1. 12 percent brand valueincrease marks shift fromrecovery to growthYear of transformation, consolidation and disruptionMethodology and valuation by

2. 1 2 3 4 5 6 18 19 20 21 22 23 24 25 26 27 28 29 3034STOCK MARKETPERFORMANCE100+97%BrandZSPP 500UK6 Top 100 brands2 1 3$155,753mTop 10 brands5.4%23 Top 100 brands2 1 3$246,799mTop 10 brandsFAST GROWINGMARKETS59 58 57 56 55 54 2014: YEAR OF TRANSFORMATION,CONSOLIDATION AND DISRUPTION10% 16%50 Top 100 brands2 1 3$959,514mTop 10 brandsGoogles rise symbolizes the strength ofthe technology category.Technology brands in the Global Top100 total $827 billion, almost 30% of thevalue of the BrandZ Global Top 100.Technology category rose 16% overall inbrand value.Top BrandThe value of the BrandZTop 100 Most Valuable GlobalBrands 2014 is $2.9 trillion.Top100$2.6trillionTop100$2.9trillion2013 2014TwitterLinkedInFordBank of AmericaPayPalING BankUBSNewcomersThe BrandZTM Top 100 Most Valuable GlobalBrands share price index consistentlyoutperform the S&P market index.Brand value appreciated by 54% among theBrandZ 2014 Top risers, compared with 44% last year.TENCENT+68%+61% +61% +58% +56% +56% +55% +53% +51%06 07 08 09 10 11 12 13 1481.1%44.7%$271,893m $29,490mTOP 10 BRANDS29%$158,843m $147,880m $107,541m $90,185m $85,706m $80,683m $79,197m $77,883m $67,341m $64,255mCATEGORYGROWTHREGIONAL GROWTHTOP 10 RISERSGlobal BanksApparel$99,599m$123,800m$251,351m$72,306m$171,621m$66,207m$111,758m$111,528m$280,975m$841,482m$109,033mRegional BanksBeerFast FoodInsuranceLuxuryTelecomsPersonal CareRetailOil & GasSoft DrinksTechnologyCars$138,856m20 Top 100 brands2 1 3$314,188mTop 10 brandsBrand Contributionindicates how muchof brand value can beattributed to branditself. The index runsfrom 1 (low) up to 5(high).Luxury is the mostrepresented categoryin the top brands byBrand Contributionwith 6 brands, followedby beer with 2 brands.GROWTH ACROSS ALLCATEGORIES FROM 201382 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 997 8 9 10 11 12 13 14 15 16 17 31 32 3335 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 5360 61 62 63 64 65 66 67 68 69 70 71 72 73 74 76 77 78 79 80 75 81 98$330,427mBRANDCONTRIBUTIONRISINGIMPORTANCE OFTECHNOLOGYKEY VALUATION CHANGES+12%$45.2 BILLIONGoogle increased the most in $ value inthe 2014 rankings.It has also increased signifi cantly since2006, $121.4b, second only to the gain of$131.9b by Apple during the same period.97% BRAND VALUETencent, the Chinese socialnetwork and Internet portal,led the list of fastest risersovertaking China Mobile asChinas most valuable brand.TOP 100 DEBUTTwitter and LinkedInentered the Top100 for the fi rsttime, at numbers 71and 78, respectively.TOP 10DISTINCTIONAmazon became thefi rst retailer to enter theTop 10 at number 10.$142,103mFACEBOOKBTIKEAUNIQLOFORDMOVISTARNIKEDHLCVS+29%+17% +16% +16%+16%+15%+6%+14%+10% +11%+8%+3% +4%www.brandz.com5%3% 3%3% 41%41% 4%40%20%NorthAmerica5.9%ContinentalEurope19%Asia15.8% 3. Introduction12 percent Global Top 100value rise demonstratessignificant brand powerStrong brands surge with new growthWeve turned the corner.Brands achieved real and robust growthand brand value rose 12 percent, withevery category appreciating in brandvalue, in the BrandZ Top 100 MostValuable Global Brands 2014.A 40 percent rise in brand value droveGoogle to the number one position inthe ranking.The brand has appreciated 324 percentin brand value since the inception of theBrandZ Top 100 Most Valuable GlobalBrands in 2006. Apple, the second mostvaluable brand, has grown 826 percent invalue since 2006.These brand value increases demonstratethe centrality of technology in our societyand also the power of strong brands witha clear proposition and mission to helpimprove the lives of their customers and,in the process, increase share of life.Brands with these qualities, regardlessof product category or region of origin,were best positioned to add value asNorth America, the UK and ContinentalEurope returned to strong economichealth, even as the growth rate in theBRICs slowed.Despite slower growth, China retaineda major presence in the BrandZ GlobalTop 100 with 11 brands, only one brandless than a year ago. The performanceindicates the potential impact of Chinesebrands outside of China.The fastest-growing brand in the ranking,Tencent, the Chinese social network andInternet portal, almost doubled in value,with a brand value increase of 97 percent,following a 52 percent increase a yearago. The Chinese online search brandBaidu, which is similar to Google, grew46 percent in brand value.In other highlights: Amazon entered the Top 10 for thefirst time. Facebook, the second fastest risingbrand, increased 68 percent inbrand value. Twitter and LinkedIn entered theBrandZ Global Top 100 for thefirst time.New BrandZ Verve Index measuressocial media effectivenessThe BrandZ Top 100 Most ValuableGlobal Brands is the definitive rankingnot only because it reports aboutdevelopments like these. Equallyimportant, we also examine why thesebrands appreciated in value and whatlessons can be drawn from their success.One of the clearest opportunities andchallenges for brand value growth is theuse of social media in ways that mosteffectively enhance and protect brands.In this years ranking we introduce a newmetric, called the BrandZ Verve Index.It measures the positive social mediapresence of brands ranked in theBrandZ Global Top 100.We believe that the Verve Index is agroundbreaking tool that links socialmedia presence to brand equity. It helpstarget social media investment in waysthat potentially drive sales. To learn moreabout the BrandZ Verve Index, pleasesee page 46.The definitive brand valuationThe BrandZ Verve Index was developedby Millward Brown Digital, one of 33 WPPcompanies involved in the creation of theBrandZ Top 100 Most Valuable GlobalBrands 2014 report. Youll find knowledgeand insights from over 75 individualWPP brand experts throughout thisreport, in thought leadership essaysand prescriptive ideas for buildingstrong brands.The backbone of all this insight remainsBrandZ, the worlds largest, customer-focusedsource of brand equityknowledge and insight, and WPPsproprietary BrandZ brand valuationmethodology. First we analyze relevantcorporate financial data and strip awayeverything that doesnt pertain to thebranded business. Then we take acritical step that makes BrandZunique and definitive among brandvaluation methodologies.We conduct ongoing, in-depthquantitative consumer research withmore than 150,000 consumers annually,across more than 30 countries, to assessconsumer attitudes about, andrelationships with, over 10,000 brands.Our database includes information fromover two million consumers. It revealsthe power of the brand in the mind ofthe consumer that creates predispositionto buy and, most importantly, validatesa positive correlation with bettersales performance.More brand building resourcesWe inform all our work with the globalreach of WPP. To help clients betterunderstand their brands in the rapidlychanging context of global business,weve created a growing library ofreports. Our Powered by BrandZ seriesalso includes: the BrandZ Top 100 MostValuable Chinese Brands 2014; The Powerand Potential of the Chinese Dream; TheChinese New Year in Next Growth Cities;The Chinese Golden Weeks in FastGrowth Cities; and The BrandZ Top50 Most Valuable Latin AmericanBrands 2013.Our TrustR and ValueD reports provideinsights about building trust and value,customized for individual brands. To learnmore about these and other reports,please visit www.brandz.com. TheBrandZ Global 100 reports are availablefor free download by searchingBrandZ100 in the Apple app store.At WPP, were passionate about buildingstrong, differentiated brands andcreating value. Over 160,000 of us, basedin over 100 countries, are here to helpyou. To learn more about how to applyour experience and expertise to benefityour brand, please contact any of theWPP companies that contributedexpertise to this report. Turn to page 136for summaries of each company and thecontact details of key executives. Or feelfree to contact me directly.David RothWPPdroth@wpp.com@davidrothlondon40%Rise in brand value droveGoogle to the numberone position inthe ranking.Welcome4 BrandZ Top 100 Most Valuable Global Brands 2014 5 4. IntroductionContents01 Highlights10 Introduction13 Key Results16 Cross-Category Trends19 Take Aways20 Thought LeadershipIs Your Brand Ready to be Like Jeeves?By Nigel Hollis, Chief Global Analyst Millward Brown22 Thought LeadershipDiversion: A Route to DisruptionBy Eric Duchamp, CEO PeclersParis02 The Global Top 10026 The BrandZ Global Top 100 Ranking30 Overview32 Top Risers34 Newcomers35 Category Changes38 Brand Contribution40 Regions46 Social Media Special ReportThe BrandZ Verve IndexBy Ali Rana, SVP and Head Scientist Emerging Media Lab50 Thought LeadershipDelivering Seamless Consumer Experience inan Age of DisruptionBy Scott Symonds, Managing Director of Media AKQA52 Thought LeadershipThe Product Paradox: Why Making Apps Usually HurtsBrands and How You Can Do BetterBy Shane Atchison, CEO and Jason Burby, President,Americas POSSIBLE03 The CategoriesConsumer and Retail56 Apparel60 Cars64 Luxury68 Personal Care72 Retail76 Thought LeadershipA Seamless Transition Towards Retail TheaterBy Ian Gourley, Chief Creative Officer Barrows78 Thought LeadershipSeven Principles for a More Useful Brand ValuationBy Joanna Seddon, Global Brand Consulting OgilvyRed,Ogilvy & MatherFood and Drink80 Beer84 Fast Food88 Soft Drinks92 Thought LeadershipMy Brands. My Self.By Jonathan Dodd, Global Chief Strategy OfficerGeometry Global94 Thought LeadershipThe Data-Driven Pursuit of the Inconstant ConsumerBy Ali Rana, SVP and Head Scientist Emerging Media LabFinancial96 Banks102 InsuranceCommodities106 Oil & Gas110 Thought LeadershipCommerce 4.0: Devices, Data and Decision TimeBy Sue Pratt, Head of Marketing Salmon112 Thought LeadershipTransformation through TechnologyBy Stephen Pretorius,President AccelerationTechnology114 Technology120 Telecom Providers124 Thought LeadershipRise and Fall: Exploring the Brand Life CycleBy Aleksandra Iljina, Senior Analyst Developer andDuncan Stoddard, Account Manager Mindshare04 Resources128 BrandZ Valuation Methodology130 BrandZ Reports, Apps and iPad Magazines132 WPP Resources134 WPP Company Contributors140 WPP Brand Building Experts142 BrandZ Global Top 100 Team143 BrandZ Valuation Contact Details6 BrandZ Top 100 Most Valuable Global Brands 2014 7 5. Section 01 | Highlights IntroductionIntroductionKey ResultsCross-Category TrendsTake Aways01 Highlights8 BrandZ Top 100 Most Valuable Global Brands 2014 9 6. Percent value growthBrandZ Global Top 100 value doubles since 2006The BrandZ Top 100 Most Valuable Global Brands 2014 appreciated 12 percent inbrand value. The brand value of the BrandZ Global 100 has almost doubled sincebeing introduced in 2006.10.6%06 07 08 09 10 11 12 13 143.53.02.52.01.00.500USD Billion1.510080604020Source: Millward Brown Optimor, BrandZ dataBrandZ Strong Brands Portfolio outperformsthe S&P 500Since the introduction of the BrandZ Top 100 Most Valuable Global Brandsin 2006, the S&P 500 increased 44.7 percent in market value. In contrast, theBrandZ Portfolio of