Page 19 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 02 | The Global Top 100
Category Changes

Category Changes | Analysis

Financial Institutions
Consumer and Retail
Feeling entitled and less constrained
by recession-inspired frugality,
consumers spent money on luxury, Most of the global banks had repaid
The strong apparel brand gains show too. The luxury brands reclaimed some government loans issued during the
consumers were shopping again, inancial crisis, and had implemented
replenishing wardrobes. But they of the exclusivity and margin they reforms that reshaped their businesses.
purchased in an informed way, looking sacriiced to drive volume during However, the public and government
leaner times.
for value and waiting for sales. The regulators remained unsatisied with
most successful brands provided
Car brands beneited from consumers some of the changes. Banks experienced
a value proposition that combined criticism for past practices and high
fashion, speed and price.
who returned to the dealerships as the executive compensation. Although
days of cash for clunker incentives proits were up, trust was down.
faded in the rear view mirror and the
Retail also contended with smarter resurgent US economy drove car
shoppers. The category is sales. Car sales gained in Europe and Less tainted by the risky practices that
experiencing a transformation in precipitated the inancial crisis, the
response to shoppers who expect China as well.
regional banks enjoyed strong results and
everything all the time: the range brand values appreciated, particularly
and price available online combined Slower economic growth in China, and among bank brands in North America
the emergence of competitive Chinese
with the immediate experience
brands, affected personal care brand and Australia. The category brand value Food and Drink
and gratiication provided by value growth, as did problems in the softened because four of the regional
physical stores.
leaders are Chinese banks, which felt the
Brazilian economy, home to one of the effects of the country’s slowing economic Consolidation continued in the beer
major personal care brands, Natura.
growth rate.
category. The rate of consumption
slowed in developed markets and
drinking preferences evolved, with
Insurance brands experienced a positive consumers more interested in
year and brand values increased,
particularly among the major global distinctive lavors and experiences
carriers. Property and casualty brands rather than volume.

were in the midst of a transformation, The brewers invested in fast growing
trying to harness big data to understand markets to build volume and realize
individual needs and create ongoing,
lifetime customer engagement.
the potential, especially in China,
which is a large and fragmented
market with relatively low per
Technology
person rate of consumption.

Technology companies continued
The business-to-business technology Changing consumer attitudes about

to appreciate in value, especially the brands beneited from corporate health impacted both the fast food Commodities
consumer-facing brands. Google claimed investment in the storage and analysis and soft drinks categories. The fast
the number one position as the world’s of big data. But the brands also adjusted food brands that appreciated most
most valuable brand in the BrandZM to fundamental changes, including the in brand value had a clear brand Brand value of the oil and gas
Global ranking, followed by Apple.
shift to Cloud computing, pay-as-you- proposition that addressed the category appreciated 3 percent,

Like Facebook, which experienced go business models, the rise of mobile issue of health and also offered
the most modest gain of any
strong stock appreciation, these
and decline of the PC. Overall brand an ambiance that was more category. Compounding the normal
brands continued to acquire or develop value rose 16 percent compared with a 1 comfortable than a traditional risks of exploring for oil and gas
competencies to build ecosystems and percent drop a year ago.
take out location.
reserves in fragile environments,
become indispensable.
oil and gas brands felt investor

Similarly, brand value of the telecom In soft drinks, people consumed pressure to return more proit to
At the same time, the Chinese Internet category rose 8 percent following a
less CSDs (Carbonated Soft Drinks), shareholders. To accommodate
brands, Tencent and Baidu, increased 1 percent rise a year ago. Developed an ongoing trend that especially these needs the major brands
sharply in value and Chinese technology market brands grew in brand value impacts the leading cola brands. sought new eficiencies and
brands became more of a presence in the during a period marked by more industry The brand leaders expanded their looked to sell assets.
West, as Alibaba, 24 percent owned by consolidation and price disruption.
brand portfolios to include other

Yahoo!, prepared for an IPO.
beverage options, such as lavored
waters or juices, but even these
drinks weren’t immune to health
scrutiny. Drinks that offered a jolt
of energy or some other functional

beneit continued to do well.

36 BrandZM Top 100 Most Valuable Global Brands 2014
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