Kamran Siddiqui
ABSTRACT
This paper presents a comprehensive brand equity trend analysis for Fast-Moving Consumer Goods (FMCG) brands from 2001 to 2024, leveraging Interbrand's annual Top 100 Global Brands rankings. The study investigates the evolution of brand equity components, geographical shifts in brand power, and the impact of major global events like the 2008 financial crisis and the COVID-19 pandemic. For this longitudinal study, data was meticulously collected from Interbrand's Top 100 Global Brands list, published annually from 2001 to 2024. A total of 18 FMCG brands were identified and selected for analysis. These brands include long-standing presences like Coca-Cola, Colgate, Gillette, Kellogg's, Pepsi, Nescafé, Danone, and Nestlé, as well as brands with more transient appearances such as Johnson & Johnson, Kleenex, Heinz, Wrigley, Sprite, Kraft, Nespresso, Campbells, and Red Bull. These FMCG brands originating from four countries: the US, Switzerland, Austria, and France. Findings reveal a long-standing dominance of US FMCG brands diminishing as European brands, demonstrate consistent growth. While FMCG brands required higher minimum equity for inclusion, their collective growth rates lagged other sectors. Notably, FMCG brands experienced negative growth during the 2008-09 financial crisis but showed resilience and even positive growth during the 2019-2020 pandemic. Many ‘House of brands’ companies dominated specific industry sectors, such as Coca-Cola Co. in beverages, P&G in personal care, and Nestlé in food. This research provides crucial insights into enduring brand equity principles and strategic imperatives for FMCG brands navigating a highly competitive and evolving consumer landscape.