Strong Brands appreciated 81.1 percent.APR 06 APR 07 APR 08 APR 09 APR 10 APR 11 APR 12 APR 13 APR 14-20-40-60BrandZ StrongBrands PortfolioS&P 50021.2% 0.8%4.4%17.1% 0.4%7.0%12.0%IntroductionSection 01 | HighlightsIntroductionAll categories rise in brand value asGlobal Top 100 improves 12 percentIn a year of real growth, brands experiencetransformation, consolidation and disruptionThe BrandZ Top 100 Most ValuableGlobal Brands 2014 added $310 billionto reach $2.9 trillion in brand value,a 12 percent increase.Prior to the BrandZ Global 2014 results,the Top 100 had increased an averageof about 6 percent, $125 billion, annuallysince the financial crisis of 2008and 2009.This year, led by apparel, with a 29percent overall increase, all categoriesrose in brand value. And 10 of 14categories experienced double-digitgrowth, indicating that brands acrossthe economy have moved beyondrecovery into a period of new growth.Only 18 of the Top 100 brands lost valuecompared with an average of 31 brandsin each annual BrandZ Global Top 100report since the financial crisis.The resurgent economies of NorthAmerica and Europe drove brand valuegrowth as the BRIC markets slowed.Only 14 brands from fast growingeconomies made the 2014 BrandZGlobal Top 100 ranking compared with17 brands a year ago.Despite the BRIC slowdown, Chinesebrands increased their impact. Thenumber of Chinese brands in the Top 100declined by one to 11, but thats up fromonly two in 2006. In addition: With a 40 percent rise in brand value,Google claimed the number one rankfrom Apple, which held the positionsince 2011 when it surpassed Google. Twitter, LinkedIn, and PayPalappeared in the BrandZ Top 100for the first time. Tencent, the Internet portal and socialnetwork, led the fastest risers, almostdoubling in brand value. Baidu, thesearch engine appreciated 46 percent,indicating the growing influence ofChinese brands. Facebook was the second fastest riserwith brand value increasing 68 percent.Amazon entered the BrandZ GlobalTop 10 for the first time, with a 41percent brand value increase to$64.3billion. Technology continued to dominatewith nearly a third of the total brandvalue and around a fifth of the brands,including the top four Google, Apple,IBM and Microsoft.Growth brings newchallengesThe two key factors that influenced the12 percent growth surge technologyinnovations and consumer confidence also created some of the challengescategories experienced.Consumers were willing to spend moneyand they did, even on high-ticket itemslike cars and luxury. But chastened bya period of relative frugality andempowered by rapidly changingtechnology, particularly mobile,consumers changed how they shoppedand purchased. They waited for thebest prices and purchased moremindfully, with concerns about healthand the environment.Retail experienced perhaps the mostdramatic impact, as consumers conflatedthe physical and online shopping worlds,expecting a new kind of convenience thatdelivers the wide range available onlinewith best prices and the immediategratification of physical stores.Clear that retailing would no longerbe about physical stores alone,retailers scaled back their portfoliosof locations, repurposed existing spaceand invested in technology to makethe shopping online and in physicalstores a seamless experience.In luxury, some brands learned thattheyd become too accessible in aneffort to drive sales during the economicslowdown. They worked on achievingthe best balance of accessibility andexclusivity in stores and online.Carmakers loaded the newestmodels with technology for safetyand entertainment. But conditionedby their mobile devices, car buyerssometimes expected even moretechnology to be available in carswith the speed of a download.Categories feel impact ofMillennials, social mediaThis effort to understand and meet thedemands of customers touchedfinancial institutions, not always knownfor customer centricity. Global banksincreased services and warmed theirmessaging, although levels of trustremained low. Insurers developedsystems to respond to customersone-to-one in relevant ways ratherthan with mass, product driven efforts.Even categories affected by consumerhealth concerns appreciated in brandvalue, but at a slower pace. Fast food,which continued to work through thepressure of health concerns, improved10 percent. Soft drinks grew 4 percentalthough the consumption of CSDs(Carbonated Soft Drinks) declined forthe ninth consecutive year in the US.Telecoms experienced consolidation andprice disruption pressure but brand valueimproved 8 percent. The oil and gascategory experienced the lowest brandvalue growth, 3 percent, because ofslowed investment in exploration. Inevery category, brands increased activityin social media to engage consumers ininnovative ways. (Please see the BrandZVerve Index, a special report on socialmedia on page 46).In addition, the attitudes of Millennials,individuals born roughly between 1981and 1999, also touched most categories.These consumers are more likely toprefer a craft beer, bank and shop ona mobile device, choose vitamin waterover cola and eat healthier fast food, butnot exclusively. And theyre less likely tobuy insurance or own a car, eitherbecause they prefer sharing or donthave the money. Source: Millward Brown Optimor, BrandZ data10 BrandZ Top 100 Most Valuable Global Brands 2014 11 7. Section 01 | HighlightsBrand value surges across categoriesBrand value across categories surged this year, marking ashift to solid growth following fluctuations coming out of thefinancial crisis and global recession.111 134 135 141 165 166 177 198100 142 166 133 146 172 155 195 269100 105 143 158 169 217 211 205 24420010006 07 08 09 10 11 12 13 14Top 100Commodities& LogisticsFinancialTechnologyConsumer06 07 08 09 10 11 12 13 14Top 10Food& drinkConsumer100100 117 161 208 196 217 249 256 369100 97 113 102 201 221 264 266 342100 112 126 129 123 129 128 143 164Source: Millward Brown Optimor, BrandZ dataIndex of annual brand value growth, 2006=100Key ResultsThe headlinesTop 100 rises 12%The BrandZ Top 100 Most ValuableGlobal Brands increased 12 percent,to $2.9 trillion, following a 7 percentrise a year earlier.Value doubles in 8 yearsThe combined brand value of theBrandZ Global Top 100 has almostdoubled in eight years, since its inceptionin 2006.Outperforms S&P 500Since 2006, the stock market valuesof the BrandZ Strong Brands Portfolio,a subset of the BrandZ Global Top 100,has appreciated 81.1 percent, significantlyoutperforming the 44.7 percent rise inthe S&P 500 over the same period.Google number 1Google claimed the number one rankin the BrandZ Global Top 100.Apparel leads growthApparel led all categories in overallbrand value growth with a 29 percentrise, following 21 percent a year earlier.All categories upAll 14 categories increased in brandvalue, 10 of them with double-digits.Only 18 brands downOnly 18 of the Top 100 brands lost valuethis year, compared with an average of30 brands each year since the BrandZGlobal Top 100 rankings started in 2006.An average of 31 brands annually lostvalue since the financial crisis of 2008.Tencent up 97%Tencent, the Chinese social network andInternet portal, led the list of fastest riserswith a 97 percent increase in brand value,overtaking China Mobile as Chinas mostvaluable brand.Facebook up 68%Facebook (up 68 percent), Baidu, Chinasleading search engine (46 percent) andYahoo! (44 percent) also made the Top20 Risers.Twitter, LinkedIn are inTwitter and LinkedIn entered the Top 100for the first time, at numbers 71 and 78,respectively. Amazon entered the Top 10at number 10, the first retailer to achievethis distinction.Microsoft gains 29%With Microsoft up several slots, after a29 percent brand value increase, the topfour brands in BrandZ Global Top 100are in the technology category Google,Apple, IBM and Microsoft.Tech brands drive valueAround a fifth of the BrandZ GlobalTop 100 are technology brands andthese 18 brands account for $827 billionin brand value, nearly a third of the Top100 total value.Huge gains since 2006Google increased the most in dollarvalue, $45.2 billion, in the 2014 ranking.The brand also increased significantlysince 2006, $121.4 billion, second only tothe gain of $131.9 billion by Apple duringthe same period.European brandslead growthBrands based in Continental Europeincreased 19 percent in brand valueoverall, more than any other region,following a rise of only 5 percent ayear ago.North America dominatesNorth America dominated in regionalrepresentation. Half the brands in theBrandZ Top 100 and two-thirds of theTop 100 total brand value originate inNorth America. All of the Top 10 brandsare based in the US.Fewer fastgrowing marketsSlower economies in fast growingmarkets reduced the number of brandsfrom those counties in the BrandZGlobal Top 100, from 17 a year ago to 14,11 from China, two from Russia and onefrom Africa.Brands frommany nationsOther brands from China and Russia, andalso brands from Brazil, Colombia andMexico appear in the category rankings,which include some high-value brandsbelow the Top 100 brand value threshold.Source: Millward Brown Optimor, BrandZ dataIndex of annual brand value growth, 2006=100Consumer categories catch upConsumer categories, which includes apparel, cars, luxury,personal care and retail, grew sharply in brand value in theBrandZ Global Top 100 2014, as spending rose following aperiod of shaky consumer confidence and high unemployment.Key Results12 BrandZ Top 100 Most Valuable Global Brands 2014 13 8. Section 01 | HighlightsConsumer andRetail CategoriesApparel+29 percentApparel led thecategoriesin brand valueappreciation. The brands with thegreatest increases Uniqlo, up 58percent; Nike, 55 percent; and Adidas,47 percent illustrate one of the keycategory trends, the convergence ofapparel and technology into wearables.Cars+17 percentCarmakers had a goodyear with sales drivenprimarily by the resurgentUS economy and UK demand.But car sales increased in China,too, despite slower economicgrowth and government purchasingrestrictions aimed at reducingcongestion and pollution.Luxury+16 percentConsumers feltentitled to buy luxuryagain. They were morediscerning, even in China. And luxurybrands strategically rebalanced backtoward exclusivity, having increasedaccessibility in a tactical effort tobuild sales during the recession.Personal Care+12 percentMore personalizedproducts, mensgrooming and innovations combiningcosmetics with pharmacology drovesales in a crowded category. Theconvergence of technology andpersonal care resulted in small appliancesfor skin cleaning. Sales in China remainedan important factor.Retail+16 percentRetailers confrontedthe mismatch betweenlegacy real estate andchanged consumer shopping habits.Conditioned by shopping both inphysical stores and online, consumersexpected everything broad assortment,the lowest prices and immediategratification. Brands sought ways tomeet these expectations by transformingthe category with seamless solutions.Food and DrinkCategoriesBeer+14 percentConsolidation continued ina category where four globalbrewers predominate with largebrand portfolios of hundreds of local andglobal beers. The brewers attempted todrive volume in fast growing