Apple cements most valuable brand status as UK's giants slide

Apple: global sales of its iPad tablet helped secure its most valuable brand status
Apple: global sales of its iPad tablet helped secure its most valuable brand status

Apple has extended its lead at the top of Millward Brown's annual ranking of the top 100 most valuable global brands, while UK brands including Tesco and O2 have slipped down the table.

The eight UK brands in last year's BrandZ top 100 lost 10% of their collective brand value, with Shell the only one to climb the table and Barclays dropping off the list.

By contrast, the top five global brands increased their brand value by 10%, with Apple's 19% increase to $183bn increasing its lead at the top.

Google dropped 3% to $107.9bn and lost second place to IBM, which benefitted from a 15% boost to $116bn.

McDonald's cemented its hold on fourth place, rising 15% to $95.2bn, while Microsoft stayed in fifth with a value of $76.7bn.

Vodafone, the most valuable UK brand, held on to 12th place despite a 1% fall in value to $43bn.

HSBC is the second most valuable UK brand, but its value decreased by 14% to $19.3bn and it dropped from 28th to 31st place.

It was overtaken by Facebook, which climbed from 35th to 19th after a 74% increase to $33.2bn.

Tesco fell from 31st to 36th place after its brand value declined 18% to $18bn, nearly meeting Shell coming the other way with a 17% increase to $17.8bn.

BP fell 17% to $10.4bn, Standard Chartered fell 16% to $10.1bn but O2 suffered most, plummeting 27% to $8.6bn.

There were brighter performances from smaller UK brands outside the top 100, including Dove, up 23% to $4.7bn and Burberry, up 21% to $4bn.

Tim Wragg, European CEO at Millward Brown, said: "The ubiquity of technology in our daily lives is more evident than ever this year as brand winners like Facebook, Apple and IBM grow from strength to strength and technology brands dominate the rankings."

The BrandZ study, now in its seventh year, combines measures of brand equity based on interviews with over 2 million consumers globally with data on companies’ financial and business performance.

Millward Brown EMEA managing director Nick Cooper's view on the results:

"We’ve seen UK brands decline over the last two years, but in fact since we began the rankings in 2006 UK brands have grown by 84% [in value] while the top 100 has grown by 66%. So even with the recent falls UK brands are as it were ahead of the curve.

"I think that the decline we have seen in recent years is a reflection of the UK economy and the European economy being difficult.

"Vodafone is very much a global business, they’ve managed to offset difficulties in Europe with opportunities in Africa and India. O2 is a brand that only exists in Europe – the fundamental problem for them is you’ve seen consumers trying to cut back a bit and regulators trying to address the issue of charging.

"The other thing is a lot of sectors where UK brands excel have also had their own difficulties. We’ve got a lot of top brands in banking and that is a very difficult sector indeed. We’ve also got oil, which has had its troubles, and retail, where lots of retailers are struggling.

"I don’t think it’s a long-term trend but I do think it’s a warning shot as to what the UK economy and UK brands need to do. But there’s lots of evidence to show the big brands like Vodafone, HSBC and Tesco are international if not global and increasingly globalising their operations. It’s a question of are they doing it fast enough and some would say they are and some would say they need to speed up.

"There are two UK brands I would pick out as riding the globalisation trend, though they are not in the top 100. One is Burberry, which is a significant success story. That is not only riding the wave of emerging markets, it’s also utilising technology – the internet and social media - to very good effect.

"The other one is Guinness. While it’s facing challenges in Europe it’s got a very large business in particular in Africa. It’s done extremely well there.

"Another thing that has struck me this year is we have an African brand for the first time [MTN at number 88]. It’s a reflection of how Africa has turned around. It’s one of the fastest growing regions of the world. Brands from all over the world are investing there. Maybe the Chinese got there first but now Western brands are doing the same and indeed some UK brands – not only Guinness but HSBC and Vodafone."

