If the 9th annual edition of the BrandZ™ Top 100 Most Valuable Global Brands tells us anything, it is that the recession is over.
We are delighted to share the latest data gathered by Millward Brown on behalf of WPP using the proprietary valuation method of Kantar Vermeer (formerly Optimor). It shows that the combined brand value of the world’s most important brands has risen by 12 percent to $2.9 trillion. This follows a 7 percent improvement the previous year.
BrandZ™ has cemented itself as an invaluable resource to help businesses understand how their financial health is intrinsically-linked to, and enhanced by, brand building. After a few dark years the evidence is clear that the world’s strongest brands are leading the global recovery.
The 12 percent brand value increase in the BrandZ™ Top 100 Most Valuable Global Brands 2014 represents a resurgence of growth following the financial downturn in 2008, and a 98 percent increase in value since the ranking was introduced in 2006.
The technology category, which rose 16 percent in the 2014 BrandZ™ Global 100, represents nearly a third of the total brand value and almost a fifth of the brands. The technology category has grown 143 percent in brand value since the ranking began.
Of the Top 10 brands that grew most in brand value since 2006, five are in the technology category. During those eight years, Apple increased in value by $131.9 billion or 826 percent, followed by Google with a 324 percent or $121.4 billion rise in brand value.
The Top 100 are resilient. Since the financial crisis, the BrandZ™ Global Top 100 brands have strengthened in each component of brand equity, which is the consumer’s predisposition to select a brand.
The components are: meaningful (generating appeal or “love”), different (setting trends that benefit the consumer) and salient (coming to mind spontaneously). The BrandZ™ Top 100 Most Valuable Global Brands significantly outscore other brands in each component.
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We are providing data from 150,000 interviews with consumers from around the world and the insights, as always, are fascinating. The 2014 edition reveals that the combined value of the BrandZ™ Global Top 100 has almost doubled in eight years. Since 2006, the stock market value of the BrandZ™ Strong Brands portfolio, a sub-set of the main survey, has appreciated by 81 percent over the same period.