Top Global Brands
-
Upload
athandz-infoserve-pvt-ltd -
Category
Business
-
view
1.608 -
download
7
description
Transcript of 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
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
1. Nike 2. H&M
3. Zara 4. Esprit
5. Adidas
6. Ralph Lauren
7. Next
8. Puma
9. Gap 10. Levi's
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%
1. Louis Vuitton 2. Hermès
3. Gucci 4. Chanel
5. Hennessy
6. Rolex 7. Moët & Chandon
8. Cartier
9. Fendi
10. Tiffany & Co.
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%
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
“ 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%
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
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%
BMWToyota HondaMercedes
PorscheNissanFord
AudiRenault Ferrari
VW
Hyundai
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
2. Aquafina1. Evian
4. Dasani
3. Perrier
8. Vittel7.Pure Life†
5. Volvic
10. Contrex
9. Levissima
6.Poland
Spring
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%
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
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
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
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