Google Overtakes Apple to Become the 2014 BrandZTM Top 100 Most Valuable Global Brand
•End of Recession Pushes Combined Brand Value of Top 100 up 12%
•Australia’s Commonwealth Bank, ANZ and Westpac Achieve Double-Digit Growth in Brand Value
Sydney, 21 May 2014 – Google has overtaken Apple to become the world’s most valuable global brand in the 2014 BrandZTM
Top 100 Most Valuable Global Brand ranking, worth $159 billion, an increase of 40% year on year.
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 world’s leading B2B brand, IBM, held onto its No 3
position with a brand value of $108 billion.
Nick Cooper, Managing Director of Millward Brown Optimor, commented on the number one brand, “Google has been hugely
innovative in the last year with Google Glass, investments in artificial intelligence and a multitude of partnerships
that see its Android operating system becoming embedded in other goods such as cars. All of this activity sends a very
strong signal to consumers about what Google is about and it has coincided with a slowdown at Apple.”
Australia’s Commonwealth Bank moves up four places to No 44 with a strong 18% increase in brand value to $21 billion,
whilst ANZ remains at No 52 with a 15% increase to $19 billion and Westpac moves three places to No 85 with a 17%
increase in brand value to $12 billion. Woolworths is the fourth Australian brand in the Top 100, down two places at No
82.
“The impressive growth in brand value of the two Australian brands in this year’s Top 100 is in line with the strong
recovery in valuations seen across the globe,” said Johnny Panagiotidis, Senior Business Consultant at Millward Brown
Australia. “The global financial crisis was a challenging time for many companies but despite fluctuating macro-economic
conditions and the impact of digital disruption, we still see seventy-one of the brands listed in our 2014 Top 100 that
were there in 2008. Strong brands are better able to weather the storm and, when valued by companies, create value for
them.”
BrandZ Top 100 Most Valuable Global Brands 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 brand value.
The combined value of the Top 100 has nearly doubled since the first ranking was produced in 2006. The Top 100 today are
worth $2.9 trillion, an increase of 49% compared with the 2008 valuation, which marked the start of the banking and
currency crisis.
The BrandZ Top 10 Most Valuable Global Brands 2014
Rank 2014BrandCategoryBrand Value 2014 ($M)Brand Value ChangeRank 20131GoogleTechnology 158,843+40%22AppleTechnology147,880-20%13IBMTechnology 107,541-4%34MicrosoftTechnology 90,185+29%75McDonald'sFast Food85,706-5%46Coca-ColaSoft Drinks80,683+3%57VisaCredit Cards79,197+41%98ATTelecoms77,883+3%69MarlboroTobacco 67,341-3%810AmazonRetail 64,255+41%14
Key findings highlighted in this year’s research report include:
•Share of Life: Successful brands such as Google (No 1 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. To gain more of our mind-space, brands such
as Tencent and Google are even crossing categories. This trend also pushed No 1 Apparel brand Nike, a prime example of a
brand seeking to become a share of life brand which offers services such as Nike+ that extend well beyond its functional
raison d’etre.
•Purpose beyond Profit: Brands in business for reasons beyond the bottom line have a better chance of success in today’s world. For example,
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. Dove, which has continued to find huge success on the back of its “real women” philosophy, has a brand value of
$4.8 billion.
•Apparel fastest growing category: The top 10 Apparel brands grew in value by 29% to nearly $100 billion this year, outpacing Cars (up 17%) and Retail (up
16%). With brands such as Uniqlo, Nike and Adidas all recording double-digit increases in their valuation.
•Technology service companies continue to climb: Not only are the top four brands technology companies,, but so too are many of this year’s biggest risers. This year’s
fastest climber was leading Chinese internet brand Tencent, up 97% to $54 billion and the No 14 position, followed by
Facebook which rose 68% to $36 billion and took the No 21 spot. New brands in the Top 100 include Twitter at No 71 with a brand value of $14 billion and LinkedIn at No 78 worth $12
billion. Collectively, Technology companies make up 29% of the value of the BrandZ Top 100 ranking.
•High value brands provide faster growth: An analysis of the BrandZ™ rankings as a ‘stock portfolio’ over the last nine years shows a highly favourable
performance compared to a wider stock market index, the S While the value of the companies in the S index grew by 44.7%, the BrandZ™ 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.
•Brands from the Western World bounced back in 2014, with a greater proportion of both the number and value of brands within the top 100. This reflected the resilience of
established brands and the breakthrough of new brands, as well as improved economic conditions. As a result, the number
of brands from fast growing economies slipped in 2014.China, with 11 brands, continues to have the largest
representation, two Russian brands, Sberbank and MTS, remain in the ranking, and mobile operator MTN is Africa’s
representative for the third consecutive year.
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.
About the BrandZ™ Top 100 Most Valuable Global Brands Ranking
Commissioned by WPP and undertaken by Millward Brown Optimor, the BrandZ™ Top 100 Most Valuable Global Brands ranking is now in its ninth year. It is the only study to combine measures of brand equity based on interviews with over
two 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 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.
About Millward Brown
Millward Brown is a leading global research agency specialising in advertising effectiveness, strategic communication,
media and brand equity research. Millward Brown helps clients grow great brands through comprehensive research-based
qualitative and quantitative solutions. Specialist global practices include Millward Brown Digital (a leader in digital
effectiveness and intelligence), Firefly Millward Brown (a global qualitative network), a Neuroscience Practice (using
neuroscience to optimise the value of traditional research techniques), and Millward Brown Optimor (a strategy
consultancy helping companies maximise financial returns on brand and marketing investments). Millward Brown operates in
more than 55 countries and is part of Kantar, WPP’s data investment management division. Learn more at www.millwardbrown.com.
About WPP
WPP is the world’s largest communications services group with billings of US$72.3 billion and revenues of US$17.3
billion. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services
including advertising & media investment management; data investment management; public relations & public affairs; branding & identity; healthcare communications; direct, digital, promotion & relationship marketing and specialist communications. The company employs nearly 175,000 people (including associates)
in over 3,000 offices across 110 countries. For more information, visit www.wpp.com.
WPP was named Holding Company of the Year at the 2013 Cannes Lions International Festival of Creativity for the third
year running. WPP was also named, for the second consecutive year, the World's Most Effective Holding Company in the
2013 Effie Effectiveness Index, which recognises the effectiveness of marketing communications.
ENDS