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What: According Brand Finance Global 500 2014 study, Apple has kept its place as the world’s most valuable brand.
Why it matters: Brands from US based companies make up just over half the list.As regards Latin America, Brazil came in 17th , Mexico 25th and Chile 26th.

appleAccording Brand Finance Global 500 this year’s study, Apple has kept its place as the world’s most valuable brand and is once again ahead of its rivals Samsung and Google who came in second and third place. The rest of the top 10 brands were Microsoft, Verizon, General Electric, AT&T, Amazon, Walmart and IBM.
The 100 most valuable brands extent 33 countries across 20 broad industry categories. Brands from US based companies make up just over half the list.

 In Latin America:

  • • Brazil came in 17th with its 5 brands out of 500, achieving  a total brand value of 37,8 in 2014.
    • Mexico ranked 25th with 2 brands in 2014 and a total brand value of 7, 8.
    • Chile followed in the 26th position with 2 brands accounting for 7,4 of total brand value.

Top 20 world’s most valuable brands

Rank 2014

Rank 2013

Brand

Country

Brand value (USD bn)

Brand rating 2014

Brand value change(USD bn)

Brand value change (%)

Brand value 2013 (USD bn)

Brand rating 2013

1

1

Apple

US

104,68

AAA

17,38

20%

87,30

AAA

2

2

Samsung

South Korea

78,75

AAA

19,28

34%

58,77

AAA

3

3

Google

US

60,62

AAA +

16,49

32%

52,13

AAA +

4

4

Microsoft

US

62,78

AAA

17,25

38%

45,53

AAA

5

10

Verizon

US

53,47

AAA

22,74

74%

30,73

AA+

6

7

Genereal electric

US

52,53

AA+

15,37

41%

37,16

AA

7

11

AT&T

US

45,41

AA

15

49%

30,41

AA+

8

8

Amazon

US

46,16

AAA

8,36

23%

38,79

AAA

9

5

Walmart

US

44,78

AA+

2,48

6%

42,30

AA+

10

6

IBM

US

41,51

AA+

3,79

10%

37,72

AA+

11

16

Toyota

Japana

34,90

AAA-

8,92

34%

25,98

AA+

12

9

Coca Cola

US

33,72

AAA+

0,48

-1%

34,20

AAA +

13

20

China Mobile

Hong Kong

31,84

AA+

8,55

37%

23,30

AA

14

N/A

T

Germany

30,81

AA

9,06

42%

21,54

AA+

15

14

Wells Fargo

US

30,24

AAA-

4,20

16%

25,04

AA+

16

13

Vodafone

UK

29,61

AAA-

2,60

10%

27,01

AAA

17

21

BMW

Germany

28,96

AAA

5,73

26%

23,24

AAA

18

12

Shell

Netherlands

28,57

AA+

1,18

-4%

29,75

AAA

19

17

Volkswagen

Germany

27,08

AAA-

3,40

14%

23,67

AAA

20

22

HSBC

UK

26,37

AAA

4,01

18%

22,88

AAA

Total brand value by country

Country

Total Brand Value 2014(USD bn)

Total Brand Value 2013(USD bn)

Brand Value change(USD bn)

Brand

Value

Change(%)

