11 Jun 12
The most valuable global brands of 2012
by Euan Ross, Director of Business Insight
BrandZTM has become the definitive source for understanding brand value, and the strategies that help build and sustain it. The study is commissioned by WPP, undertaken by Millward Brown, and is now in its seventh annual edition.
According to the most recent 2012 report, almost half of the Top 100 brands lost value. Brands last declined this broadly during the depths of the 2009 global recession. But financial performance, not brand, was the more critical determinant for 35 of the 49 brands that declined.
Brand Contribution, the measurement of brand strength exclusive of financials or any other factors, generally remained stable or increased for most brands and provided the buoyancy to navigate the year’s turbulence.
Technology brands including Microsoft, Apple, Google and China Mobile are among the top ten most valuable brands globally. The infographic provides an overview of the report, whilst the full report can be downloaded here for free.