I invite you to check out the BrandZ Top Most Valuable Global Brands ranking on page 12 and the analyses from experts across the WPP group of operating companies contained through this report. The study is commissioned by WPP and undertaken by Millward Brown Optimor, the experts in the economics of branding and financial valuations. These are the only brand rankings that include consumer data as a component element in arriving at the brand value. Many of the brands are long established. A few are still in adolescence. One that appears for the first time is about to celebrate only its seventh birthday.
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Brands that appear in the BrandZ Top Most Valuable Global Brands ranking consistently deliver a better financial performance than brands that are not included, thereby generating a superior return for shareholders. The brands that are the strongest innovators have increased their value the most over the 11 years of BrandZ Top rankings. However, to have an impact on brand value, innovation must be clearly communicated and delivered through the brand experience: the brands that are perceived as innovative by consumers — which include Disney no.
They are perceived as more responsible than B2C brands, better to work for, good value and stable, but not as exciting or dynamic. B2B brands are in fact highly innovative; ensuring they are credited as such requires strong and meaningful brand communication. SAP no. Close to half 46 of the brands in the Top entered the ranking after it was first launched in ; 54 have been there since the inaugural ranking. This shows how a strong brand can sustain its value over time, but also illustrates the potential that exists for new brands to successfully shake up the status quo.
There is a risk in doing this, however: it blurs the lines between categories and can leave brands struggling for identity. Defining and articulating a very clear positioning and purpose will play a more crucial part than ever in building a strong, distinct brand.
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Consumer perception of a brand is a key input in determining brand value because brands are a combination of business performance, product delivery, clarity of positioning, and leadership. The ranking takes into account regional variations since, even for truly global brands, measures of brand contribution might differ substantially across countries.
About Millward Brown Millward Brown is a leading global research agency specializing in advertising effectiveness, strategic communication, media and brand equity research. Millward Brown helps clients grow great brands through comprehensive research-based qualitative and quantitative solutions. Specialist global practices include a leading Digital practice focused on digital effectiveness , Firefly Millward Brown a global qualitative network , a Neuroscience Practice using neuroscience to optimize the value of traditional research techniques , and Millward Brown Vermeer a strategy consultancy helping companies maximize financial returns on brand and marketing investments.
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The technology category rose 16 percent overall in brand value. Microsoft claimed the spot in Google ranked number one from to Apple was number one from to The rapid rises in brand value — and the fluctuations, with Apple declining and Microsoft rebounding — point to the extraordinary rate of industry maturation and innovation happening simultaneously.
BRANDZ GLOBAL TOP 100 MOST VALUABLE BRANDS
Companies looking to cut corners by removing budgets from the marketing department could damage the business, warns Walshe. The ability of the technology company to lead the way by managing to define categories such as smartphones and MP3 players has enabled it to dominate the top spot. Recent YouGov data demonstrates this point further. Meanwhile, second position is now held by IBM, up from third position, which leapfrogged Google to get there. Google took the top spot in the list but was beaten into second place by Apple in It now ranks at number three. BlackBerry has fallen out of favour, too, tumbling out of the top from 25th position in