BrandZ™ Top 100 Rises 7 Percent With Growth Across Categories
Year of recovery, refinement and relevance
There was a new tone. It fit the new normal. Both brands and consumers adjusted to constant uncertainty and sober expectations about economic growth. They fit into the calculus of consumption the impact on the natural environment, personal health, and human wellbeing along the supply chain.
Shaped by these considerations, brand value appreciated. The value of the BrandZ Top 100 Most Valuable Global Brands rose 7 percent to $2.6 trillion last year, compared with a flat performance a year ago. All but two of the 13 categories analyzed in this report improved in brand value. Technology and oil and gas declined modestly.
These results indicate that strong brands continue to regain value lost during the recession and now, in some cases, surpass their prerecession levels.
The total brand value of the BrandZ Top 100 Strong Brands Portfolio has improved 77 percent since 2006. In addition, the BrandZ Top 100 Strong Brands Portfolio, comprised of diverse public companies, appreciated 58 percent during that eight-year period, compared with a market value gain of only 23 percent by the S&P 500.
Despite a sharp decline in the growth of its brand value last year, Apple remained number one in the BrandZ Top 100 ranking, on the strength of the meaningful difference of its brand. Google moved to the number two position, marginally surpassing IBM, which continues to be the world’s most valuable B2B brand.
These brands demonstrate both the capacity to grow brand strength quickly (Apple was founded in 1976, Google in 1998) and sustain it over time (IBM celebrated its centennial in 2011).
Three key themes emerge from the BrandZ™ Top 100 Most Valuable Global Brands 2013:
The economy continued to improve—not everywhere, but in the US. All categories experienced healthy sales.
With confidence still fragile, brands resisted introducing break-through innovations and instead encouraged consumer spending with incremental product and service improvements.
Reaching these more reflective consumers required offering products and services that not only projected mass appeal, but also promised personal relevance for the individual.