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BrandZ Top 100 Media Deck 2013 U S

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BrandZ Top 100 Media Deck 2013 U S Powered By Docstoc
					    BRANDZ™ Top 100
    2013 preliminary results




                               Embargo until Launch Date: May 21, 2013
1
Contents


    Introduction
    Key findings
    Key themes
    Categories growth
    The BrandZ Global Top 100 rankings
    The top risers
    Newcomers
    Emerging markets
    Other regions
    Category rankings
    Appendix




2
    Key Findings




3
 Key findings (1)
TECHNOLOGY LEADERSHIP BATTLE
• Apple maintains its No.1 slot (in spite of negative investor sentiment and a slip in the stock
  price) because of the strength of its brand. Its rate of growth has, however, declined by
  95% and it increased value only by 1% to $185bn.
• Samsung, vying for leadership in technology sector, grew 51% (compared to a weighted
  average of the entire Top 100 of 7%) but Apple is still worth nearly nine times more than
  Samsung.
• Google is again a serious challenger for the top spot reversing a -3% decline last year to a
  5% gain to be worth $114bn.
TECHNOLOGY DOMINATES THE RANKINGS
• Although the Technology and Telecoms categories were flat in value, they still dominate the
  Top 100 brands. Half of the Top 10 brands are in the Technology/Telecoms sector and 28
  out of the Top 100. These brands account for 40% by value of the Top 100 (compared to
  36% in 2006 when our rankings began).
GROWTH IS BACK
• After a flat year in 2012 (the value of the Top 100 was up by less than half a percent), the
  Top 100 grew 7% this year (more than $160bn to reach $2.6tn, more than the UK GDP).

4
Key findings (2)
FINANCIAL BRANDS MAKE MONEY
• A quarter of the brands in the Top 100 are banks (regional or global), insurance companies
  or credit cards. Last year 14 of them lost value and this year only one is down marginally
  (ICBC -1%).
• Financial brands rose on average by 20% (compared to 7% for the Top 100 as a whole).
• Citi (+37%), Commonwealth Bank of Australia (+36%) and Barclays (+34%) were all
  amongst the Top 20 Risers.
LUXURY STILL HAS A PLACE
• The Luxury sector is up 6% this year (putting the category ahead by 49% of where it was
  before the recession).
• Prada is the Top Riser of all brands this year (+63%)




5
    Key Themes




6
High Value Brands Grow Faster

• The combined brand value of the BrandZ Top 100 Global brands grew from $2.4 trn to
  $2.6 trn from 2012 to 2013, representing an annual growth rate of 7%
• The combined brand values of the Top 100 has grown by 77% since 2006
• Compared to the S&P500 stock index (with 23% growth) a portfolio of BrandZ Top 100
  brands stock prices grew by 58% proving that companies with stronger brands are able to
  deliver better value to their shareholders.




7
Battle of the Titans

• The battle for the top is intensifying in many categories



     • Toyota overtakes BMW and re-claims #1 in auto category (Auto)
     • Zara increases 60% to surpass Nike (Apparel)
     • Amazon increases 34%, surpassing Walmart (Retail)
     • L’Oréal surpasses Gillette and Colgate (Personal Care)
     • Wells Fargo surpasses ICBC as the number one regional bank (Regional Banks)




8
Global or local—
Whatever they decide, brands must build local strength first



• The BrandZ Top 100 2013 highlights the pros and cons of global versus local vary depending
on the category:

     • In telecoms, local strategies have proven successful for AT&T, China Mobile and
     Verizon who all grew their brand values in the last year, while globally-biased Orange
     and Vodafone saw a decline.

     • Global presence drove growth in categories such as luxury, fast food and soft drinks.

     • In banking global banks are worth $107 billion (up 23% in the last year), while regional
     banks are worth $236 billion (up 15%).

     • The entire beer category – a mixture of global and local brands – grew by 36%.

It’s also evident that a brand needs to be strong in its local market first, before it expands
internationally. The top half of the BrandZ ranking is made up of strong regional brands and
strong global brands – those that are ‘in limbo’ halfway between the two are weaker.



9
 Ruthless attention to relevance

• The 10 brands that have gained the most value since last year score significantly higher
  than average on the BrandZ equity measures of Meaningful, Different and Salient.
     • Prada grew the most in brand value by 63% (now worth $9.4 billion).


• Brands that do set themselves apart from the competition by delivering a meaningful brand
  promise, are unique in setting themselves apart from the competition and generate
  spontaneous awareness with consumers:
     • capture 5 x more volume
     • Command a 14% price premium
     • Are 4x more likely to grow their value share


• Brand is Apple’s secret weapon – despite a growth rate decrease of 95% the brand value
  still grew by 1%
• Zara, one of the top 3 risers in the last year, is the World’s Most Valuable Apparel Brand
  worth $20 billion
• Toyota, the World’s Most Valuable Automotive Brand worth $24 billion, recovered from its
  reputational damage.
• Amazon, the World’s most Valuable Retail Brand worth $45.7 billion, increased its value by
  +34%.
10
 Eight Years, Eight Top Risers and Eight Success Trends

