The BrandZ Top 100 Most
Valuable Global Brands 2013 rose 7
percent in brand value to $2.6 trillion.
The increase followed flat growth of less
than 1 percent a year ago.
Modest recovery in developed economies,
particularly in the US, drove the positive
change in BrandZ 2013. And, despite
slower economic expansion, the BRICs
continued to propel certain categories,
especially luxury. Brand value increased
in every category but two—technology and oil and gas, which declined slightly.
- The beer category experienced
the sharpest brand value
increase, 36 percent.
- With a 19 percent rise in brand value,
the insurance category rebounded
from a 16 percent decline a year ago.
- The apparel category grew 21
percent in brand value on top of a
13 percent increase a year ago.
The minimal decline in technology and oil and gas resulted less from the
performance of an entire category, and
more from the brand value fluctuations of
two important brands, Apple and Brazil's
Economic and competitive pressures,
rather than brand issues, drove the
changes. In fact, Apple increased slightly
in brand value to remain world's most
valuable brand, illustrating how brand
power sustains a company through
Top Risers and Newcomers
The three fastest growing brands—
Prada, Brahma, and Zara—came from
diverse consumer categories: luxury, beer and apparel. Prada increased 63 percent,
driven by the ongoing appetite for luxury,
particularly in fast growing markets.
The 61 percent brand value rise of
Brahma, a Brazilian beer owned by
AB InBev, the world's largest brewer,
demonstrated the power of a global
marketer and the continued vitality in
The fast fashion apparel brand Zara grew
60 percent in brand value, indicating that
value still drove shoppers, even though
consumer confidence remained fragile.
Eight newcomers, from five categories—
luxury, retail, banks (global and
regional), technology, and telecom
providers entered the BrandZ Top 100:
the Italian luxury brands Gucci and
Prada; from Australia, the regional banks
ANZ and Westpac, plus the supermarket
Woolworths; and JP Morgan, a global
bank. In addition, the technology brand
Yahoo! and BT, the telecoms provider,
entered the Top 100.
The leaders in Brand Contribution also came from diverse categories.
Brand Contribution is a key metric that
measures the impact of brand alone on
brand value, with financials and all other
factors stripped away.
Colombian beer Aguila and fast food
operator Panera scored highest in Brand
Contribution. Both brands appeared
for the first time in the BrandZ global
report, not in the Top 100, but in the
rankings of their respective categories.
All the brands in BrandZ Top 100 Most
Valuable Global Brands 2013 achieved
the distinction of appearing in this report
despite mixed economic conditions. They
share something else in common.
Their high brand value, relative to
other brands, resulted from their ability
to appeal to relevant customers with a
particular balance of being "meaningful" (meet expectations and generate affection), "different" (unique in a positive way) and "salient" (the brand of choice).