Valentina Pasquali
The American Marketing Association defines a “brand” as “a name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers.” Some marketing researchers assert that brands are one of the most valuable assets that a company has.
According to Millward Brown Optimor, “strong brands have the power to create business value. They impact much more than revenues and profit margins. Strong brands create competitive advantages by commanding a price premium and decrease the cost of entry into new markets and categories. They reduce business risk and help attract and retain talented staff.”
“Brand equity” is defined by the American Marketing Association as “the value of a brand” (although not in the financial sense of “value”), while, according to P. Kotler and K. Keller in their book Marketing Management, it is “the added value endowed to products and services.” Keller, in Strategic Brand Management, writes that a brand “has positive customer-based brand equity when consumers react more favorably to a product and the way it is marketed when the brand is identified than when it is not.” David Aaker (Managing Brand Equity) calls it “the set of assets and liabilities linked to a brand’s name and symbol that adds to or subtracts from the value provided by a product or service to a firm and/or that firm’s customers.”
The various definitions are important to define the concept but do not lead to a single measure of brand equity.
“Brand value” is often confused with brand equity, but the former refers more specifically to the financial value of a brand. Therefore, Kotler and Keller define “brand valuation” as “an estimate of the total financial value of the brand.”
There is no standardized or accepted definition of brand value or brand valuation. Nevertheless, Interbrand and Millward Brown Optimor (MBO) have developed rankings that are well respected. Interbrand characterizes its method as “proven, straightforward and profound. It examines brands through the lens of financial strength, the importance of the brand in driving consumer selection, and the likelihood of ongoing revenue generated by the brand.” Millward Brown Optimor calls its BrandZ “the most reliable, comprehensive and useful brand valuation ranking available,” a database that provides a “detailed, quantified, understanding of consumer decision-making worldwide.”
MillwardBrown Optimor 2015 BrandZ Top 100
Rank | Brand | Category |
Brand Value
|
---|---|---|---|
1 | Apple | Technology | 246,992 |
2 | Technology | 173,652 | |
3 | Microsoft | Technology | 115,500 |
4 | IBM | Technology | 93,987 |
5 | Visa | Payments | 91,962 |
6 | AT&T | Telecom Providers | 89,492 |
7 | Verizon | Telecom Providers | 86,009 |
8 | Coca-Cola | Soft Drinks | 83,841 |
9 | McDonald's | Fast Food | 81,162 |
10 | Marlboro | Tobacco | 80,352 |
11 | Tencent | Technology | 76,572 |
12 | Technology | 71,121 | |
13 | Alibaba Group | Retail | 66,375 |
14 | Amazon.com | Retail | 62,292 |
15 | China Mobile | Telecom Providers | 59,895 |
16 | Wells Fargo | Regional Banks | 59,310 |
17 | General Electric | Conglomerate | 59,272 |
18 | UPS | Logistics | 51,798 |
19 | Disney | Entertainment | 42,962 |
20 | Mastercard | Payments | 40,188 |
21 | Baidu | Technology | 40,041 |
22 | ICBC | Regional Banks | 38,808 |
23 | Vodofone | Telecom Providers | 38,461 |
