Telstra enters top 100 as Apple reclaims most valuable brand crown from Google
Five Australian brands have made in into the 2015 Brandz Top 100 Most Valuable Global Brands list released today by WPP and Millward Brown, with Telstra entering for the first time.
The telco claimed the 80th place with a brand value of US$12.7b.
It was joined on the list by Commonwealth Bank (48) with a value of US$20.6b, ANZ (59) valued at US$17.7b, Westpac (84) with a value of US$12.4b and Woolworths (82) which had a value of US$11.8b.
Now in its tenth year, the survey combines measures of brand equity based on interviews with over three million consumers globally about global ‘consumer facing’ and business-to-business brands with a analysis of the financial and business performance of each company.
Overall, Apple reclaimed its title of “world’s most valuable brand” increasing its value by 67 per cent on last year to a brand value of $247b.
According to the study it is the success of the iPhone 6 that has been the main driver of Apple’s brand value growth .
Millward Brown global head of Brandz Doreen Wang said in a statement: “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.”
Google, while dropping to number two on the ranks, achieved a 9 per cent value increase to reach a brand value of $173.7b, with Microsoft coming in at third place with a worth of $115.5b.
Technology was the fastest growing category, with the top four brands all tech brands, up 24 per cent on last year with the tech brands in the top 100 worth more than $1 trillion.
WPP’s David Roth 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.”
The total brand value of the Top 100 increased by 14 per cent from last year to now stand at $3.3 trillion, a 14% increase on 2014 and a 126% growth over the 10 years since the ranking was first launched.
The BrandZ Top 10 Most Valuable Global Brands 2015
Rank 2015 | Brand | Category | Brand value 2015 ($M) | Brand value change | Rank 2014 |
1 | Apple | Technology | 246,992 | 67% | 2 |
2 | Technology | 173,652 | 9% | 1 | |
3 | Microsoft | Technology | 115,500 | 28% | 4 |
4 | IBM | Technology | 93,987 | -13% | 3 |
5 | Visa | Payments | 91,962 | 16% | 7 |
6 | AT&T | Telecom providers | 89,492 | 15% | 8 |
7 | Verizon | Telecom providers | 86,009 | 36% | 11 |
8 | Coca-Cola* | Soft drinks | 83,841 | 4% | 6 |
9 | McDonald’s | Fast food | 81,162 | -5% | 5 |
10 | Marlboro | Tobacco | 80,352 | 19% | 9 |