• Over the past eight years, the Top Risers are:
     • Subway +5,798% ($16.7bn)
     • Apple +1,058% ($185.1bn)
     • Amazon +664% ($45.7bn)
     • Hermès +296% ($19.1bn)
     • Zara +295% ($20.2bn)
     • SAP +259% ($34.4bn)
     • Verizon +256% ($53.0bn)
     • IBM +212% ($112.5bn)
     The aspects that BrandZ has seen that drive this success are:
     •   Great Value
     •   Relevant for today
     •   Harnessing technology
     •   Reputation
     •   Meaningfully Different
     •   Personality
     •   Getting abroad and about
     •   A great branded experience
11
 Brewers rapid rise

• Beer was the highest growth category in the rankings year on year – up 36% the top 10 beer
  brands are now worth a combined $63 billion.
     • Driven by sales in Latin America and China
     • Heineken is the third largest beer brand worth $8 billion and benefited from the
       publicity around the James Bond Skyfall movie.
     • Brazil’s Brahma beer grew by 61% in the last year and is worth $4 billion
     • The UK’s Guinness continues steady brand value growth (+11% in the last year – and
       up 52% since 2006) and is the 7th most valuable beer brand in the world at $4.5bn




12
     Categories 2013




13
 Category Size & Growth (Top 10) vs 2012         (All up except Technology/
 IN ORDER OF GROWTH                                       Oil & Gas)

          Category            Brand Value ($M)           Brand Value change

             Beer                  63,267                      +36%
         Global banks             107,617                      +23%
           Apparel                 77,053                      +21%
          Insurance                59,597                      +19%
            Retail                185,889                      +17%
        Regional banks            236,189                      +15%
        Personal care              86,091                      +13%
          Soft drinks             125,550                      +11%
           Luxury                  96,538                       +6%
             Cars                 118,414                       +5%
          Fast food               156,611                       +5%
          Telecoms                306,786                       +1%
         Technology               625,874                       -1%
          Oil & Gas               106,062                       -4%

14
 Category Size & Growth (Top 10) vs 2012         (All up except Technology/
 IN ORDER OF CATEGORY SIZE                                Oil & Gas)

          Category            Brand Value ($M)           Brand Value change

         Technology               625,874                       -1%
          Telecoms                306,786                       +1%
        Regional banks            236,189                      +15%
            Retail                185,889                      +17%
          Fast food               156,611                       +5%
          Soft drinks             125,550                      +11%
             Cars                 118,414                       +5%
         Global banks             107,617                      +23%
          Oil & Gas               106,062                       -4%
           Luxury                  96,538                       +6%
        Personal care              86,091                      +13%
           Apparel                 77,053                      +21%
             Beer                  63,267                      +36%
          Insurance                59,597                      +19%

15
         Category Growth:
        Since 2006 (8 years)
     Since 2008 (pre-recession)




16
 Category Growth (Top 10)
 IN ORDER OF GROWTH

          Category          Since 2006 (8 years)   Since pre-recession (2008)

          Fast Food               +207%                      +71%
             Beer                 +128%                      +82%
         Technology               +127%                      +45%
          Soft Drinks              +93%                      +39%
          Telecoms                 +87%                      +64%
           Apparel                 +85%                      +35%
            Luxury                 +59%                      +49%
        Personal Care              +58%                       +9%
       Financial (Banks)           +56%                       +6%
            Retail                 +39%                      +22%
          Insurance                 n/a                       +5%
          Oil & Gas                 n/a                       +4%
             Cars                  -20%                      -29%
        ALL TOP 100                +77%                      +32%

17
     The Top 100




18
 Rankings: Top 100 (1-10)

                                                  Brand
             Rank                     Brand
     Rank              Brand                      Value
            change                  Value ($M)
                                                 change
      1       0         Apple         185,071     +1%

      2       +1       Google         113,669     +5%

      3       -1         IBM          112,536     -3%

      4       0      McDonald's       90,256      -5%

      5       +1      Coca-Cola       78,415      +6%

      6       +2        AT&T          75,507      +10%

      7       -2      Microsoft       69,814      -9%

      8       -1      Marlboro        69,383      -6%

      9       +6         Visa         56,060      +46%

      10      0      China Mobile     55,368      +18%

19
 Rankings: Top 100 (11-20)

                                                 Brand
             Rank                    Brand
     Rank             Brand                      Value
            change                 Value ($M)
                                                change
      11      0          GE          55,357      +21%

      12      -3       Verizon       53,004      +8%

      13      +1     Wells Fargo     47,748      +20%

      14      +4      Amazon         45,727      +34%

      15      +1        UPS          42,747      +15%

      16      -3        ICBC         41,115      -1%

      17      -5      Vodafone       39,712      -8%

      18      -1      Walmart        36,220      +5%

      19      +3        SAP          34,365      +34%

      20      +9     Mastercard      27,821      +34%

20
 Rankings: Top 100 (21-30)

                                                             Brand
             Rank                                Brand
     Rank                   Brand                            Value
            change                             Value ($M)
                                                            change
      21     +16          Tencent/QQ             27,273      +52%

      22      +2     China Construction Bank     26,859      +10%

      23      +5             Toyota              24,497      +12%

      24      -1             BMW                 24,015      -2%

      25      +6             HSBC                23,970      +24%

      26     +17             Disney              23,913      +40%

      27      -7       Deutsche Telekom          23,893      -11%

      28      +2        American Express         23,514      +16%

      29      -8          Louis Vuitton          22,719      -12%

      30     +25            Samsung              21,404      +51%

21
 Rankings: Top 100 (31-40)

                                                               Brand
             Rank                                  Brand
     Rank                    Brand                             Value
            change                               Value ($M)
                                                              change
      31     -12            Facebook               21,261      -36%

