Posts Tagged ‘BrandZ’

Top 100 most valuable global brands

May 9, 2011

It’s been a while since I posted. Katharine is one of the people who (touchingly) have noticed and now she has prompted me into action by sending a link to the new BrandZ annual report into the Most Valuable Global Brands. For the uninitiated, BrandZ (pronounced BrandZee rather than Brandzzzz) is WPP’s version of Interbrand’s ‘Best Global Brands’ report and is different, and arguably better, in that it includes consumer research data as part of the evaluation (as well as detailed financial analysis).

Here are the 2011 results:


Note that the ranking of say Coca-Cola is that of the consumer-facing brand rather than the Coca-Cola company (although also note in the footnotes that they’ve included Diet Coke/Coke Lite and Coke Zero in this case – judging them as sub-brands rather than distinct brands).

There are some neat statistics here about the power of brands … such as the fact that the stock market value of these 100 brands grew by 36% since 2006 compared with a fall of 1% for the S&P 500, or that these brands have added $500bn in value since 2008. In other words, strong brands are more resilient, whether to recession or more specific catastrophes – as evidenced by Toyota rebounded to the no.1 spot for cars, despite the massive challenge to its reputation from its product recall sagas. However it’s still too early to tell for BP, which is judged here to have dropped in brand value by 27%, vs. ExxonMobil up 10% and Shell static.

We’re all aware of Apple’s recent turbo-charged growth but this perspective on it illustrates the scale of change: 84% growth and now 37% bigger than Google at no.2. However I believe Apple’s market capitalization is still behind Google’s – its lead here is the result of including the perceptions of global consumers. ¬†Interestingly Interbrand’s Top 100 of 2010 has Apple way down their list at no.17, although growing very strongly:

Other interesting nuggets from the BrandZ ranking:

Facebook is the biggest riser since last year, now at no.35 having grown 246%. The second biggest riser is a brand I’d never heard of: Baidu at no.29, the largest Chinese language search engine which specializes in understanding the nuances of Chinese languages and cultures as applied to searching the internet (a massively growing pursuit for China’s 1.3bn citizens).

There are another 11 Chinese brands, 3 Brazilian ones, one Indian and one Russian brand in the Top 100, reminding us not to be too myopically Western in our perspective. For instance Pizza Hut does well here, with 58% growth, driven partly by its performance in China. In the UK we might regard it as rather an embarrassment, a brand that’s had its heyday, but that’s clearly not the case everywhere.

Amazon edged past Walmart to become the no.1 retail brand at no.14, despite having no physical stores. As it enters ever more product categories (including food?!) I do wonder whether it will stretch too far. But witness the genius of not choosing a brand name that anchors you to a product category, as well as the power of fantastic execution.

Pampers does amazingly well at no.34 (ahead of Facebook). This is partly because the valuation includes an assessment of the extent to which the brand itself contributes to its value – e.g. via trust and an emotional relationship. Luxury brands like Louis Vuitton and Porsche score highly on this measure, but so do massmarket brands in emotionally important sectors, such as Pampers, Guinness and the Skol and Brahma beer brands.

The full report is worth a read – see http://www.brandz.com. There is even an app, which I have to admit to finding quite good. You can look at different regions and product sectors, and see brands that don’t make it into the overall Top 100 but are in the top 10 within a product category. You can also shake it and it gives you a random product category with the highest ranking brands displayed as a ‘word cloud’ thing. You will know you are a brand nerd when you find yourself doing this.