Cheers to the world’s top 10 most valuable brands of 2015
Brands are what sustain the world around us today. Admit it or not, we have a preferred brand, whether it comes to consumer durables, clothing, food, beverage, footwear, etc.; right about anything that you use as a product or service. There are numerous brands under every category – some sustain the pressure of peers, others wear out and die down. Then there are certain brands, which always remain with us wherever we go.
Earlier the presence of brands used to be prevalent only in developed countries, but today brands are prevalent even in the remotest parts of the world.
When purchasing something expensive like a gadget or vehicle, how does one decide or measure which brand is the most preferred all over the world? Forbes’ list is one of the most popular.
The world’s most preferred social networking website showcased their highest year change at 54%, with a brand value of $36.5 billion. The brand’s success is the biggest gain in the top 100 brands across the globe.
The social networking website had 936 million active daily users as of March 2015, with 83% of those outside the US, and 1.44 billion monthly active users. Need we say more? It will be no wonder if our live-in partner Facebook replaces Apple or Google’s spot in this valuable brands list.
Forbes valued these brands on three years of earnings and allocated a percentage of those earnings based on the role brands play in each industry (e.g., high for luxury goods and beverages, low for airlines and oil companies). Thereafter, it applied the average price-to-earnings multiple over the past three years to these earnings to arrive at the final brand value.
9 General Electric
General Electric managed a meager 1% change in brand value over last year and stands at $37.5 billion brand value this year. That said, General Electric expects to return $90 billion to shareholders via dividends, and a $50 billion share buyback as well as a spin-off.
However less the brand value percentage change is, GE still stands proud in the top 10 list of valuable brands in the world.
Clocking a brand value of $37.8 billion, Toyota is the most profitable in the auto brands segment across the world. The brand managed a 21% change in brand value over last year. Toyota managed to recover the losses it incurred on account of their recall crisis.
This valuable brand has managed to become the world’s largest automaker by unit sales six of the past 7 years and sold an all-time record of 10.23 million vehicles in 2014.
Another phone manufacturer in the list, Samsung’s brand value is $7.9 billion and has seen a change of over 8% in the last year. While it is no competition to the most valuable brand Apple in the handset space, the brand has managed to create a mark for itself.
That said, thanks to the launch of Apple iPhone 6 last year, Samsung’s steady rise hit some hurdles. To cope up with competition, Samsung spent heavily on their advertising and marketing spends.
Not lagging behind much from Coca-Cola, is the world’s most popular fast food brand, McDonald’s, at a brand value of $39.5 billion. The brand serves 69 million customers in more than 100 countries every day.
However, due to the consumers’ changing eating habits (which have turned healthy) and food safety concerns across Asian countries, McDonald’s as a brand is facing a tough time staying on the top.
As a brand, IBM hasn’t really lost its spot in the top 5; the company’s brand value is approximated at $49.8 billion even though sales have been down for 12 straight quarters.
There were cuts in IBM profits, since the company made large investments in cloud, analytics, mobile, social, and security. But it is interesting to know that IBM generates more than half of its revenue outside the US.
Coca-Cola, the world’s most preferred soda, clocked a brand value of $56 billion; there has been a 0.1% change over last year. The percentage change might be negligent, but the brand was able to showcase their first increase in the home market in over a decade.
The company also managed to rough out a tough year by making adjustments to its product range – which did them good. After all, with celebrities like Alia Bhatt and Siddharth Malhotra endorsing their beverage, this valuable brand has become even more valuable and attractive.
Google is no longer just a brand name in the industry, it is the go-to word for searches online, not just search engines. This credibility and brand association speaks volumes about the valuable brand that Google is.
The brand value for Google stands at $65.6 billion, which has just seen a percentage change of 16% over last year. The brand continues to be the top choice for search engines in the US, though the year hasn’t been quite good for Google. The company has taken into account future positioning with initiatives like B2B software, Google Fiber, driverless car, Wi-Fi telecom network, and special thrust on Google Glass.
Another success brand story of the year would be Microsoft that has a current brand value of $69.3 billion, which is 10% higher than last year. The tech brand, which has been struggling to revamp its image – thanks to being beaten up by the press and users alike – has come of age as a cool company under the leadership of Satya Nadella, their third CEO in the last 40 years.
The company aspires to have one billion Windows 10 users by 2018, and is relying on captivating products like HoloLens to make their presence felt.
There’s no doubt about the fact that Apple is the most popular brand in the world, but this year’s Forbes brand index reiterated the same. The brand has been on the number one position for its fifth year in a row, and has a brand value of $145.3 billion, clocking a percentage change of 14%.
Apple, as a brand, is worth twice more than any other brand on the planet and has managed to retain its top spot – thanks to the number of iPhones sold last year. The brand, which revolutionized four industries in the past decade and a half, spends only a third of Samsung’s advertising expenditure in a year.
Moreover, with the Apple watch already launched, it would be a key contributor to the brand for the next year and hopefully, the brand would be able to sustain its position at the top.