marketsand accommodate the desires of maturemarket consumers seeking new tastesand experiences.Fast Food+10 percentChipotle and Starbucks ledin brand value growth withincreases of 48 percent and44 percent, respectively. Both brands metthe consumer desire for a fast foodexperience where the meal is tastybut healthier and offered in a morecomfortable restaurant environment.Soft Drinks+4 percentBrand value appreciated ina category where volume ofCSDs (Carbonated Soft Drinks)declined for the ninth consecutive yearin the US because of consumer healthconcerns. Brands continued to marketambitiously and introduce new products.FinancialCategoriesGlobal Banks+15 percentHaving paid offgovernment loans andreorganized theirbusinesses to be more efficient, thebanks made money and brand valuesimproved. The public remained skeptical,however, because of bank past misdeedsand high executive pay.Regional Banks+6 percentStrong local economies propelled banksin North America and Australia, whereproximity to Asian markets also helped.But the declining band values of someChinese banks were a drag on overallcategory brand value.Insurance+11 percentThe major Europeaninsurance brands did well,with Allianz increasing 48percent in brand value andAXA up 44 percent. US property andcasualty insurers led the way in trying toanalyze big data to enhance customercentricity and reach and retain new,young customers. Online insurerscontinued to disrupt the category.CommodityCategoriesOil and Gas+3 percentInvestor pressure on returnon investment and geopoliticalevents intensified the routine oil andgas brand challenges of exploring forresources in some of the earths mostfragile environments. Oil and gasincreased the least in brand value ofall categories.TechnologyCategoriesTechnology+16 percentThe consumer brandscontinued to expand theirecosystems in an attempt to be aninvaluable part of consumer daily life.They found ways to monetize theircustomer relationships while alsoengaging in less profitable activitiesto serve humanity and claim a higherpurpose. The business-to-businessbrands adjusted to a commercial modelradically changed by Cloud computing.Telecom Providers+8 PercentIn Europe, the categoryexperienced more consolidation.And brands added content totheir bundle of services, in an effort todifferentiate. T-Mobile offered pay-as-you-gopricing in the US, disrupting a marketorganized around long-term contracts andbundled services.Key ResultsSummary of category performanceKey Results14 BrandZ Top 100 Most Valuable Global Brands 2014 15 9. Section 01 | HighlightsCross-Category TrendsThe forces building and disrupting brandsand categoriesTrustConsumers expect brands to keep theirpromises. Some categories havedisappointed. Coming out of the globalfinancial crisis, many banks strengthenedcapitalization, sharpened their businessfocus, revised codes of ethics andimproved communication withcustomers. But with the revelation ofnew and past misdeeds trust crackedlike a fragile shell.Lost trust damages brands, as apparelmaker Lululemon discovered when thestretch fabric of some of its productsperformed poorly and the companyinitially blamed customers for the fault.GM and Toyota sustained publicrebuke when they failed to maintainsafety standards.The price of lost trust varies. Bankreputations declined, but the difficultyin switching helped limit the businessimpact. Not all categories are soprotected by customer inertia. Strongbrands are better able to sustainfluctuations in trust.Share of lifeBrands aim to gain greater share ofwallet. But many forward thinking brandsare now looking to achieve that goal byincreasing share of life, being present inmore ways to make a customers lifebetter or simpler.The major ecosystems Apple, Googleand Amazon serve as models forsurrounding consumers with product,services and content. But brands indiverse categories are engaged withcustomers, in useful and brand relevantways, across many aspects of their lives.The Home Depot and Lowes providehome improvement financing. Walmartoffers financial services. The ChineseInternet brand leaders, Tencent, Baiduand Alibaba, are building online bankingcenters and mobile payment systems.Tesco and the Latin American retailerFalabella are MVNOs (Mobile VirtualNetwork Operators), renting capacityfrom telecoms and branding a mobileservice to gain a greater customershare of life.Share of life helps broaden and deepenthe bond between customer and brand.This relationship potentially benefits thecustomer with improved service and thebrand with additional sales.SeamlessnessShopping was multi-channel. Then itwas omni-channel. Now it needs to bea seamless, consistent experiencewhenever and wherever the consumer isdreaming about purchasing, exploringpossibilities or transacting business.Accomplishing this goal may bechallenging and complicated. But bydefinition, seamlessness means that thebrand makes the transitions betweenphysical and virtual invisible to theconsumer whos interested in the resultsnot the process. And seamlessnesscenters on the customer.PersonalizationToo ubiquitous, designer logos no longervalidate how the consumer sees herselfor wants to be seen. Self-expression is in.In the luxury category, popularityincreased for interesting jewelry, notsimply the traditional precious gems, butother colorful, distinctive stones thatconsumers chose for their uniqueness.The celebration of uniqueness wasevident in the extensive personal careproduct ranges for hair and skin typesserving a more inclusive ideal of beauty. CustomizationGrande soy iced vanilla latte maysummarize customization, but the trenddoesnt end with Starbucks. McDonaldsplans to simplify and customize its menufor the mealtime preferences of variousconsumer groups, such as Millennialsand families. In soft drinks, a categorydriven by CSDs (Carbonated Soft Drinks),consumption is declining and Cokeis customizing.Its going beyond its Freestyle vendingmachine that enables customers to mixingredients and make about 100 varietiesof soft drink. In an arrangement withGreen Mountain Coffee, the companythat makes single-serve coffee pods,Coke is developing a machine forcustomizing soda at home.Technology to make driving saferor more enjoyable adds morecustomizing options in a categoryknown for customization.ConvenienceConditioned by the economic slowdownand their experience with in-store andonline shopping, consumers expectedeverything the range available onlinewith the immediacy of physical storesand the best possible price.Many European hypermarkets and otherretailers evolved their click and collectmodels for ordering online and pickingup in-store.In the latest iteration, shoppers orderonline and pick up items, often on theway home from work, at convenientlylocated drive-thru warehouses.AuthenticitySometimes the most compelling aspectof a brand is the product itself. To accrueeconomies of scale the major brewersgenerally produce beer near where itsconsumed rather than where the brandoriginated. But sometimes the brewersbalance this business imperative with theneed for brand authenticity.The major global brewer SABMiller makesPeroni, its Italian brand, in Italy, charginga premium to cover the additional cost.Heineken sold in the US is brewed inDenmark. Luxury brands stressedprovenance as part of what makes themauthentic and exclusive.Multi-functionalityThe importance of multi-functionalityreflects the multi-tasking way manypeople live their lives. SUVs (Sport UtilityVehicles) combine basic transportationwith room for cargo. Soft drinks quenchthirst but often while adding a functionalbenefit, an energy boost or vitaminsupplement. Apparel provides protectionbut it can also monitor metabolism.Cross-Category TrendsLocalizationLike the yin-yang of high tech and hightouch, global and local arecomplementary influences for brandsto balance. Certain categories, such asfast food, soft drinks and beer, buildglobal scale and consistency, adjustingfor local tastes.Local is gaining in importance. It impliesquality and reliability along withoriginality and attention to detail notassociated with mass production. Therise of craft beer and the resurgence ofale in the UK reflect this trend. Localfood sourcing is another example.16 BrandZ Top 100 Most Valuable Global Brands 2014 17 10. Section 01 | HighlightsHealthinessConsumer concern with health bothchallenges and propels brands. In softdrinks, CSD (Carbonated Soft Drink)consumption continued to decline.In fast foods, McDonalds added healthieritems, while Chipotle made higher qualityfood its brand positioning and Subwayemphasized freshness.Chipotle rose 48 percent in brand value.Since the inception of the BrandZ Top100 Most Valuable Global Brands in2006, the Subway brand has experiencedthe greatest percentage increase inbrand value, 7,338 percent.Retailer Whole Foods, which stressesits sourcing of organic and sustainableproducts, rose 37 percent in brandvalue in the 2014 BrandZ Global Top100. During the national conversationabout health care in the US, the drugstore brand CVS renounced its $2 billiontobacco business as incompatible with itsbrand purpose as a health provider.TechnologyTechnology impacted every categorywith innovation or disruption or both.Retailers reduced real estate portfoliosof stores and explored technologies tomake the experience in the physical andonline stores unique, useful and seamless.Wearables, like Google glasses, signaledthe early days of the convergence oftechnology with apparel. Telematicdevices that monitor driving habitspotentially can disrupt the insurancecategory. Carmakers loaded cars withtechnology to improve safety and drivingenjoyment. Car buyers viewed the latesttechnology as standard not luxury.Technology disrupted the technologycategory itself as business-to-businessbrands, built around PCs, struggled toadjust to the intensified competition anda world of mobile devices.Take Aways10 insights for growing brand value01Know each customerIts time to revise the adage thecustomer comes first. Today, eachcustomer comes first. Workingto achieve that goal will improvebusiness. Its about analyzingdots of data that together revealeach customers shopping needs.In the insurance category, manybrands that created one-size-fits-allproducts now are trying to be morecustomer centric. They analyze datato understand individual customersand identify key lifetime events andinsurance opportunities.04Be agilePlanning is important. The stakesare too high and its the rarebrand that improvises its way tosuccess. But the strategy draftedin the boardroom needs constantmarket reality testing. Planning andflexibility make a good marriage.08Stand for a purposebeyond profitGiven a choice, people want toassociate with brands they feelgood about, brands that Do noevil, as Google asserts. And evendo some good. Smarter Planetworks for IBM. But if youre notone of the worlds most valuablebrands, its OK and more believableto focus on improving the partof the planet that you touch.The purpose needs to be brandrelevant, important to customersand pursued diligently.02Be meaningfullydifferentBeing different in a meaningful waymeans that customers understandthe brand and the advantages thatit offers relative to the competition.Its