B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • WPP
  • Anthony Albanese
  • AI
  • NRL
  • Thinkerbell
  • Channel 10
  • EssenceMediaCom
  • State of Origin
  • News Corp
  • Cairns Hatchlings
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: David Jones Goes Head To Head With Zara In The World Cup Of Brands
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > David Jones Goes Head To Head With Zara In The World Cup Of Brands
AdvertisingMarketing

David Jones Goes Head To Head With Zara In The World Cup Of Brands

Solange Francois
Published on: 23rd June 2014 at 4:24 PM
Solange Francois
Share
3 Min Read
SHARE

There is soccer, and there is the Soccer World Cup.

Treated as a brand, ‘soccer’ has an established but niche profile in Australia, however when it comes to World Cup soccer, the proposition is dramatically different. It’s a brand in its own right, and a haven for brand sponsorship as can be witnessed with the plethora of commercial sponsors this year. Do Australians care about the World Cup? Without a doubt. The dynamic, prestigious, unique nature of the World Cup soccer places it on a different level as a brand.

Data analysed by Y&R Group’s Brand Asset Valuator (BAV) ranks Soccer and World Cup Soccer against four factors: Differentiation, Relevance, Esteem and Knowledge. Whilst ‘Knowledge’ remains relatively constant for both Soccer and World Cup Soccer, ‘Relevance’ leaps by over 50% for World Cup Soccer vs. Soccer. When we split the demographic and see how this plays out with males, with high rankings across all four categories it is clear that World Cup Soccer claims to be a true Megabrand in Australia.

If equity exchange or reinforcement is carefully managed, World Cup Soccer is indeed a valuable brand partner.

But what would happen if we marched our culturally iconic brands onto the field of play to compete?

To celebrate tomorrow morning’s game against Spain, BAV put a Spanish brand head-to-head with an Australian brand. We can’t predict the outcome of the World Cup match, but what would happen if two brands went onto the field? In the infographic below, Zara and David Jones compete against the four pillars as well as Preference, Loyalty and Pricing Power.

David Jones was the 16th most powerful Australian brand when BAV first launched back in 1993. Whilst it no longer sits within the top 160 in Australia anymore, it remains for many Australians an icon to take on the young Spanish retailer.

SGPYR1479_BAV_WorldCup_2014_02_eDM_A

SGPYR1479_BAV_WorldCup_2014_02_eDM_B

SGPYR1479_BAV_WorldCup_2014_02_eDM_C

Some years ago, David Jones would have put up a better fight, but erosion of its Differentiation, Relevance and Popularity scores have opened up the way to a fairly convincing Zara brand win this year.

It will be interesting to see if it can harness some of the additional positive equity the brand still enjoys, to present itself as a reinvigorated threat in Qatar 2018.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Free Wifi, Media Ownership, Providence Equity Partners, Sorry
Share
By Solange Francois
Follow:
I'm a senior marketer with over eight years' experience in online, public relations, branding, communications, advertising and digital media. I'm into • Creative thinking • Strategic insights • Digital, content and social media strategy • Consumer behaviour & psychology • Brand, product and services interaction • Start ups, technology and emerging channels I drive projects, generate ideas and work with teams to see excellent work go through from conception to final output and results. I have worked both in-house and agency-side with brands including Singapore Airlines, Nestle, Optus, BCD Travel, Johnson & Johnson, NZ Fashion Week and Armageddon Expo Auckland. Specialties: Marketing, content, social media, public relations, advertising, consumer behaviour, branding, digital marketing.

Latest News

Seven West Media’s Sales Boss Henry Tajer To Step Down
16/06/2025
ID Collective Opens Business With Blunt By Adding The Umbrella Brand To Its Agency Portfolio
16/06/2025
Criteo Reveals ‘For The Love Of Commerce’, “To Shape & Improve The AI-Driven Commerce Experience”
16/06/2025
Inside Selena Gomez’s Purpose-Driven Beauty Empire: Rare Beauty CPO Goes Beyond Gloss At Vogue Codes
16/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?