Page 16 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 02 | The Global Top 100
Overview

Overview

Value of BrandZM Top 100

up 98 percent since 2006
Technology brands have led the growth in brand value

since the introduction of the BrandZM Top 100 Most
Valuable Global Brands in 2006. The technology brands
All components of brand equity strengthen, ranked in the BrandZM Global Top 100 totaled $826.9 billion
in value in 2014, an increase of 141 percent since 2006.
technology leads in total brands and value

Technology brands have led the Difference and salience Brands gain in trust and Technology brands dominate the
The 12 percent brand value increase in
growth of the BrandZM Global Top 100
the BrandZM Top 100 Most Valuable drive and sustain value
value metrics
BrandZM Global Top 100
Global Brands 2014 represents a

resurgence of growth following the In the telecom provider category, where Two other BrandZM metrics, TrustR and
Apple 131,904 inancial downturn in 2008, and a 98 brands are struggling to differentiate and ValueD, also help explain brand value Brand value %
percent increase in value since the Category
Brand Value change 2014
Google 121,398
ranking was introduced in 2006.
be viewed as more than a conduit of increases. TrustR measures how much 2014 $M
data, UK-based BT rose 61 percent in consumers trust a brand (because it vs 2013
brand value and moved up 30 positions consistently has met its promises in the
IBM 71,457 The technology category, which rose 16 in the ranking.
past) and the likelihood consumers would Technology
841,482
16%
percent in the 2014 BrandZM Global 100, recommend a brand (because it
AT&T 71,203
represents nearly a third of the total Telecoms 330,427 8%
brand value and almost a ifth of the The brand value rise was driven in part consistently keeps its promises today).
Amazon brands. The technology category has by acquiring rights to English Premier
58,272
grown 141 percent in brand value since Football, adding over two million
The three logistics companies ranked in Retail
280,975
16%
new subscribers, a successful
the BrandZM Global Top 100 score high in
McDonald’s 56,721 the ranking began.
Olympic sponsorship and increasing TrustR. Each increased signiicantly in
revenue. The added value helped justify brand value, led by DHL with a rise of 53 Regional banks 251,351 6%
Verizon 48,552
Of the Top 10 brands that grew most in
brand value since 2006, ive are in the premium pricing.
percent, followed by Fedex, 24 percent,
Coca-Cola technology category. During those eight and UPS, 12 percent.
Fast Food
171,621
10%
39,277 Being different was a key driver for
years, Apple increased in value by $131.9 Amazon, which continued to grow its ValueD measures the gap between a Soft drinks 142,103 4%
Marlboro 28,831
billion or 826 percent, followed by consumer share of life, expanding into consumer’s desire for a brand and the
Google with a 324 percent or $121.4
Microsoft
28,146
billion rise in brand value.
food and other businesses, while also consumer’s perception of the price.
Cars
138,856
17%
disrupting business-to-business The measurement is important because,
technology pricing with its Cloud coming out of the recession, consumers
The Top 100 are resilient. Since the computing services.
are signiicantly more concerned about Global banks 123,800 15%
Source: Valuations include data from BrandZM and Bloomberg
inancial crisis, the BrandZM Global Top obtaining good value for money.
100 brands have strengthened in each Luxury
111,758
16%
component of brand equity, which is With a 41 percent brand value increase
BrandZM Global Top 100 brands the consumer’s predisposition to select to $64.3 billion, Amazon entered the Responding to this change in consumers
a brand.
BrandZM Global Top 10 for the irst time.
attitude, the BrandZM Global Top 100 Personal care
111,528
12%
score high in brand equity
have improved their desire and price
Brand salience helped sustain Coca-Cola. scores. A high desire score gives a
Meaningful The components are: meaningful Because of consumer health concerns brand lexibility to be premium priced
Oil and gas
109,033
3%
123 (generating appeal or “love”), different
Different (setting trends that beneit the the sale of CSDs (Carbonated Soft or good value.
Apparel
99,599
29%
126
consumer) and salient (coming to mind Drinks) declined for the ninth consecutive
year in the US. The Coca-Cola brand rose How brands manage the desire/price
Salient
129
spontaneously). The BrandZM Top 100 3 percent, however.
balance depends on the product Beer
72,306
14%
Most Valuable Global Brands category and brand proposition. Some
signiicantly outscore other brands
in each component.
Coca-Cola slipped one spot in the brands with high desirability, like Insurance
66,207
11%
BrandZM Global Top 10, as did Pampers, are able to command a
McDonald’s, another salient brand in a premium. Consumers view IKEA as Source: Valuations include data from BrandZM
category impacted by consumer health good value for money. IKEA improved and Bloomberg
These three BrandZM metrics – Meaningful, Different concerns. At the same time, Microsoft,
61 percent in brand value.

and Salient – are the components of brand equity, a salient technology brand, gained three
the consumer’s predisposition to select a brand. The places in the ranking on a 29 percent
BrandZM Top 100 Most Valuable Global Brands score increase in brand value.
signiicantly higher than the average brand across all Technology brands alone represent about almost a third of
three metrics. And the Global Top 100 scores have the total value of the BrandZM Global Top 100 and nearly
strengthened since the inancial crisis.
a ifth of the brands. The average technology brand value,

$45.9 billion, is 85 percent more than the average $24.9
billion value of the other brands.
Source: Millward Brown Optimor
Average brand = 100

30 BrandZM Top 100 Most Valuable Global Brands 2014
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