not easy to establish meaningfuldifference. But its important asone of the crucial drivers of brandequity, the influence a brand hasover the inclination to purchase.05Stay relevantTheres an ongoing tensionbetween respecting a brandsheritage and keeping the brandup to date. Keeping the brand upto date doesnt mean presentingthe brand as something it isnt. Itsgreat if a brand story is exciting andinspiring. But its most importantthat the story is fact, not fiction.10Invest in brandsTheres a quantifiable return oninvestment in brands. Some of thereturn is felt at the register. Someof it is in the share price. In theeight years since we introduced theBrandZ Top 100 Most ValuableGlobal Brands, our BrandZ StrongBrand Portfolio has appreciated81.1 percent compared with a 44.7improvement in the S&P 500.03Be mindfully presentIn a world noisy with brandmessages it can be difficultto be seen and heard. Digitaland social media are importantplaces to represent the brand.But use discretion. Be presentwhere it makes sense for thebrand. Intruding uninvited intoconversations risks seeming like aclueless party guest. The encountermight be memorable but unhelpful.Comment when its appropriate andbe authentic.06Keep your eyes openSpend time on thought leadership.As brands navigate throughtransformation, consolidation anddisruption, knowledge is vital. Itsuseful to see whats going on inother places, particularly in the fastgrowing markets where sometimes,because necessity is greater, sois invention. The use of mobile forpayments and banking in China isone important example.09Employ technologyfor competitiveadvantageIn most categories technologyis either a driver or disrupter orboth. The fusion of apparel andtechnology into wearables is oneexample. Because the impactof technology is unavoidabletoday, brands face a clear choice:risk finding ways to achieve anadvantage using technology, ordo nothing and risk that yourcompetitors will do something.07ExecuteThe last few years were goodfor planning and putting in placenew strategies, as consumerscaught their breath and regainedconfidence following the financialcollapse and recession. Consumersare back. Its time to execute.Payment optionsPayment in several categories shiftedto a disruptive pay-as-you-use model.Amazon and other Cloud providerssold access on an as-needed basis,replacing the licensing arrangementsthat enterprise customers maintainedwith business-to-business technologycompanies.In the US, T-Mobile introduced a pay-as-you-use arrangement to a market wheretelecom providers traditionally locked incustomers for two-year contracts.Among the trends impacting carownership is the growing popularity ofpay-as-you-use car sharing schemesthat make vehicles available for hire bythe hour.Men shoppersMen had confined their luxury purchasesto watches and cars. Today theyreinterested in well-tailored shirts andsuits. Mens grooming is one of thefastest growing segments of the personalcare category.Retail shelves once devoted to razors andshave cream in aerosol cans now includefacial creams and other pamperingproducts. The packaging in dark colorssignifies masculinity and differentiatesfrom the womens products. Among thedrivers of this trend are cultural habitscoming from Asia. In Korea, for example,men are fine with wearing makeup.Luxury brands such as Gucci, Prada andBurberry are opening stores devotedexclusively to men.Take Aways18 BrandZ Top 100 Most Valuable Global Brands 2014 19 11. I endeavor to give satisfaction, Sir. Jeeves proveshis worth on first meeting Bertie by proffering alittle preparation in order to remedy the after-effectsof a night on the town and subsequentlyproves not only invaluable but infallible. This is atough act to follow. The bigger the role a brand hasin peoples lives the bigger the risk of failure. Thisis particularly important when a brand extends itsreach across product or service categories. Peopledo not separate out different incarnations of thebrand in the same way that a business does. Tescosfinancial and mobile phone services are just asmuch part of the experience of the Tesco brand asshopping at one of its stores. Do your homeworkand make sure your new offering lives up to theexperience of the existing ones or it may underminethe whole franchise.The mood will pass sir. Jeeves sometimes takesa dislike to one of Berties latest affectations: anew mustache, vase or a pair of breeches Jeevesconsiders suitable only for the musical hall. Whenhe does so, Jeeves manages to subtly shape hismasters whims for the better. He has a clear set ofvalues and sets in motion a series of actions thatwill result in a change of mind and behavior. Manybrands could learn from his example. Rather thansimply exhorting people to buy, they need to stepback and consider exactly what associations andfeelings they need to change in order to get peopleto choose their brand.To imitate Jeeves, marketers will require the sameintimate understanding of peoples requirementsthat Jeeves has of his masters. Brands need toanticipate peoples needs and desires, not justrespond to direct requests. If successful in doing sothen the brand will have established a meaningfulplace in peoples consciousness, one that allows it totake a bigger share of their lives.Section 01 | Thought LeadershipIS YOURBRANDREADY TOBE LIKEJEEVES?Reginald Jeeves, valet to the wealthy andaffected Bertie Wooster, is probably author P.G. Wodehouses most iconic character. Jeeves isimperturbable in the face of a crisis, resourceful andwell-informed. He deals with his masters needs withsuave confidence and subtly shapes events to savehis employer from embarrassment.Why are we talking about a fictional character inthe context of brands? Because the many brandsseeking to expand their roles to take a bigger shareof our lives would do well to imitate Jeeves. Peopleare willing to give brands a greater role in theirlives only if they empower them, and do so withoutimposition or undue fanfare.The brands seeking to increase their influence inthis way are following in the footsteps of giantslike Apple, Amazon or Nike. These brands havemanaged to extend their ecosystem so that theirproducts and services are integrally intertwinedwith multiple aspects of our lives. Apple spans ourneeds for entertainment, music and productivity.Amazon fulfills our need for convenience witheffortless one-click shopping and relevantpurchase recommendations for stuff we neverknew we wanted. Nike, with its Nike+ Fuelband, hastransformed itself from a mere apparel brand to acompanion and coach for runners.The assumption that having a greater share ofconsumers lives will have positive benefits for thebrand may well prove incorrect if the brand cannotemulate Jeeves. So, with that in mind here are threethings brands might learn from the venerable valet.I was given to understand that you required avalet. Jeeves offered his services to Bertie Woosterin the knowledge that there was a need for them. Nomatter how much brands might want to be part ofsomeones life, they need to make sure that there isa real need for what they have to offer and that therecipient believes them capable of rendering thatservice. A broad positioning that does not limit thebrand to a specific category improves the brandsability to expand its footprint in our lives.Nigel HollisChief Global AnalystMillward BrownNigel.hollis@millwardbrown.comMillward Brown is a leading global research agency specializingin advertising effectiveness, strategic communication, media andbrand equity research. Millward Brown helps clients grow greatbrands through comprehensive research-based qualitative andquantitative solutions.Specialist global practices include Millward Brown Digital (aleader in digital effectiveness and intelligence), Firefly MillwardBrown (our global qualitative network), a Neuroscience Practice(using neuroscience to optimize the value of traditional researchtechniques), and Millward Brown Optimor (a strategy consultancyhelping companies maximize financial returns on brand andmarketing investments). Millward Brown operates in morethan 55 countries and is part of Kantar, WPPs data investmentmanagement division. Learn more at www.millwardbrown.com.20 BrandZ Top 100 Most Valuable Global Brands 2014 21 12. Our recent trend research highlights that, as a resultof the lengthy economic crisis, defiance and anxietyabout the future are rife. Across Europe, people feelthat they are trapped in a vicious cycle of austerity.As a result, a new dynamic is emerging: individualsnow aspire to control their own destinies. In theirefforts to do so, they are challenging and reinventingthe codes, norms, stereotypes and rules, whichnow feel oppressive and seem a reflection of afailing system.This global inclination towards diversion favors ageneral wish for disruption, especially amongyounger generations. In the behaviors that illustratethese diversion tactics we see a desire to embracechange in order to rise above the daily routine, orbetter yet, reinvent the future. As part of this trend,absurdity, irony, nonsense and cynicism are beingused as weapons of subversion. Infiltrating all layersof society and fueled by the viral power of socialnetworks, these attitudes are transforming the worldinto a gigantic disruptive public space.These tactics also include the display of moreuninhibited behaviors and inner impulses thatexplore and push boundaries. There is a growingfascination for ambiguous genres, and controversialand imaginary realms that blur the lines betweengood and bad. These behaviors have become anoutlet through which individuals can express fears,dislikes and desires, and as escape mechanisms theyare powerful routes to resilience.Exploring consumers newattitudes and expectationsResilient behaviors Resilience is the ability toovercome difficult times. It is today seen in thegrowing promotion and celebration of personalfailings: marital (divorce parties in Japan and theUSA) or professional (the fun employmentphenomenon). It aims to break the models imposedby modern society (the cult of efficiency andperformance at all costs) and expose the inanity ofcertain norms, belief systems and preconceptions.Augmenting the moment There is a strong desireto make the most of now. Surprise, fun, happiness,humor and optimism are powerful ways to disruptthe routine and fight day-to-day stress.Engaging in communion In a society long markedby individualism, the viral power of social networksis rekindling a desire for collective exchange, freedof taboos and frontiers. Tapping into this meanscreating real or digital places and symbolicgatherings that serve as outlets for release, aswell as new forms of social cohesion.Embracing new archetypes The expression ofindividual singularity will prompt the remodeling oftraditional archetypes and socio-cultural codes.Some phenomena are already disrupting oldmodels: a new dynamic of female empowerment,a new definition of masculinity, new perceptionsof genders, new relationships with beauty andthe bodyAll this raises the question of how brands shouldrespond to these new attitudes. In part, the answeris to demonstrate their understanding of thedisruptive trend and interpret and adapt theirmessaging