Apple Remains No.1 in the Brandz(TM)
Top 100 Ranking of the Most Valuable Global Brands
雅虎上次躋身該榜單還是在2009年，彼時的品牌價值為79億美元。
該公司今年的品牌價值反彈到98億美元，仍然低於2008年的114億美元。
排名第一的 Apple 公司品牌價值高達1851億美元
Google 以1137億美元位居第二
IBM位居第三，品牌價值達到1120億美元
而
Apple 公司的老對手 Samsung 的品牌價值也增長51%，達到214億美元
位居全球第30位。
其他上榜的主要科技公司還包括排名第7的微軟，品牌價值為698億美元，下滑9%；
排名第14的亞馬遜，品牌價值為457億美元，增長34%；
排名第31的Facebook，品牌價值為213億美元，萎縮36%；
排名第47的eBay，品牌價值為177億美元，增長40%。
PR Newswire
Samsung Gains On Apple with Surge Of 51% in Brand Value
BEIJING, May 21, 2013 /PRNewswire/ --
Apple remains the BrandZ(TM) Top 100 Most Valuable Global Brand for 2013, worth $185 billion.
Apple grew just +1% in the last year compared to a +51% growth from its closest competitor,
Samsung, which is now no.30 in the global ranking with a brand value of $21 billion.
(Photo: http://www.prnasia.com/sa/2013/05/20/20130520213351374263.html )
(Photo: http://www.prnasia.com/sa/2013/05/20/20130520213500599805.html )
Google is also a serious challenger for the no.1 spot, reversing last year's decline to grow +5%
in brand value this year.
The brand is no.2 in the ranking with a value of $114 billion.
IBM is no.3 in the ranking with a brand value of $112 billion.
"Vying for leadership in the smartphone market,
Samsung fuelled its huge increase in brand value by balancing a remarkable period of innovation
with growing market share it spent $1.6 billion more on advertising in the last year,"
said Nick Cooper, Managing Director of Millward Brown Optimor.
"Despite a more competitive marketplace and other challengers nipping at its heels,
Apple's ability to maintain its no.1 position demonstrates the value that having a strong brand
brings to business. People still love the brand regardless of its stock price."
The BrandZ(TM)Top 100 Most Valuable Global Brands study, commissioned by WPP and
conducted by Millward Brown Optimor, is now in its eighth year. It is the only ranking that uses
the views of potential and current buyers of a brand, alongside financial data, to calculate its value.
The combined value of the Top100 has grown by 77% since 2006. They are now worth $2.6 trillion.
David Roth, CEO of The Store at WPP, said, "This year's ranking highlights the return on
investment that brands give businesses. It shows that strong brands bring market share growth,
increased profits from being able to command a price premium and greater shareholder returns."
Eileen Campbell, Global CEO of brand research company Millward Brown added,
"Brand valuation and other measures that show return on marketing investment give marketers a
stronger voice in the boardroom by ensuring that marketing is better understood and accounted for
as a key driver of financial and business success."
The Top 10 Most Valuable Global Brands 2013
Rank 2013 Category Brand Brand Value 2013 ($M) Brand Value Change Rank 2012
1 Technology Apple 185,071 +1% 1
2 Technology Google 113,669 +5% 3
3 Technology IBM 112,536 -3% 2
4 Fast Food McDonald's 90,256 -5% 4
5 Soft drinks Coca-Cola 78,415 +6% 6
6 Telecoms AT&T 75,507 +10% 8
7 Technology Microsoft 69,814 -9% 5
8 Tobacco Marlboro 69,383 -6% 7
9 Credit cards Visa 56,060 +46% 15
10 Telecoms China Mobile 55,368 +18% 10
Key findings highlighted in this year's research report include:
-- Top risers provide meaningful differentiation: The Top 10 brand value growth risers score significantly higher than average on the BrandZ(TM) equity measures of Meaningful, Different, and Salient. Prada grew the most in brand value, by +63%. Outstripping the performance of all other luxury brands, it is now no.4 in the luxury category (95 globally) and worth $9.5 billion.
-- Brewers experienced a rapid rise: The world's most widely consumed alcoholic beverage, beer, was the highest growth category in the rankings this year. The Top 10 beer brands grew by +36% and are now worth a combined $63 billion. The sector has benefited from growing sales in Latin America and China. Global brewer Heineken is the third largest beer brand worth $8 billion, and profited from publicity around the James Bond Skyfall movie. Brazil's Brahma beer grew by +61% in the last year and is worth $4 billion.
