2010 BrandZ Top100 Report

8/7/2019 2010 BrandZ Top100 Report

1/73

Top 100Most valuableglobal brands

2010


2/73

annual BrandZ Top 100Most Valuable Global

Brands ranking

Design by Lambie-Nairnwww.lambie-nairn.com

help to keep the business up when

Joanna SeddonCEO Millward Brown Optimor

[email protected]


3/73

Introduction 6

Five-Year Review 10

Top 100 Overview 14

Top 100 16

Social Media 22

Regions 30

Brand Contribution 36

Brand Momentum 38

Top 20 Risers 42

Newcomers To The Top 100 46

Year-On-Year Change 50

Apparel 52

Beer 56

Bottled Water 60

Cars 64

Coffee 70

Fast Food 74

Financial Institutions 80

Gaming Consoles 86

Insurance 90

Luxury 94

Mobile Operators 98

Oil & Gas Companies 104

Personal Care 108

Retail 112

Soft Drinks 118

Spirits 122

Technology 126

15 Key Takeouts 132

Methodology 136

Data Sources 140

Directory 142

CONTENTS

4 BRANDZ TOP 100 MOST VALUABLE GLOBAL BRANDS 2010


4/73


5/73


6/73

FIVE-YEARREVIEW

The BrandZ Top 100 MostValuable Global Brandssurpassed the $2 trillionthreshold this year.

are resilient.economic circumstances.

10 11BRANDZ TOP 100 MOST VALUABLE GLOBAL BRANDS 2010


7/73

5 YEAR REVIEW

position number 8.

Key TakeoutTake a position

60%

18.5%

-11.5%

07

08

09

10

0%

-60%

FIVE YEAR REVIEW



8/73

TOP 100OVERVIEW

Brands last year caughtrecession world.

some

anypower.



9/73


10/73

Sustainability

Social Responsibility

Health

inon

Trust

Personalization

TOP 100 OVERVIEW

plus



11/73

TOP 100 OVERVIEW

at premium prices.

Key Takeout



12/73


13/73


14/73


15/73


16/73


17/73


18/73

# Brand Brand Value$M

BrandContribution

BrandMomentum

1 4

2 5 4

4

4 1

5 1

6 O2 2 77 1 7

8 1 6

9 5

10 4 6

UK


BrandContribution

BrandMomentum

1 5 9

2 4 7

6

4 5 4

5 China Construction Bank 7

6 8

7 1 9

8 4

9 1 5

10 7

Asia


BrandContribution

BrandMomentum

1 4 9

2 1 8

2 9

4 2 9

5 2 9

6 Corona 5 87 Claro 1 9

LATAM

THE REGIONS

Key TakeoutAdapt your brand to the BRICs

BRANDZ TOP 100 MOST VALUABLE GLOBAL BRANDS 2010


19/73


20/73


21/73

BRAND MOMENTUM


BrandMomentum*

1 10

2 10

9

4 9

5 9

6 97 9

8 9

9 9

10 9

Top 10 by brand momentumFinance

Key TakeoutBuild trust



22/73


23/73


24/73

NEWCOMERSTO THE

TOP 100

total operation.

Top 100 this year.



25/73

# Brand BrandValue$M

40

45

51

68 69

75

88

94

Newcomers to the top 100

NEWCOMERS TO THE TOP 100

Key Takeout



26/73


27/73


28/73


29/73


30/73


31/73


32/73


BrandContribution

BrandMomentum

Brand ValueChange

1 907 1 6

2 785 6

4 6

4 602 5

5 564 7

6 487 1 7 7 5 8

8 2 6

9 5 6

10 Contrex 241 2 6

Top bottled water brands

The next 12 to 18 months

consumers to switch to tap water.

solutions will accelerate.

SECTORS: BOTTLED WATER

Bottled Water in 2010Water is becoming an even more importantissue in terms of people's consumption.There is greater understanding that peopleshould be drinking more water, so hydrationis something that is very much a driver of thebottled water market.

BOTTLED WATERDOWN 2%



33/73

CARS

between consumers andcars was severely tested.

SECTORS



34/73

-term warranties.

in 2010.

SECTORS: CARS



35/73

CARSDOWN 15%


BrandContribution

BrandMomentum

Brand ValueChange

1 5 6

2 5 4

4

4 5

5 5 4

6 2 2 7

8 4 5

9 5 5

10 2

Top car brands


SECTORS: CARS

Cars in 2010Coming out of the recession, whats reallyimportant is that the term value will have tochange from meaning cheap into actuallymeaning adding some extra value to the of fersthat manufacturers bring on to the market.



36/73


37/73


consumer tastes.


BrandContribution

BrandMomentum

Brand ValueChange

1 2 5

2 4 7

1 4

4 9

5 988 5 5

6 Jacobs 770 1 5 7 619 5 6

8 509 4

SECTORS: COFFEE

One of the biggest opportunities for coffeebrands is to increase awareness about the

healthy as tea, but consumers dont realizethat. Theres an opportunity for brands to

COFFEE DOWN 6%72 BRANDZ TOP 100 MOST VALUABLE GLOBAL BRANDS 2010


38/73


39/73


40/73

FAST FOODUP 1%


BrandContribution

BrandMomentum

Brand ValueChange

1 5 6

2 5 5

5 5

4 5

5 1 4

6 9 7 4 6

8 2

9 1 6

10 682 2 6


new customers.

with ethnic spices.