      32      +3             Pampers               20,594      +13%

      33      -8              Baidu                20,443      -16%

      34     +14            Budweiser              20,297      +28%

      35     +31               Zara                20,167      +60%

      36      -9              Oracle               20,039      -11%

      37      +1     Agriculture Bank of China     19,975      +12%

      38      +2               RBC                 19,968      +16%

      39      -5           ExxonMobil              19,229      +5%

      40      -8             Hermès                19,129      0%

22
 Rankings: Top 100 (41-50)

                                                          Brand
             Rank                             Brand
     Rank                  Brand                          Value
            change                          Value ($M)
                                                         change
      41     +21       The Home Depot         18,488      +43%

      42     +15           L'Oréal            17,971      +30%

      43      +3        Mercedes-Benz         17,952      +11%

      44      -2          Starbucks           17,892      +5%

      45     -12            Gillette          17,823      -6%

      46      +8              TD              17,781      +22%

      47     +17             Ebay             17,749      +40%
                     Commonwealth Bank of
      48     +12                              17,745      +36%
                          Australia
      49     -10             Shell            17,678      -1%

      50      +1           Colgate            17,250      +15%
23
 Rankings: Top 100 (51-60)

                                                   Brand
             Rank                      Brand
     Rank              Brand                       Value
            change                   Value ($M)
                                                  change
      51      +1       Subway          16,691      +12%

      52      -          ANZ           16,565       -

      53      -8      Accenture        16,503      +2%

      54     -28          HP           16,362      -29%

      55     -19        Tesco          16,303      -9%

      56     -12         Nike          15,817      -3%

      57      -4      China Life       15,279      +5%

      58      +3     Bank of China     14,236      +10%

      59      +4      ICICI Bank       14,196      +12%

      60     -10        Orange         13,829      -10%

24
 Rankings: Top 100 (61-70)

                                                Brand
             Rank                   Brand
     Rank             Brand                     Value
            change                Value ($M)
                                               change
      61     -12        Intel       13,757      -12%

      62      +8      FedEx         13,732      +17%

      63      +9      US Bank       13,716      +19%

      64     +18        Citi        13,386      +37%

      65      +3     Petrochina     13,380      +11%

      66     -25      Movistar      13,336      -22%

      67      -11     Sinopec       13,127      -6%

      68       -       Gucci        12,735      +48%

      69      -11      H&M          12,732      -6%

      70      +4     Sberbank       12,655      +19%

25
 Rankings: Top 100 (71-80)

                                                Brand
             Rank                   Brand
     Rank             Brand                     Value
            change                Value ($M)
                                               change
      71      -6       Honda        12,401      -2%

      72      +1      Siemens       12,331      +16%

      73      -4       Moutai       12,193      +3%

      74     +15       IKEA         12,040      +31%

      75      -8       Pepsi        12,029      -5%

      76      0        Target       11,879      +13%

      77     -18       Cisco        11,816      -11%

      78      -1        BP          11,520      +11%

      79      +9       MTN          11,448      +23%

      80      -      Woolworths     11,039       -

26
 Rankings: Top 100 (81-90)

                                                        Brand
             Rank                           Brand
     Rank                 Brand                         Value
            change                        Value ($M)
                                                       change
      81     +11           Chase            10,836      +25%

      82      +3           MTS              10,633      +11%

      83      -3          Red Bull          10,558      +6%

      84      -6          Ping An           10,558      +4%

      85      -2        Scotiabank          10,396      +8%

      86      -5          Nissan            10,186      +3%

      87      -8     Standard Chartered     10,160      +1%

      88      -           Westpac           10,070       -

      89     -18           Airtel           10,054      -13%

      90     -43       NTT DoCoMo           10,028      -37%

27
 Rankings: Top 100 (91-100)

                                                 Brand
             Rank                    Brand
     Rank             Brand                      Value
            change                 Value ($M)
                                                change
      91      0         KFC          9,953       +12%

      92      -        Yahoo!        9,826        -

      93      -      J.P. Morgan     9,668        -

      94      -          BT          9,531        -

      95      -        Prada         9,454       +63%

      96      -1     Santander       9,232       +8%

      97      -4      Chevron        9,036       +5%

      98      +2        DHL          8,940       +18%

      99     -12        ALDI         8,885       -5%

     100      -4     Volkswagen      8,790       +3%

28
          The Top Risers
     (from across the Top 100
      and Category Rankings)




29
 Rankings: Top 20 risers (1-10) from Global and Category Rankings

                                   Rank                                Brand
                                              Rank         Brand
       Brand        Category      (T100)                               Value
                                            (Category)   Value ($M)
                                 (change)                             change

       Prada          Luxury      95 (-)        4          9,454      +63%

       Brahma         Beer          -           9          3,803      +61%

        Zara         Apparel     35 (+31)       1          20,167     +60%

     Calvin Klein    Apparel        -          10          1,801      +52%

     Tencent/QQ Technology       21 (+16)       6          27,273     +52%

      Samsung       Technology   30 (+25)       7          21,404     +51%

        Gucci         Luxury      68 (-)        3          12,735     +48%

        Visa         Ad Hoc       9 (+6)                   56,060     +46%
     The Home
                      Retail     41 (+21)       3          18,488     +43%
       Depot
       Disney        Ad Hoc      26 (+17)                  23,913     +40%

