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Section 02 | The Global Top 100
Overview
Overview
Value of BrandZ Top 100
up 98 percent since 2006
All components of brand equity strengthen,
technology leads in total brands and value
Technology brands have led the growth in brand value
since the introduction of the BrandZ Top 100 Most
Valuable Global Brands in 2006. The technology brands
ranked in the BrandZ Global Top 100 totaled $826.9 billion
in value in 2014, an increase of 141 percent since 2006.
The 12 percent brand value increase in
the BrandZ Top 100 Most Valuable
Global Brands 2014 represents a
resurgence of growth following the
financial downturn in 2008, and a 98
percent increase in value since the
ranking was introduced in 2006.
The technology category, which rose 16
percent in the 2014 BrandZ Global 100,
represents nearly a third of the total
brand value and almost a fifth of the
brands. The technology category has
grown 141 percent in brand value since
the ranking began.
Of the Top 10 brands that grew most in
brand value since 2006, five are in the
technology category. During those eight
years, Apple increased in value by $131.9
billion or 826 percent, followed by
Google with a 324 percent or $121.4
billion rise in brand value.
The Top 100 are resilient. Since the
financial crisis, the BrandZ Global Top
100 brands have strengthened in each
component of brand equity, which is
the consumer’s predisposition to select
a brand.
The components are: meaningful
(generating appeal or “love”), different
(setting trends that benefit the
consumer) and salient (coming to mind
spontaneously). The BrandZ Top 100
Most Valuable Global Brands
significantly outscore other brands
in each component.
Difference and salience
drive and sustain value
In the telecom provider category, where
brands are struggling to differentiate and
be viewed as more than a conduit of
data, UK-based BT rose 61 percent in
brand value and moved up 30 positions
in the ranking.
The brand value rise was driven in part
by acquiring rights to English Premier
Football, adding over two million
new subscribers, a successful
Olympic sponsorship and increasing
revenue. The added value helped justify
premium pricing.
Being different was a key driver for
Amazon, which continued to grow its
consumer share of life, expanding into
food and other businesses, while also
disrupting business-to-business
technology pricing with its Cloud
computing services.
With a 41 percent brand value increase
to $64.3 billion, Amazon entered the
BrandZ Global Top 10 for the first time.
Brand salience helped sustain Coca-Cola.
Because of consumer health concerns
the sale of CSDs (Carbonated Soft
Drinks) declined for the ninth consecutive
year in the US. The Coca-Cola brand rose
3 percent, however.
Coca-Cola slipped one spot in the
BrandZ Global Top 10, as did
McDonald’s, another salient brand in a
category impacted by consumer health
concerns. At the same time, Microsoft,
a salient technology brand, gained three
places in the ranking on a 29 percent
increase in brand value.
Brands gain in trust and
value metrics
Two other BrandZ metrics, TrustR and
ValueD, also help explain brand value
increases. TrustR measures how much
consumers trust a brand (because it
consistently has met its promises in the
past) and the likelihood consumers would
recommend a brand (because it
consistently keeps its promises today).
The three logistics companies ranked in
the BrandZ Global Top 100 score high in
TrustR. Each increased significantly in
brand value, led by DHL with a rise of 53
percent, followed by Fedex, 24 percent,
and UPS, 12 percent.
ValueD measures the gap between a
consumer’s desire for a brand and the
consumer’s perception of the price.
The measurement is important because,
coming out of the recession, consumers
are significantly more concerned about
obtaining good value for money.
Responding to this change in consumers
attitude, the BrandZ Global Top 100
have improved their desire and price
scores. A high desire score gives a
brand flexibility to be premium priced
or good value.
How brands manage the desire/price
balance depends on the product
category and brand proposition. Some
brands with high desirability, like
Pampers, are able to command a
premium. Consumers view IKEA as
good value for money. IKEA improved
61 percent in brand value.
Technology brands dominate the
BrandZ Global Top 100
Category
Brand Value
2014 $M
Brand value %
change 2014
vs 2013
Technology 841,482 16%
Telecoms 330,427 8%
Retail 280,975 16%
Regional banks 251,351 6%
Fast Food 171,621 10%
Soft drinks 142,103 4%
Cars 138,856 17%
Global banks 123,800 15%
Luxury 111,758 16%
Personal care 111,528 12%
Oil and gas 109,033 3%
Apparel 99,599 29%
Beer 72,306 14%
Insurance 66,207 11%
Source: Valuations include data from BrandZ
and Bloomberg
Technology brands alone represent about almost a third of
the total value of the BrandZ Global Top 100 and nearly
a fifth of the brands. The average technology brand value,
$45.9 billion, is 85 percent more than the average $24.9
billion value of the other brands.
Technology brands have led the
growth of the BrandZ Global Top 100
Apple
Google
IBM
AT&T
Amazon
McDonald’s
Verizon
Coca-Cola
Marlboro
Microsoft
Meaningful
Different
Salient
28,831
28,146
39,277
48,552
58,272
56,721
71,457
71,203
Source: Valuations include data from BrandZ and Bloomberg
121,398
BrandZ Global Top 100 brands
score high in brand equity
131,904
These three BrandZ metrics – Meaningful, Different
and Salient – are the components of brand equity,
the consumer’s predisposition to select a brand. The
BrandZ Top 100 Most Valuable Global Brands score
significantly higher than the average brand across all
three metrics. And the Global Top 100 scores have
strengthened since the financial crisis.
Source: Millward Brown Optimor
Average brand = 100
123
126
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30 BrandZ Top 100 Most Valuable Global Brands 2014 31