NEW YORK, November 15, 2018 /PRNewswire/ --
- Apple jumps into the number
one spot as the Most Valuable US brand,
with a brand worth of $316
billion on the strength of devices combined with
services
- Netflix fastest riser
with brand value increase of 93% to $30.2
billion
Brands that are perceived as innovative and that also provide a
great experience - meeting consumers' needs where and when they are
wanted - grew the most in value in the latest BrandZ™ Top 100 Most
Valuable US Brands ranking, announced today by WPP and Kantar Millward Brown.
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The ground-breaking BrandZ study ranks the most valuable US
brands, analyzes their strengths, and identifies the key forces
driving growth in this dynamic and complex market. It is the second
edition of an annual report that tracks and anticipates the
evolving environment for brands in the US and charts their changing
fortunes.
According to the report, customer experience is as important as
being perceived as innovative for increasing brand value. As
Americans engage with brands in more and more places, the brands
that continually innovate customer experience are winning, growing
200% more than those that don't.
The new number one, Apple, increased its brand value by 13% in
the last year to $316.1 billion to
become the most valuable US brand. Its continued innovation across
an entire ecosystem of services - such as Apple Pay, iCloud and
Siri - that wrap around its key devices including the new Apple
Watch and iPhone X, ensures that Apple increasingly owns and
transforms the user experience in a way that is very meaningful to
consumers.
Netflix grew its value more than any other brand, increasing by
93% over the last year to $30.2
billion. Benefiting from the growing adoption of streaming
entertainment worldwide, the streaming superpower has capitalized
on personalizing its service with original and entertaining content
and has grown its subscriber base to 137 million, propelling it to
no.28 in the ranking and the second most valuable entertainment
brand behind Disney. Other fastest risers are PayPal (up 88%,
no.19) and Amazon (up 69%, no.3).
Uber, the most valuable newcomer to the ranking (in at no.35,
$21.1 billion), provides the best
brand experience, according to US consumers, scoring above Amazon
and Apple. It was also one of the most innovative brands in the
ranking, ahead of Amazon and Tesla.
"Innovative companies such as Netflix and Uber are disrupting
markets and creating new ones, while larger brands like Apple
continue to shake things up with data, digital and marketing
technology investments to maintain leadership in the new era of
consumer experience. This year's ranking shows that while US brands
are amongst the most innovative in the world, innovation alone is
no longer enough for brands to grow," said Tim Wragg, CEO Kantar North America Insights
Division.
Beth Ann Kaminkow, CEO of Kantar
Consulting Brand & Marketing Americas continued: "Customer
experience is now the greatest amplifier of value growth. However,
US brands are lagging other countries in delivering on consumers'
expectations and letting them experience their innovation. They
will need to focus on improving consumers' experience of their
brand in 2019 by breaking down internal silos and uniting
marketing and sales to design holistically across all channels and
touchpoints, for experience and commerce."
The 2019 BrandZ Top 10
Most Valuable US Brands
Brand Value Percentage BV
2019 Rank Brand Category (US$ bn) Change 2018 Rank
1 Apple Technology $316.1 +13% 2
2 Google Technology $313.3 +9% 1
3 Amazon Retail $279.3 +69% 3
4 Microsoft Technology $215.5 +39% 4
5 Visa Payments $163.9 +35% 6
6 Facebook Technology $161.1 +7% 5
7 McDonald's Fast food $124.9 +13% 8
8 AT&T Telecom providers $106.4 -7% 7
9 IBM Technology $95.3 -7% 9
10 Mastercard Payments $91.9 +66% 15
Overall, the BrandZ Top 100 US brands grew 15% in the last year
to $3.65 trillion, a combined value
that is nearly one fifth (19.6%) of US GDP. They generate more
value for their businesses than brands in any other country in the
world.
"US brands excel at globalization," said WPP's David Roth. "The fact that they are so entwined
in the lives of consumers around the world means they are often not
thought of as American. This has helped to disconnect them from the
political turmoil in the last year. It is an advantage not shared
by brands that are less global and more connected to their
country's DNA. Their independence from the US is further
demonstrated by the fact that they account for roughly half the
value of the BrandZ Global Top 100 ranking."
