Next overtakes M&S #BrandZ100 as Britain’s Most Valuable Clothing Retailer
· Burberry climbs 42% to enter the UK Top10 worth $5.9 billion
· Google Dethrones Apple – now no 1 brand worth $158.8 billion
21 May 2014 – London, UK – Telecoms to digital entertainment company BT has continued to power up its brand value and consolidated its position in both the UK and Global Listings of the Millward Brown Optimor BrandZ™ Top100 Most Valuable Global Brands ranking.
The provider of communications and pay-TV services has grown its brand value by more than 60% to climb more places than any other brand to No 64 in the global ranking and No 4 in the UK ranking with a brand value of more than $15 billion.
BT is the most significant climber in the UK top 10 but a 42% increase pushes Burberry into the UK ranking at No 9 with a value of $5.9 billion. The mid-market luxury brand has thrived off the back of a digital communication strategy that, while not innovative for many sectors, stands out from the rather stand-offish attitude of rival luxury offerings.
In the Apparel listing, Next has climbed 39% at $5.7bn, over-taking M&S for the first time since the BrandZ Top100 ranking of the Most Valuable Global Brands were first published by Millward Brown in 2006.
Vodafone remains the Most Valuable British Brand in the ranking with a value of $36.3 billion, down thanks to the financial impact of its divestment of its 45% stake in US mobile operator Verizon.
HSBC and Barclays both grew their brand values (by +13% and +19% respectively) because of the return to economic growth in the UK and their key markets overseas. HSBC retains second place in the UK ranking and also holds the prestigious title of the Most Valuable Global Bank with its $27.1 billion brand value. Meanwhile Barclays, No. 7 in the UK ranking, has a brand value of $9.5 billion.
“Consumers and investors are genuinely excited by BT’s remodelling of its business. From fixed line to broadband and now sport and entertainment, BT has evolved its brand to create a sense of adventurousness and fun around the company,” said Peter Walshe, Global BrandZ Director at Millward Brown. “BT has taken some bold steps in recent years, ranging from support of London 2012 to the decision to challenge the UK’s pay-TV leader, Sky. In a highly regulated market, BT has found a way to thrive and build a meaningful connection with consumers.”
In the global ranking, Google dethroned Apple, which had held the top spot since 2011. The search company grew its brand value by 40% to $159 billion on the back of strong financial performance as well as building a brand that is perceived as both different and salient by consumers.
After three years at the top, Apple slipped to No 2 on the back of a 20% decline in brand value, to $148 billion. Whilst Apple remains a top performing brand, there is a growing perception that it is no longer redefining technology for consumers, reflected by a lack of dramatic new product launches.
The BrandZ Top 100 Most Valuable Global Brands #BrandZ100 study, commissioned by WPP and conducted by Millward Brown Optimor, is now in its ninth year. It is the only ranking that uses the views of potential and current buyers of a brand, alongside financial data, to calculate its value.
The BrandZ Top 10 Most Valuable Global Brands 2014
|
Rank 2014 |
Category |
Brand |
Brand Value 2014 ($M) |
Brand Value Change |
Rank 2013 |
|
1 |
Technology |
|
158,843 |
+40% |
2 |
|
2 |
Technology |
Apple |
147,880 |
-20% |
1 |
|
3 |
Technology |
IBM |
107,541 |
-4% |
3 |
|
4 |
Technology |
Microsoft |
90,185 |
+29% |
7 |
|
5 |
Fast Food |
McDonald's |
85,706 |
-5% |
4 |
|
6 |
Soft Drinks |
Coca-Cola |
80,683 |
+3% |
5 |
|
7 |
Credit Card |
Visa |
79,197 |
+41% |
9 |
|
8 |
Telecoms |
AT&T |
77,883 |
+3% |
6 |
|
9 |
Tobacco |
Marlboro |
67,341 |
-3% |
8 |
|
10 |
Retail |
Amazon |
64,255 |
+41% |
14 |
The BrandZ Top 10 Most Valuable UK Brands 2014
|
Rank 2014 |
Category |
Brand |
Brand Value 2014 ($M) |
Brand Value Change |
Rank 2013 |
|
1 |
Telecoms |
Vodafone |
36,277 |
-9% |
1 |
|
2 |
Global Banks |
HSBC |
27,051 |
+13% |
2 |
|
3 |
Oil & Gas |
Shell |
19,005 |
+8% |
3 |
|
4 |
Telecoms |
BT |
15,367 |
+61% |
7 |
|
5 |
Retail |
Tesco |
14,842 |
-9% |
4 |
|
6 |
Oil & Gas |
BP |
12,871 |
+12% |
5 |
|
7 |
Global Banks |
Barclays |
9,536 |
+19% |
8 |
|
8 |
Global Banks |
Standard Chartered |
9,150 |
-10% |
6 |
|
9 |
Luxury |
Burberry |
5,940 |
+42% |
New |
|
10 |
Apparel |
Next |
5,716 |
+39 |
New |
Key findings highlighted in this year’s research report include:
· UK brand growth increases but not as much as Europe: The UK Top 10 British brands increased in value by +5.4% compared to +4% last year. This was less than the +12% global growth of the Top 100 as well as being behind the +19% seen by Mainland Europe. Since 2006 the value of the Top 10 Most Valuable British Brands has grown by +74% (compared to +98% for the Top 100 during this time).
· Share of Life: Successful brands such as Google (No1 brand), Facebook, Twitter, Tencent and LinkedIn are more than just tools, they have become part of our lives. They offer new forms of communication that absorb people’s attention and imagination, while also helping them organise the rest of their lives at the same time.
· Purpose beyond Profit: Brands that are in business for reasons beyond the bottom line have a better chance of success in today’s world. Brands such as: Nike, No 34 in the ranking, focused on facilitating a healthy lifestyle and increased its brand value by 55% to $24.5 billion; Pampers, which promotes mother and baby health issues, is at No 39 in the ranking and grew its value by 10% to $22.6 billion; and Dove, which has continued to find huge success on the back of its “real women” philosophy (in the personal care ranking it has a brand value of $4.8 billion).
· Five highest growth British brands that have appeared in the BrandZ Top100 ranking since 2008 are M&S +109%, Guinness +63%, HSBC +46%, Dove +46% and Standard Chartered +33%.
· High value brands provide faster growth: An analysis of the BrandZ™ Top 100 Most Valuable Global Brands as a ‘stock portfolio’ over the last nine years shows a highly favourable performance compared to a current stock market index, the S&P500. While the value of the companies in the S&P500 index grew by 44.7%, the BrandZ™ strong brands portfolio grew by 81.1%, proving that companies with strong brands are able to deliver better value to their shareholders. A graphic is available here.
The BrandZ™ Top 100 Most Valuable Global Brands report, rankings and a great deal more brand insight for key regions of the world and 13 market sectors are available online here. A new suite of interactive smartphone and tablet applications will also be available for free download via Apple IOS and all Android devices from www.brandz.com/mobile or search for BrandZ in the respective iTunes or Google Play app stores.
For
further information please contact:
Halina Bromberg
UK Marketing Director
Tel: +44 (0) 1926 826852