BrandZ’s biggest risers of 2015

It’s no surprise to see Chinese and tech brands surge up Millward Brown’s ranking of the 100 most valuable global brands, with Facebook virtually doubling its brand value and top-ranked Apple’s growing by two-thirds, yet there are also some surprising star performers.

Brands in the technology sector are rising in value at the fastest pace of any category, despite some growing from an already high base.

Facebook has the fastest rate of brand value growth in BrandZ’s global top 100 ranking this year, rising 99% to $71.1bn and moving up nine places to 12th on the list.

Although the rate of first-ranked Apple’s growth is slightly slower at 67%, the iPhone manufacturer enjoys by far the largest increase in its brand’s dollar value, adding just shy of $100bn to its worth.

Four of this year’s top risers are from China, again demonstrating the growing power of the nation. Insurance companies China Life and China Pacific have risen in value 44% and 38%, respectively, although the latter didn’t make it into the top 100.

Growth in the insurance category is being driven predominantly by Chinese brands “because the concept and need for insurance is now rocketing,” as the marketplace matures, according to Walshe.

Chinese internet portal Tencent has grown its brand value by 43%, pushing it into 11th place overall, while social network Baidu has risen 35% to $40bn, putting it 21st.

Other big climbers include technology brand Intel (+58%), which rises 30 places to 56th, and Verizon (+36%), which rejoins the top 10 at number seven with an overall value of $86bn. The US mobile network’s profits have risen after expanding its services and buying out Vodafone’s shares last year.

Mexican-style US restaurant chain Chipotle (+44%) and car marque Audi (+43%) enjoy considerable growth too but have yet to reach the global top 100.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here