2010 brandz top100 report
TRANSCRIPT
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Top 100Most valuableglobal brands
2010
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annual BrandZ Top 100Most Valuable Global
Brands ranking
Design by Lambie-Nairnwww.lambie-nairn.com
help to keep the business up when
Joanna SeddonCEO Millward Brown Optimor
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Introduction 6
Five-Year Review 10
Top 100 Overview 14
Top 100 16
Social Media 22
Regions 30
Brand Contribution 36
Brand Momentum 38
Top 20 Risers 42
Newcomers To The Top 100 46
Year-On-Year Change 50
Apparel 52
Beer 56
Bottled Water 60
Cars 64
Coffee 70
Fast Food 74
Financial Institutions 80
Gaming Consoles 86
Insurance 90
Luxury 94
Mobile Operators 98
Oil & Gas Companies 104
Personal Care 108
Retail 112
Soft Drinks 118
Spirits 122
Technology 126
15 Key Takeouts 132
Methodology 136
Data Sources 140
Directory 142
CONTENTS
4 BRANDZ TOP 100 MOST VALUABLE GLOBAL BRANDS 2010
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FIVE-YEARREVIEW
The BrandZ Top 100 MostValuable Global Brandssurpassed the $2 trillionthreshold this year.
are resilient.economic circumstances.
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5 YEAR REVIEW
position number 8.
Key TakeoutTake a position
60%
18.5%
-11.5%
07
08
09
10
0%
-60%
FIVE YEAR REVIEW
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TOP 100OVERVIEW
Brands last year caughtrecession world.
some
anypower.
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Sustainability
Social Responsibility
Health
inon
Trust
Personalization
TOP 100 OVERVIEW
plus
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TOP 100 OVERVIEW
at premium prices.
Key Takeout
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# Brand Brand Value$M
BrandContribution
BrandMomentum
1 4
2 5 4
4
4 1
5 1
6 O2 2 77 1 7
8 1 6
9 5
10 4 6
UK
# Brand Brand Value$M
BrandContribution
BrandMomentum
1 5 9
2 4 7
6
4 5 4
5 China Construction Bank 7
6 8
7 1 9
8 4
9 1 5
10 7
Asia
# Brand Brand Value$M
BrandContribution
BrandMomentum
1 4 9
2 1 8
2 9
4 2 9
5 2 9
6 Corona 5 87 Claro 1 9
LATAM
THE REGIONS
Key TakeoutAdapt your brand to the BRICs
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BRAND MOMENTUM
# Brand Brand Value$M
BrandMomentum*
1 10
2 10
9
4 9
5 9
6 97 9
8 9
9 9
10 9
Top 10 by brand momentumFinance
Key TakeoutBuild trust
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NEWCOMERSTO THE
TOP 100
total operation.
Top 100 this year.
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# Brand BrandValue$M
40
45
51
68 69
75
88
94
Newcomers to the top 100
NEWCOMERS TO THE TOP 100
Key Takeout
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# Brand Brand Value$M
BrandContribution
BrandMomentum
Brand ValueChange
1 907 1 6
2 785 6
4 6
4 602 5
5 564 7
6 487 1 7 7 5 8
8 2 6
9 5 6
10 Contrex 241 2 6
Top bottled water brands
The next 12 to 18 months
consumers to switch to tap water.
solutions will accelerate.
SECTORS: BOTTLED WATER
Bottled Water in 2010Water is becoming an even more importantissue in terms of people's consumption.There is greater understanding that peopleshould be drinking more water, so hydrationis something that is very much a driver of thebottled water market.
BOTTLED WATERDOWN 2%
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CARS
between consumers andcars was severely tested.
SECTORS
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-term warranties.
in 2010.
SECTORS: CARS
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CARSDOWN 15%
# Brand Brand Value$M
BrandContribution
BrandMomentum
Brand ValueChange
1 5 6
2 5 4
4
4 5
5 5 4
6 2 2 7
8 4 5
9 5 5
10 2
Top car brands
The next 12 to 18 months
SECTORS: CARS
Cars in 2010Coming out of the recession, whats reallyimportant is that the term value will have tochange from meaning cheap into actuallymeaning adding some extra value to the of fersthat manufacturers bring on to the market.
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The next 12 to 18 months
consumer tastes.
# Brand Brand Value$M
BrandContribution
BrandMomentum
Brand ValueChange
1 2 5
2 4 7
1 4
4 9
5 988 5 5
6 Jacobs 770 1 5 7 619 5 6
8 509 4
SECTORS: COFFEE
One of the biggest opportunities for coffeebrands is to increase awareness about the
healthy as tea, but consumers dont realizethat. Theres an opportunity for brands to
COFFEE DOWN 6%72 BRANDZ TOP 100 MOST VALUABLE GLOBAL BRANDS 2010
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FAST FOODUP 1%
# Brand Brand Value$M
BrandContribution
BrandMomentum
Brand ValueChange
1 5 6
2 5 5
5 5
4 5
5 1 4
6 9 7 4 6
8 2
9 1 6
10 682 2 6
The next 12 to 18 months
new customers.
with ethnic spices.
