Page 6 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 01 | Highlights
Introduction

Introduction
BrandZM Global Top 100 value doubles since 2006

All categories rise in brand value as
The BrandZM Top 100 Most Valuable Global Brands 2014 appreciated 12 percent in

brand value. The brand value of the BrandZM Global 100 has almost doubled since
Global Top 100 improves 12 percent
being introduced in 2006.

3.5
In a year of real growth, brands experience
12.0%
transformation, consolidation and disruption
3.0
7.0%
17.1% 0.4%

2.5
4.4%
The BrandZM Top 100 Most Valuable — Facebook was the second fastest riser Carmakers loaded the newest 21.2%
0.8%
Global Brands 2014 added $310 billion with brand value increasing 68 percent. models with technology for safety
2.0
to reach $2.9 trillion in brand value,
Amazon entered the BrandZM Global and entertainment. But conditioned 10.6%
on
illi
a 12 percent increase.
Top 10 for the irst time, with a 41 by their mobile devices, car buyers D B
1.5
percent brand value increase to sometimes expected even more US
Prior to the BrandZM Global 2014 results, $64.3billion.
technology to be available in cars
the Top 100 had increased an average
with the speed of a download.
1.0
of about 6 percent, $125 billion, annually — Technology continued to dominate

since the inancial crisis of 2008
with nearly a third of the total brand Categories feel impact of
0.5
and 2009.
value and around a ifth of the brands, Millennials, social media
including the top four – Google, Apple,
This year, led by apparel, with a 29 IBM and Microsoft.
percent overall increase, all categories This effort to understand and meet the
00
rose in brand value. And 10 of 14 demands of customers touched
Growth brings new 06 07 08 09 10 11 12 13 14
categories experienced double-digit challenges
inancial institutions, not always known Source: Millward Brown Optimor, BrandZM data
growth, indicating that brands across for customer centricity. Global banks
the economy have moved beyond increased services and warmed their
recovery into a period of new growth.
The two key factors that inluenced the messaging, although levels of trust
12 percent growth surge – technology remained low. Insurers developed

Only 18 of the Top 100 brands lost value innovations and consumer conidence – systems to respond to customers BrandZM Strong Brands Portfolio outperforms
compared with an average of 31 brands also created some of the challenges one-to-one in relevant ways rather the S&P 500
in each annual BrandZM Global Top 100 categories experienced.
than with mass, product driven efforts.
report since the inancial crisis.
Consumers were willing to spend money Even categories affected by consumer Since the introduction of the BrandZM Top 100 Most Valuable Global Brands

The resurgent economies of North and they did, even on high-ticket items health concerns appreciated in brand in 2006, the S&P 500 increased 44.7 percent in market value. In contrast, the
America and Europe drove brand value like cars and luxury. But chastened by
value, but at a slower pace. Fast food, BrandZM Portfolio of Strong Brands appreciated 81.1 percent.
growth as the BRIC markets slowed. a period of relative frugality and which continued to work through the
Only 14 brands from fast growing empowered by rapidly changing pressure of health concerns, improved
economies made the 2014 BrandZM technology, particularly mobile, 10 percent. Soft drinks grew 4 percent
Global Top 100 ranking compared with consumers changed how they shopped although the consumption of CSDs

17 brands a year ago.
and purchased. They waited for the
(Carbonated Soft Drinks) declined for 100
best prices and purchased more the ninth consecutive year in the US.
Despite the BRIC slowdown, Chinese mindfully, with concerns about health
brands increased their impact. The and the environment.
Telecoms experienced consolidation and 80 BrandZM Strong Brands Portfolio
number of Chinese brands in the Top 100 price disruption pressure but brand value

declined by one to 11, but that’s up from Retail experienced perhaps the most improved 8 percent. The oil and gas 60
only two in 2006. In addition:
dramatic impact, as consumers conlated category experienced the lowest brand
the physical and online shopping worlds, value growth, 3 percent, because of S&P 500
th
— With a 40 percent rise in brand value, expecting a new kind of convenience that slowed investment in exploration. In 40 ow
Google claimed the number one rank delivers the wide range available online every category, brands increased activity gr
20
ue
from Apple, which held the position with best prices and the immediate in social media to engage consumers in val
since 2011 when it surpassed Google.
gratiication of physical stores.
innovative ways. (Please see the BrandZM nt
Verve Index, a special report on social ce
— Twitter, LinkedIn, and PayPal Clear that retailing would no longer
media on page 46).
APR 06
APR 07
APR 08
APR 09
APR 10
APR 11
APR 12
APR 13
APR 14
Per
appeared in the BrandZM Top 100 be about physical stores alone,
-20
for the irst time.
retailers scaled back their portfolios
In addition, the attitudes of Millennials,
of locations, repurposed existing space individuals born roughly between 1981
— Tencent, the Internet portal and social and invested in technology to make and 1999, also touched most categories. -40
network, led the fastest risers, almost the shopping online and in physical These consumers are more likely to
doubling in brand value. Baidu, the stores a seamless experience.
prefer a craft beer, bank and shop on
search engine appreciated 46 percent, a mobile device, choose vitamin water -60

indicating the growing inluence of In luxury, some brands learned that over cola and eat healthier fast food, but
Chinese brands.
they’d become too accessible in an not exclusively. And they’re less likely to
effort to drive sales during the economic buy insurance or own a car, either
slowdown. They worked on achieving because they prefer sharing or don’t
the best balance of accessibility and have the money.
Source: Millward Brown Optimor, BrandZM data

exclusivity in stores and online.

10 BrandZM Top 100 Most Valuable Global Brands 2014
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