Page 8 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 01 | Highlights
Key Results

Key Results

Summary of category performance

Consumer and Food and Drink Financial Commodity Technology

Retail Categories
Categories
Categories
Categories
Categories

Apparel
Personal Care
Beer
Global Banks
Oil and Gas
Technology
+29 percent
+12 percent
+14 percent
+15 percent
+3 percent
+16 percent

Apparel led the More personalized Consolidation continued in
Having paid off Investor pressure on return
The consumer brands
categoriesin brand value
products, men’s
a category where four global government loans and
on investment and geopolitical continued to expand their
appreciation. The brands with the grooming and innovations combining brewers predominate with large
reorganized their events intensiied the routine oil and
ecosystems in an attempt to be an
greatest increases – Uniqlo, up 58 cosmetics with pharmacology drove brand portfolios of hundreds of local and businesses to be more eficient, the
gas brand challenges of exploring for invaluable part of consumer daily life.

percent; Nike, 55 percent; and Adidas, sales in a crowded category. The global beers. The brewers attempted to banks made money and brand values resources in some of the earth’s most They found ways to monetize their
47 percent – illustrate one of the key convergence of technology and
drive volume in fast growing markets improved. The public remained skeptical, fragile environments. Oil and gas customer relationships while also
category trends, the convergence of personal care resulted in small appliances and accommodate the desires of mature however, because of bank past misdeeds increased the least in brand value of engaging in less proitable activities
apparel and technology into wearables.
for skin cleaning. Sales in China remained market consumers seeking new tastes and high executive pay.
all categories.
to serve humanity and claim a higher
an important factor.
and experiences.
purpose. The business-to-business
Regional Banks
brands adjusted to a commercial model
+6 percent
radically changed by Cloud computing.

Strong local economies propelled banks
in North America and Australia, where
Cars
Retail
Fast Food
proximity to Asian markets also helped.
+17 percent
+16 percent
+10 percent
But the declining band values of some
Chinese banks were a drag on overall
Carmakers had a good Retailers confronted Chipotle and Starbucks led
year with sales driven
the mismatch between
in brand value growth with category brand value.
primarily by the resurgent legacy real estate and increases of 48 percent and
US economy and UK demand.
changed consumer shopping habits.
44 percent, respectively. Both brands met
Telecom Providers
But car sales increased in China, Conditioned by shopping both in the consumer desire for a fast food +8 Percent
too, despite slower economic physical stores and online, consumers experience where the meal is tasty
growth and government purchasing expected everything – broad assortment, but healthier and offered in a more Insurance
In Europe, the category
restrictions aimed at reducing the lowest prices and immediate comfortable restaurant environment.
experienced more consolidation.
congestion and pollution.
gratiication. Brands sought ways to +11 percent
And brands added content to

meet these expectations by transforming The major European their bundle of services, in an effort to
the category with seamless solutions.
insurance brands did well,
differentiate. T-Mobile offered pay-as-you-
with Allianz increasing 48 go pricing in the US, disrupting a market
percent in brand value and
organized around long-term contracts and
AXA up 44 percent. US property and bundled services.

casualty insurers led the way in trying to
Luxury
Soft Drinks
analyze big data to enhance customer
+16 percent
+4 percent
centricity and reach and retain new,
young customers. Online insurers
Consumers felt Brand value appreciated in continued to disrupt the category.
entitled to buy luxury
a category where volume of
again. They were more CSDs (Carbonated Soft Drinks)
discerning, even in China. And luxury declined for the ninth consecutive year
brands strategically rebalanced back
in the US because of consumer health

toward exclusivity, having increased concerns. Brands continued to market
accessibility in a tactical effort to ambitiously and introduce new products.
build sales during the recession.

14 BrandZM Top 100 Most Valuable Global Brands 2014
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