-- High value brands provide faster growth: An analysis of the BrandZ(TM) Top 100 Most Valuable Global Brands as a stock portfolio' over the last eight years shows a highly favorable performance compared to a current stock market index, the S&P500. While the value of the companies in the S&P500 index grew by 23%, the BrandZ(TM) portfolio grew by 58%, proving that companies with strong brands are able to deliver better value to their shareholders. A graphic is available here.( http://www.millwardbrown.com/brandz/2013/Top100/Docs/2013_BrandZ_Top100_SP-Chart.pdf )
-- Technology brands continue to dominate the rankingTencent exceeds Facebook for the first time: Technology and telecom brands continue to dominate the ranking with 29 brands
in the global BrandZ(TM) Top100,
worth 43% of the total value of the Top 100, more than $1 trillion. Growth in this sector remains flat.
In contrast to a decline in Facebook's brand value, its Chinese equivalent,
Tencent, rose 52% to exceed Facebook, making it one of the Top 10 risers in the ranking with
almost 800 million active users.
Yahoo also joins the ranking after the appointment of a new CEO from Google lifted
expectations and share price which drove the appreciation of brand value.
-- Chinese brands need more progress in innovation and internationalization:
A total of 12 Chinese brands made into this year's Top 100 Most Valuable Chinese Brands,
with combined brand value reaching USD270 billion.
Six of the top 10 Asian brands are Chinese brands, surpassing Japan and Korea,
yet most of the Chinese brands in the list are state-owned enterprises.
This year, there is a decrease in both the number and total brand value of Chinese brands,
indicating a bottleneck for the growth of Chinese brands.
Chinese brands not only need to be more technologically innovative but also more
international.
The list of 12 Chinese brands:
2013 Category Brand Brand value Brands Value %change 2012
Rank 2013 $M 2013 vs 2012 Rank
10 Technology China mobile 55,368 +18% 10
16 Regional banks ICBC 41,115 -1% 13
21 Technology Tencent 27,273 +52% 37
22 Regional banks China Construction
bank 26,859 +10% 24
33 Technology Baidu 20,443 -16% 25
37 Regional banks Agricultural
bank of China 19,975 +12% 38
57 Regional banks China life 15,279 +5% 53
58 Regional banks Bank of China 14,236 +10% 61
65 Oil and gas PetroChina 13,380 +11% 68
67 Oil and gas Sinopec 13,127 -6% 56
73 Alcohol Moutai 12,193 +3% 69
84 Regional banks Pingan 10,558 +4% 78
The BrandZ(TM) Top 100 Most Valuable Global Brands study is available online.
It includes a ranking and analysis of the most valuable brands for key regions of the world and
13 market sectors. Download the complete BrandZ(TM) ranking here(
including regional and category breakdowns, and in-depth insights from WPP companies.
The rankings and a great deal more brand insight are also available
as a free interactive mobile app for Apple and Android and as an iPad magazine
( https://itunes.apple.com/us/app/wpp-brandz/id571644755?ls=1&mt=8 ).
NOTES TO EDITORS:
About the BrandZ(TM) Top 100 Most Valuable Global Brands Ranking
Developed for WPP's operating companies by Millward Brown Optimor, the BrandZ(TM) Top 100 Most Valuable Global Brands ranking is now in its eighth year. It is the only study to combine measures of brand equity based on interviews with over two million consumers globally about thousands of global consumer facing' and business-to-business brands with a rigorous analysis of the financial and business performance of each company (using data from Bloomberg and Kantar Worldpanel) to separate the value that brand plays in driving business revenue and market capitalization. Consumer perception of a brand is a key input in determining brand value because brands are a combination of business performance, product delivery, clarity of positioning, and leadership. The ranking takes into account regional variations since, even for truly global brands, measures of brand contribution might differ substantially across countries. All materials, images, and tables relating to the ranking can be accessed here( http://thestorewpp.tv/brandz2013 ).
About Millward Brown
Millward Brown is a leading global research agency specializing in effective advertising, strategic communication, media and brand equity research. Millward Brown has helped its clients build strong brands and services through a set of comprehensive research-based qualitative and quantitative solutions. It has 86 offices in 56 countries. Additional specialist practices include Dynamic Logic (global leader in measuring digital marketing effectiveness), a network of media experts (measuring media effectiveness), Firefly Millward Brown (our global qualitative network), The Neuroscience Practice (using neuroscience to optimize the value of traditional research techniques), and Millward Brown Optimor (focused on supporting clients to maximize their return on brand and marketing investments). Millward Brown is part of Kantar, the insights, information and consultancy division of WPP.