Number of Brands in top 500

2014

Number of Brands in top 500

2013

United States

1908,6

1614,8

294,0

18%

186

185

Japan

376,7

338,7

38,0

11%

42

49

Germany

324,0

247,0

77,0

31%

32

33

France

268.0

212,5

63,4

25%

23

31

UK

262,1

218,4

43,7

20%

35

32

China

229,0

185,3

43,7

24%

27

25

South Korea

152,0

132,8

19,2

14%

12

14

Switzerland

120,8

97,3

23,6

24%

19

19

Netherlands

112,0

93,8

18,2

19%

12

11

Spain

76,2

70,6

5,6

8%

10

10

Canada

75,4

74,0

1,3

2%

13

14

Hong Kong

69,9

41,5

28,4

68%

7

4

Italy

57,2

51,3

5,9

11%

8

8

Sweden

54,8

50,5

4,3

8%

7

8

Australia

50,3

43,9

6,4

15%

8

6

Russia

42,2

45,4

-4,2

-9%

8

6

Brazil

37,8

59,9

-22,1

-37%

5

9

India

35,7

40,6

-4,9

-12%

6

6

Norway

15,8

15,5

-0,7

-5%

3

3

Denmark

10,2

7,0

3,3

47%

3

2

Austria

9,8

3,7

5,9

180%

2

1

Malaysa

9,2

9,9

-0,7

-8%

1

2

Uae

8,9

7,3

1,7

23%

2

2

Saudi Arabia

8,0

3,3

4,7

141%

2

1

Mexico

7,8

17,6

-9,9

-56%

2

4

Chile

7,4

3,0

4,4

145%

2

1

Singapore

7,3

9,3

-2,1

-22%

2

3

South Africa

5,4

6,2

0,2

4%

1

1

Luxemburg

4,8

3,8

1,0

26%

1

1

Taiwan

3,8

3,0

0,7

25%

1

1

Thailand

3,7

2,8

1,1

44%

1

1

Portugal

3,1

2,0

0,3

11%

1

1

What: According Brand Finance Global 500 2014 study, Apple has kept its place as the world’s most valuable brand.
Why it matters: Brands from US based companies make up just over half the list. As regards Latin America, Brazil came in 17th , Mexico 25th and Chile 26th.

appleAccording Brand Finance Global 500 this year’s study, Apple has kept its place as the world’s most valuable brand and is once again ahead of its rivals Samsung and Google who came in second and third place. The rest of the top 10 brands were Microsoft, Verizon, General Electric, AT&T, Amazon, Walmart and IBM.
The 100 most valuable brands extent 33 countries across 20 broad industry categories. Brands from US based companies make up just over half the list .
In Latin America:
• Brazil came in 17th with its 5 brands out of 500,achieving
a total brand value of 37,8 in 2014.
• Mexico ranked 25th with 2 brands in 2014 and a total brand value of 7, 8.
• Chile followed in the 26th position with 2 brands accounting for 7,4 of total brand value.

Top 20 world’s most valuable brands

Rank 2014

Rank 2013

Brand

Country

Brand value (USD bn)

Brand

rating 2014

Brand

value change(USD bn)

Brand

value change (%)

Brand

value 2013 (USD bn)

Brand

rating 2013

1

1

Apple

US

104,68

AAA

17,38

20%

87,30

AAA

2

2

Samsung

South Korea

78,75

AAA

19,28

34%

58,77

AAA

3

3

Google

US

60,62

AAA +

16,49

32%

52,13

AAA +

4

4

Microsoft

US

62,78

AAA

17,25

38%

45,53

AAA

5

10

Verizon

US

53,47

AAA

22,74

74%

30,73

AA+

6

7

Genereal electric

US

52,53

AA+

15,37

41%

37,16

AA

7

11

AT&T

US

45,41

AA

15

49%

30,41

AA+

8

8

Amazon

US

46,16

AAA

8,36

23%

38,79

AAA

9

5

Walmart

US

44,78

AA+

2,48

6%

42,30

AA+

10

6

IBM

US

41,51

AA+

3,79

10%

37,72

AA+

11

16

Toyota

Japana

34,90

AAA-

8,92

34%

25,98

AA+

12

9

Coca Cola

US

33,72

AAA+

0,48

-1%

34,20

AAA +

13

20

China Mobile

Hong Kong

31,84

AA+

8,55

37%

23,30

AA

14

N/A

T

Germany

30,81

AA

9,06

42%

21,54

AA+

15

14

Wells Fargo

US

30,24

AAA-

4,20

16%

25,04

AA+

16

13

Vodafone

UK

29,61

AAA-

2,60

10%

27,01

AAA

17

21

BMW

Germany

28,96

AAA

5,73

26%

23,24

AAA

18

12

Shell

Netherlands

28,57

AA+

1,18

-4%

29,75

AAA

19

17

Volkswagen

Germany

27,08

AAA-

3,40

14%

23,67

AAA

20

22

HSBC

UK

26,37

AAA

4,01

18%

22,88

AAA

Total brand value by country

Country

Total Brand

Value 2014

(USD bn)

Total Brand

Value 2013

(USD bn)

Brand Value change

(USD bn)

Brand

Value

Change(%)

