Brand Value grows robustly
despite global financial crisis
The Brand Value of the BrandZ™
Top 100 Most Valuable Global
Brands rose robustly over the past
decade, increasing 126 percent
from $1.4 trillion in 2006 to $3.3
trillion in 2015.
Year-to-year growth varied depending on
market conditions, with fluctuations most
exaggerated during the recession and the
immediate recovery period. Brand Value
increased every year without exception,
although it grew by less than 1 percent in
2008 and 2011.
Despite the recession and other disruptive
forces, the overall Brand Power of the
BrandZ™ Global Top 100 also increased
during the past 10 years. The Top 100 scored
170 in Brand Power in 2015 compared with
142 in 2006 (An average brand scores 100).
Brand Power is the BrandZ™ metric of
brand equity, a brand's ability to predispose
a consumer to select the brand and pay
a premium for it. The three components
of Brand Power are: Different (unique and
trend-setting in a positive way), Meaningful
(fulfills consumer needs in relevant ways)
and Salient (comes to mind spontaneously).
All three components contributed to the
Brand Power rise of the BrandZ™ Global
Top 100 over the past decade. However,
over the past year Salience continued to
increase, while the scores for Different and
The overall increase in Salience reflects
the evolving makeup of the BrandZ™
Global Top 100, with newcomers scoring
higher than dropout brands. The decline
of meaningful difference suggests an
opportunity for brands to reverse the trend,
connect with consumers and accelerate the
growth of sustainable Brand Value.
Brand Value rises robustly over the past 10 years ...
The Brand Value of the BrandZ™ Top 100 Most Valuable Global Brands rose robustly
over the past decade, increasing 126 percent from $1.4 trillion to $3.3 trillion. Year-toyear
Brand Value growth fluctuated, especially during the recession and the immediate
... Brand Power drives Brand Value ...
The overall Brand Power of the BrandZ™ Global Top 100 increased. The Top 100 scored 170 in brand power in 2015 compared with
142 in 2006. An average brand scores 100. There is a good correlation between increased Brand Power and Increased Brand Value.
... Brands rely more on Salience to drive Brand Power
All three components of Brand Power – Different, Meaningful and Salient – contributed to the Brand Power rise of the
BrandZ™ Global Top 100 over the past decade. Salience continues to increase, while Different and Meaningful level.