Page 21 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 02 | The Global Top 100
Regions

Regions

Continental Europe Top 10

lead in brand value growth

North America
The Top 10 brands from North America
Driven by the region’s economic The overall value of brands in Latin
recovery, the value of the Top 10 most America continued to decline following a Brand value
valuable brands based in Continental decrease of 13 percent a year ago. Unlike The Top 10 brands in the BrandZM Top Brand Brand %

Europe increased 19 percent overall, in Asia, there were not many rising 100 Most Valuable Global Brands 2014 value value change 2014
more than any other region, following brands to offset the steep declines are also the Top 10 most valuable North Rank Brand
Category
2014 $M
2013 $M
vs 2013
a rise of only 5 percent a year ago.
experienced by two Brazilian leaders, American brands. The match conirms
Petrobras, the oil and gas brand, and the that the US continues to be home for the 1 Google
113,669 40% Technology 158,843
All of the Continental Europe Top 10 personal care brand Natura. In summary:
world’s most valuable brands. Last year

brands rose in value. Those brands only nine of the Top 10 brands were 2 Apple
185,071 -20% Technology 147,880
included two of the fastest risers in the North America
American. In 2014, Amazon rose to
BrandZM Top 100 Most Valuable Global number 10 in the BrandZM Global 100, 3 IBM
112,536
-4% Technology 107,541
Brands 2014, Sweden’s IKEA, which grew America continues to be home for the replacing China Mobile, which slipped
61 percent in brand value, and Movistar, world’s most valuable brands.
a few slots.
the Spanish telecom, up 56 percent.
4 Microsoft
69,814 29% Technology 90,185
Continental Europe and the UK
It’s even possible to locate the
In contrast, the overall value of the Top Local economic resurgence and geographic center of high brand value 5 McDonald's
90,256 -5% Fast Food
85,706
10 brands based in North America rose demand from fast growing markets more precisely as not simply the US, but
only 5.9 percent and the UK Top 10 drove brand value appreciation, the technology centers of West Coast.
only 5.4 percent. That’s because, particularly on the Continent.
Google and Apple, the number one and 6 Coca-Cola
78,415 3% Soft Drinks
80,683

despite resurging economies, some two brands, are based in Northern 7 Visa
56,060 41% Credit Cards
79,197
brands faltered and their brand value Asia and Latam
California. The Seattle suburbs are home
declines held back the level of overall to Microsoft and Amazon, the fourth
brand value appreciation.
Individual brands improved in value, and tenth ranked brands. These four 8 AT&T
75,507 3% Telecoms 77,883
primarily in Asia, offsetting other brand brands together account for $461.2
value declines. Latam lacked this balance.
The reverse phenomenon occurred in billion in brand value, about 16 percent 9 Marlboro
69,383 -3% Tobacco 67,341
Asia, where the outstanding growth of of the BrandZM Global Top 100 total
two Chinese technology brands offset brand value.
45,727
41%
10 Amazon
Retail 64,255
the brand value declines of several banks
impacted by the slowdown in China’s rate Beyond technology, changes in brand
of economic growth. Tencent, the social value reveal a more nuanced view about Source: Valuations include data from BrandZM and Bloomberg

network and Internet portal, almost US-based brands and how brand
doubled in brand value, while the brand strength enabled some brands to
value of the portal and search engine withstand the vicissitudes of their
Baidu increased 46 percent.
categories. Coke rose only 3 percent in
brand value, mostly because of health

issues surrounding soft drinks.
McDonald’s declined 5 percent in part
because menu complication slowed
service. AT&T appreciated only 3 percent
because of competitive pressures and

price disruption.

40 BrandZM Top 100 Most Valuable Global Brands 2014
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