Top Brands Thrive Despite Economy According to Millward Brown's Latest BrandZ[TM] top 100 Most Valuable Global Brands Study

    Top Brands Thrive Despite Economy According to Millward Brown's Latest
             BrandZ[TM] top 100 Most Valuable Global Brands Study

PR Newswire

NEW YORK, May 22, 2012

NEW YORK, May 22, 2012 /PRNewswire/ --

No1 Brand Apple Grows 19% to $182.9 Billion While IBM Eases Past Google to
Take No.2 Spot

First African brand enters ranking

The world's biggest brands have continued to grow in value during the current
economic uncertainty, according to WPP company Millward Brown's annual
BrandZ^[^TM^]Top 100 Most Valuable Global Brands study. The No1 brand for the
second year, Apple, rose 19% in value and is now worth $182.9 billion. IBM
grew 15% in value to $115.9 billion and overtook Google, which dropped to
third place in the ranking and is now worth $107.8 billion. In advance of its
IPO, eight year old Facebook rose 74% in value, making it the fastest brand
value riser in the ranking. Worth $33.2 billion the social network moved up to
No.19 from No.35.

The study, commissioned by WPP and conducted by Millward Brown Optimor and now
in its seventh year, identifies and ranks the world's most valuable brands by
their dollar value, an analysis based on financial data, market intelligence
and consumer measures of brand equity. 

The 2012 BrandZ Top 100 Most Valuable Global Brands ranking demonstrates the
power of strong brands as both a driver of new business growth and a critical
support in hard times. Between 2006 and 2012, the total value of the BrandZ
Top 100 rose 66% and is now worth $2.4 trillion.

"Brands are an insurance policy for businesses," said Eileen Campbell, Global
CEO of brand research company Millward Brown. "Despite a prolonged period of
economic stress, political uncertainty and natural disasters that buffeted
brands across many categories, the value of the world's leading brands keeps
rising across many categories, sustaining and nurturing businesses."

The Top 10 Most Valuable Global Brands 2012

                                                                        Brand
        Rank   Rank  Rank                                               Value
        2011 change  2012           Category              Brand       2012 ($M)
           1      0     1     Tech                   Apple             182,951
           3      1     2     Tech                   IBM               115,985
           2     -1     3     Tech                   Google            107,857
           4      0     4     Fast Food              McDonald's         95,188
           5      0     5     Tech                   Microsoft          76,651
           6      0     6     Soft drinks            Coca-Cola          74,286
           8      1     7     Tobacco                Marlboro           73,612
           7     -1     8     Communication Provider AT&T               68,870
          13      4     9     Communication Provider Verizon            49,151
           9     -1    10     Communication Provider China Mobile       47,041

David Roth for WPP said "Brands help businesses create competitive
differentiation, command a price premium and become more resilient to crises
or economic turbulence. This year, those businesses that leveraged technology,
focused on the customer experience or boosted control of their brands
thrived".

Apple continues to innovate and maintain its 'luxury' brand status, but faces
future competition from Samsung. Now worth more than $14.1 billion, thanks in
part to the success of its Galaxy handsets, Samsung is successfully outpacing
Apple in a significant number of markets by positioning as a cool, well-priced
alternative to the ubiquitous iPhone."

Key findings highlighted in this year's research report include:

