Meaningful brands are better at driving growth in BrandZ top 100

BrandZ’s analysis shows that the most successful brands in the ranking have a recognisable point of difference, which is meaningful and therefore salient. It is argued that these three aspects can predict and ensure that brands have the best opportunity for future growth, which BrandZ labels as the ‘brand potential’ metric.
Looking at 167 common brands valued in both 2015 and 2016, those with a higher brand potential have grown most over the past year.
Breaking the list i