The BrandZ™ Top 100 Most Valuable Global Brands increased 12 percent, to $2.9 trillion, following a 7 percent rise a year earlier.
Doubled in 8yrs
The combined brand value of the
BrandZ™ Global Top 100 has almost
doubled in eight years, since its inception
Since 2006, the stock market values of
the BrandZ™ Strong Brands Portfolio, a
subset of the BrandZ™ Global Top 100,
has appreciated 81.1 percent, significantly
outperforming the 44.7 percent rise in
the S&P 500 over the same period.
Google claimed the number one rank in
the BrandZ™ Global Top 100.
Apparel led all categories in overall brand
value growth with a 29 percent rise,
following 21 percent a year earlier.
All 14 categories increased in brand
value, 10 of them with double-digits.
Only 18 of the Top 100 brands lost value
this year, compared with an average of
30 brands each year since the BrandZ™
Global Top 100 rankings started in 2006.
An average of 31 brands annually lost
value since the financial crisis of 2008.
Tencent, the Chinese social network and
Internet portal, led the list of fastest risers
with a 97 percent increase in brand value,
overtaking China Mobile as China's most
Facebook (up 68 percent), Baidu, China's
leading search engine (46 percent) and
Yahoo! (44 percent) also made the Top
71 & 78
Twitter and LinkedIn entered the Top 100
for the first time, at numbers 71 and 78,
respectively. Amazon entered the Top 10
at number 10, the first retailer to achieve
With Microsoft up several slots, after a
29 percent brand value increase, the top
four brands in BrandZ™ Global Top 100
are in the technology category – Google,
Apple, IBM and Microsoft.
Around a fifth of the BrandZ™ Global Top
100 are technology brands and these 18
brands account for $827 billion in brand
value, nearly a third of the Top 100 total
Google increased the most in dollar
value, $45.2 billion, in the 2014 ranking.
The brand also increased significantly
since 2006, $121.4 billion, second only to
the gain of $131.9 billion by Apple during
the same period.
Brands based in Continental Europe
increased 19 percent in brand value
overall, more than any other region,
following a rise of only 5 percent a year
North America dominated in regional
representation. Half the brands in the
BrandZ™ Top 100 and two-thirds of the
Top 100 total brand value originate in
North America. All of the Top 10 brands
are based in the US.
Slower economies in fast growing
markets reduced the number of brands
from those counties in the BrandZ™
Global Top 100, from 17 a year ago to 14,
11 from China, two from Russia and one
Other brands from China and Russia, and
also brands from Brazil, Colombia and
Mexico appear in the category rankings,
which include some high-value brands
below the Top 100 brand value threshold.