The score between Australia’s biggest brand rivals will be settled at MAD Week next month where the 2013 Brand Desire Report results will be revealed.
The report, by M&C Saatchi's global marketing strategy agency Clear, will be released exclusively live on stage at the Inside Marketing stream of B&T’s MAD Week on July 17.
This year the study will settle the score between rivals Coles and Woolworths as well as David Jones and Myer as it delves deeper to look at how brand desire converts into commercial impact and category leadership.
“We have rigorously dived into three years worth of data, covering more brands in more categories than ever before and analysed this alongside external data sources such as sales performance and media spend to truly understand where and how to create commercial growth,” Alan King, MD of Clear, said.
The 2013 Brand Desire Report examined 23 different categories and more than 550 brands.
Locally, the study will look into the ‘Clash of the Titans’ and the winner in the struggle between category rivals, including the supermarket and department store giants.
“There has been a winner and a loser in the Qantas – Emirates tie-up and we’ve discovered who’s come out of this alliance in better shape,” King said.
The report will also scrutinize international brand tiffs including the high profile fight between Samsung and Apple. Samsung has not been shy in taking swipes at Apple and its fans, in March an ad for the Galaxy S4 positioned the iPhone as the favourite amongst the middle-aged and technically challenged.
“Has Apple’s day finally come? Adidas has been in the ascendency in recent years, but Nike has fought back hard. Has their experiential approach to marketing helped it get the competitive edge over Adidas?”
For the answers be at MAD Week on Wednesday, July 17 where King will be presenting the findings from the global study as part of the Inside Marketing stream. For tickets click here. For more information on the Inside Marketing events click here.