Number of Brands in top 500

2014

Number of Brands

in top 500

2013

United States

1908,6

1614,8

294,0

18%

186

185

Japan

376,7

338,7

38,0

11%

42

49

Germany

324,0

247,0

77,0

31%

32

33

France

268.0

212,5

63,4

25%

23

31

UK

262,1

218,4

43,7

20%

35

32

China

229,0

185,3

43,7

24%

27

25

South Korea

152,0

132,8

19,2

14%

12

14

Switzerland

120,8

97,3

23,6

24%

19

19

Netherlands

112,0

93,8

18,2

19%

12

11

Spain

76,2

70,6

5,6

8%

10

10

Canada

75,4

74,0

1,3

2%

13

14

Hong Kong

69,9

41,5

28,4

68%

7

4

Italy

57,2

51,3

5,9

11%

8

8

Sweden

54,8

50,5

4,3

8%

7

8

Australia

50,3

43,9

6,4

15%

8

6

Russia

42,2

45,4

-4,2

-9%

8

6

Brazil

37,8

59,9

-22,1

-37%

5

9

India

35,7

40,6

-4,9

-12%

6

6

Norway

15,8

15,5

-0,7

-5%

3

3

Denmark

10,2

7,0

3,3

47%

3

2

Austria

9,8

3,7

5,9

180%

2

1

Malaysa

9,2

9,9

-0,7

-8%

1

2

Uae

8,9

7,3

1,7

23%

2

2

Saudi Arabia

8,0

3,3

4,7

141%

2

1

Mexico

7,8

17,6

-9,9

-56%

2

4

Chile

7,4

3,0

4,4

145%

2

1

Singapore

7,3

9,3

-2,1

-22%

2

3

South Africa

5,4

6,2

0,2

4%

1

1

Luxemburg

4,8

3,8

1,0

26%

1

1

Taiwan

3,8

3,0

0,7

25%

1

1

Thailand

3,7

2,8

1,1

44%

1

1

Portugal

3,1

2,0

0,3

11%

1

1

A summary for Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

British Airways-Iberia  :::  Siemens  :::  Cepas Argentinas – Argentina ::: General Electric- Global ::: SCA – Global ::: Smirnoff – Global 

  • British Airways -Iberia

British Airways and Iberia announced that Carat is their new global media partner. The agreement will take effect from October and November respectively. Carat, part of Aegis Media, will manage both airlines’ global media planning and buying – with separate teams working on each account independently. British Airways head of marketing, Abigail Comber, said: “We are delighted to welcome Carat on board. They are a great fit for the brand going forward, to deliver business value.” Iberia’s head of Marketing, Carolina Martinoli, said: “We are looking forward to working with Carat in the many marketing projects we have ahead, from the new commercial initiatives, improved long haul product and the relaunching of Iberia’s brand. They have impressed us with their international reach and knowledge and we are excited about the opportunities ahead.”Carat will join British Airways’ agency roster, which includes advertising agency BBH and digital media agencies 12th Floor and OgilvyOne. They will work on brand and marketing projects, which include the current ‘To Fly. To Serve.’ campaign. Iberia will continue to work with its creative agency Ogilvy and Mather, as well as Ideup and Reprise as digital consultants.

  • Siemens

MediaCom won Siemens AG Global Media Account away from PHD. Siemens, the German-based company specializing in energy, technology and health care spent about $46 million on U.S. measured media in 2012, according to Ad Age. Incumbent PHD, a unit of Omnicom, had the global account since 2008. The shift comes as Siemens is beginning a campaign with PHD and DG MediaMind aimed at increasing Siemens brand awareness. HorizonMedia continues as global media agency for Siemens Enterprise Communications, the telecom company, which operates separately. This is the second client MediaCom won away from PHD this summer. In June, Sony selected MediaCom for its global mobile media account.

 

  • Cepas Argentinas – Don – Argentina

Argentinean agency Don has been chosen by Orfila wines to manage the account in the country.

  • General Electric – Global

General Electric (GE) has split its estimated $200m global media planning and buying account between WPP’s MEC and Omnicom’s OMD. OMD has retained the account in the US and MEC will be in charge of the media planning and buying duties for the brand across all international markets, including search engine marketing duties.

  • Smirnoff – 72andSunny – Global

Diageo’s Smirnoff vodka brand has tapped 72andSunny to handle its global creative duties, ending a 13-year relationship with WPP’s JWT.

The agency will be tasked with leading the global creative direction of the brand, including brand extensions including Smirnoff Ice.

  • SCA – Global

ZenithOptimedia will be now in charge of the global hygiene company SCA account. The agency will be in charge of media communications across 46 markets, including Mexico. The account will be led from ZenithOptimedia’s global headquarters in London, with local strategy, planning and buying handled by the network’s offices.

ZenithOptimedia will provide a range of integrated media services including research and insight, communications planning, media planning and buying, ROI measurement and evaluation.

 

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.