Healthy brands unify a divided land
A hot economy ignites brands in the world’s biggest market
The United States today is a country watched with interest and sometimes concern around the world. Home to some of the world’s largest and most beloved brands, it also contains one of its most politically polarized climates—at least on the surface. But as this report reveals, investing in brands is one of the best ways to insulate your business and thrive in a challenging environment.
2019 marks the second year BrandZ™ has ranked US brands. Overall, the country’s top brands grew their value a healthy 15 percent over 2018, while welcoming many great newcomers, including Uber, Xbox, and HBO.
In addition, America is home to some of the world’s strongest and most universally recognized brands. Its Top 100 brands are the most valuable of any country’s in aggregate—as well as on a brand-for-brand basis. They include old standbys, like McDonald’s and Budweiser, and disruptive forces, like Netflix and Amazon. Some of the world’s most loved brands—including Pampers and Tide—also call the United States home.
These brands are not only taking great products and services to the world; they are exporting America itself. While the country’s politics may seem puzzling to many—and the country’s president is deeply unpopular internationally—they are showing strong leadership in their categories and promoting a positive image of the US as a whole.
What brands are winning? The Top 100 ranking reveals that the best strategy for building value involves innovating around the brand experiences. Brands that were perceived as doing that grew 2.4 times faster than those that didn’t. That is why we are focusing on brand experience in this report, including special section devoted to Innovation & Experience.
But whether you’re a global or local brand, you’ll find knowledge and insight to help you grow your brand more effectively. Our Cross Category themes, for example, look at how major cultural and consumer trends are shifting expectations and buying power in the US. The Takeaways provide succinct, action-oriented recommendations for brands based on our expert analysis of the market. Brand experts from WPP companies across United States also weigh in with thought leadership essays on topics as diverse as the gig economy and polycultural marketing. And we present all this with stunning photography and a vibrant design that reflects the spirit of the country itself.
At WPP, the global communications services leader, we have 130,000 people providing advertising, marketing, insight, media, digital, shopper marketing, and PR expertise in 112 countries. By positioning all this talent, creativity, and wisdom close to our clients, we amplify global trends and insights that help brands in useful and unique ways.
We invite you to access our unrivalled BrandZ™ resource library. Along with the new BrandZ™ Top 100 Most Valuable Brands United States 2019 report, the library includes annual studies on 14 countries, including France, Spain, China, Germany, Saudi Arabia, South Africa, Indonesia, and the UK—as well as Latin America as a whole. To download these and other reports, please visit www.BrandZ. com. For the interactive BrandZ™ mobile apps go to www.BrandZ.com/mobile.
The backbone of all this intelligence remains the WPP proprietary BrandZ™, the world’s largest, consumer-focused source of brand equity knowledge and insight, and WPP’s proprietary BrandZ™ brand valuation methodology. First we analyze relevant corporate financial data and strip away everything that doesn’t pertain to the branded business. Then we take a critical step that makes BrandZ™ unique and definitive among brand valuation methodologies. We conduct ongoing, in-depth quantitative consumer research with more than 170,000 consumers annually, across more than 50 countries, to assess consumer attitudes about, and relationships with, over 100,000 brands.
Our database includes information from over two million consumers. It reveals the power of the brand in the mind of the consumer that creates predisposition to buy and, most importantly, validates a positive correlation with better sales performance.
At WPP, we’re passionate about using our creativity to create and build strong, differentiated brands that deliver lasting shareholder value. To learn more about how to apply our experience and expertise to benefit your brand, please contact any of the WPP companies that contributed expertise to this report. Or feel free to contact me directly.
Sincerely, David Roth
Brand Selection Criteria
Our proprietary BrandZ™ brand valuation methodology makes the Top 100 Most Valuable United States Brands 2019 the definitive study of brands in the United States. The uniquely consumer-facing BrandZ™ methodology combines extensive and on-going consumer research with rigorous financial analysis.
We gathered brand perceptions from consumers across the global market and asked about brands with all kinds of ownership structures: individual private brands, family-owned conglomerates, and MNCs (Multinational Corporations). We selected brands that met our qualifying criteria: that the brand was originally created by a United States enterprise; and that the brand is either owned by a publicly traded enterprise or that its financials are published in the public domain. This approach produced a carefully conceived ranking of brands in 23 consumer-facing categories, including cars, banks, apparel, technology, and entertainment.
To learn more about the BrandZ™ valuation methodology, please contact:
Elspeth Cheung, Global BrandZ™ Valuation Director, Kantar Millward Brown Elspeth.Cheung@kantarmillardbrown.com.