of categories a run for their money by focusing on creativity, humour and digital innovation.

Being the major player in a sector is no longer a guarantee of long-term success. It’s not always new entrants to the market that brands should be wary of, however.

Being the second-placed brand in any given category often gives businesses room to experiment and innovate in a way that might be difficult for the market leader.

And although they are of course growing from a smaller base, it is the challenger’s in terms of market share – brands such as Adidas and Burger King – that are growing at the fastest rate, according to Kantar Millward Brown’s latest BrandZ ranking.

Adidas’s brand value shot up 58% in 2017 compared to Nike’s which dropped 9%, for example, while Burger King’s grew 39% next to a 10% rise for McDonald’s.

While the market leaders sometimes feel the pressure of being the one to beat, these faster growing second-placed brands enjoy the freedom to exploit any gaps they see in the market.

Marketing Week profiles six of the fastest growing brands of 2017 – Burger KingAdidasSamsungCoronaDHL and one to watch Tim Hortons – looking at the steps they have taken to accelerate their growth and what threat they might pose to their competitors as a result.


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