Telstra also becomes one of five Australian brands featured in this year's list with a brand value of $12.7bn
Apple is again the world’s most valuable global brand this year at US$247 billion, while Telstra has entered the top 100 list for the first time, the latest BrandZ Top 100 Most Valuable Global Brands study reveals.
Apple took back the top spot after Google trumped the consumer electronics giant in last year’s list, reporting 67 per cent year-on-year brand growth in this year’s list. Google also grew by 9 per cent over the same period to reach a brand value of $173.7bn.
Microsoft took third place this year with a 28 per cent leap in brand value to $115.5bn, while IBM dipped back into fourth place after experiencing a 13 per cent decline in brand worth.
Five Australian brands were featured in the top 100 this year, up from four last year, including Telstra, which entered the list for the first time in 82nd position with a brand value of $12.7bn. Another strong performer was Westpac, which rose from 85th to 84th position with a value of $12.4bn.
Commonwealth Bank was still the strongest Australian performer overall but dipped four places to 48th position with a value of $20.6bn, while ANZ fell eight places to 59th with a value of $17.7bn. Woolworths also fell five places in this year’s list to 87th with a value of $11.8bn.
The tenth annual Top 100 Most Valuable Global Brands study was compiled by WPP and Millward Brown and is based on a combination of financial analysis and business performance, with measures of brand equity based on interviews with consumers globally.
The total brand value of the top 100 for 2015 reached $3.3 trillion, a 14 per cent increase on 2014. Across the board, technology remained the fastest growing brand category and represented more than $1 trillion in brand value this year, up 24 per cent.
Of particular note was Facebook, which nearly doubled the value of its brand in the past year thanks to its strategy of acquiring and integrating other social apps such as Instagram and WhatsApp, along with monetising and cross-selling its platforms, the list authors stated.
“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,” commented WPP’s David Roth. According to the study, brand value has climbed 126 per cent over the past decade.
“The past 10 years of valuing brands proves that investing in creating strong, valuable brands delivers superior returns to shareholders.”
The top 10 brands by value
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
Enterprisetalk
Mark
CMO's top 10 martech stories for the week - 9 June
Great e-commerce article!
Vadim Frost
CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes
Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...
jackson13
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.
Ella Hall
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Great Sharing thoughts.It is really helps to define marketing strategies. After all good digital marketing plan leads to brand awareness...
Paul F
Driving digital marketing effectiveness