24 | SAP | Technology | 38,225 |
25 | American Express | Payments | 38,093 |
26 | Walmart | Retail | 35,245 |
27 | T-mobile | Telecom Providers | 33,834 |
28 | Nike | Apparel | 29,717 |
29 | Starbucks | Fast Food | 29,313 |
30 | Toyota | Cars | 28,913 |
31 | The Home Depot | Retail | 27,705 |
32 | Louis Vuitton | Luxury | 27,445 |
33 | Budweiser | Beer | 26,657 |
34 | BMW | Cars | 26,349 |
35 | HSBC | Global Banks | 24,029 |
36 | RBC | Regional Banks | 23,989 |
37 | Pampers | Baby Care | 23,757 |
38 | L'Oréal Paris | Personal Care | 23,376 |
39 | HP | Technology | 23,039 |
40 | Subway | Fast Food | 22,561 |
41 | China Construction Bank | Regional Banks | 22,065 |
42 | Zara | Apparel | 22,036 |
43 | Mercedes-Benz | Cars | 21,786 |
44 | Oracle | Technology | 21,680 |
45 | Samsung | Technology | 21,602 |
46 | Movistar | Telecom Providers | 21,215 |
47 | TD Bank | Regional Banks | 20,638 |
48 | Commonwealth Bank | Regional Banks | 20,599 |
49 | ExxonMobil | Oil & Gas | 20,412 |
50 | Agricultural Bank of China | Regional Banks | 20,189 |
51 | Accenture | Technology | 20,183 |
52 | Gillette | Personal Care | 19,737 |
53 | FedEx | Logistics | 19,566 |
54 | Shell | Oil & Gas | 18,943 |
55 | Hermes Paris | Luxury | 18,938 |
56 | Intel | Technology | 18,385 |
57 | Colgate | Personal Care | 17,977 |
58 | BT | Telecom Providers | 17,953 |
59 | ANZ Bank | Regional Banks | 17,702 |
60 | Citi | Global Banks | 17,486 |
61 | Orange | Telecom Providers | 17,384 |
62 | China Life | Insurance | 17,365 |
63 | Sinopec | Oil & Gas | 17,267 |
64 | Ikea | Retail | 17,025 |
65 | Bank of China | Regional Banks | 16,438 |
66 | DHL | Logistics | 16,301 |
67 | CISCO | Technology | 16,060 |
68 | Pingan | Insurance | 15,959 |
69 | SIEMENS | Technology | 15,796 |
70 | Huawei | Technology | 15,335 |
71 | PetroChina | Oil & Gas | 15,022 |
72 | US BANK | Regional Banks | 14,786 |
73 | eBay | Retail | 14,171 |
74 | HDFC Bank | Regional Banks | 14,027 |
75 | H&M | Apparel | 13,827 |
76 | Gucci | Luxury | 13,800 |
77 | J.P. Morgan | Global Banks | 13,522 |
78 | Honda | Cars | 13,332 |
79 | Pepsi | Soft Drinks | 13,134 |
80 | Ford | Cars | 13,106 |
81 | BP | Oil & Gas | 12,938 |
82 | Telstra | Telecom Providers | 12,701 |
83 | KFC | Fast Food | 12,649 |
84 | Westpac | Regional Banks | 12,420 |
85 | Technology | 12,200 | |
86 | Santander | Global Banks | 12,181 |
87 | Woolworths | Retail | 11,818 |
88 | PayPal | Payments | 11,806 |
89 | Chase | Regional Banks | 11,661 |
90 | Aldi | Retail | 11,660 |
91 | ING | Global Banks | 11,560 |
92 | Technology | 11,447 | |
93 | Nissan | Cars | 11,411 |
94 | Red Bull | Soft Drinks | 11,375 |
95 | Bank of America | Regional Banks | 11,335 |
96 | NTT DOCOMO | Telecom Providers | 11,223 |
97 | Costco Wholesale | Retail | 11,214 |
98 | Soft Bank | Telecom Providers | 11,131 |
99 | China Telecom | Telecom Providers | 11,075 |
100 | Scotiabank | Regional Banks | 11,044 |
Interbrand | Best Global Brands 2015 | Top 100
Rank | Brand | Sector | Brand Value (M) |
---|---|---|---|
1 | Apple | Technology | 170,276 |
2 | Technology | 120,314 | |
3 | Coca-Cola | Soft Drinks | 78,423 |
4 | Microsoft | Technology | 67,670 |
5 | IBM | Technology | 65,095 |
6 | Toyota | Cars | 49,048 |
7 | Samsung | Technology | 45,297 |
8 | General Electric | Conglomerate | 42,267 |
