Apple overtakes Google in the 10th Annual BrandZ Top 100 Most Valuable Global Brands ranking
World's top 100 brands are now worth $3.3 trillion to businesses
Though the AppleWatch has proved extremely popular, it is the success of the iPhone 6 that has been the main driver of Apple's brand value growth. Doreen Wang, Millward Brown's Global Head of BrandZ, comments: "Apple continues to 'own' its category by innovating and leading the curve in a way that generates real benefits for consumers. It meets their rational and emotional needs, and makes life easier in a fun and relevant way. Apple is clear on what it stands for, and never stops refreshing its message to sustain the difference that makes it so desirable."
The total brand value of the Top 100 now stands at $3.3 trillion, a 14% increase on 2014 and a 126% growth over the 10 years since the ranking was first launched.
The fastest riser in the BrandZ Top 100 is Facebook, growing 99% to $71.1bn, achieved through its successful strategy of acquiring other social apps such as Instagram and WhatsApp, and an understanding of how to monetise and cross-sell its acquired platforms by selling optimal advertising solutions to businesses with a specific target audience.
The success of Apple, Google and the other tech brands in this year's listing also reflects the power of the technology sector, which grew the total valuation of the Top 20 brands by 24% to just over $1trn.
Often compared with Facebook, Tencent becomes China's most valuable brand, recording a growth of 43% at $76.6bn to make it the 11th most valuable brand globally. The company has benefited from strong ad revenue across its social networks, with video advertising particularly strong, and has also invested in expanding its eCommerce presence in China. South African owned Naspers holds a 34% stake in the Chinese technology giant Tencent.
Commenting on the results, Charles Foster, Regional Managing Director, Millward Brown Africa & Middle East said. "In the rankings for the last three years, we see MTN unable to retain its position in the Top 100 this year. Although MTN grew in rand value, the currency devaluation and the strengthening dollar makes it harder for African brands to maintain or grow their value relative to the global brands. But with the largest growing middle class and continued foreign investment, it's inevitable that African brands and companies will bounce back."
Highlights and key findings from this year's BrandZ Top 100 study include:
Carried out by WPP's marketing and brand consultancy Millward Brown, the BrandZ Top 100 Most Valuable Global Brands study is the only ranking in the world that uses the views of potential and current buyers of a brand, alongside financial data, to calculate brand value.
The BrandZ Top 100 Most Valuable Global Brands report and rankings, and a great deal more brand insight for key regions of the world and 14 market sectors, are available online here. A new suite of interactive smartphone and tablet applications is available for free download for Apple IOS and all Android devices from www.brandz.com/mobile or search for BrandZ in the respective iTunes or Google Play app stores.
About the BrandZ Top 100 Most Valuable Global Brands Ranking
Carried out by WPP's marketing and brand consultancy Millward Brown, the BrandZ Top 100 Most Valuable Global Brands ranking is now in its tenth year. It is the only study to combine measures of brand equity based on interviews with over three 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 Retail) to separate the value that brand plays in driving business and shareholder value. 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.
Kantar's press office