Global 2015: HIGHLIGHTS | KEY RESULTS
Top line year-on-year and 10-year changes
Brand Value rises 14 percent year-on-year
The total value of the BrandZTM 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 BrandZTM Global 100 2013 ranking.
Brand Value rises 126 percent over 10 years
In the decade since WPP launched the annual BrandZTM 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.
BrandZTM stock portfolio outperforms key indexes
The BrandZTM 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 BrandZTM 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 BrandZTM Global Top 100, in 2011, Facebook’s Brand Value has increased 272 percent.
Alibaba leads newcomers and retail category
Alibaba entered the BrandZTM 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 BrandZTM Top 100 126 percent brand value growth over the past 10 years: technology, 226 percent, beer, 183 percent; apparel, 139 percent; 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 BrandZTM 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 BrandZTM 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 BrandZTM 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 BrandZTM 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 BrandZTM 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 BrandZTM Global Top 100 this year. New to the Global Top 100, the regional bank HFDC ranked number 74.