2011
Valuation and Methodology by
To 100
Most valuable
global brands
Welcome to the sixthannual BrandZ To 100Most Valuable GlobalBrands.
We’re delighted to resent ou with the sixthannual edition o the BrandZ™ To 100 Most Valuable Global Brands. As we emerged rom thecrushing recession o 2009, we saw ever moreclearl the ower o great brands. While the overallrecover has been teid, the value o the world’sbest brands grew at a considerabl aster rate.Comared with an overall imrovement o 13ercent in the world’s equit markets during 2010,the best brands grew their value 30 ercent aster,registering 17 ercent increase since last ear.
As business leaders, it is time to embrace brandstewardship as a critical competency or building long-term nancial value. Brand ocus is no longer simplythe purview o brand managers, but the stu that greatCMOs, CFOs and CEOs are made o. No place is thatmore evident than when considering this year’s No. 1most valuable brand, Apple. It’s clear that every single Apple employee, rom Steve Jobs and Tim Cook to thesummer interns, see protecting and nurturing that brandas a top priority. And what a payo the world’s best brand builders reapor their eorts! The combined value o the Top 100brands weighs in at a staggering $2.4 trillion — morethan the GDP o Great Britain. In act, Apple’s brand valuealone is the equivalent o Peru’s GDP. When a singlebrand creates as much value as a ast-growing Latin American country, it’s time to stand up and take notice.Regardless o category, business sector or geography,brands are becoming increasingly important. We sawtechnology brands buoyed by the recovery in capitalinvestment by businesses. Tablet computing also drovevalue growth not just or Apple, but also or the providerswho support yet another networked device. Brands romemerging markets are becoming increasingly presentin our Top 100, and the luxury goods so loved byconsumers in those markets also came on strong.Our team loves celebrating the success o great brands.But we also know that brand value is more than just acause or celebration. Brands don’t reach these vauntedlevels without the support o great people, masterulplanning and world-class execution. More than just ascorecard, these rankings are a powerul measure o anorganization’s ability to create real and lasting value orshareholders.Please accept this year’s report with our compliments. Along our valuation journey, we’ve learned an amazingamount about how the world’s best brands have beenbuilt. We hope you will let our team at Millward BrownOptimor put that know-how to work or you!With warmest regards,
Eileen Cambell
This report would not be possible without the hard workand commitment o a dedicated team o proessionals.We wish to extend our thanks and appreciation to:Our WPP sponsor – David RothBrandZ Valuation Team Leader – Cristiana PearsonBrandZ Valuation Analyst – Karen DwekBrandZ Program Director – Peter WalsheBrandZ Marketing Director – Miquet HumphryesBrandZ Marketing Project Manager – Karen Jones
BrandZ Top 100 2011 4
Contents
INTRODUCTION
Preace 8Top 100 Overview 10Top 100 Chart 13Top 20 Risers 16Newcomers 18Year-on-Year Change 20Brand Contribution 22Regions 24TrustR and Value-D 28
SECTORS/COMMENTARy
Apparel 32Beer 36Cars 40Fast Food 44The Digital Revolution 48Financial Institutions 52Insurance 56Luxury 60Oil & Gas 64 A Generational Shit 68Personal Care 70Retail 74Sot Drinks 78Technology 82Telecom Providers 86
OppORTUNITIES/RESOURCES
Brand Brazil 90Brand China 92Brand India 96BrandZ Details 9821 Key Take Outs 100Methodology 102With Thanks 103
BrandZ Top 100 2011 6
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