Apple takes a big bite out of global brand share

The big US risers come from Internet (Amazon.com +22.1%, Yahoo! +16.7%), which they dominate, financial services (GS +13, ML +9%, Citi +8%, MS +8%, JPM +7%, Amex +5%) and high tech (Apple +24%, Motorola +12, Dell +11%, Intel +8%, HP +6%). Not all the US tech firms did well, both Kodak (-33%) and AOL (-18%) are struggling to find relevance in the future consumer market place. They do however find a spot on our top 5 fallers list.

For many of the US firms their international growth was a major factor, Amazon.com, eBay and Dell all put in notably good foreign performances.

The US fashion sector had a mixed brand performance. At happy end of the spectrum is Nike (+13%), who have consolidated their position over German rival Adidas (+2%) as the world's top sporting brand. Gap, Tiffany & Co. and Polo RL all made brand value gains on the year (2%, 3% and 5% respectively). At the un-happy end are Levi's (-10%) who are struggling with an ageing customer profile and stiffer competition from younger European brands such as Diesel.

American weakness in global automotive brands became even more apparent this year. Ford had a bad year (-15% and overtaken by both Honda and BMW) due to increased US competition, in the Pick-Up market especially, and continued weakness in Europe. It is noticeable that GM, the world's largest car manufacturer, does not have a single global brand. The bright-spot for US autos is the highly branded Harley Davidson (+4%) who are growing both in the US and internationally.

This is in stark contrast to some German and Japanese brands that are growing. In the luxury sector BMW grew a respectably 5%, whilst the Porsche Cayanne showed that the Stuttgart brand appeals to Soccer Mom's as well as their husbands. Audi's leading position in the Chinese market makes it a new entrant. From Japan both Toyota (+9%) and Nissan (+14%) have been making life very tough for Detroit!

A shift in consumer food preferences meant that there was going to be challenges for food brands. Some, such as McDonald's (+1%) and Kellogg's (+8), have convinced consumers that they can be healthy as well as fun. Others, such as KFC (-8%), are struggling to show how they can "fit into" a market that is concerned about obesity.