accordingly. For example by:Disrupting CommunicationcodesAdopting humoristic or ironic tones to denounceoutdated models, customs, or conventions andgenerate buzz.Not being afraid to deliver a radical take on brandingand advertising, inspired by the casual, quirky toneof Internet culture.Diverting markets conventionsUsing absurdity to prompt innovation and creativity,which result in communications that, beyond the fun,are truly relevant.Twisting traditional points of reference to provokemystery, curiosity, surprise and desire.Using new technologies to fictionalize reality andaugment consumer experience by storytelling athome, in the streets, and in retail.Breaking free from archetypesTaking the lead in playing with the boundariesbetween traditional categories: masculine/ feminine,nature/culture, man /machine.Such a blueprint will be more easily adopted bysome brands than others. Digital brands Google,Apple, Nest are the pacesetters of disruption.For fashion brands, reinvention is their lifebloodand so subversion comes as second nature, witnessBurberrys high tech Brit stores and increasinglyedgy, reportage-style campaigns. Brands that arevalued for their heritage and tradition will need tonavigate these trends with more caution, especiallythose that have lost consumer trust, for examplefinancial services brands but even they maytake comfort from knowing that the raison dtreof diversion and disruption is to make anythingseem possible.Section 01 | Thought LeadershipDIVERSION A ROUTE TODISRUPTIONEric DuchampCEOPeclersPariseric.duchamp@peclersparis.comPeclersParis is a unique worldwide trend forecasting, brandstrategy and innovation agency that is expert in fashion, beautyand cosmetics, home and consumer electronics products. Ourunique expertise is to decrypt socio-cultural and aesthetic trendsand translate them not only into innovative brand strategies butalso into new products concepts and design. Founded in 1970.Based in Paris, New York, Los Angeles, Shanghai, Munich and in 15other countries. To learn more visit www.perclersparis.com22 BrandZ Top 100 Most Valuable Global Brands 2014 23 13. 02 The Global Top 100Section 02 | The Global Top 100OverviewTop RisersNewcomersCategory ChangesBrand ContributionRegions24 BrandZ Top 100 Most Valuable Global Brands 2014 25 14. Section 02 | The Global Top 100Top 100 Most Valuable Global Brands 2014 Top 100 Most Valuable Global Brands 2014Brand CategoryBrand value2014 $MBrandcontributionBrand value %change 2014 vs 2013Rankchange26 Cars 29,598 3 21% -327 Telecoms 28,756 2 20% 028 Global Banks 27,051 3 13% -329 Technology 25,892 3 21% 130 Luxury 25,873 4 14% -131 StarbucksFast Food 25,779 3 44% 1332 Cars 25,730 4 7% -833 Regional Banks 25,008 2 -7% -1134 Apparel 24,579 4 55% 2235 Beer 24,414 4 20% -136 Personal Care 23,356 4 30% 637 Apparel 23,140 3 15% -238 Regional Banks 22,620 4 13% 039 Baby Care 22,598 5 10% -740 Retail 22,165 2 20% 141 Luxury 21,844 5 14% -142 Cars 21,535 4 20% 143 Fast Food 21,020 4 26% 844 Regional Banks 21,001 3 18% 445 Technology 20,913 2 4% -946 Telecoms 20,809 2 56% 2047 Regional Banks 19,950 3 12% -148 Oil & Gas 19,745 1 3% -949 Technology 19,469 2 19% 550 Retail 19,367 3 61% 24The Brand Value of Coca-Cola includes Lights, Diets and ZeroThe Brand Value of Budweiser includes Bud LightBrand CategoryBrand value2014 $MBrandcontributionBrand value %change 2014 vs 2013Rankchange1 Technology 158,843 3 40% 12 Technology 147,880 4 -20% -13 Technology 107,541 4 -4% 04 Technology 90,185 4 29% 35 Fast Food 85,706 4 -5% -16 Soft Drinks 80,683 4 3% -17 Credit Card 79,197 4 41% 28 Telecoms 77,883 3 3% -29 Tobacco 67,341 3 -3% -110 Retail 64,255 3 41% 411 Telecoms 63,460 3 20% 112 Conglomerate 56,685 2 2% -113 Regional Banks 54,262 3 14% 014 Technology 53,615 4 97% 715 Telecoms 49,899 3 -10% -516 Logistics 47,738 4 12% -117 Regional Banks 42,101 2 2% -118 Credit Card 39,497 3 42% 219 Technology 36,390 2 6% 020 Telecoms 36,277 3 -9% -321 Technology 35,740 4 68% 1022 Retail 35,325 2 -2% -423 Entertainment 34,538 4 44% 324 Credit Card 34,430 4 46% 425 Technology 29,768 4 46% 8Source: Valuations include data from BrandZ, Kantar Retail and Bloomberg.Brand contribution measures the influence of brand alone on earnings, on a scale of 1 to 5, 5 highest.China Construction BankThe Top 100 Chart26 BrandZ Top 100 Most Valuable Global Brands 2014 27 15. Section 02 | The Global Top 100Top 100 Most Valuable Global Brands 2014 Top 100 Most Valuable Global Brands 2014Brand CategoryBrand value2014 $MBrandcontributionBrand value %change 2014 vs 2013Rankchange76 Oil & Gas 12,413 1 -7% -1177 Insurance 12,409 2 18% 778 Technology 12,407 4 New New79 Global Banks 12,356 2 28% 1480 Telecoms 12,175 3 14% 281 Insurance 12,026 2 -21% -2482 Retail 11,953 3 8% -283 Fast Food 11,910 3 20% 884 Cars 11,812 3 56% New85 Regional Banks 11,743 3 17% 386 Technology 11,667 2 -15% -2587 Regional Banks 11,663 3 8% -688 Soft Drinks 11,476 3 -5% -1389 Regional Banks 11,351 2 9% -490 Cars 11,104 3 9% -491 Global Banks 11,060 3 20% 592 Soft Drinks 10,873 4 3% -993 Telecoms 10,221 3 -11% -1494 Regional Banks 10,149 2 New New95 Telecoms 10,041 2 0% -596 Luxury 9,985 4 6% -197 Payments 9,833 4 New New98 Global Banks 9,771 3 29% New99 Global Banks 9,683 2 30% New100 Retail 9,584 2 8% -1The Brand Value of Pepsi includes DietsThe Brand Value of Red Bull includes sugar-free and ColaBrand CategoryBrand value2014 $MBrandcontributionBrand value %change 2014 vs 2013Rankchange51 Regional Banks 19,072 3 15% 152 Personal Care 19,025 4 7% -753 Oil & Gas 19,005 1 8% -454 Regional Banks 18,235 2 -9% -1755 Technology 18,105 3 10% -256 Personal Care 17,668 4 2% -657 Global Banks 17,341 2 30% 758 Logistics 17,002 4 24% 459 Technology 16,800 2 36% 1360 Luxury 16,131 5 27% 861 Retail 15,587 2 -12% -1462 Telecoms 15,580 3 13% -263 Apparel 15,557 2 22% 664 Telecoms 15,367 2 61% 3065 Regional Banks 14,926 3 9% -266 Retail 14,842 4 -9% -1167 Oil & Gas 14,269 1 9% 068 Regional Banks 14,177 2 0% -1069 Technology 14,174 3 44% 2370 Cars 14,085 3 14% 171 Technology 13,837 4 New New72 Technology 13,710 2 16% 573 Logistics 13,687 4 53% 2574 Oil & Gas 12,871 1 12% 475 Regional Banks 12,637 3 0% -5PetroChinaMTNSource: Valuations include data from BrandZ, Kantar Retail and Bloomberg.Brand contribution measures the influence of brand alone on earnings, on a scale of 1 to 5, 5 highest.The Top 100 Chart28 BrandZ Top 100 Most Valuable Global Brands 2014 29 16. Section 02 | The Global Top 100OverviewValue of BrandZ Top 100up 98 percent since 2006All components of brand equity strengthen,technology leads in total brands and valueTechnology brands dominate theBrandZ Global Top 100Technology brands have led the growth in brand valuesince the introduction of the BrandZ Top 100 MostValuable Global Brands in 2006. The technology brandsranked in the BrandZ Global Top 100 totaled $826.9 billionin value in 2014, an increase of 141 percent since 2006.Technology brands have led thegrowth of the BrandZ Global Top 100The 12 percent brand value increase inthe BrandZ Top 100 Most ValuableGlobal Brands 2014 represents aresurgence of growth following thefinancial downturn in 2008, and a 98percent increase in value since theranking was introduced in 2006.The technology category, which rose 16percent in the 2014 BrandZ Global 100,represents nearly a third of the totalbrand value and almost a fifth of thebrands. The technology category hasgrown 141 percent in brand value sincethe ranking began.Of the Top 10 brands that grew most inbrand value since 2006, five are in thetechnology category. During those eightyears, Apple increased in value by $131.9billion or 826 percent, followed byGoogle with a 324 percent or $121.4billion rise in brand value.The Top 100 are resilient. Since thefinancial crisis, the BrandZ Global Top100 brands have strengthened in eachcomponent of brand equity, which isthe consumers predisposition to selecta brand.The components are: meaningful(generating appeal or love), different(setting trends that benefit theconsumer) and salient (coming to mindspontaneously). The BrandZ Top 100Most Valuable Global Brandssignificantly outscore other brandsin each component.Difference and saliencedrive and sustain valueIn the telecom provider category, wherebrands are struggling to differentiate andbe viewed as more than a conduit ofdata, UK-based BT rose 61 percent inbrand value and moved up 30 positionsin the ranking.The brand value rise was driven in partby acquiring rights to English PremierFootball, adding over two millionnew subscribers, a successfulOlympic sponsorship and increasingrevenue. The added value helped justifypremium pricing.Being different was a key driver forAmazon, which continued to grow itsconsumer share of life, expanding intofood and other businesses, while alsodisrupting business-to-businesstechnology pricing with its Cloudcomputing services.With a 41 percent brand value increaseto $64.3 billion, Amazon entered theBrandZ Global Top 10 for the first time.Brand salience helped sustain Coca-Cola.Because of consumer health concernsthe sale of CSDs (Carbonated SoftDrinks) declined for the ninth consecutiveyear in the US. The Coca-Cola brand rose3 percent, however.Coca-Cola slipped one spot in theBrandZ Global Top 10, as didMcDonalds, another salient brand in acategory impacted by consumer healthconcerns. At the same time, Microsoft,a salient technology brand, gained threeplaces in the ranking on a 29 percentincrease in brand value.Brands gain in trust andvalue metricsTwo other BrandZ metrics, TrustR andValueD, also help explain brand valueincreases. TrustR measures how muchconsumers trust a brand (because itconsistently has met its promises in thepast) and the likelihood consumers wouldrecommend a brand (because itconsistently keeps its promises today).The three logistics companies ranked inthe BrandZ Global Top 100 score high inTrustR. Each increased significantly inbrand value, led by DHL with a rise of 53percent, followed by Fedex, 24 percent,and UPS, 12 percent.ValueD measures the gap between aconsumers desire for a brand and theconsumers perception of the price.The measurement is important because,coming out of the recession, consumersare significantly more concerned aboutobtaining good value for money.Responding to this change in consumersattitude, the BrandZ Global Top 100have improved their desire and pricescores. A high desire score gives abrand flexibility to be premium pricedor good value.How brands manage the desire/pricebalance depends on the productcategory and brand proposition. Somebrands with high desirability, likePampers, are able to command apremium. Consumers view IKEA asgood value for money. IKEA improved61 percent in brand value.CategoryBrand Value2014 $MBrand value %change 2014vs 2013Technology 841,482 16%Telecoms 330,427 8%Retail 280,975 16%Regional banks 251,351 6%Fast Food 171,621 10%Soft drinks 142,103 4%Cars 138,856 17%Global banks 123,800 15%Luxury 111,758 16%Personal care 111,528 12%Oil and gas 109,033 3%Apparel 99,599 29%Beer 72,306 14%Insurance 66,207 11%Source: Valuations include data from BrandZand BloombergAppleGoogleIBMAT&TAmazonMcDonaldsVerizonCoca-ColaMarlboroMicrosoftSource: Valuations include data from BrandZ and