Latest Brand Finance report on the world and Australia's most valuable and powerful brands for 2016 highlights the fortunes and ills of several global brand powerhouses
The record-breaking success of the latest Star Wars franchise has seen Disney becomes the world’s most powerful brand for 2016, taking over the top spot from Lego.
The latest Brand Finance report on the world’s most powerful and valuable brands found Walt Disney leapt 23 spots to number one in the past year with a brand value of US$31.7 billion. Rounding out the top five most powerful brands globally were Lego (US$4.5bn), L’Oreal (US$14.99bn), PricewaterhouseCoopers (US$18.6bn) and McKinsey (US$4.9bn).
The report also found Apple remains the most valuable brand globally, despite slowing sales, with a 14 per cent year on-year increase to US$145.9bn. This was partly the result of a record-breaking Q4, where the tech company reported revenues of US$51.5bn and profits of US$11.1bn.
On the flip side, VW saw the biggest fall and was one of the worst-performing brands on the list following its emissions scandal, which shaved US$12bn off its brand value.
There were also changes in the Australian brand rankings, with Telstra becoming top brand locally off the back of a 23 per cent increase in brand value. Knocked off its perch and into second place after seven years in the top spot was Woolworths, which experienced a 13 per cent decrease in value over the past year.
“As flagged in last year’s result, Telstra is now Australia’s number one brand despite increasing competition especially in the mobile division,” said Brand Finance Australia managing director, Mark Crowe.
“It is testimony to Telstra’s continued brand strength, which has driven a 23 per cent increase in value despite only a 3.6 per cent increase in revenue”.
Telstra also climbed 35 places to be ranked 110 in the Global 500.
Australia’s top five most valuable brands for 2016 are Telstra, Woolworths, ANZ, Commonwealth Bank and Westpac. Rival supermarket player, Coles (seventh) and rival telco player, Optus (eighth), also made it into the top 10 locally.
Across the board, Brand Finance noted seven of this year’s 10 fastest-growing brands globally are Chinese, including WeChat, which grew its user base 40 per cent between late 2014 and 2015 and saw its brand value lift 83 per cent as a result.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, 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