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Top Global Brands

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This document provides key info on top global brands
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Page 1: Top Global Brands
Page 2: Top Global Brands

The brand Rankings presented is based on a brand valuation methodology that is grounded in

both quantitative customer research and in-depth financial analysis.

The presentation contains examples of brand leaders that flourished despite the difficult

economy.

Some of the sharpest brand value appreciation occurred in technology, as it became

increasingly personal and central to people’s lives.

Despite the difficult economy, strong luxury brands also grew in value.

Challenges : Many brand leaders understood and adjusted to new consumer priorities and

flourished despite the challenging economy.

Brands: Background

With the shift in consumer attitude, brand leadership became more important last year —

and more risk.

Consumers expected more from brands last year.

Beyond quality and reliability they preferred brands that made them feel good about

themselves.

Badge value became not only about how much did I spend, but how responsible was the

product that I purchased. Leading brands in every category responded to this new

imperative.

The Importance of Brands

Page 3: Top Global Brands

Knowing a brand’s value enables the CEO, investors, and other stakeholders to make

better, more informed decisions.

When an intangible asset like brand has a monetary value that can be tracked, the return

on a new brand strategy or an investment in marketing initiatives can be more accurately

understood.

The central role of brand value in business decision making indicates the importance of

using the most sensitive and sophisticated brand-evaluation tools.

The Brand Value

key changes and trends shaping the post-recession world included:

Sustainability

Social Responsibility

Health

A Shift in Brand Values

Trust

Personalization

Page 4: Top Global Brands
Page 5: Top Global Brands

1. Nike 2. H&M

3. Zara 4. Esprit

5. Adidas

6. Ralph Lauren

7. Next

8. Puma

9. Gap 10. Levi's

Page 6: Top Global Brands

APPAREL DOWN

4%

“ Heritage helped

brands as

anxious shoppers

sought reassurance.”

No. Brand Brand

Value $M

Brand Value

Change(2009-

2010)

1. NikeNike 12,597 5%

2. H&MH&M 12,131 1%

3. ZaraZara 8,986 4%

4. EspritEsprit 4,745 -28%

5. AdidasAdidas 3,263 -34%

6. Ralph Ralph

LaurenLauren

2,857 -6%

7. NextNext 2,569 54%

8. PumaPuma 1,747 -8%

9. GapGap 1,321 2%

10. Levi'sLevi's 920 3%

Page 7: Top Global Brands
Page 8: Top Global Brands

1. Louis Vuitton 2. Hermès

3. Gucci 4. Chanel

5. Hennessy

6. Rolex 7. Moët & Chandon

8. Cartier

9. Fendi

10. Tiffany & Co.

Page 9: Top Global Brands

No. BrandBrand Value

$M

Brand ValueChange(2009-

2010)

1. Louis Vuitton Louis Vuitton 19,781 2%

2. HermèsHermès 8,457 8%

3. Gucci Gucci 7,588 2%

4. ChanelChanel 5,547 -11%

5. Hennessy Hennessy 5,368 -1%

6. Rolex Rolex 4,742 -14%

7.Moët & Moët &

Chandon Chandon 4,279 -12%

8. Cartier Cartier 3,964 -19%

9. Fendi Fendi 3,199 -8%

10. Tiffany & Co.Tiffany & Co. 2,383 6%

“ At all price levels

customers were more

discriminating, and not just

because they had less

money to spend. They

sought unusual items,

adding the personal and

unique to the calculus of

value.”

LUXURYDOWN

3%

Page 10: Top Global Brands
Page 11: Top Global Brands

1. Gillette 2. Colgate

3. L'Oréal

4. Avon

5. Nivea

6. Garnier 7. Lancôme 9. Oral B

10. Crest

11. Shiseido

12. Olay 13. Estée Lauder

14. Secret15. Signal

8. Dove

Page 12: Top Global Brands

“ Marketing personal

care

products in the

recession

required driving down

price

while reinforcing trust.”

No. BrandBrand Value

$M

Brand Value

Change(2009-

2010)

1. Gillette Gillette 20,663 -10%

2. Colgate Colgate 14,224 15%

3. L'Oréal L'Oréal 14,129 -6%

4. Avon Avon 7,293 -16%

5. NiveaNivea 5,624 -14%

6. Garnier Garnier 4,955 -5%

7. Lancôme Lancôme 3,960 -7%

8. Dove Dove 3,564 9%

9. Oral B Oral B 3,501 0%

10. CrestCrest 3,071 5%

11. ShiseidoShiseido 2,617 9%

12. Olay Olay 2,590 -10%

13.Estée Estée

LauderLauder1,979 -7%

14. SecretSecret 1,717 -8%

15. SignalSignal 1 -9%

PERSONAL CARE 4%

Page 13: Top Global Brands
Page 14: Top Global Brands

1. Walmart 2. Amazon 3. Tesco 4. Carrefour 5. Target

6. eBay 7. Home Depot

9. Auchan 10. Lowe's

11. Best Buy

12. IKEA 13. Marks & Spencer

14. Asda 15. Kohl's

8. ALDI

Page 15: Top Global Brands

No. Brand Brand

Value

$M

Brand Value

Change(2009-

2010)

1. WalmartWalmart 39,421 -4%

2. AmazonAmazon 27,459 29%

3. TescoTesco 25,741 12%

4. CarrefourCarrefour 14,980 0%

5. TargetTarget 12,148 -1%

6. eBayeBay 9,328 -28%

7. Home DepotHome Depot 8,971 -3%

8. ALDIALDI 8,747 1%

9. AuchanAuchan 7,848 NA

10. Lowe'sLowe's 7,008 10%

11. Best BuyBest Buy 5,807 18%

12. IKEAIKEA 5,710 -15%

13. Marks & SpencerMarks & Spencer 5,699 -5%

14. AsdaAsda 4,922 -9%

15. Kohl'sKohl's 4,371 12%

“ Betting on enduring

changes in consumer

attitudes, Walmart

launched a new store

prototype,

reflecting a strategic

shift in favour of price

and value over endless

choice.”