30
 Rankings: Top 20 risers (11-20) from Global and Category Rankings

                                      Rank                                Brand
                                                 Rank         Brand
       Brand          Category       (T100)                               Value
                                               (Category)   Value ($M)
                                    (change)                             change
        eBay            Retail      47 (+17)       4          17,749     +40%
     Stella Artois      Beer            -          6          6,319      +40%
         Skol           Beer            -          5          6,520      +39%
        Next           Apparel          -          7          4,121      +39%
         Citi        Global Banks   64 (+18)       2          13,386     +37%
                       Personal
        Nivea                           -          4          6,322      +36%
                        Care
      Heineken          Beer            -          3          8,238      +36%
     Commonwea
                       Regional
      lth Bank of                   48 (+12)       7          17,745     +36%
                        Banks
        Australia
       Amazon           Retail       14 (+4)       1          45,727     +34%
       Barclays      Global Banks       -          7          7,989      +34%


31
     Newcomers




32
 Rankings: Newcomers Top100



                                     Rank
       Brand         Category                Rank (Category)   Brand Value ($M)
                                    (T100)

        ANZ        Regional Banks    52            8               16,565

       Gucci          Luxury         68            3               12,735

     Woolworths        Retail        80            8                11,039

      Westpac      Regional Banks    88             -              10,070

       Yahoo!       Technology       92            16               9,826

     J.P. Morgan    Global Banks     93            5                9,668

         BT          Telecoms        94            12               9,531

       Prada          Luxury         95            4                9,454




33
 Rankings: Category Newcomers


        Brand          Category       Rank (T100)   Rank (Category)   Brand Value ($M)


         ANZ         Regional Banks       52              8                16,565

      Woolworths         Retail           80              8                11,039

        Yahoo!        Technology          92              16               9,826

      J.P. Morgan     Global Banks        93              5                9,668

       ING Bank       Global Banks         -              8                7,596

         UBS          Global Banks         -              9                7,429

     Goldman Sachs    Global Banks         -              10               7,351

          AIA          Insurance           -              4                6,813

      Whole Foods        Retail            -              13               6,728

       Walgreens         Retail            -              14               5,925



34
 Rankings: Category Newcomers


      Brand      Category      Rank (T100)   Rank (Category)   Brand Value ($M)


      Nescafé    Soft Drinks        -              5                5,639

       CVS         Retail           -              15               5,620

     Ecopetrol   Oil & Gas          -              9                5,137

       Lukoil    Oil & Gas          -              10               5,011

      Chipotle   Fast Food          -              6                4,972

     Tropicana   Soft Drinks        -              6                4,808

      Philips    Technology         -              19               4,739

     Nespresso   Soft Drinks        -              7                4,478

       Coles       Retail           -              20               4,416

      Aguila        Beer            -              8                3,903



35
 Rankings: Category Newcomers


       Brand        Category       Rank (T100)   Rank (Category)   Brand Value ($M)


     Lululemon       Apparel            -              8                3,764

       Fendi          Luxury            -              9                3,636

       Coach          Luxury            -              10               3,276

       Panera       Fast Food           -              8                3,025

     Burger King    Fast Food           -              9                2,437

      Travelers      Insurance          -              9                2,403

     Minute Maid    Soft Drinks         -              12               2,296

       Nestea       Soft Drinks         -              15               1,852

       Pond's      Personal Care        -              15               1,779         UK brand




36
     Emerging Markets




37
Presence by Region (Top100)


 Number of Emerging Markets brands in Top 100 by origin
                                                                        Top100 Brands by Region (%)
                                                                               1
              2006   2007   2008   2009   2010   2011   2012   2013
                                                                               7                Africa
     China     2      5      5      6      7      12     13     12                 23
                                                                                                Asia
                                                                                                Europe
     Russia                  1      2      2      2      2      2        47                     North America
                                                                                   22
                                                                                                UK
     Brazil                         1      2      3      1      -

     India                                 1      1      2      2
                                                                      Top100 Brands by Value Share (%)
 Mexico                                    1      1      1      -            0
                                                                              5 17              Africa
     Africa                                              1      1
                                                                                                Asia
                                                                                        13      Europe
     Total     2      5      6      9      13     9      20     17
                                                                                                North America
                                                                          65                    UK

 UK number 7          8      6      5       7     7      6      7
 UK % value 5         6      5      3       5     4      4      5



38
 Emerging markets: China

                                             Rank                    Brand
                             Rank T100                Brand Value
       Brand        Category               Category                  Value
                             (Change)                    ($M)
                                           (Change)                 change
     China Mobile   Telecoms     10 (=)     2 (+1)      55,368       18%
                    Regional
        ICBC                    16 (-3)      2 (-)      41,115       -1%
                     Banks
     Tencent/QQ Technology      21 (+16)    6 (+4)      27,273       52%
        China
                   Regional
     Construction               22 (+2)      3 (-)      26,859       10%
                    Banks
        Bank
        Baidu     Technology    33 (-8)     9 (-2)      20,443       -16%
      Agriculture
                   Regional
       Bank of                  37 (-1)      4 (-)      19,975       12%
                    Banks
        China
      China Life    Insurance   57 (-4)      1 (=)      15,279       5%
       Bank of      Regional
                                58 (+3)      9 (-)      14,236       10%
        China        Banks
      Petrochina    Oil & Gas   65 (+3)     3 (+1)      13,380       11%
       Sinopec      Oil & Gas   67 (-11)    4 (-1)      13,127       -6%
39
 Emerging markets: LatAm

