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Section 02 10-Year Performance Analysis // BRAND STABILITY 10-YEAR RESULTS BRAND STABILITY WPP people in Greater China (including associates) 16,000 Brands and categories stable over 10 years The brand composition of the BrandZ Top 100 Most Valuable Global Brands has remained substantially consistent since the ranking launched in 2006. This result reflects the remarkable stability of high-value brands. Over the past decade, 42 brands entered or dropped out of the ranking, an average of only four or five brands per year. China and other fast-growing markets drove most of that change. The consistency of the BrandZ Global Top 100 brands is evident in the 13 product categories covered in the report. With one exception, at least half of the brands that comprised the original Top 10 in each category are present today. In four categories – beer, cars, fast food and personal care – seven of the original Top 10 remain. The most stable categories are those where capital investment creates the highest barriers to entry. In both oil and gas, and telecom providers, eight of the Top 10 brands have not changed. More brands changed in categories that experienced extreme disruption, like retail, where only five of the original 2006 Top 10 brands remain. E-commerce provided easier access to the category, which attracted younger, more innovative brands. Only four of the original brands remain in insurance because of market disruption and the addition of high-value Chinese insurance brands in 2011. As competition heats up across categories in the next ten years, reaching and remaining in the Global Top 100 will become even more difficult. Growing sustainable Brand Value will more than ever require cultivating meaningful difference and then communicating effectively to make the difference Salient in the mind of the consumer. 10-Year Brand Churn Category Brands present in 2015 and 2006 Apparel 6 Beer 7 Cars 7 Fast Food 7 Insurance 4 Luxury 6 Oil and Gas 8 Personal Care 7 Retail 5 Soft Drinks 6 Technology 5 Telecom Providers 8 Source: BrandZ / Millward Brown Insurance since 2008, Oil and Gas since 2010, Telecom Providers in 2010, before this it was only the Mobile category SHANGHAI, CHINA Value of all Chinese brands in Top 100 $432 BILLION "Tiny Planet" Series by Paul Reiffer 26 BrandZ Top 100 Most Valuable Global Brands 2015 27
Section 02 10-Year Trends // DIFFERENCE & BRANDS 10-YEAR RESULTS 1. DIFFERENCE MAKES THE DIFFERENCE 2. BRAND BECOMES MORE IMPORTANT Brand Difference drives Brand Value Strongest brands survive during challenging times In a world of so much product sameness, being different makes a difference. Brands consumers view as "Different" generally achieve higher Brand Value. Over the past 10 years, the brands valued both in 2006 and 2015, which ranked in the top half of the BrandZ Top 100 Most Valuable Global Brands, achieved an average Difference score of 139 and grew 124 percent in Brand Value. In contrast, brands in the bottom half of the ranking scored 96 in Difference and increased only 24 percent in Brand Value (An average Difference score is 100). How brands achieve difference varies. The top-scoring brands on Difference are also seen as creative, in control and trustworthy. But it’s not enough to be different just for the sake of being different. Difference needs to correspond to the brand proposition. Brands need to be different with a purpose that’s inspiring and relevant to consumers. The fast food, retail and technology categories are highest in Difference overall. Global banks and soft drinks are lowest – although individual brands buck the trend, such as Chase Bank and Red Bull. The possibility of being seen as different is open to any brand in all categories. Difference influences Brand Value Brands consumers view as "Different" generally achieve a higher Brand Value than brands not viewed as different. BRAND VALUE BRANDS 1 TO 50 Average Difference Score 139 10-Year Value Change BRAND IMPLICATIONS BRAND VALUE BRANDS 51 TO 100 Average Difference Score 96 10-Year Value Change +124% +24% Based on the BrandZ Top 100 Most Valuable Global Brands 2006 and 2015 Source: BrandZ / Millward Brown Brand Power proved crucial during the past 10 years. The decade divided roughly into two halves, before and after the global financial crisis. No category was spared as consumers spent more cautiously and consciously. High Brand Power helped brands survive and even flourish