BrandZ™ Top 100 Most Valuable Global Brands 2014
– 15 points –
– 11 points –
– 11 points –
– 11 points –
– 48 (out of 60) –
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- Global, e.g. North America, Europe and Asia (5 points)
- Regional, e.g. Europe or North America (3 points)
- Large national market: e.g. US, China, Japan, Germany, France, UK, Italy, Brazil (2 points)
- Mid-sized or small market, e.g. Switzerland, Netherlands, Argentina, Singapore (1 point)
Ranking will be recognized by key stakeholders:
- Opinion Leaders (Politicians, Professors; NGO’s) (2 points)
- Business Advisory Board, C-Level Executives (CEO, CCO, CFO, CMO) (2 points)
- High Potentials & Top Talents (employer market, students) (2 points)
- Financial Market (2 points)
- General Public (2 points)
Aggregated points: 15 (of max. 15)
- Ranking owner has limited credibility and reputation. (1 point)
- Ranking owner has fair credibility and reputation. (3 points)
- Ranking owner has excellent credibility and reputation. (5 points)
What is the ranking owner’s intention to produce and disseminate the ranking?
- Ranking is predominantly a tool to raise awareness for the owner with the possible intention to sell consultancy services. (1 point)
- Ranking is partly a tool to raise awareness for the owner with the possible intention to sell consultancy services. (3 points)
- Ranking is predominantly a tool to surface and share important insights on the subject surveyed. (5 points)
Comment: Millward Brown as a leading global brand consultancy wants to raise awareness and sell their services.
Is/Are the media outlet(s) where the ranking is published of high credibility and reputation?
- Media outlet(s) has/have limited credibility and reputation. (1 point)
- Media outlet(s) has/have fair credibility and reputation. (3 points)
- Media outlet(s) has/have excellent credibility and reputation. (5 points)
Comment: No exclusive media outlet, but results published in many leading media worldwide, among them the Financial Times.
Aggregated points: 11 (of max. 15)
- limited orientation only (1 point)
- fair orientation provided (3 points)
- very good orientation (5 points)
Is the Ranking published in the same format on a regular basis, e.g. annually, which allows to track developments and comparisons over time?
- ranking is published for the first time (1 point)
- ranking is published for the second time in the same format (3 points)
- ranking is published for more than 3 times on a regular basis in the same format (5 points)
Comment: Ranking is published for the 9th time.
Do the ranking results provide added value and further insights on how companies are evaluated in in their industry, e.g. detailed ratings in various sub-dimensions of the overall result?
- limited added value only (1 point)
- fair amount of added value (3 points)
- high amount of added value (5 points)
Comment: Report encompasses different business and geographical categories and analyses.
Aggregated points: 11 (of max. 15)
- Ranking is based on a jury’s opinion only. (1 point)
- Ranking is based on a small survey or only on a limited group of stakeholders. (3 points)
- Ranking is based on a robust and representative survey. (5 points)
Is the ranking methodology easy to understand and reasonable – even for non-statisticians?
- Methodology not easy to understand and not reasonable. (1 point)
- Methodology fairly good to understand and reasonable. (3 points)
- Methodology very easy to understand and reasonable. (5 points)
Is the ranking methodology easy to access and transparent?
- Methodology not easy to find and not sufficiently transparent. (1 point)
- Methodology fairly good to find and of medium transparency. (3 points)
- Methodology very easy to find and of high transparency. (5 points)
Comment: Methodology is explained online as well as in report but details of methodology are not provided.
Aggregated points: 11 (of max. 15)
- Product / Service Brands
- Company Brands
- Corporate Reputation and Company Esteem
- Social Responsibility, CSR & Sustainability, Ethical Business Practices
- Innovation & Technology
- Employer Attractiveness & Diversity
- Leadership
- Nations & Destinations
- University & Other Institutions
- Sports
- Lifestyle
- Social Media
- Personal Branding & CEOs
Ranking statistics
- Name of Ranking: BrandZ™ Top 100 Most Valuable Global Brands 2014
- Ranking managed/produced by institute/organization: Millward Brown
- Ranking published by media outlet: various, no exclusive partner
- Date of recent publication: May 21, 2014
- Date of previous publication: May 20, 2013
BrandZ is published by Millward Brown Optimor, a brand consultancy and advertising agency that is part of the WPP network. BrandZ is published for the 9th time this year. According to Millward Brown it is the only global brand ranking assessing both financial figures as well as the consumers’ viewpoint on brands. Other stakeholders’ views are not included. The financial value is calculated by an assessment of the contribution of the brand to corporate earnings and an estimate of how this contribution could be in future. Consumers’ viewpoints are incorporated on the base of worldwide quantitative studies. As no further details on the theoretical assumptions nor on the empirical methodology are given it is not possible to make a critical assessment on the methodology.
In its results BrandZ shows numbers that are extremely higher compared to other brand rankings. E.g. the brand value of this year’s leader of the ranking, Google, is indicated with 158,8 billon US $. Google’s brand value is estimated with 98,3 billion US $ in Interbrand’s most recent ranking – a ranking that has also considerable flaws in our assessment. Number 2 in BrandZ is Apple, which has lost some 20 % in its value compared to the results last year. Among the Top 10 there are the usual suspects, e.g. IBM, Microsoft, Coca-Cola etc. Interesting newcomers among the top 100 are social media companies like Twitter (rank 71/brand value 13,8 billion US $) and LinkedIn (78/12,4 billion US $). The details of this ranking and a downloadable some 130 page brochure is available here.