Profile: Jeremy Gilley

The man marketing world peace

BT and Visa debut in most valuable BrandZ lists

BT’s London 2012 sponsorship has helped lift the brand to one of the top 10 most valuable in the UK with fellow sponsor Visa also benefiting from halo-effect of the Games to become one of the world’s most valuable brands, according to MillwardBrown’s BrandZ study.

BTFamily-Campaign-2013

BT’s refreshed marketing strategy in 2012 has helped lift its brand value for the latest BrandZ audit.

The number one spot in the global rankings was held by Apple for the second year running with a brand value of $185bn (!121bn). Its value grew by only one per cent in 2012 however, reflecting a difficult year where it lost market share to rival Samsung., which saw brand value increased by 51 per cent to move it up 25 places to 30 this year.

Global Olympic sponsor Visa was the brand with the fastest growth in a tech dominated top ten, posting a 46 per cent rise in brand value to jump 5 places. Fellow London 2012 sponsor BT entered the UK rankings at seven in a year that also saw it refresh its marketing to appeal to younger consumers.

Overall, the value of the top 100 brands rose by 58 per cent to $2.6tn (£1.7tn) in 2013 ranking, underlining the message from brand experts the return on investment that brands give businesses.

David Roth, chief executive of WPP’s retail insight firm The Store, says: “It shows that strong brands bring market share growth, increased profits from being able to command a price premium and greater shareholder returns.”

The BrandZ index calculates brand value by a number of factors including a variation of intangible assets, measures of customer perception and an estimate of growth potential.

The Top 10 Most Valuable Global Brands 2013

RankBrandBrand Value ($m)Brand Value ChangeRank 2012
1Apple185,071+1 per cent1
2Google113,669+5 per cent3
3IBM112,536-3 percent2
4McDonald’s90,256-5 per cent4
5Coca-Cola78,415+6 per cent6
6AT&T75,507+10 per cent8
7Microsoft69,814-9 per cent5
8Marlboro69,383-6 per cent7
9Visa56,060+46 per cent15
10China Mobile55,368+18 per cent10

The Top 10 Most Valuable UK Brands 2013

RankBrandBrand Value ($m)Brand Value ChangeRank 20121
1Vodafone39,712-8 per cet1
2HSBC23,970+24 per cent2
3Shell17,678-1 per cent4
4Tesco16,303-9 per cent3
5BP11,520+11 per cent5
6Standar Chartered10,160+ per cent6
7BT9,531NEWNEW
8Barclays7,989+34 per cent8
9O25,965-30 per cent6
10Dove4,927+5 per cent9

 

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