It has been 10 years since WPP and Millward Brown launched the BrandZ™ Top 100 Most Valuable Global Brands. During the intervening decade, 2006 to 2015, Brand Value increased 126 percent to $3.3 trillion. This year alone value rose 14 percent.
In this expanded 10th anniversary edition of the BrandZ™ Top 100 Global Brands we share the important trends that drove Brand Value over the past 10 years. And we recommend the strategies and actions to build and sustain Brand Value going forward. This is a pivotal moment for brand builders. We're at the threshold of a new normal. The inflection came with the global financial crisis that divided the past decade evenly into two halves. None of the 13 categories examined in this report were spared from the effects of the recession itself or the aftermath of more cautious consumer spending.
At the same time, shaped by the attitudes of the millennial generation, consumer values evolved. Consumers now view high quality products that offer good value for money as a basic entitlement. They scrutinize brands and favor those that protect the health of their customers and the planet. All these changes happened in the context of the other ubiquitous disruptor – technology. Technology transformed every brand in every category over the past decade – sometimes radically.
Explore the report, take a look at the Top 100 ranking, and review brand rankings by category. You'll find some great insight shared by experts from Millward Brown. Download the full report for additional insight from WPP's thought leaders around the world.