BloombergBrandZ Global Top 100 brandsscore high in brand equityMeaningfulDifferentSalient131,904123121,39812671,45712971,20358,27256,72148,55239,27728,83128,146These three BrandZ metrics Meaningful, Differentand Salient are the components of brand equity,the consumers predisposition to select a brand. TheBrandZ Top 100 Most Valuable Global Brands scoresignificantly higher than the average brand across allthree metrics. And the Global Top 100 scores havestrengthened since the financial crisis.Technology brands alone represent about almost a third ofthe total value of the BrandZ Global Top 100 and nearlya fifth of the brands. The average technology brand value,$45.9 billion, is 85 percent more than the average $24.9billion value of the other brands.Source: Millward Brown OptimorAverage brand = 100Overview30 BrandZ Top 100 Most Valuable Global Brands 2014 31 17. Section 02 | The Global Top 100Top RisersBrand strength, resurgenteconomies lift brand valuesThe resurgent economies of NorthAmerica and Europe helped acceleratebrand value growth, especially amongstrong,clearly differentiated brands.The brands that appreciated most invalue, the Top 20 Risers, represent10 product categories, reflecting thediversity of strong brands and thebroad impact of economic growth.With four brands in the Top 20,technology led the categories, followedby apparel with three brands. These fiveother categories appear in the Top 20Risers with two brands apiece: creditcards, fast food, insurance, retail andtelecoms. Cars, entertainment andlogistics are represented with onebrand apiece.Technology brands Tencent andFacebook occupy the first and secondrank in the Top 20 Risers, reflecting theinfluence of the category. The presenceof Tencent, the social network andInternet portal, and Baidu, the onlinesearch brand, indicates the growingvalue and presence of Chinesetechnology brands.Two of the Top 20 Risers also appeared inthe ranking a year ago and just keptclimbing. Tencent almost doubled invalue, with a brand value increase of 97percent following a 52 percent increase.Disney, which increased in brand value44 percent, also appeared a year ago,when value rose 40 percent. Theseother key trends emerged:Sharper growthThe Top 20 Risers grew an average of 54percent in brand value compared with 44percent a year ago.Growth vs. recoveryThe brand value appreciation mostlyrepresents new growth compared witha year ago, when some of the increasewas due to rebound from the recession.Brand strengthA combination of brand strength andfinancial performance drives brand value.For the Top 20 Risers, brand strengthincreased in most instances and financialperformance consistently improved.Technology brandsappreciate in valueThe presence of Tencent and Facebookindicates the global force of socialnetworking and the speed with whichthe world has become connected overthe past 10 years. Both Tencent andFacebook claim around one billionmembers, and many more when theirmessaging services are included.Their rise in brand value reflects not onlythis growth and scale, but also howeffectively the brands are monetizingthis stature and also how theyre movinginto new areas. Facebook purchasedWhatsApp, the messaging service similarto Tencents WeChat. Tencent boughtChinas second largest ecommercemall, JD.com.The Chinese online search brand Baidu,which is similar to Google, also expandedinto related businesses, with the purchaseof Nuomi, a location-based group buyingservice. The acquisition drove a strongrevenue increase. Yahoo! owns 24percent of Alibaba, the Chineseecommerce giant. Yahoo! stocksurged in anticipation of Alibabas IPO(Initial Public Offering).Other brands experiencetechnology liftBrands across many product categoriesused technology to add consumerbenefits and to differentiate.Adidas introduced a new shoe cushioninginnovation it calls Boost technology.Nikes leadership in wearable technologyincluded refinements to its FuelBand,a bracelet that monitors exercise andfitness activity.Ford experienced one of its mostprofitable years ever, driven in part bythe resurging US economy. Butconsumers shopping for cars hada choice, and Fords leadership in offeringmid-market cars with entertainmentand navigation technology provideda competitive, brand-defining advantage.Global growth and the strengtheningJapanese economy helped Uniqlo, theglobal apparel brand based in Japan. Thebrand also benefited from its promotionof fabrics designed with technology tomaintain comfort regardless of thetemperature, and from its clear focuson in-style essentials in fashionablecolors at good prices.Brand clarity remains keyThe combination of a strong brandproposition aided by an economictailwind propelled many of the Top 20Risers. As a global home furnishingsleader, present in 42 countries, IKEAenjoyed the economic revival in the USand Europe, where the majority of its 345stores are located. The brand propositionof making home furnishing more widelyavailable suited both the needs of singleMillennials and young families indeveloped countries, and the aspirationsof the expanding middle class in fastgrowing markets.With the US in the midst of a nationalhealthcare conversation, CVS assertedits brand credentials as a healthcareprovider by phasing out its lucrativetobacco business in favor of the long-termbenefit of brand clarity.In the fast food category, as some brandleaders struggled with changingconsumer expectations, Chipotle andStarbucks increased in brand valueby satisfying consumer preference fora more refined dcor and qualitymenu options.Disney renewed its brand legacy,releasing its highest-grossing animatedfilm ever, Frozen. American Express metkey financial targets and, based onbrand strength, introduced productsthat stretched the brand beyond itsrelatively affluent core customers toreach new potential markets. MasterCardexpanded its relationships with severalkey large banks.The combination of brand strength andglobal presence lifted the value of largeEurope-based insurance brands Allianceand AXA. Recovery in Europe helpedSpains Movistar telecom and BT, whichstrengthened its well-established UKtelecom brand by moving intoentertainment and obtaining exclusiverights to popular sports content.The Top 20 RisersRank Brand CategoryBrandvalue2014 $MBrandvalue2013 $MBrand value% change2014 vs 20131 Tencent Technology 53,615 27,273 97%2 Facebook Technology 35,740 21,261 68%3 BT Telecoms 15,367 9,531 61%4 Ikea Retail 19,367 12,040 61%5 Uniqlo Apparel 7,303 4,627 58%6 Ford Cars 11,812 7,556 56%7 Movistar Telecoms 20,809 13,336 56%8 Nike Apparel 24,579 15,817 55%9 DHL Logistics 13,687 8,940 53%10 CVS Retail 8,485 5,620 51%11 Chipotle Fast Food 7,372 4,972 48%12 Allianz Insurance 5,323 3,596 48%13 Adidas Apparel 7,192 4,882 47%14 American Express Credit Cards 34,430 23,514 46%15 Baidu Technology 29,768 20,443 46%16 Disney Entertainment 34,538 23,913 44%17 Yahoo! Technology 14,174 9,826 44%18 Starbucks Fast Food 25,779 17,892 44%19 AXA Insurance 5,645 3,934 44%20 MasterCard Credit Cards 39,497 27,821 42%Source: Valuations include data from BrandZ and BloombergTop Risers32 BrandZ Top 100 Most Valuable Global Brands 2014 33 18. Section 02 | The Global Top 100NewcomersTechnology and financialbrands lead newcomersThe NewcomersThe technology and financial categoriesdominate the list of newcomer brandsadded in 2014 to the BrandZ Top 100Most Valuable Global Brands.Twitter launched an IPO (Initial PublicOffering) to fund its expansion as theplatform for worldwide conversation inbursts of 140 characters exchanged inreal time. With several acquisitions,LinkedIn, with about 280 millionmembers, intensified its effort tobe the digital meeting place for theglobal workforce.Having restructured the company andrejected a government bailout during thefiscal crisis, Ford was well positioned forthe resurgence of the US economy. Itexperienced record profits in NorthAmerica as well as in Asia-Pacific andAfrica, during 2013. Sales in Chinaincreased almost 50 percent.Bank of America reported its largestannual profit since 2007. The strongresults followed a period of cost cuttingand rebuilding after the financial crisisand problems with subprime mortgages.Revenue grew across the banksbusinesses, with consumer lendingand wealth management performingespecially well.A leader in digital payments, PayPalincreased its payment volume 24 percentto $180 billion and revenue rose 19percent to $6.6 billion. The brand workedto expand mobile transactions and buildsynergies with corporate parent eBay.PayPal is present in 193 markets andoperates in 26 currencies. The brandhad 143 million registered accounts atthe end of 2013.Following a period of financialturbulence, global banks ING and UBSimplemented new strategies and enjoyedstrong profit growth. ING renewed itscommitment to corporate values. UBSunderwent a change in leadership andshifted attention from investmentbanking to wealth management.Category ChangesLed by apparel growth, everycategory rises in brand valueThe Category ChangesEach of the 14 categories examined inthe BrandZ Top 100 Most ValuableGlobal Brands 2014 increased in overallbrand value.Ten categories experienced double-digitgrowth led by apparel with a rise of 29percent. The strong performance acrosscategories reflects general economicimprovement and consumer spendingenthusiasm even for big-ticket itemslike cars.Spending attitudes and shopping habitshave changed, however, shaped by theRank Brand CategoryBrand value2014 $M71 Twitter Technology 13,83777 LinkedIn Technology 12,40783 Ford Cars 11,81294 Bank of America Regional Banks 10,14997 PayPal Payments 9,83398 ING Bank Global Banks 9,77199 UBS Global Banks 9,683Source: Valuations include data from BrandZ and BloombergRank CategoryBrand value %change 2014 vs 2013Brand value %change 2013 vs 20121 Apparel 29% 21%2 Cars 17% 5%3 Retail 16% 17%4 Luxury 16% 6%5 Technology 16% -1%6 Global Banks 15% 23%7 Beer 14% 36%8 Personal Care 12% 11%9 Insurance 11% 19%10 Fast Food 10% 5%11 Telecom Providers 8% 1%12 Regional Banks 6% 15%13 Soft Drinks 4% 5%14 Oil & Gas 3% -4%Source: Valuations include data from BrandZ and Bloombergfinancial austerity of the pastfew years and the influence oftechnology, particularly mobilityand social networking.These attitudes touched manycategories, causing stress and evendisruption and transformation.Consumers expected wide productchoice, low prices and instantgratification. In addition, theyexpressed concern about ethicalsourcing and product impact onhealth and the environment.These four categories experienced lessthan double-digit growth telecoms,regional banks, soft drinks and oil andgas. But even this performance wasrelatively strong. Only soft drinks and oiland gas improved in brand value by lessthan 5 percent. Heres how these trendsaffected the various categories:Consumer and RetailLed by apparel, the consumer and retailcategories topped the category rankingin overall brand value growth, with carsup 17 percent and retail and luxury eachup 16 percent. Personal care advanced12 percent.Fast Food and Soft DrinksAlthough these categories continued toexperience steady growth, they felt theimpact of consumer concerns and habitsthat impacted the rate of growth. Thebeer