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Section 02 | The Global Top 100<br />
Newcomers | Category Changes<br />
Newcomers<br />
Technology and financial<br />
brands lead newcomers<br />
Category Changes<br />
Led by apparel growth, every<br />
category rises in brand value<br />
The Newcomers<br />
Rank Brand Category<br />
Brand value<br />
2014 $M<br />
71 Twitter Technology 13,837<br />
77 LinkedIn Technology 12,407<br />
83 Ford Cars 11,812<br />
94 Bank of America Regional Banks 10,149<br />
97 PayPal Payments 9,833<br />
98 ING Bank Global Banks 9,771<br />
Having restructured<br />
the company and<br />
rejected a government<br />
bailout during the<br />
fiscal crisis, Ford was<br />
well positioned for<br />
the resurgence of the<br />
US economy.<br />
The Category Changes<br />
Rank<br />
Category<br />
Brand value %<br />
change 2014 vs 2013<br />
Brand value %<br />
change 2013 vs 2012<br />
1 Apparel 29% 21%<br />
2 Cars 17% 5%<br />
3 Retail 16% 17%<br />
4 Luxury 16% 6%<br />
5 Technology 16% -1%<br />
6 Global Banks 15% 23%<br />
These four categories experienced less<br />
than double-digit growth – telecoms,<br />
regional banks, soft drinks and oil and<br />
gas. But even this performance was<br />
relatively strong. Only soft drinks and oil<br />
and gas improved in brand value by less<br />
than 5 percent. Here’s how these trends<br />
affected the various categories:<br />
Consumer and Retail<br />
Led by apparel, the consumer and retail<br />
categories topped the category ranking<br />
in overall brand value growth, with cars<br />
up 17 percent and retail and luxury each<br />
up 16 percent. Personal care advanced<br />
12 percent.<br />
99 UBS Global Banks 9,683<br />
Source: Valuations include data from BrandZ and Bloomberg<br />
The technology and financial categories<br />
dominate the list of newcomer brands<br />
added in 2014 to the BrandZ Top 100<br />
Most Valuable Global Brands.<br />
Twitter launched an IPO (Initial Public<br />
Offering) to fund its expansion as the<br />
platform for worldwide conversation in<br />
bursts of 140 characters exchanged in<br />
real time. With several acquisitions,<br />
LinkedIn, with about 280 million<br />
members, intensified its effort to<br />
be the digital meeting place for the<br />
global workforce.<br />
Having restructured the company and<br />
rejected a government bailout during the<br />
fiscal crisis, Ford was well positioned for<br />
the resurgence of the US economy. It<br />
experienced record profits in North<br />
America as well as in Asia-Pacific and<br />
Africa, during 2013. Sales in China<br />
increased almost 50 percent.<br />
Bank of America <strong>report</strong>ed its largest<br />
annual profit since 2007. The strong<br />
results followed a period of cost cutting<br />
and rebuilding after the financial crisis<br />
and problems with subprime mortgages.<br />
Revenue grew across the bank’s<br />
businesses, with consumer lending<br />
and wealth management performing<br />
especially well.<br />
A leader in digital payments, PayPal<br />
increased its payment volume 24 percent<br />
to $180 billion and revenue rose 19<br />
percent to $6.6 billion. The brand worked<br />
to expand mobile transactions and build<br />
synergies with corporate parent eBay.<br />
PayPal is present in 193 markets and<br />
operates in 26 currencies. The brand<br />
had 143 million registered accounts at<br />
the end of 2013.<br />
Following a period of financial<br />
turbulence, global banks ING and UBS<br />
implemented new strategies and enjoyed<br />
strong profit growth. ING renewed its<br />
commitment to corporate values. UBS<br />
underwent a change in leadership and<br />
shifted attention from investment<br />
banking to wealth management.<br />
7 Beer 14% 36%<br />
8 Personal Care 12% 11%<br />
9 Insurance 11% 19%<br />
10 Fast Food 10% 5%<br />
11 Telecom Providers 8% 1%<br />
12 Regional Banks 6% 15%<br />
13 Soft Drinks 4% 5%<br />
14 Oil & Gas 3% -4%<br />
Source: Valuations include data from BrandZ and Bloomberg<br />
Each of the 14 categories examined in<br />
the BrandZ Top 100 Most Valuable<br />
Global Brands 2014 increased in overall<br />
brand value.<br />
Ten categories experienced double-digit<br />
growth led by apparel with a rise of 29<br />
percent. The strong performance across<br />
categories reflects general economic<br />
improvement and consumer spending<br />
enthusiasm even for big-ticket items<br />
like cars.<br />
Spending attitudes and shopping habits<br />
have changed, however, shaped by the<br />
financial austerity of the past<br />
few years and the influence of<br />
technology, particularly mobility<br />
and social networking.<br />
These attitudes touched many<br />
categories, causing stress and even<br />
disruption and transformation.<br />
Consumers expected wide product<br />
choice, low prices and instant<br />
gratification. In addition, they<br />
expressed concern about ethical<br />
sourcing and product impact on<br />
health and the environment.<br />
Fast Food and Soft Drinks<br />
Although these categories continued to<br />
experience steady growth, they felt the<br />
impact of consumer concerns and habits<br />
that impacted the rate of growth. The<br />
beer category rose 14 percent in brand<br />
value; fast food, 10 percent; soft drinks,<br />
4 percent.<br />
Financial Institutions<br />
The global banks made money and the<br />
category brand value increased 15<br />
percent overall. Less tainted by the risky<br />
practices that precipitated the financial<br />
crisis, the regional banks enjoyed strong<br />
results, but brand value rose only 6<br />
percent because the growth of Chinese<br />
banks slowed. Insurers enjoyed a strong<br />
year and the category grew 11 percent.<br />
Commodities<br />
The brand value of oil and gas<br />
appreciated 3 percent, the most modest<br />
gain of any category, as companies<br />
slowed exploration in response to<br />
shareholder pressure for improved ROI<br />
(Return on Investment).<br />
Technology<br />
Technology companies continued to<br />
appreciate in value, especially the<br />
consumer-facing brands, while businessto-business<br />
brands adjusted to the era of<br />
Cloud computing and big data<br />
management. The category rose 16<br />
percent in brand value.<br />
34 BrandZ Top 100 Most Valuable Global Brands 2014 35