Map: The Most Valuable Brand in Each Country in 2018
Last year, we covered the world’s top brands based on the measure of brand value, and one thing stood out.
The top of the list was dominated by U.S. brands like Google, Amazon, Facebook, Visa, AT&T, and McDonald’s, but only one non-American brand (China’s Tencent) was able to crack the top 10 list.
Today’s infographic comes to us from HowMuch.net, and it helps to make the international brand value picture a lot clearer. Using updated rankings from Brand Finance’s Global 500 Report, it shows the top brand for each country in 2018.
It’s worth noting, however, that there are many countries that are not represented here, as they do not have a brand large enough to make the top 500 list.
A Steep Dropoff
Keeping the aforementioned U.S. dominance of brands in mind, there is a pretty steep drop from the U.S. to other countries on the map. After retail giant Amazon, which ranks as the world’s top brand at $150.8 billion, the next biggest brand in any other country is Samsung (South Korea) at $92.3 billion.
From there, it’s another big fall to get to the next tier, which includes China’s ICBC ($59.2 billion), Germany’s Mercedes-Benz ($43.9 billion), Japan’s Toyota ($43.7 billion), and Royal Dutch Shell ($39.4 billion).
After that, the remaining brands on the list are in the $4 billion to $25 billion range, including well-known names like Nestlé ($19.4 billion), Zara ($17.5 billion), and RBC ($13.8 billion). While small compared to Amazon, these are still mostly large international or national brands.
Why is Amazon so Dominant?
That said, while Amazon appears massive on the map, it actually only just edged out Apple as the most dominant brand overall. Further, because Apple is also based in the U.S., the iconic tech company doesn’t have its logo appear on the map itself.
Here’s a look at how brand value for the top five brands has changed over time:
Courtesy: Brand Finance
According to Brand Finance, the value of Amazon’s brand increased by 42% between 2017 and 2018. Here’s what Brand Finance CEO, David Haigh, had to say about the future of Amazon’s brand:
The strength and value of the Amazon brand gives it stakeholder permission to extend relentlessly into new sectors and geographies. All evidence suggests that the amazing Amazon brand is going to continue growing indefinitely and exponentially.
– David Haigh, CEO of Brand Finance
Interestingly, the report authors also offer up reasons for Apple and Google getting “left behind”.
For Apple, an over-dependency on the iPhone limits the brand’s growth opportunities, while Google’s investments outside of search are unable to offer the scale, impact, or audacity demonstrated by Amazon’s ventures.
A Note on Brand Value
Understandably, there is often some confusion behind the definition of “brand value”.
Not to be confused with market capitalization or enterprise value, brand value is defined as a marketing-related intangible asset that generates economic benefits for a brand within a company. In other words, this is the value of the image of the brand itself, as represented in the minds of stakeholders.
Animation: How Tech is Eating the Brand World
Changing consumer expectations have created a harsh environment for traditional brands to operate in—will tech companies make them obsolete?
How Technology is Eating the Brand World
Building a brand with an imperishable competitive edge can be difficult.
Technology companies however, are redefining what that edge means. By hastily responding to emerging consumer needs and leveraging the power of brand, these companies can continuously create meaningful solutions for real problems with scale.
Today’s animated chart highlights the most valuable brands in 2019 versus 2001, according to the annual “Best Global Brands” ranking by Interbrand. It illustrates the degree to which technology companies have been able to scale into massive brands over a short time frame, supplanting some of the best known companies in the world.
What is Brand Value, and How is it Measured?
Interbrand has created and consistently used a robust formula to measure brand value. Brand value is the Net Present Value (NPV) or the present value of the earnings that a brand is forecasted to generate in the future.
The formula evaluates brands based on their financial forecast, brand role, and brand strength. The full methodology can be found here.
