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Marcas mais valiosas – NEW 2015 LIST OF TOP 100 MOST VALUABLE BRANDS [WPP REPORT SUMMARY]

NEW 2015 LIST OF TOP 100 MOST VALUABLE BRANDS [WPP REPORT SUMMARY]


top 100

How much is a label worth?  Not the product, just the label.

If the label we’re talking about happens to be Apple, then that label – the most valuable label on planet Earth – is worth $247bn according to the new WPP 2015 global list and valuation of the 100 most valuable brands. If the label is Louis Vuitton, then it’s worth $27bn. Together the top 100 labels are worth $3.3 trillion.

The full list is below, and here’s the link to the full 187 page report 100 Most Valuable Global Brands.

$3.3 trillion is a lot of work for 100 logos.

Of course there’s more to a brand than a logo – psychologically, a brand is a set of mental associations that can influence propensity to choose and frequency of choice.  What comes to mind when I say Apple? Creativity, design, quality, simple to use, user-friendly, innovative…  These positive associations influence our willingness to pay a price premium, and choose Apple more frequently – especially when they are unique and meet a need. So WPP calculate brand value by combining financial value (current branded earnings and a multiple for future sales) with brand contribution (the price premium and extra volume that the brand name (and associations) generates (from consumer surveys)). It’s not the only way to calculate brand value, but it has the merit of integrating a psychological component to brand valuation.

The 2015 WPP 100 Most Valuable Global Brands list makes for interesting reading.

  • Shift to the East? Check. (Alibaba brand is now worth more than Amazon, Tencent is worth more than Facebook).
  • Continued Rise of Tech? Check. (Tech and Telecom brands account for 44% of total value in the list).
  • Banks and Luxury in Trouble? Check. (Only sectors losing value, 2% and 6% respectively)
  • Branding trumps Advertising? Check. (Strong identity and value proposition correlate better with value than strong advertising)
  • Salience, Difference, and Meaningfulness drive brand value? Check.
    • Salient: Comes to mind spontaneously as key brand choice
    • Different: Unique and trendsetting
    • Meaningful: Fulfils a consumer need in relevant ways
  • Apple the most valuable brand on planet Earth? Check, (the Apple brand is worth $247bn)

