Page 18 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 02 | The Global Top 100
Newcomers | Category Changes

Newcomers
Category Changes

Technology and inancial Led by apparel growth, every

brands lead newcomers
category rises in brand value

The Newcomers
The Category Changes
These four categories experienced less
than double-digit growth – telecoms,
regional banks, soft drinks and oil and Brand value % Brand value % Brand value Having restructured
Rank Brand
Rank Category change 2014 vs 2013 change 2013 vs 2012
Category
2014 $M
gas. But even this performance was the company and
relatively strong. Only soft drinks and oil
and gas improved in brand value by less 1
Apparel
29%
21%
rejected a government 71
Twitter
Technology
13,837
than 5 percent. Here’s how these trends
77 LinkedIn
affected the various categories:
2 Cars 17% 5%
Technology
12,407
bailout during the

iscal crisis, Ford was
Consumer and Retail
3
Retail
16%
17%
well positioned for
83
Ford
Cars
11,812

Led by apparel, the consumer and retail the resurgence of the
94 Bank of America
categories topped the category ranking 4 Luxury 16% 6%
Regional Banks
10,149
in overall brand value growth, with cars US economy.
up 17 percent and retail and luxury each 5
Technology
16%
-1%
97
PayPal
Payments
9,833
up 16 percent. Personal care advanced
12 percent.
98 ING Bank
6 Global Banks 15% 23%
Global Banks
9,771

Fast Food and Soft Drinks
7
Beer
14%
36%
99
UBS
Global Banks
9,683
Although these categories continued to
experience steady growth, they felt the 8 Personal Care 12% 11%
Source: Valuations include data from BrandZM and Bloomberg
impact of consumer concerns and habits
that impacted the rate of growth. The
beer category rose 14 percent in brand 9
Insurance
11%
19%
The technology and inancial categories Bank of America reported its largest

value; fast food, 10 percent; soft drinks, dominate the list of newcomer brands annual proit since 2007. The strong
4 percent.
10
Fast Food
10%
5%
added in 2014 to the BrandZM Top 100 results followed a period of cost cutting
Most Valuable Global Brands.
and rebuilding after the inancial crisis
Financial Institutions
11
Telecom Providers
8%
1%
and problems with subprime mortgages.
Twitter launched an IPO (Initial Public Revenue grew across the bank’s
The global banks made money and the Offering) to fund its expansion as the businesses, with consumer lending
category brand value increased 15 12
Regional Banks
6%
15%
percent overall. Less tainted by the risky platform for worldwide conversation in and wealth management performing
practices that precipitated the inancial bursts of 140 characters exchanged in especially well.
13
Soft Drinks
4%
5%
real time. With several acquisitions,
crisis, the regional banks enjoyed strong LinkedIn, with about 280 million A leader in digital payments, PayPal
results, but brand value rose only 6 members, intensiied its effort to
increased its payment volume 24 percent
percent because the growth of Chinese 14
Oil & Gas
3%
-4%
banks slowed. Insurers enjoyed a strong be the digital meeting place for the to $180 billion and revenue rose 19
year and the category grew 11 percent.
Source: Valuations include data from BrandZM and Bloomberg
global workforce.
percent to $6.6 billion. The brand worked
to expand mobile transactions and build
Having restructured the company and synergies with corporate parent eBay.
Commodities
rejected a government bailout during the PayPal is present in 193 markets and

The brand value of oil and gas iscal crisis, Ford was well positioned for operates in 26 currencies. The brand
appreciated 3 percent, the most modest the resurgence of the US economy. It had 143 million registered accounts at Each of the 14 categories examined in inancial austerity of the past
gain of any category, as companies experienced record proits in North the end of 2013.
the BrandZM Top 100 Most Valuable few years and the inluence of
slowed exploration in response to America as well as in Asia-Paciic and Global Brands 2014 increased in overall technology, particularly mobility
shareholder pressure for improved ROI Africa, during 2013. Sales in China Following a period of inancial brand value.
and social networking.

(Return on Investment).
increased almost 50 percent.
turbulence, global banks ING and UBS
implemented new strategies and enjoyed Ten categories experienced double-digit These attitudes touched many
Technology
strong proit growth. ING renewed its growth led by apparel with a rise of 29 categories, causing stress and even
commitment to corporate values. UBS percent. The strong performance across disruption and transformation.
Technology companies continued to underwent a change in leadership and categories relects general economic Consumers expected wide product
appreciate in value, especially the shifted attention from investment improvement and consumer spending choice, low prices and instant
consumer-facing brands, while business-
to-business brands adjusted to the era of banking to wealth management.
enthusiasm even for big-ticket items
gratiication. In addition, they
Cloud computing and big data like cars.
expressed concern about ethical
sourcing and product impact on
management. The category rose 16 Spending attitudes and shopping habits health and the environment.
percent in brand value.
have changed, however, shaped by the

34 BrandZM Top 100 Most Valuable Global Brands 2014
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