                                            Rank                    Brand
                           Rank T100                 Brand Value
      Brand       Category                Category                  Value
                           (Prev pos)                   ($M)
                                          (Change)                 change
      Corona         Beer        - (-)     1 (+3)       6,620       29%

      Telcel      Telecoms       - (97)     2 (=)       6,577       -22%

       Skol          Beer        - (-)     3 (+2)       6,520       39%

     Petrobras    Oil & Gas      - (75)    4 (-3)       5,762       -45%

     Falabella      Retail       - (-)     5 (-2)       5,611       7%
                  Regional
     Bradesco                    - (-)      6 (-)       5,446       -19%
                   Banks
     Ecopetrol    Oil & Gas      - (-)      7 (-)       5,137       21%

       Claro      Telecoms       - (-)      8 (-)       4,454       3%
                 International
       Itau                      - (-)      9 (-)       4,006       -39%
                    Banks
      Aguila         Beer        - (-)     10 (-)       3,903        -

40
 Emerging markets: Other

                                               Rank                    Brand
                               Rank T100                Brand Value
       Brand          Category               Category                  Value
                               (Change)                    ($M)
                                             (Change)                 change
     ICICI Bank       Regional
       (India)         Banks      59 (+4)      - (-)      14,196       12%
      Sberbank        Regional
      (Russia)         Banks       70 (4)      - (-)      12,655       19%

     MTN (Africa)     Telecoms     79 (9)      8 (-)      11,448       23%
        MTS
      (Russia)        Telecoms     82 (3)      9 (-)      10,633       11%

     Airtel (India)   Telecoms    89 (-18)    10 (-1)     10,054       -13%

      Gazprom         Oil & Gas     - (-)      7 (1)      6,182        -8%
        Lukoil        Oil & Gas     - (-)     10 (-)      5,011         -




41
     Regions




42
 Rankings: Top 10 Continental Europe

                                                      Brand
             Rank                         Brand
     Rank                Brand                        Value
            change                      Value ($M)
                                                     change
      1       2            SAP            34,365      34%

      2       2           BMW             24,015      -2%

      3       -2     Deutsche Telekom     23,893      -11%

      4       -2       Louis Vuitton      22,719      -12%

      5      New           Zara           20,167      60%

      6       -1         Hermès           19,129      30%

      7       2          L'Oréal          17,971      11%

      8       -1      Mercedes-Benz       17,952      -12%

      9       -1         Orange           13,829      -10%

      10      -4         Movistar         13,336      -22%

43
 Rankings: Top 10 North America

                                                Brand
             Rank                   Brand
     Rank             Brand                     Value
            change                Value ($M)
                                               change
      1       =        Apple       185,071      1%

      2       1       Google        113,669     5%

      3       -1        IBM         112,536     -3%

      4       =      McDonald's     90,256      -5%

      5       1      Coca-Cola      78,415      6%

      6       2        AT&T         75,507      10%

      7       -2      Microsoft     69,814      -9%

      8       -1      Marlboro      69,383      -6%

      9       -         Visa        56,060      46%

      10      =         GE          55,357      21%

44
 Rankings: Top 10 Asia

                                                               Brand
             Rank                                  Brand
     Rank                    Brand                             Value
            change                               Value ($M)
                                                              change
      1       0            China Mobile            55,368      18%

      2       0               ICBC                 41,115      -1%

      3       3            Tencent/QQ              27,273      52%

      4       -1     China Construction Bank       26,859      10%

      5       0               Toyota               24,497      12%

      6       4             Samsung                21,404      51%

      7       -3              Baidu                20,443      -16%

      8       -1     Agriculture Bank of China     19,975      12%
                     Commonwealth Bank of
      9      New                                   17,745      36%
                          Australia
      10     New               ANZ                 16,565       -

45
     Category Rankings
           Consumer
          Food & drink
       Financial institutions
           Technology
          Commodities


46
     Consumer
        Apparel
     Personal Care
         Retail
        Luxury
         Cars


47
 Consumer: Top 10 Apparel 2013                            Category +21%


                                                  Brand
             Rank                     Brand
     Rank              Brand                      Value
            change                  Value ($M)
                                                 change
      1       2         Zara          20,167      60%