RETAIL1%

Page 16: Top Global Brands
Page 17: Top Global Brands

BMWToyota HondaMercedes

PorscheNissanFord

AudiRenault Ferrari

VW

Hyundai

Page 18: Top Global Brands

No

.Brand

Millward

Brown

Brand Value

US $M

1. BMWBMW 21,816

2. ToyotaToyota 21,769

3. HondaHonda 14,303

4.MercedMerced

eses13,736

5. PorschePorsche 12,021

6. NissanNissan 8,607

7. FordFord 7,039

8. VWVW 6,994

9. AudiAudi 3,624

10. RenaultRenault 3,260

“ While several brands did well, the central story of the recession was more about

which brands declined the least in sales and value.”

No. Brand

Interbrand

Brand

Value

US $M

1. ToyotaToyota 26,192

2. MercedesMercedes 25,179

3. BMWBMW 22,322

4. HondaHonda 18,506

5. FordFord 7,195

6. VWVW 6,892

7. AudiAudi 5,461

8. HyundaiHyundai 5,033

9. PorschePorsche 4,404

10. Ferrari Ferrari  3,562

No

.Brand

BrandFinance

® Global 500

US $M

1. ToyotaToyota 27,319

2. BMWBMW 16,616

3. MercedesMercedes 13,883

4. HondaHonda 13,083

5. FordFord 12,652

6. VWVW 11,468

7. NissanNissan 10,412

8. PorschePorsche 7,994

9. RenaultRenault 7,042

10. HyundaiHyundai 3,905

Source: Millward Brown Source: BrandFinance® Source: Interbrand

Page 19: Top Global Brands
Page 20: Top Global Brands

2. Aquafina1. Evian

4. Dasani

3. Perrier

8. Vittel7.Pure Life†

5. Volvic

10. Contrex

9. Levissima

6.Poland

Spring

Page 21: Top Global Brands

BOTTLED WATER DOWN

2%

“ And it doesn’t help

that tap water is ‘in’.

Many also request tap

rather than bottled

water in restaurants

because it is free and

fashionable.”

No. Brand Millward

Brown

Brand Value

$M

Brand Value

Change

(2009-2010)

1. EvianEvian 907 21%

2. AquafinaAquafina 785 -3%

3. PerrierPerrier 653 -5%

4. DasaniDasani 602 -1%

5. VolvicVolvic 564 6%

6. Poland Poland

SpringSpring487 -3%

7. Pure Life†Pure Life† 361 -21%

8. VittelVittel 335 -3%

9. LevissimaLevissima 303 -6%

10. ContrexContrex 241 -16%

Page 22: Top Global Brands
Page 23: Top Global Brands

2. Subway1. McDonald's

4. KFC3. Starbucks

8. Taco Bell

7. Wendy's

5. Pizza Hut

10. Arby's

9. Burger King

6. Tim

Hortons

Page 24: Top Global Brands

Fast FoodUP 1%

“ The leading

hamburger chains –

McDonald’s, Burger

King and Wendy’s –

improved the

ingredients of their

core offering”

No. Brand Millwar

d

Brown

Brand

Value

$M

BrandFina

nce®

Global 500

US $M

Interbrand

Brand Value

US $M

1. McDonald'McDonald'

ss

66,005 20,192 33,578

2. SubwaySubway 12,032 N/A N/A

3. StarbucksStarbucks 7,502 5,187 3,339

4. KFCKFC 7,147 N/A 5,844

5. Pizza HutPizza Hut 3,363 N/A 3,973

6. Tim Tim

HortonsHortons

3,236 N/A N/A

7. Wendy'sWendy's 2,491 N/A N/A

8. Taco BellTaco Bell 1,835 N/A N/A

9. Burger Burger

KingKing

1,767 N/A N/A

10. Arby'sArby's 682 N/A N/A

Page 25: Top Global Brands
Page 26: Top Global Brands

2. Diet Coke/Coke Light/Zero1. Coca-Cola

4. Red Bull

3. Pepsi

8. Dr. Pepper

7. Gatorade

5. Fanta

10. Diet Pepsi

9. Mountain Dew

6.

Sprite

Page 27: Top Global Brands

SOFT DRINKS

DOWN 1%

“ As the soft drink

category is being

flanked by water, fruit

juices, smoothies,

energy drinks and other

options, the iconic

brand leaders, Coke and

Pepsi, are developing

line extensions aimed

at new consumer

tastes.”

No

.

Brand Millward

Brown

Brand

Value $M

BrandFinan

ce®

Global 500

US $M

Interbran

d

Brand

Value

US $M

1. Coca-ColaCoca-Cola 54,523 70,452 34,844

2.

Diet Coke/Diet Coke/

Coke Coke

Light/ZeroLight/Zero

13.460 N/A N/A

3. PepsiPepsi 10,434 15,991 14,061

4. Red BullRed Bull 8,917 N/A N/A

5. FantaFanta 4,662 N/A N/A

6. SpriteSprite 3,855 N/A 5,777

7. GatoradeGatorade 2,935 3,225 N/A

8. Dr. PepperDr. Pepper 2,536 N/A N/A

9.Mountain Mountain

DewDew2,322 3,510 N/A

10. Diet PepsiDiet Pepsi 2,318 N/A N/A


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