This year’s BrandZ Top 100 sees Chinese brands move down in the rankings, owing also to the banking and oil and gas industries facing pressure. Chinese brands’ average value dropped by 9% versus 2015.
Facebook and Amazon, which both enter the global top 10 for the first time, are two of the fastest risers in this year’s BrandZ ranking of the most valuable brands in the world. Both have moved up seven spots to claim 5th and 7th places, respectively.
Vodafone retains its crown as the most valuable UK brand but seven of the top 10 UK brands in this year’s BrandZ ranking have dropped in value.
The highest ranked brands in the BrandZ top 100 list have grown at more than twice the rate of those in the bottom two thirds over the past decade, proving that being meaningful, different and salient drives growth.
The homeware retailer has driven more small-ticket purchases this year, as it increased volume sales by 6.2% and sales value by 4.1%.
Brand marketing drives sales but performance doesn’t build brand. Most marketers should separate the two, or they’ll risk under-investing in long-term growth.
Marketers shouldn’t leave creativity to their agencies, but use customer insight and business objectives to create a long-term vision with clear direction.
With curated stores, TV deals and influencer collaborations high on the agenda, top marketer Anna Braithwaite admits M&S still has “a long way to go”.