Whenever you get into a recession, consumerstend to trade down from casual dining to fastfood. And the fast food guys promote value,
which was the key last year. The same numberof people went out to eat, but the way they spenttheir money changed.
Rick CusatoGrey
SECTORS: FAST FOOD
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experience to their retail operations.
SECTORS: FINANCIAL INSTITUTIONS
Financial Institutions in 2010One of the things that I think would be important
in terms of brand and brand value, would beidentifying to whom the brand is important,and therefore, pitching the brand appropriately.For example, a high street bank in the UK or inany other market, which relies very much onconsumers and foot fall in their retail operation,must play a different role and signifysomething different for those customers thanit does for Goldman Sachs, an investment bank,where the audience is much more niche.
Ben Curson
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# Brand Brand Value$M
BrandContribution
BrandMomentum
Brand ValueChange
2-yr CAGR*
1 4 7
2 5 9
4
4 6
5 China Construction Bank 7
6 5 7 7 9
8 5 9
9 2 9
10 1 9
11
12 Citi 2 7
5 9
14 Chas e 4 9
15 5 7
16 5 7
17 4 9
18 1 7
19 5 8
20 2 6
The next 12 to 18 months
communities.
SECTORS: FINANCIAL INSTITUTIONS
FINANCIALINSTITUTIONSUP 12%
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Added versatility and newsocial games drove consolesales last year.
GAMINGCONSOLES
SECTORS
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# Brand Brand Value$M
BrandContribution
BrandMomentum
Brand ValueChange
1 Wii 5 9
2 7
4 6
4 426 2 5
5 155 1 2
6 49 1 2
Top gaming console brands
The next 12 to 18 months
SECTORS: GAMING CONSOLES
Gaming Consoles in 2010Certainly the recession had an effect on theindustry at the start of the year. A major impactwas that people would be staying indoors moreso that had a positive effect as a whole. Peoplewere purchasing consoles and also, we areprobably becoming more discerning in the titlesthat we are actually buying. But people were stillpurchasing, so we saw a pos itive uplift.
GAMINGCONSOLESDOWN 3%
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INSURANCEDOWN 7%
# Brand Brand Value$M
BrandContribution
BrandMomentum
Brand ValueChange
2yr CAGR*
1 5 8
2 4 8
1 7
4 2 7
5 5 9
6 2 2 7 4 7
8
Top insurance brands
The next 12 to 18 months
social networks.
SECTORS: INSURANCE
Insurance in 2010"Marketers and businesses have to be veryconscious of consumer sentiment. They needto adjust their approach appropriately to comeout of this with credibility and to regain the
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OIL & GASCOMPANIES
in proportion to market cap.
Last year was tumultuous
SECTORS
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# Brand Brand Value$M
BrandContribution
BrandMomentum
Brand ValueChange
1 5 4
2 5 7
5 6
4 5
5 2 6
6 6 7 Lancme 4 6
8 2 8
9 Oral B 5
10 Crest 5 6
11 5
12 5 6
4
14 4 6
15 1 1 8
Top personal care brands
The next 12 to 18 months
reasonable price.
SECTORS: PERSONAL CARE
PERSONALCARE DOWN4%
Personal Care in 2010Weve seen a real movement toward personalgrooming and beauty regimens happening athome. In the same way that food trends have
migrated from restaurants to home, womenand men are creating at home the experiencesonce reserved for the salon. Brands that areenabling this trend with their products are doingwell, sometimes even better than more premiumbrands.
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SECTORS: RETAIL
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14 Take a position
15 Brand leadership
6 to responsibility
to answer.
7 Go multi-channel
Consumers went into the recession
consumers shop.
8 Dont ignore social media
9 Think mobile.Its the new billboard
10 Adapt your brand to the BRICs
11 business customers
12
13 Tackle the own-brand challenge
15 KEY TAKEOUTS
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Brand Contribution
How much of these branded earnings are
generated due to the brands close bond
with its customers?
Brand Multiple
What is the growth potential of the brand-
driven earnings?
Oil & Gas Brand ValuationMethodology
upstream businesses.
Step 1.Intangible Earnings
Intangible corporate earningsallocated to each brandby country, based oncompany and analyst reports,industry studies, revenueestimates, etc
Data Sources
Step 2.Brand Contribution
Portion of intangibleearnings attributableto brand.
Directly driven byBrandDynamics LoyaltyPyramid and CategorySegmentation collectedwithin the BrandZ study
Data Sources
Step 3.Brand Multiple
Brand earnings multiple.
Calculated based onmarket valuations, brandgrowth potential andVoltage as measuredby BrandDynamics
Data Sources
Mxx
=%
$$
$
CorporateEarnings
BrandedEarnings
BrandedIntangibleEarnings
METHODOLOGY
Brand
Value
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DATA SOURCES
BrandZ Top 100 Most Valuable
Global Brands, please contact:
Joanna Seddon
Peter Walshe
Cristiana Pearson
The BrandZ Top 100 MostValuable Global Brandsis created using dataand Datamonitor.
WITH THANKS
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