Brands and categories
stable over 10 years
The brand composition of the BrandZ™
Top 100 Most Valuable Global Brands has
remained substantially consistent since the
ranking launched in 2006. This result reflects
the remarkable stability of high-value brands.
Over the past decade, 42 brands entered or dropped out
of the ranking, an average of only four or five brands per
year. China and other fast-growing markets drove most
of that change.
The consistency of the BrandZ™ Global Top 100 brands
is evident in the 13 product categories covered in the
report. With one exception, at least half of the brands
that comprised the original Top 10 in each category are
present today. In four categories – beer, cars, fast food
and personal care – seven of the original Top 10 remain.
The most stable categories are those where capital
investment creates the highest barriers to entry. In both
oil and gas, and telecom providers, eight of the Top 10
brands have not changed.
More brands changed in categories that experienced
extreme disruption, like retail, where only five of the
original 2006 Top 10 brands remain. E-commerce
provided easier access to the category, which attracted
younger, more innovative brands. Only four of the
original brands remain in insurance because of market
disruption and the addition of high-value Chinese
insurance brands in 2011.
As competition heats up across categories in the next
ten years, reaching and remaining in the Global Top 100
will become even more difficult. Growing sustainable
Brand Value will more than ever require cultivating
meaningful difference and then communicating
effectively to make the difference Salient in the mind
of the consumer.