Page 3 - Connecting Media, Technology And Brands To Tomorrow's Consumer
P. 3
CONTENTS
01
Highlights
10 Introduction
11 BrandZTM Stock Portfolio
13 Key Results
14 Cross Category Trends
16 Take Aways
02
10-Year Results:
Findings and Implications
10-Year Performance Analysis
20 Value Growth
22 Top 10 Ranking Changes
23 Top 10 Risers
24 Category Changes
26 Brand Stability
10-Year Trends
03 05
The Future of Brands The Categories
44 Overview 168
46 Millennials Consumer and Retail 172 47 Purpose 96 Apparel
06
Resources
BrandZTM Valuation Methodology
Thought Leadership:
Brand valuation and insights critical
for success in a changing marketplace
By Doreen Wang, Global Head of BrandZTM, Millward Brown
BrandZTM Reports, Apps and iPad Magazine
28 1.
29 2.
30 3.
31 4.
Difference makes the difference Brand becomes more important Purpose builds equity
Branding precedes advertising
32 Thought Leadership:
Branding leads advertising as driver of Brand Value By Jim Prior, CEO, The Partners and Lambie-Nairn
34 5.
35 6.
36 7.
37 8.
38 9.
39 10.
Innovation drives Brand Value
Love isn’t all you need, but it’s powerful Innovation and love form a virtuous circle Trusted or busted
A world of difference
Value rises in Asia
40 Thought Leadership:
Being meaningfully different can command a premium
By Nigel Hollis, Executive Vice President and Chief Global Analyst, Millward Brown
4 BrandZTM Top 100 Most Valuable Global Brands 2015
5
48 Media 100 Cars
49 Digital
50 Sustainability
104 Luxury
108 Personal Care 174
112 Retail 176
52 Thought Leadership:
Car dealerships offer case study for remaining relevant
By Simon Moriarty, Operations Director, FITCH
54 Thought Leadership:
Across categories brands say they’re in technology
By Julian Tanner, Global Technology Leader, Cohn & Wolfe
04
The Global Top 100
58 The BrandZTM Global Top 100 Ranking Performance Analysis
62 Top Risers
64 Newcomers
65 Category Changes 67 Brand Contribution
The Regions and the BRICs
70 Overview The Regions
72 North America 74 Asia
75 Latin America 76 Europe
77 UK
The BRICs
78 Brazil 79 Russia 80 China 82 India
84 Thought Leadership:
Brands communicate about sustainability
By Ola Mobolade, Managing Director, Firefly Millward Brown
86 Social Media Special Report 88 The SocialZ Verve Index
90 Thought Leadership:
Necessity and ingenuity fuel entrepreneurial trend
By Leslie Pascaud, Executive VP, Purpose Branding and Innovation, Added Value
116
118 122 126
132
134 140
144
146 150
154 160
164
Thought Leadership:
Personalization means much more than initials on a bag By Eleanor Lloyd Malcolm, Associate Director, Added Value
Food and Drink
Beer
Fast Food Soft Drinks
Thought Leadership:
Businesses must change faster than the landscape By Andrew Curry, Director, The Futures Company
Financial
Banks Insurance
Thought Leadership:
Expecting more deception, consumers welcome honesty By Terry Tyrrell, Worldwide Chairman, Brand Union
Commodities
Oil & Gas
Thought Leadership:
Constant disruption is the new normal
By Geoff Beattie, Head of Global Strategic Consulting, Cohn & Wolfe
Technology
Technology Telecom Providers
Thought Leadership:
Connectivity disrupts brands and opens opportunities By Andy Turton, Head of Automotive for the Americas, TNS
WPP Resources
178 WPP Company Contributors
184 WPP Company Brand Building Experts 186 BrandZTM Global Top 100 Team
INTRODUCTION