2015 WPP 100 MOST VALUABLE GLOBAL BRANDS

  1. Apple (Technology) $246,992,000,000
  2. Google (Technology) $173,652,000,000
  3. Microsoft (Technology) $115,500,000,000
  4. IBM (Technology) $93,987,000,000
  5. Visa (Payments) $91,962,000,000
  6. AT&T (Telecom Providers) $89,492,000,000
  7. Verizon (Telecom Providers) $86,009,000,000
  8. Coca-Cola (Soft Drinks) $83,841,000,000
  9. McDonald’s (Fast Food) $81,162,000,000
  10. Marlboro (Tobacco) $80,352,000,000
  11. Tencent (Technology) $76,572,000,000
  12. Facebook (Technology) $71,121,000,000
  13. Alibaba (Retail) $66,375,000,000
  14. Amazon (Retail) $62,292,000,000
  15. China Mobile (Telecom Providers) $59,895,000,000
  16. Wells Fargo (Regional Banks) $59,310,000,000
  17. GE (Conglomerate) $59,272,000,000
  18. UPS (Logistics) $51,798,000,000
  19. Disney (Entertainment) $42,962,000,000
  20. Mastercard (Payments) $40,188,000,000
  21. Baidu (Technology) $40,041,000,000
  22. ICBC (Regional Banks) 38,808,000,000
  23. Vodafone (Telecom Providers) $38,461,000,000
  24. SAP (Technology) $38,225,000,000
  25. American Express (Payments) $38,093,000,000
  26. Walmart (Retail) $35,245,000,000
  27. T-Mobile (Telecom Providers) $33,834,000,000
  28. Nike (Apparel) $29,717,000,000
  29. Starbucks (Fast Food) $29,313,000,000
  30. Toyota (Cars) $28,913,000,000
  31. The Home Depot (Retail) $27,705,000,000
  32. Louis Vuitton (Luxury) $27,445,000,000
  33. Budweiser (Beer) $26,657,000,000
  34. BMW (Cars) $26,349,000,000
  35. HSBC (Global Banks) $24,029,000,000
  36. RBC (Regional Banks) $23,989,000,000
  37. Pampers (Baby Care) $23,757,000,000
  38. L’Oréal (Personal Care) $23,376,000,000
  39. HP (Technology) $23,039,000,000
  40. Subway (Fast Food) $22,561,000,000
  41. China Construction Bank (Regional Banks) $22,065,000,000
  42. Zara (Apparel) $22,036,000,000
  43. Mercedes-Benz (Cars) $21,786,000,000
  44. Oracle (Technology) $21,680,000,000
  45. Samsung (Technology) $21,602,000,000
  46. Movistar (Telecom Providers) $21,215,000,000
  47. TD (Regional Banks) $20,638,000,000
  48. Commonwealth Bank (Regional Banks) $20,599,000,000
  49. ExxonMobil (Oil & Gas) $20,412,000,000
  50. Agricultural Bank of China (Regional Banks) $20,189,000,000
  51. Accenture (Technology) $20,183,000,000
  52. Gillette (Personal Care) $19,737,000,000
  53. FedEx (Logistics) $19,566,000,000
  54. Shell (Oil & Gas) $18,943,000,000
  55. Hermès (Luxury) $18,938,000,000
  56. Intel (Technology) $18,385,000,000
  57. Colgate (Personal Care) $17,977,000,000
  58. BT (Telecom Providers) $17,953,000,000
  59. ANZ (Regional Banks) $17,702,000,000
  60. Citi (Global Banks) $17,486,000,000
  61. Orange (Telecom Providers) $17,384,000,000
  62. China Life (Insurance) $17,365,000,000
  63. Sinodec (Oil & Gas) $17,267,000,000
  64. Ikea (Retail) $17,025,000,000
  65. Bank of China (Regional Banks) $16,438,000,000
  66. DHL (Logistics) $16,301,000,000
  67. Cisco (Technology) $16,060,000,000
  68. Pingan (Insurance) $15,959,000,000
  69. Siemens (Technology) $15,496,000,000
  70. Huawei (Technology) $15,335,000,000
  71. PetroChina (Oil & Gas) $15,022,000,000
  72. US Bank (Regional Banks) $14,786,000,000
  73. eBay (Retail) $14,171,000,000
  74. HDFC Bank (Regional Banks) $14,027,000,000
  75. H&M (Apparel) $13,827,000,000
  76. Gucci (Luxury) $13,800,000,000
  77. J.P. Morgan (Global Banks) $13,522,000,000
  78. Honda (Cars) $13,332,000,000
  79. Pepsi (Soft Drinks) $13,134,000,000
  80. Ford (Cars) $13,106,000,000
  81. BP (Oil & Gas) $12,938,000,000
  82. Telstra (Telecom Providers) $12,701,000,000
  83. KFC (Fast Food) $12,649,000,000
  84. Westpac (Regional Banks) $12,420,000,000
  85. LinkedIn (Technology) $12,200,000,000
  86. Santander (Global Banks) $12,181,000,000
  87. Woolworths (Retail) $11,818,000,000
  88. Paypal (Payments) $11,806,000,000
  89. Chase (Regional Banks) $11,661,000,000
  90. Aldi (Retail) $11,660,000,000
  91. ING (Global Banks) $11,560,000,000
  92. Twitter (Technology) $11,447,000,000
  93. Nissan (Cars) $11,411,000,000
  94. Red Bull (Soft Drinks) $11,375,000,000
  95. Bank of America (Regional Banks) $11,335,000,000
  96. Docomo (Telecom Providers) $11,223,000,000
  97. Costco (Retail) $11,214,000,000
  98. SoftBank (Telecom Providers) $11,131,000,000
  99. China Telecom (Telecom Providers) $11,075,000,000
  100. Scotiabank (Regional Banks) $11,044,000,000
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