during this turmoil. Brand Power is the BrandZ measure of one aspect of brand equity, a consumer’s predisposition to purchase a particular brand. In 2006, the BrandZ Global Top 100 brands achieved an average Brand Power score of 142. By 2015 that score had increased to 170 (A score of 100 is average). Newcomer brands in part drove the increase in Global Top 100 Brand Power scores. Brands entering the Global Top 100 since 2006 score 176 in Brand Power, on average. The average score of brands that dropped from the ranking since 2006 is 135. In fact, 135 is a high score, but not high enough to remain in the increasingly competitive BrandZ Global Top 100 ranking with valuable newcomer brands that effectively build Salience and Meaningful Difference, the key components of Brand Power. Brand Power becomes more important The BrandZ Global 100 Brand Power score rose as new brands entered the ranking with higher Brand Power scores than the brands that dropped out. Brand Power score change 2006 vs 2015 170 176 142 BRAND IMPLICATIONS Average Brand Power scores Top 100 2006 Top 100 2015 NEW 2015 Survivors Dropped Out Source: BrandZ / Millward Brown 164 Brand Power helps sustain and grow Brand Value and profitability. Given the amount of market disruption, brand should become more important, even in categories, such as banks or oil and gas, where financial performance, rather than brand historically has driven Brand Value. In the digital era, brands need to be more meaningfully different to engage with consumers and achieve higher Brand Power. 135 Difference is vitally important. It impacts how much money a brand makes and the sustainability of the brand’s value and profit growth. A category leader - like Coca-Cola or BMW - needs to guard leadership and keep refreshing the brand message to be always unique. An innovator like Apple needs to constantly lead the innovation curve. In the digital era, all brands need to increase meaningful difference to engage consumers and increase Brand Power. 28 BrandZ Top 100 Most Valuable Global Brands 2015 29
Page 1 and 2: Brand Value rises 14 percent year-o
Page 3 and 4: INTRODUCTION CONTENTS 01 03 05 06 H
Page 5 and 6: Section 01 HIGHLIGHTS Highlights1 8
Page 7 and 8: Section 01 Highlights // INTRODUCTI
Page 9 and 10: Section 01 Highlights // CROSS CATE
Page 11 and 12: Section 02 10-Year Performance Anal
Page 13: Section 02 10-Year Performance Anal
Page 17 and 18: Section 02 10-Year Trends // MARKET
Page 19 and 20: Section 02 10-Year Trends // INNOVA
Page 21 and 22: Section 02 Thought Leadership // ME
Page 23 and 24: Section 03 The Future of Brands //
Page 25 and 26: Section 03 The Future of Brands //
Page 27 and 28: Section 03 Thought Leadership // BR
Page 29 and 30: Section 04 THE GLOBAL TOP 100 4 The
Page 31 and 32: Section 04 The Top 100 Chart THE GL
Page 33 and 34: Section 04 Performance Analysis //
Page 35 and 36: TOKYO, JAPAN Value of all Japanese
Page 37 and 38: Section 04 The Regions // NORTH AME
Page 39 and 40: Section 04 The Regions // CONTINENT
Page 41 and 42: Section 04 The BRICs // CHINA THE G
Page 43 and 44: Section 04 Thought Leadership // SU
Page 45 and 46: Section 04 SOCIALZ VERVE INDEX THE
Page 47 and 48: SYDNEY, AUSTRALIA Value of all Aust
Page 49 and 50: Section 05 Consumer and Retail // A
Page 51 and 52: Section 05 Consumer and Retail // C
Page 53 and 54: Section 05 Consumer and Retail // L
Page 55 and 56: Section 05 Consumer and Retail // P
Page 57 and 58: Section 05 Consumer and Retail // R
Page 59 and 60: Section 05 Thought Leadership // PE
Page 61 and 62: Section 05 Food & Drink // BEER THE
Page 63 and 64: Section 05 Food & Drink // FAST FOO
Page 65 and 66:
Section 05 Food & Drink // SOFT DRI
Page 67 and 68:
Section 05 Thought Leadership // RE
Page 69 and 70:
Section 05 Financial // BANKS THE C
Page 71 and 72:
Section 05 Financial // INSURANCE T
Page 73 and 74:
Section 05 Thought Leadership // HO
Page 75 and 76:
Section 05 Commodities // OIL & GAS
Page 77 and 78:
KOLKATA, INDIA Value of all Indian
Page 79 and 80:
Section 05 Technology // TECHNOLOGY
Page 81 and 82:
Section 05 Technology // TELECOM PR
Page 83 and 84:
Section 05 Thought Leadership // CO
Page 85 and 86:
Section 06 Resources // BRANDZ METH
Page 87 and 88:
Section 06 Thought Leadership // BR
Page 90 and 91:
Section 06 Resources // WPP COMPANY
Page 92 and 93:
Section 06 Resources // WPP COMPANY
Page 94 and 95:
Section 06 Resources // BRANDZ GLOB
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