Brand Categories

Brand value rise distributed unevenly across categories

The 14 percent brand value growth of the BrandZ™ Top 100 Most Valuable Global Brands 2015 exceeded the 12 percent growth rate in the 2014 report. But brand value growth was distributed less evenly across categories, and two categories lost value. Disruptive forces, including changing consumer attitudes, the economic slowdown of developing markets and geopolitical factors influenced the varying rates of brand value growth, even as brand value grew overall, driven primarily by technology, the strengthening of the US economy, and continued demand in China. Apparel experienced no brand value change in the 2015 report after leading the categories in the 2014 report with a 29 percent increase. Similarly, the global banks and luxury categories declined in value in the 2015 Global 100 report, after rising 15 percent and 16 percent, respectively, in the 2014 report.

Consumer and Retail

  • Apparel +0.1%
  • Cars +3%
  • Luxury -6%
  • Personal Care +2
  • Retail +24%

Food and Drink

  • Beer +9%
  • Fast Food +4%
  • Soft Drinks +8%

Financial

  • Banks/Global -2%
  • Banks/Regional +1%
  • Insurance +21%

Commodities

  • Oil & Gas +6%

Technology/Consumer & B2B

  • Technology +24%

Telecom Providers

  • Telecom Providers +17%

BrandZ Top 100 2015

BrandZ Global 2014 Report Top 100 Report

Top 100 Chart

Top 100 Infographic


Methodology and valuation by Millward Brown

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