category rose 14 percent in brandvalue; fast food, 10 percent; soft drinks,4 percent.Financial InstitutionsThe global banks made money and thecategory brand value increased 15percent overall. Less tainted by the riskypractices that precipitated the financialcrisis, the regional banks enjoyed strongresults, but brand value rose only 6percent because the growth of Chinesebanks slowed. Insurers enjoyed a strongyear and the category grew 11 percent.CommoditiesThe brand value of oil and gasappreciated 3 percent, the most modestgain of any category, as companiesslowed exploration in response toshareholder pressure for improved ROI(Return on Investment).TechnologyTechnology companies continued toappreciate in value, especially theconsumer-facing brands, while business-to-business brands adjusted to the era ofCloud computing and big datamanagement. The category rose 16percent in brand value.Having restructuredthe company andrejected a governmentbailout during thefiscal crisis, Ford waswell positioned forthe resurgence of theUS economy.Newcomers | Category Changes34 BrandZ Top 100 Most Valuable Global Brands 2014 35 19. Food and DrinkConsolidation continued in the beercategory. The rate of consumptionslowed in developed markets anddrinking preferences evolved, withconsumers more interested indistinctive flavors and experiencesrather than volume.The brewers invested in fast growingmarkets to build volume and realizethe potential, especially in China,which is a large and fragmentedmarket with relatively low perperson rate of consumption.Changing consumer attitudes abouthealth impacted both the fast foodand soft drinks categories. The fastfood brands that appreciated mostin brand value had a clear brandproposition that addressed theissue of health and also offeredan ambiance that was morecomfortable than a traditionaltake out location.In soft drinks, people consumedless CSDs (Carbonated Soft Drinks),an ongoing trend that especiallyimpacts the leading cola brands.The brand leaders expanded theirbrand portfolios to include otherbeverage options, such as flavoredwaters or juices, but even thesedrinks werent immune to healthscrutiny. Drinks that offered a joltof energy or some other functionalbenefit continued to do well.Section 02 | The Global Top 100Consumer and RetailThe strong apparel brand gains showconsumers were shopping again,replenishing wardrobes. But theypurchased in an informed way, lookingfor value and waiting for sales. Themost successful brands provideda value proposition that combinedfashion, speed and price.Retail also contended with smartershoppers. The category isexperiencing a transformation inresponse to shoppers who expecteverything all the time: the rangeand price available online combinedwith the immediate experienceand gratification provided byphysical stores.Feeling entitled and less constrainedby recession-inspired frugality,consumers spent money on luxury,too. The luxury brands reclaimed someof the exclusivity and margin theysacrificed to drive volume duringleaner times.Car brands benefited from consumerswho returned to the dealerships as thedays of cash for clunker incentivesfaded in the rear view mirror and theresurgent US economy drove carsales. Car sales gained in Europe andChina as well.Slower economic growth in China, andthe emergence of competitive Chinesebrands, affected personal care brandvalue growth, as did problems in theBrazilian economy, home to one of themajor personal care brands, Natura.Financial InstitutionsMost of the global banks had repaidgovernment loans issued during thefinancial crisis, and had implementedreforms that reshaped their businesses.However, the public and governmentregulators remained unsatisfied withsome of the changes. Banks experiencedcriticism for past practices and highexecutive compensation. Althoughprofits were up, trust was down.Less tainted by the risky practices thatprecipitated the financial crisis, theregional banks enjoyed strong results andbrand values appreciated, particularlyamong bank brands in North Americaand Australia. The category brand valuesoftened because four of the regionalleaders are Chinese banks, which felt theeffects of the countrys slowing economicgrowth rate.Insurance brands experienced a positiveyear and brand values increased,particularly among the major globalcarriers. Property and casualty brandswere in the midst of a transformation,trying to harness big data to understandindividual needs and create ongoing,lifetime customer engagement.TechnologyTechnology companies continuedto appreciate in value, especially theconsumer-facing brands. Google claimedthe number one position as the worldsmost valuable brand in the BrandZGlobal ranking, followed by Apple.Like Facebook, which experiencedstrong stock appreciation, thesebrands continued to acquire or developcompetencies to build ecosystems andbecome indispensable.At the same time, the Chinese Internetbrands, Tencent and Baidu, increasedsharply in value and Chinese technologybrands became more of a presence in theWest, as Alibaba, 24 percent owned byYahoo!, prepared for an IPO.The business-to-business technologybrands benefited from corporateinvestment in the storage and analysisof big data. But the brands also adjustedto fundamental changes, including theshift to Cloud computing, pay-as-you-gobusiness models, the rise of mobileand decline of the PC. Overall brandvalue rose 16 percent compared with a 1percent drop a year ago.Similarly, brand value of the telecomcategory rose 8 percent following a1 percent rise a year ago. Developedmarket brands grew in brand valueduring a period marked by more industryconsolidation and price disruption.CommoditiesBrand value of the oil and gascategory appreciated 3 percent,the most modest gain of anycategory. Compounding the normalrisks of exploring for oil and gasreserves in fragile environments,oil and gas brands felt investorpressure to return more profit toshareholders. To accommodatethese needs the major brandssought new efficiencies andlooked to sell assets.Category Changes | AnalysisCategory Changes36 BrandZ Top 100 Most Valuable Global Brands 2014 37 20. Section 02 | The Global Top 100Brand ContributionLeaders come from manycategories and placesBrand contribution is a metric thatquantifies the strength of a brandexclusively, without financial or otherelements. Its a critical component inthe calculation of brand value.Brands that score high in brandcontribution have distinguishedthemselves in the consumers mind.Theyve effectively differentiated fromthe competition and generated highcustomer loyalty. Theyre resilient duringmarket fluctuations because of theirengagement with the consumer.To determine brand contribution weanalyze relevant corporate financial dataand strip away everything that doesntpertain to the branded business. Then wego further, with a step that makesBrandZ unique and definitive amongbrand valuation methodologies.We conduct ongoing, in-depthquantitative consumer research withmore than 170,000 consumers annually,across more than 30 countries, toassess consumer attitudes aboutover 10,000 brands. Our databaseincludes information from over twomillion consumers.This step quantifies the power of thebrand in the mind of the consumer thatcreates predisposition to buy and, mostimportantly, validates a positivecorrelation with better sales performance.We call this factor brand contribution andexpress it as an index of 1 to 5, with 5being the most positive score.The 15 brands ranked in theaccompanying chart scored highest inbrand contribution among all of thebrands examined in this report, includingboth brands in the BrandZ Global Top100 and the category rankings.Luxury is the most represented category,with six brands. But one of the clearesttake-aways is that brands of any size,and regardless of product categoryor place of origin, can achieve highbrand contribution.The 15 ranked brands represent ninedifferent product categories. And thebrands range in size from the NorthAmerican fast food operator Panera,with a brand value of $2.9 billion, to theCoca-Cola brand valued at $67.7 billion inthe soft drinks ranking.The luxury brands are European. Baiduis the Chinese search engine and onlineportal. From Latin America, Aguila is anColombian beer and Falabella is a retailerbased in Chile with department storesand other outlets throughout the region.In addition, high brand contributionprovides staying power. These ninebrands that rank in this BrandZ Top 100Most Valuable Global Brands 2014 alsoappeared as brand contribution leadersin 2013: Aguila, Gucci, Panera, Pampers,Chanel, Coca-Cola, Falabella, Baidu andLouis Vuitton.Six of these nine Pampers, Chanel,Coca-Cola, Falabella, Baidu and LouisVuitton also appeared in the 2012 brandcontribution ranking. Herms and Rolex,which appeared in 2012, returned in 2014.Of the remaining four brands, Gillette hasappeared in the brand contributionrankings of earlier BrandZ Global Top100 reports. Audi, Burberry and StellaArtois have reinvigorated distinguishedbrand heritages.Rank BrandBrandContribution CategoryBrand value2014 $MBrand value2013 $MBrand value %change 2014 vs 20131 Aguila 5 Beer 3,676 3,903 -6%2 Gucci 5 Luxury 16,131 12,735 27%3 Panera 5 Fast Food 2,871 3,025 -5%4 Herms 5 Luxury 21,844 19,129 14%5 Pampers 5 Baby Care 22,598 20,594 10%6 Chanel 5 Luxury 7,810 7,075 10%7 Coca-Cola 5 Soft Drinks 67,712 64,698 5%8 Burberry 5 Luxury 5,940 4,194 42%9 Audi 5 Cars 7,058 5,545 27%10 Falabella 4 Retail 5,187 5,611 -8%11 Rolex 4 Luxury 9,083 7,941 14%12 Baidu 4 Technology 29,768 20,443 46%13 Stella Artois 4 Beer 8,237 6,319 30%14 Gillette 4 Personal Care 19,025 17,823 7%15 Louis Vuitton 4 Luxury 25,873 22,719 14%Source: Valuations include data from BrandZ, Kantar Retail, Bloomberg and Brand Analytics.*Brand contribution measures the influence of brand alone on earnings, on a scale of 1 to 5, 5 highest.