The technology category rose 16 percent overall in brand value. Microsoft claimed the spot in Google ranked number one from to Apple was number one from to The rapid rises in brand value — and the fluctuations, with Apple declining and Microsoft rebounding — point to the extraordinary rate of industry maturation and innovation happening simultaneously. The most successful technology brands are those that constantly push the brand life cycle curve to the right.
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Companies looking to cut corners by removing budgets from the marketing department could damage the business, warns Walshe. The ability of the technology company to lead the way by managing to define categories such as smartphones and MP3 players has enabled it to dominate the top spot.
Recent YouGov data demonstrates this point further. Meanwhile, second position is now held by IBM, up from third position, which leapfrogged Google to get there.
Google took the top spot in the list but was beaten into second place by Apple in It now ranks at number three. BlackBerry has fallen out of favour, too, tumbling out of the top from 25th position in Likewise, Nokia has left the top , from 81st position last year.
This contrasts with the bottom 10 brands, which have increased in value at a much slower rate. One business that is climbing the table at a rapid rate is Facebook. There is a strong correlation between buzz and overall value. It is likely that buzz scores are underestimated, because only public-facing Facebook pages are analysed. The Mark Zuckerberg business is hot on the heels of Google, the number three brand overall, and first-placed Apple.
While these technology brands dominate, emerging market brands are making it into the top at record-breaking levels. Africa has got its first brand in the top — mobile phone brand MTN, positioned at number Apple and IBM are also indicative of a wider trend that the strong brands are growing stronger Twenty per cent of the top brands are from emerging markets compared with just the two brands that featured in the list in Burberry is one such brand embracing change and is using technology to provide something useful that will benefit the health of its business in the long term.
Walmart has shown that technology can help a business to recover. It has finally adopted a multi-channel approach, which has helped it to a large extent through a tough climate for grocery retailers.
Priceless experiences: MasterCard offers its customers after-hours tours of the Natural History Museum Even fast-food brands are using technology to their advantage. The pizza business is in 9th position on the top risers list. It is clear that brands which are doing well are embracing technology and social media. This is reflected in the age of the brands too. Top brands are getting younger. In , the average age of a brand was 84 years old but now it is down to 68 years old.
The business is the number six brand in the world. Perhaps its strong position is also down to female representation in the boardroom.
But ultimately the strongest message from the BrandZ top is the importance of maintaining a powerful brand, says Walshe. They can make a brand win or lose. This results in a brand valuation. The financial value is created by generating profits or earnings. It also looks at market valuations, growth potential and customer loyalty data which makes up the brand multiple. Millward Brown talks to more than 2 million people, across thirty countries to find out their attitudes towards products and services to understand what proportion of the financial value can attributed to the brand.
The questions try to replicate how consumers purchase a product to find out whether they buy a product because of the brand or because of other factors such as price. Brand highlights Apple stays at number one and increases its lead Facebook is the fastest brand value riser — it is now in the top 20, at number 19 The first African brand has reached the top Mobile brand MTN is in 88th position Luxury brand Hermes is the brand that has gained most places, up 39 places to 32 Fast growing markets now account for 20 of the top , up from just 2 in The total value of the top has only increased by 0.
Nearly all the losses are driven by financials and not brand 11 brands are new to the top including KFC, Ikea and Volkswagen Result highlights The strong grow stronger. Responsible brands grow. The more buzz a brand generates, the more value it has too.
Top brands are more trusted in most categories. Banks, however, have lost trust. Despite this, strong performing banking brands are also more trusted. In , they were on average 84 years old but now they are 68 years old, highlighting the rise of younger social media brands and those making the top from emerging markets. Brands with women on the board do better. All of the top 10 UK brands have women on the board. Olympic sponsor brands start with a huge advantage.
The reputation of these brands is far higher than those that are not associated with the Games. Brand has become more influential. Beyond profit Putting people first: consumers increasingly expect brands to behave in an ethical manner Businesses that have purpose beyond profit are growing at double the rate of other brands, according to the BrandZ list. Stengel, who now runs his own consultancy, spent three years tracking 50, companies to find out the secrets to long-term success.
According to Stengel, his top 50 brands out perform the market threefold. IBM and Innocent, for example, are very different, but the way they think about their ideals has similarities. Then we asked, did that relationship turn into stronger financial growth? For the most part what we found was that these companies were ideals driven. Your marketing is more meaningful and people buy into what you stand for.
In difficult times, it seems obvious to be more thrifty and more careful and not so wasteful. Part of our social benefit programme is based around self-esteem.
They do the same in the US. The different take on beauty has real resonance among our customers. Their friends, however, are able to list eight positive things about them. What is striking is that we are so self critical but other people can see positives. How do we change the way people consider themselves? Dove has played a key role in setting this agenda and it will continue this dialogue. The after-hours event at the Natural History Museum, allowing of its customers to roam the museum free of other visitors and with a glass of bubbly in hand, is just one of many experiences on offer to its cardholders.
Developing experiences like these is a challenge, admits Trueman, but after 15 years of running with this strategy, the results speak for themselves.
It is this attention to the brand that has helped MasterCard storm up the Millward Brown BrandZ rankings, up 31 places to number 29 — just ahead of American Express. Its brand makes a significant contribution to its overall brand value, rated four out of a possible five. Trueman adds that there is a massive growth opportunity. One way in which MasterCard is hoping to take a greater percentage of transactions is by introducing technology to make payments easier.
It comes down to being simple, convenient and secure, and asking how we can make things easy for consumers.
BrandZ Top Global Brands
Companies looking to cut corners by removing budgets from the marketing department could damage the business, warns Walshe. The ability of the technology company to lead the way by managing to define categories such as smartphones and MP3 players has enabled it to dominate the top spot. Recent YouGov data demonstrates this point further. Meanwhile, second position is now held by IBM, up from third position, which leapfrogged Google to get there. Google took the top spot in the list but was beaten into second place by Apple in It now ranks at number three. BlackBerry has fallen out of favour, too, tumbling out of the top from 25th position in
Top 100 most valuable global brands 2011
I invite you to check out the BrandZ Top Most Valuable Global Brands ranking on page 12 and the analyses from experts across the WPP group of operating companies contained through this report. The study is commissioned by WPP and undertaken by Millward Brown Optimor, the experts in the economics of branding and financial valuations. These are the only brand rankings that include consumer data as a component element in arriving at the brand value. Many of the brands are long established. A few are still in adolescence. One that appears for the first time is about to celebrate only its seventh birthday. All these brands survived the most challenging global economy of the past 80 years.