Every year BrandZ, Interbrand and Brand Finance publish their lists of the most valuable brands in the world. Their methods of valuation vary – as do the valuation figures – but if you look across all three top 100 lists, 36 brands appear in all three, and there are 179 in total.
Two 2015 lists have appeared so far – and the following brands entered into the top 179: au (by KDDI), Boeing, Bradesco, NBC International, Alibaba Group, Costco, HDFC Bank, Testra.
These brands fell out of the 179:
Yahoo!, Tesco, Toshiba, UBS, Unitedhealth, Sberbank, MTS, MTN, Deutsche Bank.
The 36 most valuable brands in the world are:
J P Morgan
Brand Finance published their 2013 top 500 brands list last week. Looking at the top 100, there were eleven new entrants:
Banco do Brasil
Ernst & Young
China Telecom, Credit Suisse, Kellogg’s, RBC, Sinopec and TD already appear in BRANDZ or Interbrand’s top 100, so the real newbies are Banco do Brasil, Ernst & Young, ING, MUFG, and Softbank (which, incidentally, is not a bank).
Brands that dropped out of the Brand Finance top 100:
Time Warner Cable
Apple maintained top spot, as well as the accolade of America’s Most Admired Company in Fortune’s Top 50 (see my earlier post for an analysis of what Apple’s brand stands for). Despite my earlier prediction, Facebook actually fell 95 places, from 102 to 197 on the list, and saw a dramatic 37% decline in value. On first glance, this sits uncomfortably against its 74% increase in value in BRANDZ and rise into 69th place in the Interbrand top 100. But this is likely due to the different times of year that the studies are conducted (results are launched in May for BRANDZ, hence data collection was prior to the IPO, October for Interbrand, with data collection before that), coupled with the different valuation approaches.
It will be interesting to see how BRANDZ value Facebook in a couple of months time given that their approach, of the three, is based to the highest extent on consumer research.