Other trends highlighted in this year's BrandZ Top 100 Most
Valuable US Brands report and ranking are:
- Polarization of value and premium - brand
growth mirrors the US economy with more brands focused on providing
value and premium offers. Value retailer Walmart and membership
retailer Costco grew by 11% to $30.7
billion and 19% to $19.9
billion respectively, while Apple further cemented its
luxury brand credentials with the launch of the iPhone X. The
multinational tech company's most expensive phone proves that
innovation and services can justify a price premium.
- Meaningfully different brands grew
78% more in the last year. A key driver of brand value
growth US brands are among the most different in the world (only
behind Indonesia's top brands).
The fastest risers - Netflix, Paypal, Amazon and Instagram - are
all powered by their difference as are newcomers to the ranking
such as Uber and HBO.
- Newcomers drive big value growth in the ranking - 11
newcomers joined the ranking this year. Their average value is
$10.58 billion, 77% higher than the
average for brands that dropped out of the Top 100, indicating the
high entry brand value threshold of innovative and disruptive
newcomers to the ranking. Uber was the most valuable newcomer
(no.35, $21.1 billion) followed by
Dell Technologies (no.45) and Xbox (no.51).
- Strong brands beat the stock market. The BrandZ US
Strong Brands Portfolio increased 19.8% between November 2017 and August
2018, compared with 12.6% for the S&P500. This means
they created 1.57 times as much value for shareholders.
- B2B brands - All B2B brands in the BrandZ US Top
100 notched up huge gains in brand value this year: Accenture
(+30%), Adobe (+66%) Salesforce (+44%) and Oracle (+18%). As
consumer expectations soar that may soon translate to higher
expectations in the business world too.
- Brands with purpose - More and more consumers are
rewarding brands not merely for making great products but sharing
their values. Nike's promotion of controversial celebrities known
for taking a stand, such as Serena
Williams and quarterback Colin
Kaepernick, has helped reinforce consumers' strong emotional
connection with Nike. This year, the brand gained 37% in value and
moved up the ranking to no.18.
The BrandZ Top 100 Most Valuable US Brands report and ranking,
as well as other brand insights for key regions of the world and 18
market sectors, are available online here. The reports, rankings,
charts, articles and more can also be accessed through the BrandZ
app, which is free to download for Apple IOS and all Android
devices from www.brandz.com/mobile or by searching for BrandZ in
the iTunes or Google Play app stores.
Background and methodology
Commissioned by WPP, the valuation behind the BrandZ™ Top 100
Most Valuable US Brands was conducted by brand equity research
experts Kantar Millward Brown. The
methodology mirrors that used to calculate the annual BrandZ Top
100 Most Valuable Global Brands ranking, which is now in its
13th year.
The ranking combines rigorously analysed financial data from
Bloomberg and Kantar Worldpanel with the opinions of over 164,000
America consumers gathered for over 1,500 brands in nearly 130
categories. The ability of any brand to power business growth
relies on how it is perceived by customers. As the only brand
valuation ranking grounded in consumer opinion, BrandZ's analysis
enables US brands to identify their strength in the market and
provides clear strategic guidance on how to boost value for the
long-term.
The BrandZ Top 100 Most Valuable US Brands is the most
definitive and robust ranking of the country's brands available,
and the brands ranked all meet these eligibility criteria:
- Brand is originally created in the US
- The brand is owned by a listed company or a private company
with financials publicly available
- Unicorns (which have a valuation in excess of $1billion) founded in the US have their most
recent valuation available in the public domain
The suite of BrandZ brand valuations and reports also includes
China, India, Latin
America, Brazil,
Spain, UK, France, Germany, Australia, South
Africa and Italy.
About Kantar
Kantar is the world's leading marketing data, insight and
consultancy company. We know more about how people live, feel,
shop, vote, watch and post worldwide than any other company.
Working across the entire sales and marketing lifecycle, we help
brands uncover growth in an extraordinary world. Kantar is part of
WPP and its services are employed by over half of the Fortune 500
companies in 100 countries. For further information, please visit
us at www.kantar.com.
About WPP
WPP is the world leader in communications services. The company
provides a comprehensive range of services including digital,
ecommerce and shopper marketing; advertising & media investment
management; data investment management; public relations &
public affairs; brand consulting; health & wellness
communications; and specialist communications. For more
information, visit www.wpp.com
For more information please contact:
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Bill Daddi
Email: Bill@DaddiBrand.com
Tel: 646-370-1341
Mobile: 917-620-3717
Global:
Teresa Horscroft
Email: Teresa@eurekacomms.co.uk
Tel: +44-(0)-1420-564346
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