      2       -1        Nike          15,817      -3%

      3       -1        H&M           12,732      -6%

      4       0      Ralph Lauren     5,618       10%

      5       0        Adidas         4,882       26%

      6       0         Uniqlo        4,627       25%

      7       1         Next          4,121       39%

      8      New      Lululemon       3,764        -

      9       -2      Hugo Boss       3,524       8%

      10      0      Calvin Klein     1,801       52%

48
                                                             Category
 Consumer: Top 15 Personal Care 2013                       Top 15 +11%
                                                          (Top 10 +13%)
                                                  Brand
             Rank                     Brand
     Rank              Brand                      Value
            change                  Value ($M)
                                                 change
      1        2       L'Oréal       17,971       30%
      2       -1       Gillette      17,823       -6%
      3       -1       Colgate       17,250       15%
      4       1        Nivea           6,322      36%
      5       1        Garnier         5,429      22%
      6       1       Lancôme          4,982      20%
      7       -3        Dove           4,927      5%
       8       0       Clinique        4,000      17%
       9       2        Natura         3,707      12%
      10      -1         Crest         3,680        9%
      11      -1         Olay          3,593        6%
      12       0     Estée Lauder      3,545      18%
      13       1        Oral-B         2,346       -6%
      14      -1         Avon          1,981      -27%
      15     New        Pond's         1,779       N/A
49
 Consumer: Top 20 Retail (1-10) 2013                           Category
                                                             Top 15 +17%
                                                            (Top 10 +18%)
                                                    Brand
             Rank                       Brand
     Rank                Brand                      Value
            change                    Value ($M)
                                                   change
      1       1         Amazon         45,727       34%
      2       -1        Walmart        36,220       5%
      3       1      The Home Depot    18,488       43%
      4       1          Ebay          17,749       40%
      5       -2         Tesco         16,303       -9%
      6       2          IKEA          12,040       31%
      7       -1         Target        11,879       13%
      8      New       Woolworths      11,039        -
      9       -2         ALDI           8,885       -5%
      10      1          Lowe's         7,559       26%




50
 Consumer: Top 20 Retail (11-20)                            Category
                                                          Top 15 +17%
                                                         (Top 10 +18%)
                                                 Brand
             Rank                    Brand
     Rank              Brand                     Value
            change                 Value ($M)
                                                change
      11      -2      Carrefour      7,372       -6%
      12      1        Costco        6,789       33%
      13     New     Whole Foods     6,728        -
      14     New      Walgreens      5,925        -
      15     New        CVS          5,620        -
      16      -4      Falabella      5,611       7%
      17      -2        M&S          4,649       7%
      18      -2        Asda         4,617       19%
      19      -5         Lidl        4,524       -2%
      20     New        Coles        4,416        -




51
 Consumer: Top 10 Luxury 2013                              Category +9%


                                                   Brand
             Rank                      Brand
     Rank              Brand                       Value
            change                   Value ($M)
                                                  change
      1       0      Louis Vuitton     22,719      -12%

      2       0        Hermès          19,129      0%

      3       2         Gucci          12,735      48%

      4       2         Prada          9,454       63%

      5       -2        Rolex          7,941       11%

      6       -2       Chanel          7,075       6%

      7       0         Cartier        6,377       32%

      8       2        Burberry        4,194       3%

      9      New        Fendi          3,636        -

      10     New        Coach          3,276        -

52
 Consumer: Top 10 Cars 2013                                Category +5%


                                                   Brand
             Rank                      Brand
     Rank               Brand                      Value
            change                   Value ($M)
                                                  change
      1       1         Toyota         24,497      12%

      2       -1         BMW           24,015      -2%

      3       0      Mercedes-Benz     17,952      11%

      4       0         Honda          12,401      -2%

      5       0         Nissan         10,186      3%

      6       0       Volkswagen       8,790       3%

      7       0          Ford          7,556       8%

      8       0          Audi          5,545       18%

      9       0         Hyundai        4,000       11%

      10      0          Lexus         3,472       2%

53
     Food & Drink
       Fast Food
         Beers
       Soft Drinks




54
 Food & Drink: Top 10 Fast Food                          Category +5%


                                                 Brand
             Rank                    Brand
     Rank              Brand                     Value
            change                 Value ($M)
                                                change
      1       0      McDonald's      90,256      -5%

      2       0      Starbucks       17,892      4%

      3       0       Subway         16,691      12%

      4       0         KFC          9,953       12%

      5       0       Pizza Hut      6,014       11%

      6      New      Chipotle       4,972        -

      7       -1     Tim Hortons     3,380       1%

      8      New       Panera        3,025        -

      9      New     Burger King     2,437        -

      10      -3      Taco Bell      1,992       -3%

55
 Food & Drink: Top 10 Beer                                 Category +36%


                                                   Brand
             Rank                      Brand
     Rank              Brand                       Value
            change                   Value ($M)
                                                  change
      1       0       Bud Light        10,840      30%

      2       0      Budweiser         9,458       26%

      3       0       Heineken         8,238       36%

      4       0        Corona          6,620       29%

      5       0          Skol          6,520       39%

      6       0      Stella Artois     6,319       40%

      7       0       Guinness         4,473       11%

      8      New        Aguila         3,903        -

      9       -1       Brahma          3,803       61%

      10      -1      Miller Lite      3,093       34%

56
                                                             Category
 Food & Drink: Top 15 Soft Drinks
                                                           Top 15 +5%
                                                          (Top 10 +11%)
                                                  Brand
             Rank                     Brand
     Rank               Brand                     Value
            change                  Value ($M)
                                                 change
       1      -       Coca-Cola      64,698        7%
       2      -        Diet Coke     13,717       -2%
       3      -         Red Bull     10,558        6%
       4      -          Pepsi        9,799       -5%
       5      -         Nescafé       5,639         -
       7      -        Tropicana      4,808         -
       6      -       Nespresso       4,478         -
       8      -          Sprite       4,127        9%
       9      -          Fanta        3,974       -1%
      10      -        Gatorade       3,750        9%
      13      -      Mountain Dew     2,497       -3%
      11      -       Minute Maid     2,296         -
      12      -       Dr. Pepper      2,236        5%
      14      -        Diet Pepsi     2,232       -2%
      15      -         Nestea        1,852         -

