Dear friends of Millward Brown,
I am delighted to share with you the BrandZ™ Top 100 Most Valuable Global Brands for 2016.
To bring you this report, the BrandZ™ team has, over the last 11 years, surveyed more than three million consumers in over 50 markets, creating 4.5 billion data points in the process (our full methodology is explained on page 250). With over 100,000 brands researched and valuated, it is statistically more difficult to become a BrandZ™ Top 100 brand than to win an Oscar – so congratulations to every brand in our ranking, especially to Google, this year’s most valuable brand, valued at $229 billion!
The exclusivity of BrandZ™ shines a light on the strength of the Top 100 brands, which collectively have a brand value worth $3.4 trillion, or approximately the 2015 GDP of Germany. To quote WPP CEO Sir Martin Sorrell, “Marketing is an investment, not a cost,” and this is clear as we see valuable brands lead to successful businesses. In the last 11 years, the BrandZ™ Strong Brands Portfolio has increased in value by 105.9 percent. In contrast the MSCI World Index, a weighted index of global stocks, has appreciated by only 20.1 percent. Put simply, $100 invested in the BrandZ™ portfolio 11 years ago would be worth $205 today compared to $120 if invested in the MSCI. A full analysis of BrandZ™ from 2006 through 2016 is examined in detail beginning on page 42.
The brands in the BrandZ™ Global Top 100 have achieved outstanding levels of success because they invest in their brands and continually innovate to meet consumers’ evolving needs. At number seven, Amazon is this year’s top riser with 59 percent growth and an example of a brand that not only embodies the qualities of a top brand, but one that also goes beyond meeting consumer needs; it creates them. This year Amazon built its logistics business to offer same-day delivery, and in some locations one hour delivery, making Amazon the easiest place for consumers to get what they need in a hurry. Other brands that have innovated and risen quickly through the rankings as a result, include Starbucks (number 21), Facebook (number 5) and JD.Com (number 99). You’ll find the Top 20 fastest risers on page 34.
Our global, connected world has also allowed brands to disrupt like never before, and the Top 100 provides clear examples of this. In “Outlook Asia” on page 134, Doreen Wang, Millward Brown’s Global Head of BrandZ™, explores how brands in China, India and Indonesia are tapping into both traditions and technology to build strong local brands with significant global potential.
New to the report this year is the B2B Top 20 section in partnership with LinkedIn, on page 70. While B2B brands have always been included in the report, this is the first year we’ve analysed them independently and in comparison with B2C brands. The analysis is fascinating, highlighting how the B2B branding world has changed over the last 11 years, and, importantly, what these brands need to do to attract and retain top talent that drives growth.
Millward Brown is extremely proud to be part of WPP, the world’s largest communications services group. BrandZ™ is an annual study conducted by Millward Brown and WPP that combines extensive and ongoing consumer research with rigorous financial analysis. This report is a great representation of the range of skills and experience from across the group and I hope that you find it an interesting read.
Feel free to contact me directly if you would like to discuss any of the issues raised in this report, or see the contacts section on page 258 for details of experts from across our group.
Chief Executive Officer
Consumer Insights, Kantar