About WPP
WPP is the world's largest communications services group with billings of $70.5 billion and revenues of $16.5 billion. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising & media investment management; consumer insight; public relations and public affairs; branding and identity; healthcare communications; direct, digital, promotion and relationship marketing; and specialist communications. The company employs over 165,000 people (including associates) in over 3,000 offices across 110 countries. For more information, visit www.wpp.com.
WPP was named Holding Company of the Year at the 2012 Cannes Lions International Festival of Creativity for the second year running, since the award was initiated.
Appendix:
BrandZ(TM) Top 100 Most Valuable Global Brands ranking
Rank 2013 Brand Brand Value Brand Value Change
2013 ($M) % 2013 vs 2012
1 Apple 185,071 1%
2 Google 113,669 5%
3 IBM 112,536 -3%
4 McDonald's 90,256 -5%
5 Coca-Cola 78,415 6%
6 AT&T 75,507 10%
7 Microsoft 69,814 -9%
8 Marlboro 69,383 -6%
9 Visa 56,060 46%
10 China Mobile 55,368 18%
11 GE 55,357 21%
12 Verizon 53,004 8%
13 Wells Fargo 47,748 20%
14 Amazon 45,727 34%
15 UPS 42,747 15%
16 ICBC 41,115 -1%
17 Vodafone 39,712 -8%
18 Walmart 36,220 5%
19 SAP 34,365 34%
20 Mastercard 27,821 34%
21 Tencent 27,273 52%
22 China Construction Bank 26,859 10%
23 Toyota 24,497 12%
24 BMW 24,015 -2%
25 HSBC 23,970 24%
26 Disney 23,913 40%
27 Deutsche Telekom 23,893 -11%
28 American Express 23,514 16%
29 Louis Vuitton 22,719 -12%
30 Samsung 21,404 51%
31 Facebook 21,261 -36%
32 Pampers 20,594 13%
33 Baidu 20,443 -16%
34 Budweiser 20,297 28%
35 Zara 20,167 60%
36 Oracle 20,039 -11%
37 Agricultural Bank of China 19,975 12%
38 RBC 19,968 16%
39 ExxonMobil 19,229 5%
40 Hermes 19,129 0%
41 The Home Depot 18,488 43%
42 L'Oreal 17,971 30%
43 Mercedes-Benz 17,952 11%
44 Starbucks 17,892 5%
45 Gillette 17,823 -6%
46 TD 17,781 22%
47 Ebay 17,749 40%
48 Commonwealth Bank 17,745 36%
49 Shell 17,678 -1%
50 Colgate 17,250 15%
51 Subway 16,691 12%
52 ANZ 16,565 N/A
53 Accenture 16,503 2%
54 HP 16,362 -29%
55 Tesco 16,303 -9%
56 Nike 15,817 -3%
57 China Life 15,279 5%
58 Bank of China 14,236 10%
59 ICICI Bank 14,196 12%
60 Orange 13,829 -10%
61 Intel 13,757 -12%
62 FedEx 13,732 17%
63 US Bank 13,716 19%
64 Citi 13,386 37%
65 Petrochina 13,380 11%
66 Movistar 13,336 -22%
67 Sinopec 13,127 -6%
68 Gucci 12,735 48%
69 H&M 12,732 -6%
70 Sberbank 12,655 19%
71 Honda 12,401 -2%
72 Siemens 12,331 16%
73 Moutai 12,193 3%
74 IKEA 12,040 31%
75 Pepsi 12,029 -5%
76 Target 11,879 13%
77 Cisco 11,816 -11%
78 BP 11,520 11%
79 MTN 11,448 23%
80 Woolworths 11,039 N/A
81 Chase 10,836 25%
82 MTS 10,633 11%
83 Red Bull 10,558 6%
84 Ping An 10,558 4%
85 Scotiabank 10,396 8%
86 Nissan 10,186 3%
87 Standard Chartered 10,160 1%
88 Westpac 10,070 N/A
89 Airtel 10,054 -13%
90 NTT DoCoMo 10,028 -37%
91 KFC 9,953 12%
92 Yahoo! 9,826 N/A
93 J.P. Morgan 9,668 N/A
94 BT 9,531 N/A
95 Prada 9,454 63%
96 Santander 9,232 8%
97 Chevron 9,036 5%
98 DHL 8,940 18%
99 ALDI 8,885 -5%
100 Volkswagen 8,790 3%
Source Millward Brown