Follow Daniel Farey-Jones on Twitter @danfareyjones



League Tables
Millward Brown BrandZ Top 100 2012
Rank Change # Brand Brand Value 2012 ($M) Brand Value Change '12 vs. '11 (%)
         
0 1 Apple  182,951 19%
1 2 IBM  115,985 15%
-1 3 Google  107,857 -3%
0 4 McDonald's  95,188 17%
0 5 Microsoft  76,651 -2%
0 6 Coca-Cola   74,286 1%
1 7 Marlboro  73,612 9%
-1 8 AT&T  68,870 -1%
4 9 Verizon  49,151 15%
-1 10 China Mobile  47,041 -18%
-1 11 GE  45,810 -9%
0 12 Vodafone  43,033 -1%
-2 13 ICBC  41,518 -7%
2 14 Wells Fargo  39,754 8%
5 15 Visa  38,284 34%
1 16 UPS  37,129 4%
-2 17 Walmart  34,436 -8%
-4 18 Amazon  34,077 -9%
16 19 Facebook  33,233 74%
-1 20 Deutsche Telekom  26,837 -10%
5 21 Louis Vuitton  25,920 7%
1 22 SAP  25,715 -1%
7 23 BMW  24,623 10%
0 24 China Construction Bank  24,517 -4%
4 25 Baidu  24,326 8%
-8 26 HP  22,898 -35%
-5 27 Oracle  22,529 -16%
-1 28 Toyota  21,779 -10%
31 29 MasterCard  20,759 53%
10 30 American Express  20,198 18%
-3 31 HSBC  19,313 -14%
39 32 Hermes  19,161 61%
-1 33 Gillette  19,055 -4%
7 34 ExxonMobil  18,315 8%
-1 35 Pampers  18,299 -5%
-5 36 Tesco  18,007 -18%
15 37 Tencent/QQ  17,992 19%
5 38 Agricultural Bank of China  17,867 6%
12 39 Shell  17,781 17%
-1 40 RBC  17,225 0%
-20 41 Movistar  17,113 -37%
30 42 Starbucks  17,072 43%
-5 43 Disney  17,056 -1%
13 44 Nike  16,255 17%
4 45 Accenture  16,118 4%
4 46 Mercedes-Benz  16,111 5%
1 47 NTT DoCoMo  15,981 3%
-3 48 Budweiser   15,882 0%
9 49 Intel  15,633 12%
-14 50 Orange  15,351 -13%
4 51 Colgate  14,948 5%
2 52 Subway  14,843 4%
-20 53 China Life  14,587 -25%
-12 54 TD  14,561 -14%
12 55 Samsung  14,164 16%
New 56 Sinopec  13,940 N/A
-11 57 L'Oreal  13,773 -12%
4 58 H&M  13,485 4%
-15 59 Cisco  13,317 -18%
New 60 Commonwealth Bank  13,083 N/A
-24 61 Bank of China  12,982 -26%
27 62 The Home Depot  12,968 31%
-10 63 ICICI Bank  12,665 -15%
18 64 ebay  12,662 18%
-9 65 Honda  12,647 -11%
20 66 Zara  12,616 22%
-4 67 Pepsi   12,598 -3%
10 68 Petrochina  12,105 7%
New 69 Moutai  11,838 N/A
3 70 FedEx  11,723 0%
New 71 Airtel  11,531 N/A
12 72 US Bank  11,488 9%
-3 73 Siemens  10,676 -11%
25 74 Sberbank  10,649 25%
-14 75 Petrobras  10,560 -21%
-11 76 Target  10,506 -16%
-13 77 BP  10,424 -17%
5 78 Ping An  10,174 -3%
-10 79 Standard Chartered  10,064 -16%
13 80 Red Bull   9,984 8%
7 81 Nissan  9,853 -2%
-35 82 Citi  9,760 -38%
4 83 Scotiabank  9,627 -4%
-9 84 Telecom Italia  9,572 -18%
-5 85 MTS  9,553 -12%
-1 86 Sony   9,444 -10%
7 87 ALDI  9,310 1%
New 88 MTN  9,273 N/A
New 89 IKEA  9,206 26%
1 90 China Telecom  9,191 -4%
New 91 KFC  8,852 8%
-24 92 Chase  8,644 -28%
New 93 Chevron  8,599 6%
-20 94 O2  8,562 -27%
-18 95 Santander  8,546 -25%
New 96 Volkswagen  8,519 15%
-21 97 Telcel  8,449 -27%
-39 98 Carrefour  7,836 -43%
New 99 State Farm  7,813 -7%
New 100 DHL  7,601 N/A
         
         
         
  * The Brand Value of Coca-Cola includes Lights, Diets and Zero
  ** The Brand Value of Budweiser includes Bud Light
  *** The Brand Value of Pepsi includes Diets
  **** The Brand Value of Red Bull includes sugar-free and Cola
  ***** The Brand Value of Sony includes Playstation 3
  Source: Millward Brown Optimor (including data from BrandZ, Kantar Worldpanel and Bloomberg)

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