Whenever you get into a recession, consumerstend to trade down from casual dining to fastfood. And the fast food guys promote value,

which was the key last year. The same numberof people went out to eat, but the way they spenttheir money changed.

Rick CusatoGrey

SECTORS: FAST FOOD



41/73


42/73

experience to their retail operations.

SECTORS: FINANCIAL INSTITUTIONS

Financial Institutions in 2010One of the things that I think would be important

in terms of brand and brand value, would beidentifying to whom the brand is important,and therefore, pitching the brand appropriately.For example, a high street bank in the UK or inany other market, which relies very much onconsumers and foot fall in their retail operation,must play a different role and signifysomething different for those customers thanit does for Goldman Sachs, an investment bank,where the audience is much more niche.

Ben Curson



43/73


BrandContribution

BrandMomentum

Brand ValueChange

2-yr CAGR*

1 4 7

2 5 9

4

4 6

5 China Construction Bank 7

6 5 7 7 9

8 5 9

9 2 9

10 1 9

11

12 Citi 2 7

5 9

14 Chas e 4 9

15 5 7

16 5 7

17 4 9

18 1 7

19 5 8

20 2 6


communities.

SECTORS: FINANCIAL INSTITUTIONS

FINANCIALINSTITUTIONSUP 12%



44/73

Added versatility and newsocial games drove consolesales last year.

GAMINGCONSOLES

SECTORS



45/73


BrandContribution

BrandMomentum

Brand ValueChange

1 Wii 5 9

2 7

4 6

4 426 2 5

5 155 1 2

6 49 1 2

Top gaming console brands


SECTORS: GAMING CONSOLES

Gaming Consoles in 2010Certainly the recession had an effect on theindustry at the start of the year. A major impactwas that people would be staying indoors moreso that had a positive effect as a whole. Peoplewere purchasing consoles and also, we areprobably becoming more discerning in the titlesthat we are actually buying. But people were stillpurchasing, so we saw a pos itive uplift.

GAMINGCONSOLESDOWN 3%



46/73


47/73

INSURANCEDOWN 7%


BrandContribution

BrandMomentum

Brand ValueChange

2yr CAGR*

1 5 8

2 4 8

1 7

4 2 7

5 5 9

6 2 2 7 4 7

8

Top insurance brands


social networks.

SECTORS: INSURANCE

Insurance in 2010"Marketers and businesses have to be veryconscious of consumer sentiment. They needto adjust their approach appropriately to comeout of this with credibility and to regain the



48/73


49/73


50/73


51/73


52/73


53/73

OIL & GASCOMPANIES

in proportion to market cap.

Last year was tumultuous

SECTORS



54/73


55/73


56/73


BrandContribution

BrandMomentum

Brand ValueChange

1 5 4

2 5 7

5 6

4 5

5 2 6

6 6 7 Lancme 4 6

8 2 8

9 Oral B 5

10 Crest 5 6

11 5

12 5 6

4

14 4 6

15 1 1 8

Top personal care brands


reasonable price.

SECTORS: PERSONAL CARE

PERSONALCARE DOWN4%

Personal Care in 2010Weve seen a real movement toward personalgrooming and beauty regimens happening athome. In the same way that food trends have

migrated from restaurants to home, womenand men are creating at home the experiencesonce reserved for the salon. Brands that areenabling this trend with their products are doingwell, sometimes even better than more premiumbrands.



57/73


58/73

SECTORS: RETAIL



59/73


60/73


61/73


62/73


63/73


64/73


65/73


66/73


67/73


68/73

14 Take a position

15 Brand leadership

6 to responsibility

to answer.

7 Go multi-channel

Consumers went into the recession

consumers shop.

8 Dont ignore social media

9 Think mobile.Its the new billboard

10 Adapt your brand to the BRICs

11 business customers

12

13 Tackle the own-brand challenge

15 KEY TAKEOUTS



69/73


70/73

Brand Contribution

How much of these branded earnings are

generated due to the brands close bond

with its customers?

Brand Multiple

What is the growth potential of the brand-

driven earnings?

Oil & Gas Brand ValuationMethodology

upstream businesses.

Step 1.Intangible Earnings

Intangible corporate earningsallocated to each brandby country, based oncompany and analyst reports,industry studies, revenueestimates, etc

Data Sources

Step 2.Brand Contribution

Portion of intangibleearnings attributableto brand.

Directly driven byBrandDynamics LoyaltyPyramid and CategorySegmentation collectedwithin the BrandZ study

Data Sources

Step 3.Brand Multiple

Brand earnings multiple.

Calculated based onmarket valuations, brandgrowth potential andVoltage as measuredby BrandDynamics

Data Sources

Mxx

=%

$$

$

CorporateEarnings

BrandedEarnings

BrandedIntangibleEarnings

METHODOLOGY

Brand

Value



71/73

DATA SOURCES

BrandZ Top 100 Most Valuable

Global Brands, please contact:

Joanna Seddon

Peter Walshe

Cristiana Pearson

The BrandZ Top 100 MostValuable Global Brandsis created using dataand Datamonitor.

WITH THANKS



72/73


73/73

2010 BrandZ Top100 Report

Documents

Transcript of 2010 BrandZ Top100 Report