2013 BrandZ Top 100
BrandZ Top 100 Rises 7 Percent With Growth Across Categories
In its 8th year, we are proud to present the BrandZ Top 100 Most Valuable Global Brands. Using data collected by Millward Brown on behalf of WPP and tapping into the proprietary valuation method of Millward Brown Optimor, we remain committed to helping you understand how brand building enhances the financial health of your company. Last year we saw negligible growth in value in the BrandZ Top 100, a cause for concern in the marketing community. We are pleased to report a respectable 7 percent increase this year, and in the 8 years we have been tracking brand value, the value of the BrandZ Strong Brands Portfolio has grown by an amazing 58 percent.
At Millward Brown, we're proud to be at the center of BrandZ and even more proud of the wonderful colleagues with whom we work across WPP.
Consumer categories rebound
Consumer categories experienced the
strongest brand value appreciation as
confidence and spending improved
overall, despite economic difficulties
in Europe and the slowdown in the
Food & drink experience mixed results
Changing consumer habits, ongoing
health concerns and economic
pressure on core customers moderated
results. Brands emphasized value,
added healthier menu options, and
Technology brand value remains flat
In a year of product iteration, rather
than innovation, the overall brand value
of the technology category remained
flat. The race to assemble and dominate
ecosystems defined the year for B2C
brands. In B2B, some brands discovered
opportunities in big data and the cloud,
while others struggled to reposition away
from device-driven strategies.
Financial brands improve
Many of the bank brands grew
significantly in brand value based
on new, successful initiatives to drive
revenue in a more regulated, low
interest rate environment. Some of
the gain in brand value restored value
lost after the global financial crisis.
Commodity categories decline in value
Political unrest compounded the
challenges of the high-risk oil and gas
category, which explored for natural
resource reserves in some of the earth’s
most difficult and fragile environments.
Top risers cross categories
Among the BrandZ™ Top 100 Most
Valuable Global Brands, those that
rose fastest in value came from these
categories—Apparel, Beer, Luxury,
Retail and Technology. The category
diversity indicates that a brand’s ability
to be different and relevant drives success,
not its category.
Fast growing markets influence brand value growth, even as economies slow
The number of brands from the fast
growing markets in the BrandZ™ Top
100 Most Valuable Global Brands
2013 totals 17, compared with 20 a
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All companies featured in the BrandZ Top 100 Most Valuable Global Brands are welcome to use our recognition logo. Please contact us to find out more.