  oTechnology Prevails: Technology has become ubiquitous in all areas of our
    lives. Seven of the top 10 brands are technology or telecoms brands.
    However, the power of smart, simple-to-use technology can also be seen
    beyond these two sectors. In other categories - cars, financial services,
    luxury and retail for example - we can also see that brands are gaining
    significant advantages by using smart technology to enhance their customer
    experience. For example, Burberry - up 21% to $4 billion - created a
    virtual world where younger brand followers can view fashion shows and
    more.
  oThe Rise of Africa: This year's ranking highlights the progress of
    Africa's economic development with the arrival of the first African brand
    in the Top 100 - South African mobile company MTN - No 88 at $9.2 billion.
    But it's not just African brands that are thriving south of the Sahara.
    Around 40% of Guinness's sales come from Africa, Airtel's third quarter
    results showed a 16% increase in revenue in Africa. Similarly, Orange
    enjoyed rapid growth in Africa in 2011, while Walmart invested there with
    the acquisition of Massmart.
  oThe Future isMobile: The future of the internet will be predominantly
    mobile rather than computer based. Mobile, to some extent, has been
    shielded from the recession as one of the few items consumers don't want
    to give up or cut back on. The most valuable telecoms brand is AT&T worth
    $68.8 billion. Whilst the USA's largest mobile service provider, Verizon,
    increased its brand value by 15% in the last year and is now worth $49.1
    billion.
  oRetail: Constructing an Omni-Channel Business: The customer experience is
    a new focus for many retailers as they recognise its importance in keeping
    customers loyal and the need to be present anywhere and everywhere on the
    path to purchase. Walmart knocked Amazon from the top position and its
    brand is now worth $34.4 billion whilst Amazon is now worth $34 billion.
  oBrands with Women on the Board Outperform: As the number of women on
    corporate boards continues to rise,the BrandZ Top100 study this year
    reveals the success that women bring to brands. 77% of the brands
    appearing in the BrandZ^[^TM^]Top 100 Most Valuable Global Brands have
    women in the boardroom. The average value of brands with women on the
    boards is $27 billion, double that of those companies without female
    directors. Not only that, these brands also show an average five-year
    growth of 66% compared to an average growth of only 6% for those BrandZ
    Top100 brands that don't have a woman on the board. 
  oStrong BrandsProvide Better Shareholder Value: An analysis of BrandZ Top
    100 Most Valuable Global Brands as a 'stock portfolio' over the last seven
    years shows a highly favourable performance compared to a current stock
    market index, the S&P500. While the total return on investment (ROI) for
    all companies in the S&P500 index was just 2.3%, the BrandZ Portfolio
    provided a 36.3% ROI, 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 study is the only valuation in
the world that takes into account what people think about the brands they buy
alongside rigorous analysis of financial data, market valuations, analyst
reports and risk profiles. The research report, which is available online,
includes a ranking and analysis of the most valuable brands for key regions of
the world and 13 market sectors. Download the complete BrandZ ranking here,
including regional and category breakdowns. The rankings and a great deal
more are also available as a free interactive mobile app for Apple and Android
and as an iPad magazine.

NOTES TO EDITORS:

About theBrandZ Top 100Most Valuable Global Brands Ranking

Developed for WPP's operating companies by Millward Brown Optimor, the
BrandZTop 100 Most Valuable Global Brands ranking is now in its seventh year.
It is the only study to combine

measures of brand equity based on interviews with over 2 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.

About Millward Brown

Millward Brown is one of the world's leading research agencies and is expert
in effective advertising, marketing communications, media and brand equity
research. Through the use of an integrated suite of validated research
solutions - both qualitative and quantitative - Millward Brown helps clients
build strong brands and services. Millward Brown has 82 offices in 52
countries. Additional practices include Millward Brown's Global Media Practice
(media effectiveness unit), The Neuroscience Practice (using neuroscience to
enhance traditional research techniques), Millward Brown Optimor (focused on
helping clients maximize the returns on their brand and marketing
investments), Dynamic Logic (the world leader in digital marketing
effectiveness) and Firefly Millward Brown (a global qualitative research
business). Millward Brown is part of Kantar, WPP's insight, information and
consultancy group.

About WPP

WPP is the world's largest communications services group. 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 158,000
people (including associates) in 2,500 offices in 107 countries.

For further information please contact:

Delyth Hughes
Associate Director, Global Communications and Marketing, Millward Brown
Tel: +44(0)1926-826179
Email: Delyth.Hughes@millwardbrown.com

Or

Teresa Horscroft
Eureka Communications
Tel: +44(0)1420-564346
Mobile: +44(0)7990-520390
Email: teresa@eurekacomms.co.uk

SOURCE Millward Brown
 
Press spacebar to pause and continue. Press esc to stop.