Key Results

Top line year-on-year and 10-year changes

Brand Value rises 14 percent year-on-year

The total value of the BrandZ™ Top 100 Most Valuable Global Brands 2015 rose 14 percent. The increase followed a 12 percent rise a year ago, and a 7 percent rise in the BrandZ™ Global 100 2013 ranking.

Brand Value rises 126 percent over 10 years

In the decade since WPP launched the annual BrandZ™ Top 100 Most Valuable Global Brands report in 2006, Brand Value of the Global Top 100 grew 126 percent, leveling during the recession, but otherwise rising steadily.

BrandZ™ stock portfolio outperforms key indexes

The BrandZ™ Strong Brands Portfolio increased 102.6 percent over 10 years, between April 2006 and April 2015, outperforming both the S&P 500, which grew 63 percent, and the 30.3 percent gain of the MSCI World Index, a weighted index of global stocks. This result confirmed the power of strong brands to generate superior shareholder returns.

Apple - the world’s most valuable brand

With a 67 percent rise in Brand Value to $247 billion, Apple returned to number one in the BrandZ™ Top 100 Most Valuable Global Brands ranking. Success of the iPhone 6 and the related excitement surrounding the Apple brand drove the increase. Apple also led in the rate of brand value growth over 10 years – 1,446 percent.

Facebook Brand Value almost doubles

Facebook led the Top Risers with a year-on-year brand value increase of 99 percent, based on the brand’s ability to remain relevant through acquisitions and to monetize its audience of over one billion people worldwide. Two other technology brands, Apple with its 67 percent brand value increase, and Intel, up 58 percent, followed Facebook in the Top Riser ranking for 2015. Since its first appearance in the BrandZ™ Global Top 100, in 2011, Facebook’s Brand Value has increased 272 percent.

Alibaba leads newcomers and retail category

Alibaba entered the BrandZ™ Top 100 Most Valuable Global Brands, following its record IPO. It immediately rose to number one in the retail category ahead of Amazon and Walmart. Huawei, the Chinese technology brand, also was a newcomer. Six of the seven newcomer brands are based in the Asia-Pacific region. The exception is the US warehouse store retailer Costco.

Technology and retail lead category growth with 24 percent rise

Technology and retail each increased 24 percent in Brand Value, leading all categories. Many brands contributed to the technology brand value rise. The retail result reflects the inclusion of one brand, China’s Alibaba. Without Alibaba, retail grew only 2 percent.

Fast food leads 10-year category growth

Fast food led the categories in brand value growth over the past decade, with an increase of 252 percent. Four other categories outperformed the BrandZ™ Top 100's 126 percent brand value growth over the past 10 years: beer, 183 percent; technology, 175 percent; apparel, 139percent; and telecom providers, 136 percent.

Value shifts to technology

The technology and telecom providers categories comprised 44 percent of the total Brand Value of the BrandZ™ Top 100 Most Valuable Global Brands 2015 ranking, compared with just 36 percent 10 years ago. The proportion of value generated by consumer brands in the BrandZ™ Global Top 100 declined to 22 percent from 34 percent 10 years ago.

Brand value growth pace shifts to Asia

Twenty-one Asian brands comprised 17 percent of the total Brand Value of the BrandZ™ Top 100 Most Valuable Global Brands 2015. Despite this growth pace, North America continued to dominate the ranking. Half the brands of in the Global Top 100 are based in North America and they constitute two-thirds of its value.

China outpaces other BRICs

Fourteen of the 15 BRIC market brands in in the BrandZ™ Top 100 Most Valuable Global Brands 2015 were Chinese, up from just one Chinese brand 10 years ago. The Brand Value of Chinese Brands in the BrandZ™ Global Top 100 increased 1,004 percent over that time. Because of the economic slowdown in Brazil and Russia, India was the only other BRIC market represented in the BrandZ™ Global Top 100 this year. New to the Global Top 100, the regional bank HFDC ranked number 74.

Luxury declines 6 percent

The slower Chinese economy and the impact of government restrictions on official gift giving impacted the luxury category, which declined 6 percent in Brand Value. Global banks, the only other category that lost value, declined 2 percent.

BrandZ Top 100 2015

BrandZ Global 2014 Report Top 100 Report

Top 100 Chart

Top 100 Infographic


Methodology and valuation by Kantar Millward Brown


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