Tech Reigns Supreme
In 2001, the cumulative brand value was $988 billion. Today, that value stands at $2.1 trillion and represents an average CAGR of 4.4%. Over the years, global tech giants have swiftly climbed the ranks, and now represent a significant amount of the total brand value.
In fact, with a combined brand value of almost $700 billion, tech companies account for half of the top 10 most valuable brands in the world. Perhaps unsurprisingly, Apple holds the title for the world’s most valuable brand in 2019—for the seventh year running.
Only 31 brands from the 2001 ranking remain on the Best Global Brands list today, including Disney, Nike, and Gucci. Coca-Cola and Microsoft are the few who have remained in the top 10.
Below is the full list of the world’s most valuable brands:
|Rank||Brand||Brand Value ($B)||1-Yr Value Change||Industry|
|#71||Hewlett Packard Enterprise||$8B||-3%||Technology|
|#86||Johnson & Johnson||$6B||-8%||Retail|
|#94||Tiffany & Co||$5B||-5%||Fashion|
Since 2001—the first year the report featured 100 brands—several tech companies have joined and climbed their way to the top of the list, while 137 notable brands dropped off entirely, including Nokia and MTV.
In an interesting turn of events, Facebook dropped out of the top 10, and into 14th place after a volatile year. The move however, is not surprising. The tech giant has been mired in controversies, ranging from data privacy issues to prioritizing political influence.
Which Brands Are Growing the Fastest?
2019’s fastest growing brands also signals tech domination, with Mastercard, Salesforce and Amazon leading the charge.
The companies in this ranking experienced a significant increase in their brand value year-over-year (YoY).
|Rank||Brand||Brand Value ($B)||YoY Growth|
According to Interbrand, the success of these brands may be attributed to their ability to anticipate rapidly changing customer expectations.
While the relationship between business performance and brand equity has been a widely debated topic for decades, it is clear that customer satisfaction bolsters brand equity, and encourages impressive financial results.
Disrupt, or Be Disrupted
Beyond anticipating changing needs, some of the most successful brands also cater to a younger customer base. This is the most evident in luxury and retail—the two fastest growing sectors for the second consecutive year.
This audience is tech-first in their buying habits and increasingly demand more elevated and shareable experiences. As a result, traditional brands across all sectors are innovating to keep up with this audience, and some are essentially becoming tech companies in the process.
For example, Gucci attributes their success to finding the perfect blend between creativity and technology. The company that once relied on its heritage, now focuses heavily on ecommerce and social media to engage with their Gen Z customers.
Similarly, Walmart recently announced that they are employing virtual reality headsets and machine-learning-powered robots in an attempt to compete with Amazon.
Will traditional companies ultimately become tech companies, or simply get eaten alive?
Who Owns Your Favorite News Media Outlet?
A revealing look at consolidation and ownership of news media outlets in the United States. See who owns news media, and where ‘news deserts’ exist.
Who Owns Your Favorite News Media Outlet?
It’s no secret that news media is a tough industry.
For various reasons — from tech disruption to changing media consumption habits — the U.S. has seen a net loss of 1,800 local newspapers over the past 15 years. As regional newspapers are bundled together, and venture-backed digital media brands expand their portfolios, the end result is a trend towards increased consolidation.
Today’s graphic, created by TitleMax, is a broad look at who owns U.S. news media outlets.
Escaping the News Desert
As outlets battle the duopoly of Google and Facebook for advertising revenue, the local news game has become increasingly difficult.
As a result, news deserts have been springing up all over America:
What happens when times get tough?
One option is to simply go out of business, while another traditional solution is to combine forces through consolidation. While not ideal, the latter option at least provides a potential route to revenue and cost synergies that make it easier to compete in a challenging environment.
Nation of Consolidation
Though the numbers have decreased in recent years, regional news media still reaches millions of people each day.
