Page 11 - Connecting Media, Technology And Brands To Tomorrow's Consumer

Section 02
10-Year Performance Analysis // VALUE GROWTH
10-YEAR RESULTS
VALUE GROWTH
Brand Value grows robustly despite global financial crisis
The Brand Value of the BrandZTM Top 100 Most Valuable Global Brands rose robustly over the past decade, increasing 126 percent from $1.4 trillion in 2006 to $3.3 trillion in 2015.
Year-to-year growth varied depending on market conditions, with fluctuations most exaggerated during the recession and the immediate recovery period. Brand Value increased every year without exception, although it grew by less than 1 percent in 2008 and 2011.
Despite the recession and other disruptive forces, the overall Brand Power of the BrandZTM Global Top 100 also increased during the past 10 years. The Top 100 scored 170 in Brand Power in 2015 compared with 142 in 2006 (An average brand scores 100).
Brand Power is the BrandZTM metric of brand equity, a brand's ability to predispose a consumer to select the brand and pay
a premium for it. The three components
of Brand Power are: Different (unique and trend-setting in a positive way), Meaningful (fulfills consumer needs in relevant ways) and Salient (comes to mind spontaneously).
All three components contributed to the Brand Power rise of the BrandZTM Global Top 100 over the past decade. However, over the past year Salience continued to increase, while the scores for Different and Meaningful leveled.
The overall increase in Salience reflects
the evolving makeup of the BrandZTM Global Top 100, with newcomers scoring higher than dropout brands. The decline
of meaningful difference suggests an opportunity for brands to reverse the trend, connect with consumers and accelerate the growth of sustainable Brand Value.
... Brand Power drives Brand Value ...
The overall Brand Power of the BrandZTM Global Top 100 increased. The Top 100 scored 170 in brand power in 2015 compared with 142 in 2006. An average brand scores 100. There is a good correlation between increased Brand Power and Increased Brand Value.
BrandZTM Global Top 100 Brand Value and Brand Power change
Strong brands begin with a meaningful difference and make that difference salient to the consumer.
142
100
100
2006 2007 2008 2009 2010 2011
Source: BrandZTM / Millward Brown Average brand = 100
226 170
Brand Value rises robustly over the past 10 years ...
The Brand Value of the BrandZTM Top 100 Most Valuable Global Brands rose robustly over the past decade, increasing 126 percent from $1.4 trillion to $3.3 trillion. Year-to- year Brand Value growth fluctuated, especially during the recession and the immediate recovery period.
Top 100 Brand Power Top 100 Value Index
BrandZTM Global Top 100 Brand Value change
$1.4 trillion
$3.3 trillion
+126%
... Brands rely more on Salience to drive Brand Power
All three components of Brand Power – Different, Meaningful and Salient – contributed to the Brand Power rise of the BrandZTM Global Top 100 over the past decade. Salience continues to increase, while Different and Meaningful level.
2012 2013
2014 2015
+10.6% +21.2% +0.8% +4.4% +17.1% +0.4% +7.0% +12.0% +14.0%
110 110
109
2006 2007 2008 2009 2010 2011 2012 2013 Source: BrandZTM / Millward Brown
2014 2015
BrandZTM Global Top 100 brand power components
123
118 115
2015
100
Salient Different Meaningful
2006 2007
Salient: Comes to mind spontaneously as key brand choice Different: Unique and trendsetting
Meaningful: Fulfills a consumer need in relevant ways
2008 2009 2010 2011 2012 2013 2014
20 BrandZTM Top 100 Most Valuable Global Brands 2015
21
Source: BrandZTM / Millward Brown