13 Brand Categories Ranked
Technology brands again dominated, comprising 30 percent of BrandZ™ Top 100 total value. Apple, IBM, Google and Microsoft occupied four of the top five positions (McDonald’s was the exception).
The three categories that grew most in brand value—luxury, fast food and apparel—revealed an underlying consumer determination to spend on brands, but to spend wisely for quality and value.
The insurance category experienced the sharpest decline, 16 percent, in part because of the exposure to catastrophes including the tsunami in Japan and flooding in Thailand.
Value wins sales as discounts, rising costs squeeze margins
Brands positioned for faster growth worldwide
Economic ups and downs drove stop and go sales
Chains scrambled to add new meals and cut calories
Regulations, lack of trust challenge banks
Debt, disasters, upheaval formed perfect storm
Feeling entitled, consumers spent on luxury goods
Oil & Gas
Energy challenge became more complicated
Smart shoppers expected low prices, more benefits
Global economy and e-commerce reshaped retail
Health and energy drinks fizzed, but cola remained flat
More scale, more sales, more scrutiny
Dumb pipes joined smart ecosystems