Most Valuable Global Brands 2012
From: Connecticut Ford Via: BrandZ 2012 BrandZ Top 100 Almost half of the Top 100 brands lost value. Brands last declined this broadly during the depths of the 2009 global recession. But financial performance, not brand, was the more critical determinant for 35 of the 49 brands that declined. Brand Contribution—the measurement of brand strength exclusive of financials or any other factors—generally remained stable or increased for most brands and provided the buoyancy to navigate the year’s turbulence. One in five of the 2012 BrandZ™ Top 100 brands came from a fast growing economy. But the total value of those brands slipped slightly for the first time to $330.8 billion because of the business slowdown in Brazil and China. Brand value fluctuations in the 2012 BrandZ™ ranking were spread evenly across the 13 categories covered. Six categories rose in value and six declined. The financial category remained even with last year. Other factors impacting brand value included the BRIC slowdown, Europe’s debt crisis, political uncertainty in the US and the erosion of trust culminating in the Occupy Wall Street movement. Despite this challenging context, the strong performance of many brands across diverse categories pointed to the continuing importance of brand and a steady appreciation of brand value. During the past six years, between 2006 and 2012, the total value of the BrandZ™ Top 100 Most Valuable Global Brands rose 66 percent.