57
      Financial
      Global Banks
     Regional Banks
       Insurance




58
 Financial: Top 10 Global Banks                                 Category +23%


                                                        Brand
             Rank                           Brand
     Rank                 Brand                         Value
            change                        Value ($M)
                                                       change
      1       -            HSBC             23,970      24%

      2       -             Citi            13,386      37%

      3       -            Chase            10,836      25%

      4       -      Standard Chartered     10,160      1%

      5       -         J.P. Morgan         9,668        -

      6       -          Santander          9,232       8%

      7       -           Barclays          7,989       34%

      8       -          ING Bank           7,596        -

      9       -            UBS              7,429        -

      10      -       Goldman Sachs         7,351        -

59
 Financial: Top 10 Regional Banks                                Category +15%


                                                         Brand
             Rank                            Brand
     Rank                  Brand                         Value
            change                         Value ($M)
                                                        change
      1       -         Wells Fargo          47,748      20%

      2       -             ICBC             41,115      -1%
                     China Construction
      3       -                              26,859      10%
                            Bank
                     Agriculture Bank of
      4       -                              19,975      12%
                           China
      5       -             RBC              19,968      16%

      6       -              TD              17,781      22%
                     Commonwealth Bank
      7       -                              17,745      36%
                        of Australia
      8       -             ANZ              16,565       -

      9       -        Bank of China         14,236      10%

      10      -          ICICI Bank          14,196      12%
60
 Financial: Top 10 Insurance                             Category +19%


                                                 Brand
             Rank                    Brand
     Rank              Brand                     Value
            change                 Value ($M)
                                                change
      1       0       China Life     15,279      5%

      2       0        Ping An       10,558      5%

      3       0       State Farm     7,881       1%

      4      New         AIA         6,813        -

      5       0         AXA          3,934       18%

      6       -2        CPIC         3,705       9%

      7       -1       Allianz       3,596       25%

      8       -1        Geico        3,255       19%

      9      New      Travelers      2,403        -

      10      -2        Zurich       2,174       15%

61
     Technology
      Technology
       Telecoms




62
 Technology: Top 20 Technology (1-10)                        Category
                                                            Top 20 -1%
                                                           (Top 10 -1%)
                                                   Brand
             Rank                    Brand
     Rank              Brand                       Value
            change                 Value ($M)
                                                  change
      1       0        Apple            185,071    1%

      2       1        Google           113,669    5%

      3       -1        IBM             112,536    -3%

      4       0       Microsoft         69,814     -9%

      5       1         SAP             34,365     34%

      6       4      Tencent/QQ         27,273     52%

      7       6       Samsung           21,404     51%

      8       -3      Facebook          21,261     -36%

      9       -2       Baidu            20,443     -16%

      10      -1       Oracle           20,039     -11%

63
 Technology: Top 20 Technology (11-20)                      Category
                                                           Top 20 -1%
                                                         (Bottom 10 -1%)
                                                 Brand
             Rank                    Brand
     Rank              Brand                     Value
            change                 Value ($M)
                                                change
      11      0       Accenture      16,503      2%

      12      -4         HP          16,362      -29%

      13      -1        Intel        13,757      -12%

      14      1       Siemens        12,331      16%

      15      -1        Cisco        11,816      -11%

      16     New       Yahoo!        9,826        -

      17      -1        Sony         7,786       -9%

      18      0         Dell         4,939       -25%

      19     New       Philips       4,739        -

      20      -3       Canon         4,539       -33%

64
 Technology: Top 10 Telecoms                                  Category +1%


                                                      Brand
             Rank                         Brand
     Rank                Brand                        Value
            change                      Value ($M)
                                                     change
      1       0           AT&T            75,507      10%

      2       1        China Mobile       55,368      18%

      3       -1         Verizon          53,004      8%

      4       0         Vodafone          39,712      -8%

      5       0      Deutsche Telekom     23,893      -11%

      6       2          Orange           13,829      -10%

      7       -1         Movistar         13,336      -22%

      8      New          MTN             11,448      23%

      9      New          MTS             10,633      11%

      10      -1          Airtel         10,054       -13%

65
     Commodities
       Oil & Gas




66
 Commodities: Top 10 Oil & Gas                          Category -4%


                                                Brand
             Rank                   Brand
     Rank             Brand                     Value
            change                Value ($M)
                                               change

      1       0      ExxonMobil    19,229       5%

      2       0        Shell       17,678       -1%

      3       1      Petrochina    13,380       11%

      4       -1      Sinopec      13,127       -6%

      5       1         BP         11,520       11%

      6       1       Chevron       9,036       5%

      7       1       Gazprom       6,182       -8%

      8       -3     Petrobras      5,762      -45%

      9      New     Ecopetrol      5,137        -

      10     New       Lukoil       5,011        -


67
       Appendices
         Methodology
     Categories Definitions
     Stock Market Indices



68
 BRANDZ™ Top 100 – Brand Valuation Methodology
                                      In order to determine the value of a brand we need to do two things:
                                      •    Calculate the financial value created by a corporation



        FV
                                      •    Identify the role that brand has in creating that value




Step 1: Financial Value ($)
We calculate the financial value of a corporation.
Value is created by generating profits, or earnings.


