среда, 8 июня 2016 г.

The 10 most valuable brands in the world

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The 10 most valuable brands in the world

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Google has overtaken Apple to become the "most valuable global brand" this year, according to brand consultancy Millward Brown's annual BrandZ rankings.

Just like last year, technology brands dominated the top 10.

The ranking is based on interviews with more than 3 million consumers plus data on the financial and business performance of each company, using data from Bloomberg and Kantar Worldpanel.

These are the top 10 most valuable brands in the world and an analysis of what happened over the last 12 months to shift those companies into their respective rankings.

10. IBM

IBM

Brand value: $86.2 billion

Percentage change from last year: -8%

Last year's rank: 4

What happened: Millward Brown says that IBM is "investing in its future," particularly with its cognitive-computing system Watson, which is working across areas such as advertising, healthcare, education, and retail.

The company has also quietly built the world's largest digital agency: IBM iX.

Millward Brown doesn't give a reason why IBM's brand value dropped from the previous year, but it is probably IBM's move away from consumer products that has seen the company drop down the rankings.

Millward Brown says that "consumer perception of a brand is a key input in determining brand value."

9. McDonald's

By Heikomari on Flickr

Brand value: $88.6 billion

Percentage change from last year: +9%

Last year's rank: 9

What happened: Millward Brown says that McDonald's has made a number of improvements to the business this year.

It is making efforts to separate its drive-thru offerings — based on convenience and speed — from its in-store experience, where it has been rolling out customization, premium products, and improving hospitality.

Meanwhile, Millward Brown also notes the success of its healthier and lifestyle-focused McCafe offerings.

8. Verizon

Thomson Reuters

Brand value: $93.2 billion

Percentage change from last year: +8%

Last year's rank: 7

What happened: Millward Brown says that Verizon is another company that is investing in its future.

Verizon has expanded its business into the digital and video content and advertising markets, thanks to the $4.4 billion acquisition of AOL in May 2015. It also launched its Go90 mobile video-streaming app in October 2015.

See the rest of the story at Business Insider