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Technology dominates as the most valuable sector overall, with a combined brand value USD $443.154 billion
Out of this year’s top 10 brands, seven hail from the tech sector. Furthermore, four tech brands make up this year’s top five rising brands: Facebook (#52, +43%), Google (#2, +34%), Apple (#1, +28%), and Amazon, (#19, +27%). Tech brands continue to dominate Interbrand's Best Global Brands report – underscoring the fundamental and invaluable role they play in consumers' lives. Due to its commitment to product innovation and its massive marketing spend, Samsung (#8, +20%) has surpassed Apple in smartphone sales and appears to be leading the tech sector in terms of connectivity and home automation. Samsung, which had one of the strongest increases of absolute brand value this year, continually anticipates what consumers will desire next. Despite the strong performance of many brands in this sector, a number of tech and consumer electronic brands did not rise, or even earn a position, on this year’s ranking. Most notably, one-time category leaders, Yahoo! and Blackberry fell off this year's ranking entirely, while Nokia (#57, -65%) experienced the largest decline in brand value in the history of Best Global Brands. Nintendo (#67, -14%), and Dell (#61, -10%) also experienced a decline in brand value. In the fast-changing world of mobile, digital, and social media, these brands have struggled to articulate their respective attributes and deliver meaningful and seamless experiences across all platforms and touchpoints.
Luxury brands stay strong
Despite the fact that China’s GDP growth has slowed, luxury brands performed solidly in this year’s Best Global Brands ranking. Seven of this year's 100 most valuable brands hail from the luxury sector, and each increased its brand value by five percent or more. The top luxury brands of 2013 include: Louis Vuitton (#17, +6%), Gucci (#38, +7%), Hermes (#54, +23%), Cartier (#60, +26%), Prada (#72, +30%), Tiffany & Co. (#75, +5%), and Burberry (#77, +20%). Key drivers of growth for the luxury sector are likely due to a renewed sense of consumer confidence, increased store openings –particularly in the US and China — as well as the brands’ strong focus on linking the brick-and-mortar and digital brand experiences each has to offer.
Financial Services: Is consumer confidence on the rise?
Eight of the 11 financial services brands in this year’s Best Global Brands ranking experienced an uptick in brand value. American Express leads the category at #23 and increased its brand value by 12 percent. The other top risers in the financial services sector include HSBC (#32, +7%), Goldman Sachs (#44, +12%), Citi (#48, +5%), AXA (#59, +5%), Allianz (#63, +8%), Visa (#74, +11%) and MasterCard (#97, +8%). And while many brands' external messaging reflect a primary goal of "rebuilding trust,” studies confirm that the industry, as a whole, may already be well on its way. As of May 2013, the Chicago Booth/Kellogg School Financial Trust Index found Americans' trust in the financial services sector had risen 13 percent since 2012. Still, some financial services brands like Morgan Stanley (#71, -21%) continue to struggle. In order to continue strengthening relationships with key constituencies, leaders of financial services brands must focus on clearly identifying their competitive advantages while ensuring transparency and consistency in their operations and interactions with stakeholders.
Automotive: Nine automotive brands experience double-digit growth
14 of the top 100 most valuable global brands hail from the automotive sector, including Toyota (#10, +17%), Mercedes-Benz (#11, +6%), BMW (#12, +10%), Honda (#20, +7%), Volkswagen (#34, +20%), Ford (#42, +15%), Hyundai (#43, +20%), Audi (#51, +8%), Porsche (#64, +26%), Nissan (#65, +25%), Kia (#83, +15%), Chevrolet (#89, NEW), Harley-Davidson (#96, +10%), and Ferrari (#98, +6%). Of these 14 automotive brands, nine experienced double-digit percentage increases in terms of brand value. The auto industry has been on a steady path to recovery after experiencing production setbacks due to two natural disasters, both of which led to severe shortages of vehicles and parts. Nonetheless, US car sales jumped by more than 13 percent in 2012, the fastest growth rate in more than two decades. For the second consecutive year, Toyota is the top ranking brand within the automotive sector. The Japanese automaker, a fuel economy leader, also topped Interbrand’s 2013 Best Global Green Brands ranking and continues to demonstrate strength in driving customers to dealerships. While Toyota suffered a number of setbacks this year (including a boycott in China and its largest single recall ever), it quickly recovered and went on to reclaim its global sales leadership position—a testament to the automaker’s resilience, leadership position, and enduring appeal. Other automotive brands that experienced strong growth in terms of brand value were Porsche and Nissan. Porsche increased its brand value by 26 percent and Nissan increased its brand value by 25 percent. As previously noted, US automaker, Chevrolet, earned a position on the Best Global Brands ranking for the first time.
Best Global Brands 2013 Website
Detailed brand profiles, thought leadership articles, interactive charts, and interviews with brand leaders from around the world are available at bestglobalbrands.com.