Page 17 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 02 | The Global Top 100
Top Risers

Top Risers

Brand strength, resurgent

economies lift brand values

Other brands experience
The resurgent economies of North Sharper growth
With the US in the midst of a national The Top 20 Risers
America and Europe helped accelerate technology lift
healthcare conversation, CVS asserted
brand value growth, especially among The Top 20 Risers grew an average of 54 its brand credentials as a healthcare Brand Brand Brand value
percent in brand value compared with 44 value value % change
strong,clearly differentiated brands.
percent a year ago.
Brands across many product categories provider by phasing out its lucrative Rank Brand
2014 $M
2013 $M
2014 vs 2013
Category
used technology to add consumer tobacco business in favor of the long-
The brands that appreciated most in term beneit of brand clarity.
1
Tencent
Technology
53,615
27,273
97%
value, the Top 20 Risers, represent Growth vs. recovery
beneits and to differentiate.
10 product categories, relecting the The brand value appreciation mostly In the fast food category, as some brand
Adidas introduced a new shoe cushioning 2 Facebook
21,261
68%
Technology 35,740
diversity of strong brands and the represents new growth compared with innovation it calls Boost technology. leaders struggled with changing
broad impact of economic growth.
a year ago, when some of the increase Nike’s leadership in wearable technology consumer expectations, Chipotle and
was due to rebound from the recession.
Starbucks increased in brand value
3
BT
Telecoms
15,367
9,531
61%
With four brands in the Top 20, included reinements to its FuelBand,
by satisfying consumer preference for
technology led the categories, followed Brand strength
a bracelet that monitors exercise and a more reined décor and quality Ikea
by apparel with three brands. These ive itness activity.
menu options.
4 12,040
61%
Retail 19,367
A combination of brand strength and
other categories appear in the Top 20 inancial performance drives brand value. Ford experienced one of its most 5
Uniqlo
Apparel
7,303
4,627
58%
Risers with two brands apiece: credit For the Top 20 Risers, brand strength proitable years ever, driven in part by Disney renewed its brand legacy,
cards, fast food, insurance, retail and releasing its highest-grossing animated
telecoms. Cars, entertainment and increased in most instances and inancial the resurging US economy. But ilm ever, Frozen. American Express met 6 Ford
7,556
56%
Cars 11,812
logistics are represented with one performance consistently improved.
consumers shopping for cars had
key inancial targets and, based on
a choice, and Ford’s leadership in offering
brand apiece.
Technology brands mid-market cars with entertainment
brand strength, introduced products 7
Movistar
Telecoms
20,809
13,336
56%
and navigation technology provided
that stretched the brand beyond its
Technology brands – Tencent and appreciate in value
relatively afluent core customers to 8 Nike
15,817
55%
Apparel 24,579
Facebook – occupy the irst and second a competitive, brand-deining advantage.
reach new potential markets. MasterCard
rank in the Top 20 Risers, relecting the expanded its relationships with several
The presence of Tencent and Facebook Global growth and the strengthening 9
DHL
Logistics
13,687
8,940
53%
inluence of the category. The presence indicates the global force of social Japanese economy helped Uniqlo, the key large banks.
of Tencent, the social network and networking and the speed with which global apparel brand based in Japan. The
Internet portal, and Baidu, the online The combination of brand strength and 10 CVS
5,620
51%
Retail 8,485
search brand, indicates the growing the world has become connected over brand also beneited from its promotion global presence lifted the value of large
value and presence of Chinese the past 10 years. Both Tencent and of fabrics designed with technology to Europe-based insurance brands Alliance 11
Chipotle
Fast Food
7,372
4,972
48%
technology brands.
Facebook claim around one billion maintain comfort regardless of the and AXA. Recovery in Europe helped
members, and many more when their temperature, and from its clear focus
messaging services are included.
on in-style essentials in fashionable Spain’s Movistar telecom and BT, which 12 Allianz
3,596
48%
Insurance 5,323
Two of the Top 20 Risers also appeared in colors at good prices.
strengthened its well-established UK
the ranking a year ago and just kept telecom brand by moving into
climbing. Tencent almost doubled in Their rise in brand value relects not only entertainment and obtaining exclusive 13
Adidas
Apparel
7,192
4,882
47%
value, with a brand value increase of 97 this growth and scale, but also how Brand clarity remains key
rights to popular sports content.
effectively the brands are monetizing 14 American Express
23,514
46%
Credit Cards
34,430
percent following a 52 percent increase. this stature and also how they’re moving
Disney, which increased in brand value into new areas. Facebook purchased The combination of a strong brand
44 percent, also appeared a year ago, proposition aided by an economic 15
Baidu
Technology
29,768
20,443
46%
when value rose 40 percent. These
WhatsApp, the messaging service similar tailwind propelled many of the Top 20
other key trends emerged:
to Tencent’s WeChat. Tencent bought Risers. As a global home furnishings
China’s second largest ecommerce
16 Disney
23,913
44%
Entertainment 34,538
mall, JD.com.
leader, present in 42 countries, IKEA
enjoyed the economic revival in the US
and Europe, where the majority of its 345 17
Yahoo!
Technology
14,174
9,826
44%
The Chinese online search brand Baidu, stores are located. The brand proposition
which is similar to Google, also expanded of making home furnishing more widely 18 Starbucks
17,892
44%
Fast Food
25,779
into related businesses, with the purchase
of Nuomi, a location-based group buying available suited both the needs of single
service. The acquisition drove a strong Millennials and young families in 19
AXA
Insurance
5,645
3,934
44%
revenue increase. Yahoo! owns 24 developed countries, and the aspirations
of the expanding middle class in fast
percent of Alibaba, the Chinese growing markets.
20 MasterCard
27,821
42%
39,497
Credit Cards
ecommerce giant. Yahoo! stock
surged in anticipation of Alibaba’s IPO Source: Valuations include data from BrandZM and Bloomberg
(Initial Public Offering).

32 BrandZM Top 100 Most Valuable Global Brands 2014
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