Any brand should only be given credit for the earnings that are created
under its brand name, so we use an Attribution Rate to ensure that we
take into account only the relevant part of Corporate Earnings.
In some cases, the brand and the corporation are the same (e.g. Red Bull)
so the Attribution Rate is 100%. But in others, where a company has a
portfolio of brands (e.g. The Coca-Cola Company), we need to carefully
apportion corporate earnings by brand.


And because value is measured in terms of expected future earnings, (not
past or present earnings) we use a Brand Multiple. The Brand Multiple is
similar to that used by the analyst community when valuing a company
and it is applied to current earnings to produce the Financial Value.
69
 BRANDZ™ Top 100 – Brand Valuation Methodology
                                      In order to determine the value of a brand we need to do two things:
                                      •    Calculate the financial value created by a corporation



        FV                                                                                                                    BC
                                      •    Identify the role that brand has in creating that value




Step 1: Financial Value ($)
                                                                          X  Step 2: Brand Contribution (%)
We calculate the financial value of a corporation.                            We determine the proportion of financial value that is
Value is created by generating profits, or earnings.                          generated by the brand’s ability to create loyalty.


Any brand should only be given credit for the earnings that are created       In order to identify the role of brand equity – what we call the Brand
under its brand name, so we use an Attribution Rate to ensure that we         Contribution - we use our unique and proprietary BrandZ™
take into account only the relevant part of Corporate Earnings.               methodology.

In some cases, the brand and the corporation are the same (e.g. Red Bull)     Unlike other rankings, which use informed estimates, BrandZ™ uses
so the Attribution Rate is 100%. But in others, where a company has a         detailed research amongst the people who really matter - category
portfolio of brands (e.g. The Coca-Cola Company), we need to carefully        consumers for each of the brands being valued.
apportion corporate earnings by brand.
                                                                              BrandZ™ uses real consumer perceptions, generated by quantitative
And because value is measured in terms of expected future earnings, (not      research, updated annually, to determine the role of the brand in driving
past or present earnings) we use a Brand Multiple. The Brand Multiple is      purchase decisions.
similar to that used by the analyst community when valuing a company          The Brand Contribution is expressed as a percentage and represents the
and it is applied to current earnings to produce the Financial Value.         proportion of Financial Value that gives the final brand value figure.
70
  BRANDZ™ Top 100 – Brand Valuation Methodology




          FV X BC = BV
Step 1: Financial Value ($)             Step 2: Brand Contribution (%)                  Brand Value ($)


      This unique approach to measuring Brand Contribution makes the BrandZ™ Top 100 the world’s
      most robust ranking of brand value:


      – BrandZ™ is the only measure of Brand Contribution that is entirely objective
      – The BrandZ™ methodology has been sales validated and identifies the causal links between
        brand strength and sales
      – BrandZ™ is the world’s most comprehensive source of brand equity knowledge and insight
      – It is the only ranking in the world that puts a value on the opinion of a brand’s customers
 71
 Fourteen categories covering five sectors with some changes to some
 category definitions

 • Consumer                                                                     • Financial institutions

         • Apparel                                                                      • Global banks
                                                                                                           Split into two tables
         • Cars                                                                         • Regional banks
         • Luxury                                                                       • Insurance
                 • Redefined as high-end accessories
                   and watches
                                                                                • Technology
         • Personal care
         • Retail                                                                       • Technology
                 • Expanded to include pharmacies and                                   • Telecoms
                   department stores
 • Food & drink                                                                 • Commodities
         • Beer                                                                         • Oil & gas
         • Fast food
         • Soft drinks
                 • Expanded to include all
                   non-alcoholic drinks




     Note: credit cards are included in T100 but excluded from financial institution categories
72
 Redefinition of categories

 • Consumer
      • The luxury category we have redefined it as high-end accessory brands, which
        excludes Moet & Chandon and Hennessey
      • The retail category we have expanded the category to include department stores
        and pharmacists
 • Food & drink
      • The soft drink category has been redefined to include all commercial non-alcoholic
        drinks in order to represent “share of throat”
 • Financial institutions
      • Banks have now been split into two rankings, global and regional, and will now
        have two separate ranking tables
      • Global banks are defined as those that have more than 40% of their business
        outside of their home market
      • Credit cards have are now only included in the Global 100 rankings, similar to
        other more concentrated categories such as couriers


73
     Thank you!
74
     Confidentiality
     Millward Brown Optimor understands that our clients trust us with confidential and sensitive information on various aspects of their business. We
     respect that trust by protecting the confidentiality of information shared with us, and will not share any sensitive client information outside of our
     specific engagement, including the names of our clients.

     Similarly, we view all our approaches, insights and research as proprietary. We look to our clients to protect the interests of Millward Brown Optimor
     in our proposals, presentations, methodologies and analytical techniques. Under no circumstance should this material be shared with any third party
     without the written consent of Millward Brown Optimor.

     Copyright © 2013 Millward Brown Optimor


75
     BRANDZ™ Top 100
     2013 preliminary results




76

				
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