Brand value increases across categories

Part 2 | The Top 100
Regions
ASIA UP, LATAM DOWN,
OTHER REGIONS MODERATE
ALMOST HALF of the brands in the
BrandZ Top 100 ranking are based
in North America. They account for
two-thirds of the Top 100’s $2.6 trillion
in brand value. Brand value growth in
North America was flat, however.
Growth rates fluctuated by region: Asia,
Continental Europe, Latin America,
North America and the UK. The BRIC
markets drove the greatest swings, with
the Top 10 brands from Asia up 13
percent in brand value, while the Latam
Top 10 declined 13 percent. The key
reasons for the contrast in growths rates
across regions were:
Strong individual brand performances
in China, despite a slower national
economic growth rate, and brand
growth in Korea, Japan and Australia;
The slowdown of the Brazilian economy
and the impact of government
policy on strategic categories,
including energy and banking; and
Modest growth in the value of leading
technology brands based in North
America, relative to prior years
In addition, the resilience of luxury and
apparel brands based in Continental
Europe balanced the overall impact of
the region’s troubled economies. And a
couple of global banks based in the UK
improved sharply in brand value.
Asia appreciates in brand value
Many of China’s leading brands
continued to appreciate in brand value,
despite the slowdown in the rate of
economic growth. The country’s most
valuable brand, China Mobile increased
18 percent in brand value. China Mobile
won more 3G subscribers than its rivals
with its aggressive marketing. It is also
expanding its 4G network.
36 BrandZ Top 100 Most Valuable Global Brands 2013
Tencent, with a 52 percent rise in brand
value, continued to draw more users to
its instant messaging service and other
offerings. The success of its Galaxy
smartphones drove the improved 51
percent in Samsung’s brand value and
burnished the Korean brand across its
wide range of home appliances and
digital devices.
Toyota reclaimed the number one position
in the BrandZ car category ranking,
suggesting that the Japanese brand has
recovered from the product recall crisis
of 2009. The presence of two Australian
banks, Commonwealth and ANZ, reflects
the country’s economic strength relative
to other developed markets.
Latam declines in brand value
The brand value decline by the Top 10
Latam brands resulted from the impact
of the troubled Brazilian economy and
the government’s response with policies
aimed at expanding the middle class and
controlling inflation.
These factors negatively impacted
Petrobras, the government-controlled oil
and gas company, and major Brazilian
bank brands, including Bradesco and
Itaù. At the same time, government
policies to stimulate spending helped
consumer products. The Brazilian beer
Skol increased 39 percent in brand value.
Corona, the Mexican beer, improved 29
percent in brand value. In addition, two
Colombian brands entered the BrandZ
category rankings for the first time, the
beer brand Aquila and Ecopetrol, an oil
and gas brand.
Continental Europe and the UK
experience modest growth
Despite economic problems across the
continent, the Top 10 brands based in
Europe increased 5 percent in brand
value, in part on the strength of apparel.
Fast fashion apparel brand Zara
improved 60 percent.
In a year when the technology category
improved only modestly in overall
brand value, Germany-based SAP
appreciated 34 percent as the businessto-business
sector recovered and SAP
introduced solutions for using big data
for enterprise transformation.
The 4 percent brand value rise in by Top
10 UK-based brands resulted primarily
from the financial rebound of banking.
Barclays, with a 34 percent rise in brand
value, worked to restore trust. Improving
24 percent in brand value, HSBC
refocused on developing its profitable
international trade business.
North America up slightly
The Top 10 North American brands are
also the BrandZ Top 10 Most Valuable
Global Brands, with one exception. GE
appears at number 11 in the BrandZ
Top 100, following China Mobile, in tenth
place with a slightly higher brand value.
The collective brand value of the North
American Top 10 totals over $900 billion.
Although these large and stable brands
improved a modest 2 percent in brand
value, 2 percent of almost $1 trillion is a
lot of brand value.
Some of the more recent arrivals like
Apple (established in 1976) and Google
(established in 1998) grew so quickly
that their brand value growth is
beginning to resemble the pace of a more
mature brand.
That said, GE (established in 1892)
grew 21 percent in brand value because
of the strength of the brand and recovery
in some of its key industries, such as jet
engines, with strong demand from fast
growing markets.
Top 10 North America
Brand
North American brands
dominate in number, value
Almost half of the brands in the BrandZ Top 100 ranking are based
in North America. They account for two-thirds of the Top 100’s $2.6
trillion in brand value. Just less than one-quarter of the BrandZ Top
100 brands are based in Asia, and they total 17 percent of the Top 100
total brand value.
Top 100 Brands
by Region
Africa
Asia
Europe
North America
UK
Brand value
2013 $M
47%
7%
1%
Brand
contribution
23%
22%
Brand value change
2013 vs 2012
Rank
change
1 Apple 185,071 4 1% 0
2 Google 113,669 3 5% 1
3 IBM 112,536 3 -3% -1
4 McDonald’s 90,256 4 -5% 0
5 Coca-Cola 78,415 5 6% 1
6 AT&T 75,507 3 10% 2
7 Microsoft 69,814 3 -9% -2
8 Marlboro 69,383 3 -6% -1
9 Visa 56,060 4 46% New
10 GE 55,357 2 21% 0
Valuations include data from BrandZ, Kantar Worldpanel, Kantar Retail and Bloomberg.
Brand Contribution measures the influence of brand alone on earnings, on a scale of 1 to 5 (5 highest).
Up 2%
Top 100 Brands
by Value Share
Africa
Asia
Europe
North America
UK
Some of the more
recent arrivals like
Apple and Google
grew so quickly
that their brand
value growth
is beginning to
resemble the
pace of a more
mature brand
65%
5%
0%
17%
13%
Regions
37