9 | McDonald's | Fast Food | 39,809 |
10 | Amazon.com | Retail | 37,948 |
11 | BMW | Cars | 37,212 |
12 | Mercedes-Benz | Cars | 36,711 |
13 | Disney | Entertainment | 36,514 |
14 | Intel | Technology | 35,415 |
15 | Cisco | Technology | 29,854 |
16 | Oracle | Technology | 27,283 |
17 | Nike | Apparel | 23,070 |
18 | HP | Technology | 23,056 |
19 | Honda | Cars | 22,975 |
20 | Louis Vuitton | Luxury | 22,250 |
21 | H&M | Apparel | 22,222 |
22 | Gillette | Personal Care | 22,218 |
23 | Technology | 22,029 | |
24 | Pepsi | Soft Drinks | 19,622 |
25 | American Express | Payments | 18,922 |
26 | SAP | Technology | 18,768 |
27 | IKEA | Retail | 16,541 |
28 | Pampers | Baby Care | 15,267 |
29 | UPS | Logistics | 14,723 |
30 | ZARA | Apparel | 14,031 |
31 | Budweiser | Beer | 13,943 |
32 | eBay | Retail | 13,940 |
33 | J.P. Morgan | Global Banks | 13,749 |
34 | Kelloggs | FMCG | 12,637 |
35 | Volkswagen | Cars | 12,545 |
36 | Nescafé | Beverages | 12,257 |
37 | HSBC | Global Banks | 11,656 |
38 | Ford | Cars | 11,578 |
39 | Hyundai | Cars | 11,293 |
40 | Canon | Electronics | 11,278 |
41 | Hermes Paris | Luxury | 10,944 |
42 | Accenture | Technology | 10,800 |
43 | L'Oréal Paris | Personal Care | 10,798 |
44 | Audi | Cars | 10,328 |
45 | Citi | Global Banks | 9,784 |
46 | Goldman Sachs | Financial Services | 9,526 |
47 | Philips | Electronics | 9,400 |
48 | AXA | Financial Services | 9,254 |
49 | Nissan | Cars | 9,082 |
50 | Gucci | Luxury | 8,882 |
51 | Danone | FMCG | 8,632 |
52 | Nestlé | FMCG | 8,588 |
53 | Siemens | Technology | 8,553 |
54 | Allianz | Financial Services | 8,498 |
55 | Colgate | Personal Care | 8,464 |
56 | Porsche | Cars | 8,055 |
57 | Cartier | Luxury | 7,924 |
58 | Sony | Electronics | 7,702 |
59 | 3M | Diversified | 7,243 |
60 | Morgan Stanley | Financial Services | 7,083 |
61 | Visa | Payments | 6,870 |
62 | Adidas | Sporting Goods | 6,811 |
63 | Thomson Reuters | Media | 6,583 |
64 | Discovery Channel | Media | 6,509 |
65 | Panasonic | Electronics | 6,436 |
66 | Tiffany & Co | Luxury | 6,306 |
67 | Starbucks | Restaurants | 6,266 |
68 | Adobe | Technology | 6,257 |
69 | Prada | Luxury | 6,222 |
70 | Santander | Restaurants | 6,097 |
71 | Xerox | Business Services | 6,033 |
72 | Caterpillar | Diversified | 5,976 |
73 | Burberry | Luxury | 5,873 |
74 | KIA Motors | Cars | 5,666 |
75 | Kentucky Fried Chicken | Fast Food | 5,639 |
76 | MasterCard | Payments | 5,551 |
77 | Johnson and Johnson | FMCG | 5,533 |
78 | Shell | Oil & Gas | 5,530 |
79 | Harley-Davidson | Automotive | 5,460 |
80 | DHL | Logistics | 5,391 |
81 | Sprite | Beverages | 5,365 |
82 | Lego | FMCG | 5,362 |
83 | Deere & Company | Diversified | 5,208 |
84 | Jack Daniels | Alcohol | 5,161 |
85 | Chevrolet | Cars | 5,133 |
86 | FedEx | Logistics | 5,130 |
87 | Land Rover | Cars | 5,109 |
88 | Huawei | Technology | 4,952 |
89 | Heineken | Alcohol | 4,822 |
90 | MTV | Media | 4,763 |
91 | Ralph Lauren | Apparel | 4,629 |
92 | Johnnie Walker | Alcohol | 4,540 |
93 | Corona | Alcohol | 4,456 |
94 | Smirnoff | Alcohol | 4,407 |
95 | Kleenex | FMCG | 4,330 |
96 | Hugo Boss | Apparel] | 4,270 |
97 | PayPal | Payments | 4,251 |
98 | MINI | Cars | 4,243 |
99 | Moët et Chandon | Alcohol | 4,131 |
100 | Lenovo | Technology | 4,114 |
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