Page 20 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 02 | The Global Top 100
Brand Contribution

Brand Contribution

Leaders come from many

categories and places

The Top 15 in Brand Contribution
Brand contribution is a metric that Luxury is the most represented category, Brands of any size,
quantiies the strength of a brand with six brands. But one of the clearest and regardless of
exclusively, without inancial or other take-aways is that brands of any size, Brand
Brand value Brand value Brand value %
product category or Rank Brand
Contribution Category
2014 $M
2013 $M
change 2014 vs 2013
elements. It’s a critical component in and regardless of product category
the calculation of brand value.
or place of origin, can achieve high place of origin, can 1
Aguila
5
Beer
3,676
3,903
-6%
brand contribution.
Brands that score high in brand achieve high brand
contribution have distinguished The 15 ranked brands represent nine contribution.
2 Gucci
12,735
27%
5 Luxury 16,131

themselves in the consumer’s mind. different product categories. And the
They’ve effectively differentiated from brands range in size from the North 3
Panera
5
Fast Food
2,871
3,025
-5%
the competition and generated high American fast food operator Panera,
customer loyalty. They’re resilient during with a brand value of $2.9 billion, to the 4 Hermès
19,129
14%
5 Luxury 21,844
market luctuations because of their Coca-Cola brand valued at $67.7 billion in
engagement with the consumer.
the soft drinks ranking.
5
Pampers
5
Baby Care
22,598
20,594
10%

To determine brand contribution we The luxury brands are European. Baidu
analyze relevant corporate inancial data is the Chinese search engine and online 6 Chanel
7,075
10%
5 Luxury 7,810
and strip away everything that doesn’t portal. From Latin America, Aguila is an
pertain to the branded business. Then we Argentine beer and Falabella is a retailer 7
Coca-Cola
5
Soft Drinks
67,712
64,698
5%

go further, with a step that makes based in Chile with department stores
BrandZM unique and deinitive among and other outlets throughout the region.
8 Burberry
4,194
42%
5 Luxury 5,940
brand valuation methodologies.
In addition, high brand contribution
We conduct ongoing, in-depth provides staying power. These nine 9
Audi
5
Cars
7,058
5,545
27%

quantitative consumer research with brands that rank in this BrandZM Top 100 10 Falabella
5,611
-8%
4 Retail 5,187
more than 170,000 consumers annually, Most Valuable Global Brands 2014 also
across more than 30 countries, to appeared as brand contribution leaders
assess consumer attitudes about
in 2013: Aguila, Gucci, Panera, Pampers, 11
Rolex
4
Luxury
9,083
7,941
14%
over 10,000 brands. Our database Chanel, Coca-Cola, Falabella, Baidu and
includes information from over two Louis Vuitton.
12 Baidu
20,443
46%
4 Technology 29,768
million consumers.
Six of these nine – Pampers, Chanel,
This step quantiies the power of the Coca-Cola, Falabella, Baidu and Louis 13
Stella Artois
4
Beer
8,237
6,319
30%
brand in the mind of the consumer that Vuitton – also appeared in the 2012 brand
creates predisposition to buy and, most contribution ranking. Hermès and Rolex, 14 Gillette
17,823
7%
4 Personal Care
19,025

importantly, validates a positive which appeared in 2012, returned in 2014.
correlation with better sales performance. 15
Louis Vuitton
4
Luxury
25,873
22,719
14%
We call this factor brand contribution and Of the remaining four brands, Gillette has
expressitasanindexof1to5,with5 appeared in the brand contribution Source: Valuations include data from BrandZM, Kantar Retail, Bloomberg and Brand Analytics.
being the most positive score.
rankings of earlier BrandZM Global Top *Brand contribution measures the inluence of brand alone on earnings, on a scale of 1 to 5, 5 highest.
**Includes Top 100 brands and brands included in the category rankings.
100 reports. Audi, Burberry and Stella
The 15 brands ranked in the Artois have reinvigorated distinguished
accompanying chart scored highest in brand heritages.
brand contribution among all of the
brands examined in this report, including

both brands in the BrandZM Global Top
100 and the category rankings.

38 BrandZM Top 100 Most Valuable Global Brands 2014
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