Below is a look at the top 20 owners of America’s newspapers:
|Parent Companies||Total Papers||Example brands|
|New Media Investment Group||451||Patriot Ledger, The Columbus Dispatch, The Providence Journal|
|Gannett||216||USA Today, Detroit Free Press, Arizona Republic|
|Digital First Media||158||Oakland Tribune, San Jose Mercury News, Denver Post|
|Adams Publishing Group||144||The Charlotte Sun, Wyoming Tribune-Eagle|
|CNHI||114||Niagara Gazette, The Huntsville Item, The Lebanon Reporter|
|Lee Enterprises||100||Arizona Daily Sun, St. Louis Post Dispatch|
|Ogden Newspapers||81||The Maui News, The Toledo Chronicle, Salem News|
|Tribune Publishing||77||Chicago Tribune, Los Angeles Times, The Baltimore Sun|
|Berkshire Hathaway Media||75||Buffalo News, Winston-Salem Journal, Omaha World-Herald|
|Shaw Media||71||Suburban Life Magazine, Putnam County Record|
|Boone Newspapers||66||The Austin Daily Herald, The Charlotte Gazette|
|Hearst Corp.||66||San Francisco Chronicle, Seattlepi.com, Houston Chronicle|
|Paxton Media Group||58||Daily Corinthian, Connersville News-Examiner|
|Landmark Media Enterprises||55||Citrus County Chronicle, The News-Enterprise|
|Community Media Group||51||Lafayette Leader, The Wellsboro Gazette|
|AIM Media||50||Odessa American, El Nuevo Heraldo|
|McClatchy||49||Idaho Statesman, Miami Herald, The Sacramento Bee|
|Advance Publications||46||The New Yorker, Vanity Fair, Wired, The Oregonian, NJ.com|
|Rust Communications||44||Cherokee Chronicle Times, Southeast Missourian|
|News Media Corp.||43||Cheyenne Minuteman, Brookings Register, Newport News Times|
Turnover in this segment of the market has been brisk. In fact, more than half of existing newspapers have changed ownership in the past 15 years, some multiple times. For example, the LA Times is now in the hands of its third owner since 2000, after being purchased by billionaire biotech investor Patrick Soon-Shiong.
The industry may be facing another dramatic drop off in ownership diversity as the two largest players, New Media Investment Group and Gannett, are on the path to merging. If shareholders give the thumbs-up during the vote this November, Gannett will have amassed the largest online audience of any American news provider.
The Flying Vs: Vox and Vice
It isn’t just regional papers being swept up in the latest round of mergers and acquisitions — new media is getting into the mix as well.
Vox Media recently inked a deal to acquire New York Media, the firm behind New York Magazine, Vulture, and The Cut.
I think you’re going to see that trend [of consolidation] across the industry. I just hope it’s done for the right reasons. You see too many of these things done for financial engineering.
– Jim Bankoff, CEO of Vox Media
Meanwhile, Vice recently acquired Refinery29 for $400 million, giving it access to a new audience skewed towards millennial women. This match-up seems awkward on the surface, but it allows advertisers to reach a broader cross-section of people within each ad ecosystem.
Both companies announced layoffs in the past year, and this restructuring may help both companies win as they consolidate resources.
The Bottom Line
While news media isn’t quite as consolidated as the broader media ecosystem, it’s certainly trending in that direction. Thousands of American communities that had local newspapers in 2004 now have no news coverage at all, while remaining papers are increasingly becoming units within an umbrella company, with no direct stake in community reporting.
That said, until the issue of monetization is definitively sorted out, consolidation may be the only way to keep the presses from stopping.
About the Graphic
This list of top 100 news sites was compiled using the following criteria:
– The top “digital-native” news outlets by monthly unique visitors (Pew Research and ComScore, excluding sports)
– The top newspapers by average Sunday circulation (Pew Research and Alliance for Audited Media)
– Alexa’s top sites under the category of news (U.S. only, excluding user-generated)
Note: The graphic has been updated to reflect changes in ownership for Refinery29, Gizmodo, and Jezebel.
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