‘Technology is fastest growing category in world’s top 100 brands’
Technology has become the fastest growing category in brand value as the tech brands in the top 100 brands increased by 24 percent to $1 trillion, nearly a third of $3.3 trillion of the value of all brands in the recent 100 brand ranking released by WPP and Millward Brown.
The report said Facebook is the fastest riser, with 99% growth achieved through its successful strategy of acquiring and integrating other social apps such as Instagram and WhatsApp, and an understanding of how to monetise and cross-sell its platforms.
The figure of $3.3 trillion, according to the 2015 BrandZ Top 100 Most Valuable Global Brands report is 14% increase on 2014 and a 126 percent growth over the 10 years since the ranking was first launched.
According to the 2015 report, Apple is now the world’s most valuable brand overtaking Google.
The report said Apple has increased its brand value to $247 billion, a rise of 67 percent year on year. Google which is now number two also grew, achieving a 9 percent value increase to reach $173.7bn. Microsoft, now worth $115.5bn, is the new number three, rising one position with value growth of 28 percent.
IBM is in the fourth position with brand value of $93.98 billion, Visa is in the fifth position with $91.96 billion, while AT& T, Verizon and Coca Cola are in the sixth, seventh and eight position with brand values of $89.49 billion, $86 billion and $83.84 billion respectively.
The report further said that 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.”
David Roth, WPP said: “Brand value has risen substantially despite a disruptive decade. This is a pivotal moment for brand builders. We’re at the threshold of a new normal, and a changing consumer. The past 10 years of valuing brands proves that investing in creating strong, valuable brands delivers superior returns to shareholders.”
Carried out by WPP’s marketing and brand consultancy Millward Brown, the report said 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.
Daniel Obi