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UK Insights

BrandZ 2016: Google regains top spot as most valuable global brand

Samantha Scruggs

Marketing Communications Manager

Brands 08.06.2016 / 00:01


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While in the UK, Vodafone retains the No.1 position

Google has reclaimed the No.1 position from Apple in the 2016 BrandZ™ Top 100 Most Valuable Global Brands, by Kantar’s Millward Brown. Google increased its value 32% to $229bn, while last year’s leader Apple dropped to No.2 after declining -8% in value to $228bn. Microsoft remains at No.3, growing +5% to $122bn, while Facebook (+44%, No.5) and Amazon (+59%, No.7) entered the Top 10 for the first time. The total brand value held by the Top 100 rose +3% year on year to hit $3.4 trillion.

  Global Rank    Rank Change Brand    

 Brand Value ($M) 

 

Brand Value (%change)

  1   1 Google     229,198   32%
  2   -1 Apple     228,460   -8%
  3   0 Microsoft     121,824   5%
  4   2 AT&T     107,387   20%
  5   7 Facebook     102,551   44%
  6   -1 Visa     100,800   10%
  7   7 Amazon     98,988   59%
  8   -1 Verizon     93,220   8%
  9   0 McDonald's     88,654   9%
  10   -6 IBM     86,206   -8%

In the UK, the brand value of the UK Top 10 brands declined by -8% from 2015, compared to the BrandZ™ Top 100 Most Valuable Global Brands overall +3% growth. The decline in the UK reflects the diversity of categories comprising the UK Top 10, and the fact that these categories – telecom providers, oil and gas, global banks, retail, apparel and luxury – felt the impact of geopolitical disruption and changing consumer attitudes.



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Vodafone retained the No.1 position, with a brand value of $36.8bn (nearly as much as the No.2 and No.3 brands combined). Although Vodafone lost 3.7% of mobile market share in its five largest European operations in 2016, it remains as No.1 in the UK – the same position is has been for all eleven years of the BrandZ™ Rankings (since 2006).

  UK Rank    Brand    

 Brand Value ($M) 

 

Brand Value (%change)

  1   Vodafone     36,750   -4%
  2   HSBC     20,276   -16%
  3   BT     18,575   3%
  4   Shell     14,940   -21%
  5   BP     10,552   -18%
  6   Tesco     8,923   -5%
  7   Lipton     8,554   N/A
  8   Barclays     7,509   -15%
  9   Dove     5,448   3%
  10   Next     5,206   -13%

In the UK, Oil & Gas (Shell and BP) and Banks (HSBC and Barclays) lost 18% value. The oil and gas brands saw significant decrease as Shell concluded drilling in Alaska and Canada, whilst BP’s upstream- sales decreased.

Although general value was lost, HSBC takes the No.1 spot in Global Banks, and was in line with 9 out of 10 other Global Banks. Barclays experienced a loss in value due to cuts in dividends to conserve capital and absorb losses from toxic assets.

The Tesco brand value remains at No.6 showing signs of recovery owing to focus on customer service and pricing. BT at No.3 grows after record rise last year with expansion in TV and Mobile enhancing itself as an entertainment brand.

Lipton is a new UK entry, capitalising on health trends and global success, and Dove enters the Top 10 again (with +3% increased growth) following successful ‘Choose Beautiful’ campaign.

The Next brand takes the No.10 spot – although down -13% due to low consumer spending, unusual weather, and competition from online retailers. Similarly, the China slow down effect has hit Land Rover and Burberry in the 2016 rankings.

This year's UK Top 10 overall brand value is 136,732($M), with 5 UK brands appearing in the global Top 100. When compared to 10 years ago, the UK Top 10 brands have grown +64% from 2006, behind the BrandZ(TM) Top 100 Most Valuable Global Brandswhich have grown by +133%.

For an in depth analysis on the BrandZ™ Top 100, and UK Top 10 brands, please download the full report here.

Source : Kantar, Kantar Millward Brown


Editor's Notes

Carried out by Kantar's Millward Brown, the BrandZ™ Top 100 Most Valuable Global Brands ranking is now in its eleventh year. It is the only study to combine measures of brand equity based on interviews with over three million consumers globally about thousands of global ‘consumer facing’ and business-to-business brands with a rigorous analysis of the financial and business performance of each company (using data from Bloomberg and Kantar Worldpanel) to separate the value that brand plays in driving business and shareholder value. Consumer perception of a brand is a key input in determining brand value because brands are a combination of business performance, product delivery, clarity of positioning, and leadership. The ranking takes into account regional variations since, even for truly global brands, measures of brand contribution might differ substantially across countries.

Journalists, download the global press release above. To interview one of our brand experts, please contact us.

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