Top 100 Global Brands

Today on our  top list, we are going to look at the top 100 most successful and profitable global brands as of 2012. We used Brandz to come up with the list of the top 100 brands which have managed to pull together an astonishing net worth of $2.4 trillion!

One of the most impressive things this year as compared to the rest is that we finally have an African brand; MTN competing against the other global brands and I would say this is a good sign from the African market that the light at the end of the tunnel is just an arm’s reach away.

BrandZ is primarily an evaluation tool which measures the value and strength of brands and unlike other measuring tools, BrandZ actually lets customers have a say in its reports. The reports are validated against actual in-market performance and they give a good assessment of the value that customers have with one brand as compared to another.

The Most Valuable Global Brands 2012

Rank 2011	Rank change	Rank 2012	Category	Brand	Brand Value 2012 ($M)
1	0	1	Tech	Apple	182,951
2	1	2	Tech	IBM	155,985
3	-1	3	Tech	Google	107, 857
4	0	4	Fast Food	McDonald’s	95,188
5	0	5	Tech	Microsoft	76,651
6	0	6	Soft drinks	Coca-Cola	74,286
8	7	7	Tobacco	Marlboro	73,612
7	8	8	Communication Provide	AT&T	68,870
13	9	9	Communication Provider	Verizon	49,151
9	10	10	Communication Provider	China Mobile	47,041

                                          Newcomers                                                                        

Ranking	Brand	Brand Value
55	Sinopec	13,940
60	Commonwealth Bank	13,083
69	Moutai	11,838
71	Airtel	11,531
88	MTN	9,273
89	IKEA	9,206
91	KFC	8,852
93	Chevron	8,599
96	Volkswagen	8,519
99	State Farm	7,813
100	DHL	7,601

                                                     Highest Gainers

Brand	%Brand value ($M)	Brand Value Growth (%)
Facebook	33,233	74
Hermes	19,161	61
Master Card	20,759	53
Ralph Lauren	5,086	51
Starbucks	17,072	43
Clinique	3418	43
Rolex	7171	36
Visa	38,284	34
Hugo Boss	3,257	33
The Home Depot	12,968	31

 

 

 

 

 

 

Here is the entire list of the Top 100 Brands in 2012 (open in a new tab)

The below were some of the key notable findings by BrandZ.

1. Technology Prevails: Technology has become ubiquitous in all areas of our lives. Seven of the top 10 brands are technology or telecoms brands. However, the power of smart, simple-to-use technology can also be seen beyond these two sectors. In other categories –cars, financial services, luxury and retail for example – we can also see that brands are gaining significant advantages by using smart technology to enhance their customer experience. For example, Burberry – up 21% to $4 billion – created a virtual world where younger brand followers can view fashion shows and more.
2. The Rise of Africa:  This year’s ranking highlights the progress of Africa’s economic development with the arrival of the first African brand in the Top 100 – South African mobile company MTN – No 88 at $9.2 billion. But it’s not just African brands that are thriving south of the Sahara. Around 40% of Guinness’ sales come from Africa, Airtel’s third quarter results showed a 16% increase in revenue in Africa. Similarly, Orange enjoyed rapid growth in Africa in 2011, while Walmart invested there with the acquisition of Massmart.
3. The Future is Mobile: The future of the internet will be predominantly mobile rather than computer based. Mobile, to some extent, has been shielded from the recession as one of the few items consumers’ don’t want to give up or cut back on. The most valuable telecoms brand is AT&T worth $68.8 billion. Whilst the USA‟s largest mobile service provider, Verizon, increased its brand value by 15% in the last year and is now worth $49.1 billion.
4. Retail: Constructing an Omni-Channel Business: The customer experience is a new focus for many retailers as they recognize its importance in keeping customers loyal and the need to be present anywhere and everywhere on the path to purchase. Walmart knocked Amazon from the top position and its brand is now worth $34.4 billion whilst Amazon is now worth $34 billion.
5. Brands with Women on the Board Outperform: As the number of women on corporate boards continues to rise, the BrandZ Top100 study this year reveals the success that women bring to brands. 77% of the brands appearing in the BrandZTM Top 100 Most Valuable Global Brands have women in the boardroom. The average value of brands with women on the boards is $27 billion; double that of those companies without female directors. Not only that, these brands also show an average five-year growth of 66% compared to an average growth of only 6% for those BrandZ Top100 brands that don’t have a woman on the board.
6. Strong Brands Provide Better Shareholder Value: An analysis of BrandZ Top 100 Most Valuable Global Brands as a „stock portfolio‟ over the last seven years shows a highly favorable performance compared to a current stock market index, the S&P500. While the total return on investment (ROI) for all companies in the S&P500 index was just 2.3%, the BrandZ Portfolio provided a 36.3% ROI, proving that companies with strong brands are able to deliver better value to their shareholders.