**Includes Top 100 brands and brands included in the category rankings.Brands of any size,and regardless ofproduct category orplace of origin, canachieve high brandcontribution.The Top 15 in Brand ContributionBrand Contribution38 BrandZ Top 100 Most Valuable Global Brands 2014 39 21. Section 02 | The Global Top 100Driven by the regions economicrecovery, the value of the Top 10 mostvaluable brands based in ContinentalEurope increased 19 percent overall,more than any other region, followinga rise of only 5 percent a year ago.All of the Continental Europe Top 10brands rose in value. Those brandsincluded two of the fastest risers in theBrandZ Top 100 Most Valuable GlobalBrands 2014, Swedens IKEA, which grew61 percent in brand value, and Movistar,the Spanish telecom, up 56 percent.In contrast, the overall value of the Top10 brands based in North America roseonly 5.9 percent and the UK Top 10only 5.4 percent. Thats because,despite resurging economies, somebrands faltered and their brand valuedeclines held back the level of overallbrand value appreciation.The reverse phenomenon occurred inAsia, where the outstanding growth oftwo Chinese technology brands offsetthe brand value declines of several banksimpacted by the slowdown in Chinas rateof economic growth. Tencent, the socialnetwork and Internet portal, almostdoubled in brand value, while the brandvalue of the portal and search engineBaidu increased 46 percent.The overall value of brands in LatinAmerica continued to decline following adecrease of 13 percent a year ago. Unlikein Asia, there were not many risingbrands to offset the steep declinesexperienced by two Brazilian leaders,Petrobras, the oil and gas brand, and thepersonal care brand Natura. In summary:North AmericaAmerica continues to be home for theworlds most valuable brands.Continental Europe and the UKLocal economic resurgence anddemand from fast growing marketsdrove brand value appreciation,particularly on the Continent.Asia and LatamIndividual brands improved in value,primarily in Asia, offsetting other brandvalue declines. Latam lacked this balance.North AmericaThe Top 10 brands in the BrandZ Top100 Most Valuable Global Brands 2014are also the Top 10 most valuable NorthAmerican brands. The match confirmsthat the US continues to be home for theworlds most valuable brands. Last yearonly nine of the Top 10 brands wereAmerican. In 2014, Amazon rose tonumber 10 in the BrandZ Global 100,replacing China Mobile, which slippeda few slots.Its even possible to locate thegeographic center of high brand valuemore precisely as not simply the US, butthe technology centers of West Coast.Google and Apple, the number one andtwo brands, are based in NorthernCalifornia. The Seattle suburbs are hometo Microsoft and Amazon, the fourthand tenth ranked brands. These fourbrands together account for $461.2billion in brand value, about 16 percentof the BrandZ Global Top 100 totalbrand value.Beyond technology, changes in brandvalue reveal a more nuanced view aboutUS-based brands and how brandstrength enabled some brands towithstand the vicissitudes of theircategories. Coke rose only 3 percent inbrand value, mostly because of healthissues surrounding soft drinks.McDonalds declined 5 percent in partbecause menu complication slowedservice. AT&T appreciated only 3 percentbecause of competitive pressures andprice disruption.RegionsContinental Europe Top 10lead in brand value growthThe Top 10 brands from North AmericaRank Brand CategoryBrandvalue2014 $MBrandvalue2013 $MBrand value% change2014 vs 20131 Google Technology 158,843 113,669 40%2 Apple Technology 147,880 185,071 -20%3 IBM Technology 107,541 112,536 -4%4 Microsoft Technology 90,185 69,814 29%5 McDonald's Fast Food 85,706 90,256 -5%6 Coca-Cola Soft Drinks 80,683 78,415 3%7 Visa Credit Cards 79,197 56,060 41%8 AT&T Telecoms 77,883 75,507 3%9 Marlboro Tobacco 67,341 69,383 -3%10 Amazon Retail 64,255 45,727 41%Source: Valuations include data from BrandZ and BloombergRegions4140 BrandZ Top 100 Most Valuable Global Brands 2014 22. Section 02 | The Global Top 100ContinentalEurope and the UKMovistar, the mobile brand of Spain-basedTelefnica, successfully launchedan offering that bundled Internet withbroadband and fixed-line service.Deutsche Telekom reported strongfinancial results with strength in Germany,its home base, and a revival in the US.The company aimed to become the panEuropean telecom leader.The telecoms also were among thehighest value brands in the UK. Wellfunded with cash from selling its stake inAmericas Verizon Wireless, Vodafoneagreed to purchase Spains Ono. Thetransaction, along with the earlieracquisition of a German cable operatorstrengthened Vodafones position inhigh-speed broadband. BT purchased therights to English Premier Football, addingover two million new subscribers anddriving revenue.IKEA, with around 300 home furnishingsstores worldwide, benefited from theresurging developed economies anddemand in fast growing markets.Increased consumer confidence drovesales for Louis Vuitton and Hermsand the brands worked to reinforcetheir exclusivity.The streamlining that followed thefinancial crisis enhanced profits of globalbank brands. The banks still contendedwith public distrust, however. Like theother oil and gas majors, Shell and BPfocused more on finding efficienciesand cost savings.Asia andLatamRegionsTencent acquired strategic stakes inthe search business Sogou and JD.com,Chinas second largest ecommercemall. The brand also introduced mobilepayment and financial services thatcompeted directly with banks. Baiduexpanded in gaming and location-basedpurchasing.Chinas slower growth impacted thebanking business, which experiencedless loan origination for infrastructureinvestment and also a higher rate of loanpayment problems. The Australian banksbenefitted from their proximity to fastgrowing Asian markets and from theeconomic strength of their home market.The strengthening of the Japaneseeconomy and the rebound of the UScar market helped Toyota. KoreasSamsung continued to demonstrateleadership in mobile devices and otherconsumer electronics.In Latin America, brand values declinedbecause of economic weakness. MexicosCorona beer brand grew 21 percent inbrand value with the purchase of itsparent company Modelo by the globalbrewer AB InBev.The Top 10 brands from AsiaRank Brand CategoryBrandvalue2014 $MBrandvalue2013 $MBrand value% change2014 vs 20131 Tencent Technology 53,615 27,273 97%2 China Mobile Telecoms 49,899 55,368 -10%3 ICBC Regional Banks 42,101 41,115 2%4 Baidu Technology 29,768 20,443 46%5 Toyota Cars 29,598 24,497 21%6 Samsung Technology 25,892 21,404 21%7ChinaConstructionBankRegional Banks 25,008 26,859 -7%8CommonwealthBank of AustraliaRegional Banks 21,001 17,745 18%9 ANZ Regional Banks 19,072 16,565 15%10Agricultural Bankof ChinaRegional Banks 18,235 19,975 -9%The Top 6 brands from Latin AmericaRank Brand CategoryBrandvalue2014 $MBrandvalue2013 $MBrand value% change2014 vs 20131 Corona Beer 8,025 6,620 21%2 Skol Beer 7,055 6,520 8%3 Falabella Retail 5,187 5,611 -8%4 Aguila Beer 3,676 3,903 -6%5 Brahma Beer 3,585 3,803 -6%6 Natura Personal Care 2,236 3,707 -40%The Top 10 brands from Continental EuropeRank Brand Category2014 $M1 SAP Technology 36,390 34,365 6%2DeutscheTelekomTelecoms 28,756 23,893 20%3 Louis Vuitton Luxury 25,873 22,719 14%4 BMW Cars 25,730 24,015 7%5 L'Oral Personal Care 23,356 17,971 30%6 Zara Apparel 23,140 20,167 15%7 Herms Luxury 21,844 19,129 14%8 Mercedes-Benz Cars 21,535 17,952 20%9 Movistar Telecoms 20,809 13,336 56%10 Ikea Retail 19,367 12,040 61%The Top 10 brands from the UKRank Brand CategoryBrandvalueBrandvalue2014 $MBrandvalue2013 $MBrandvalue2013 $MBrand value% change2014 vs 2013Brand value% change2014 vs 20131 Vodafone Telecoms 36,277 39,712 -9%2 HSBC Global Banks 27,051 23,970 13%3 Shell Oil & Gas 19,005 17,678 8%4 BT Telecoms 15,367 9,531 61%5 Tesco Retail 14,842 16,303 -9%6 BP Oil & Gas 12,871 11,520 12%7 Barclays Global Banks 9,536 7,989 19%8StandardCharteredGlobal Banks 9,150 10,160 -10%9 Burberry Luxury 5,940 4,194 42%10 Next Apparel 5,716 4,121 39%For more LatinAmerica knowledgeand insightThe brands listed in the LatinAmerica chart are those thatreach the brand value thresholdof the BrandZ Global Top 100or the category rankings. For acomprehensive report about theregions highest value brands,please see the BrandZ Top 50Most Valuable Latin AmericanBrands 2013 at BrandZ.com.Or go to brandanalytics.com.brSource for all tables: Valuations include data from BrandZ, BrandAnalytics and Bloomberg.42 BrandZ Top 100 Most Valuable Global Brands 2014 43 23. Section 02 | The Global Top 100North America dominates innumber of brands and brand valueBrands based in North America dominate in brand value and in the number of brandsrepresented in the BrandZ Top 100 Most Valuable Global Brands 2014, followed byContinental Europe.50%23%20%6%1%Top 100 bybrand value66%14%15%5%0%Top 100 bynumber of brandsDuring the Chinese New Year, one ofChinas leading Internet brands enabledpeople to purchase and exchange onlinethe red packets of money that Chinesetraditionally exchange face-to-face forholiday gift giving.Tencent, an Internet portal and socialnetwork, a mix of Facebook, Twitter anda blogging site, offered the program onits mobile messaging service WeChat.Users deposited money into their WeChataccounts and supplied the contact detailsof gift recipients. In the process, Tencentenriched its online banking business withmore money and customers.In addition, Tencent and one of its rivals,Alibaba, the giant ecommerce site,similar to Amazon and eBay, competedwith mobile apps for taxi ride payments.Offering incentives to riders and drivers,the brands attempted to build theirmobile payment businesses. Determinedto compete in mobile payments, Baidu,the other brand in the Chinese Internettriumvirate, a search engine similarto Google, acquired an app store, 91Wireless, during 2013.Tencent, Alibaba and Baidu, also havecreated online wealth managementproducts that offer higher yields thanbanks and have quickly diverted billionsof dollars from traditional savingsaccounts. Tencent was the fastest riserin the BrandZ Top 100 Most ValuableGlobal Brands 2014, almost doubling invalue. Baidu increased in brand value46 percent. Alibaba, which is 24 percentowned by Yahoo!, is preparing an IPO(Initial Public Offering). Yahoo! brandvalue increased 44 percent.The initiatives of these brands illustratethe power of technology brands in China,and their ability to grow rapidly, innovateand leapfrog the West in emerging trendslike mobile payments and online banking.Their success challenges Chinas bankingcategory to respond with competitiveproducts. And it tests the governmentsability to balance its goal of openingmarkets with the need to support thebanking industry and its SOEs (StateOwned Enterprises).Its not yet certain that online productscan maintain their rapid growth rate amidfluctuations in Chinas economy andsteps taken by regulators and traditionalbanks to limit online payments. Theoutcome potentially affects not onlythe technology brands, but also theavailability of capital to millions of smallentrepreneurs. The leaders of Chinasnext wave of economic development,these entrepreneurs are less likely tobank with SOEs, whose businesses focusmore on funding large infrastructureprojects and other government needs.Predominant brandcategories by regionNorth America: technologyContinental Europe: luxury andcars Asia: regional banks andtelecoms UK: global banks andoil and gas Africa: telecomsLatam: beerFewer fast growing market brandspresent in the Global Top 100Brands from fast growing markets declined from 17 to 14 in the BrandZTop 100 Most Valuable Global Brands 2014, with 11 Chinese brands included.No brands from Latin America are present in the Global Top 100 this year,although several appear in the category rankings.2006 2007 2008 2009 2010 2011 2012 2013 2014China 2 5 5 6 7 12 13 12 11Russia 1 2 2 2 2 2 2Brazil 1 2 3 1 India 1 1 2 2 Mexico 1 1 1 Africa 1 1 1Total 2 5 6 9 13 9 20 17 142014 globalrank Brand CategoryBrand value2014 $MBrand value2013 $MBrand value %change 2014 vs 20131 14 Tencent Technology 53,615 27,273 97%2 15 China Mobile Telecoms 49,899 55,368 -10%3 17 ICBC Regional Banks 42,101 41,115 2%4 25 Baidu Technology 29,768 20,443 46%5 33 China Construction Bank Regional Banks 25,008 26,859 -7%6 54 Agricultural Bank of China Regional Banks 18,235 19,975 -9%7 67 Sinopec Oil & Gas 14,269 13,127 9%8 68 Bank of China Regional Banks 14,177 14,236 0%9 76 Petrochina Oil & Gas 12,413 13,38