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.

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

Rank Brand Brand Value ($m) Brand Value Change Rank 2012
1 Apple 185,071 +1 per cent 1
2 Google 113,669 +5 per cent 3
3 IBM 112,536 -3 percent 2
4 McDonald’s 90,256 -5 per cent 4
5 Coca-Cola 78,415 +6 per cent 6
6 AT&T 75,507 +10 per cent 8
7 Microsoft 69,814 -9 per cent 5
8 Marlboro 69,383 -6 per cent 7
9 Visa 56,060 +46 per cent 15
10 China Mobile 55,368 +18 per cent 10

The Top 10 Most Valuable UK Brands 2013

Rank Brand Brand Value ($m) Brand Value Change Rank 20121
1 Vodafone 39,712 -8 per cet 1
2 HSBC 23,970 +24 per cent 2
3 Shell 17,678 -1 per cent 4
4 Tesco 16,303 -9 per cent 3
5 BP 11,520 +11 per cent 5
6 Standar Chartered 10,160 + per cent 6
7 BT 9,531 NEW NEW
8 Barclays 7,989 +34 per cent 8
9 O2 5,965 -30 per cent 6
10 Dove 4,927 +5 per cent 9

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Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here


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