Exploring Patterns of Evolution for Successful Global Brands: A Data-Mining Approach

Yu-Yin Chang and Heng-Chiang Huang
Additional contact information
Yu-Yin Chang: Department of International Business, National Taiwan University, Sec. 4, Roosevelt Rd., Taipei 10617, Taiwan
Heng-Chiang Huang: Department of International Business, National Taiwan University, Sec. 4, Roosevelt Rd., Taipei 10617, Taiwan

Sustainability, 2021, vol. 13, issue 14, 1-17

Abstract: The sustainable development of a global brand needs to consider the balance between the economy, the environment, and society. Brands that want to be ranked among the best global brands over time need to have competitive strengths, but what defines a successful global brand’s profile is underexplored in the extant literature. This study adopts a data-mining approach to analyze the time-series data collected from Interbrand’s Best Global Brands ranking lists. A total of 168 global brands from 19 countries across 24 industries between 2001 and 2017 were examined. Using the affinity propagation clustering algorithm, this study identified certain patterns of brand evolution for different brand clusters, labeled as fast riser, top tier, stable, slow grower, decline, fall, potential, and so on. Finally, the rankings from 2018 to 2020 were also added to check the model’s predictive power. The findings of this study have important marketing implications.

Keywords: brand value; sustainable brand; data analysis; affinity propagation clustering algorithm (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.mdpi.com/2071-1050/13/14/7915/pdf (application/pdf)
https://www.mdpi.com/2071-1050/13/14/7915/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2021:i:14:p:7915-:d:594872

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().