The Chart of the Week is a weekly Visual Capitalist feature on Fridays.
In a modern business era of near-constant disruption, which brands are winning the hearts of consumers the fastest?
Today’s charts look at the brands that are trending upwards. See below for the brands that have gained the most in brand value since last year, as assessed by BrandZ in their report on the world’s 100 most valuable brands.
Onwards and Upwards for Tech
As many big name brands try to find their footing in today’s fast-paced consumer environment, it’s not surprising to see up-and-coming tech brands skyrocketing in value.
In line with growing revenues, tech brands like Amazon, Facebook, and Netflix are also flying high with their brands. Amazon, for example, had its brand value soar 41% since last year to make it the fourth most valuable brand in the world at $139 billion. Chinese tech companies are gaining traction in the eyes of consumers as well, with Tencent and Alibaba both growing their brand values at clips of 20% or higher.
Note: the measure of “brand value”, not to be confused with company valuation metrics like market cap, is a way of quantifying the dollar value that a particular brand’s image is contributing to the overall value of a corporation.
Other Big Movers
Although tech brands seem to be moving up the list in unison, it’s also worth examining the brands in other sectors that have seen their brand values rapidly increase.
The brands seen here have some interesting commonalities and points worth noting.
Firstly, despite not being a tech brand, Adidas was actually the fastest-growing brand in the whole report with a 58% increase in brand value from 2016 to 2017. According to the analysis, the apparel brand saw its retro sneakers “connect perfectly” with the fashion moment.
Next, alcohol brands also generally performed admirably. Three of the brands that had double-digit growth were owned by the world’s largest beer company, AB InBev – and two of those brands (Skol and Brahma) are Brazilian. Further, Kweichow Moutai, a Chinese liquor maker that surpassed Diageo earlier this year in market capitalization, is also rising fast.
Also of interest is that two 3G Capital restaurant brands, Burger King and Tim Horton’s, happened to increase substantially in brand value. Of course, 3G Capital owns a stake in the aforementioned AB InBev as well.
The following brands are the newest entrants on the 2017 edition of the top 100 list:
However, as we transition into 2018, these new entrants may have very different fortunes ahead of them.
On the opposite side of the spectrum, Snap Inc. recently reported slow user growth, which made shares tumble 18% in value. The company’s platform, Snapchat, is locked in a battle with Instagram for users, and it remains to be seen how this will affect both company and brand values down the road.
Ranked: The 10 Organizations With the Best (and Worst) Reputations
According to a representational poll of 18,228 Americans, these are the organizations considered to have the best and worst reputations.
There is no shortcut to gaining a bulletproof reputation.
To get there, businesses not only need to think long term, but they also need to do what is considered “right” in every possible situation.
Aspiring companies must be truly customer-centric, going above and beyond in how they treat their customers. They also require a cohesive vision that helps create a loyal and fervent fanbase that will go to bat for them anytime it’s needed.
The Best and Worst Reputations in America
Today’s infographic from TitleMax highlights the 10 organizations that have the best reputations in the country, followed by 10 that fall on the exact opposite end of the spectrum.
In total, the visualization shows five years of data, so you can see how the rankings have changed over this stretch of time.
As you can see, the reputations of organizations are very much in flux.
In fact, you can even see the impact of recent news cycles on the rankings for 2019.
For example, Patagonia shot up the rankings to become the #3 most respected company after donating its entire $10 million tax cut to environmental groups, while the U.S. government and Facebook both make an appearance on the worst list, thanks to recent negative media coverage.
The Best Reputations Over Five Years
If you haven’t heard of Wegmans Food Market, you might want to stop by a location the next time you’re in the Northeast.
With 99 stores and about $9 billion in revenue per year, this family-run supermarket chain believes that in order to be a great place to shop, it must also be a great place to work. This mantra must be effective, since Wegmans consistently ranks as having one of the best reputations in the entire country.
Also ranking high on the list is Amazon, which was founded as an “obsessively” customer-oriented company. The online retailer has taken the #1 spot in the rankings in three of the last five years, despite a generally negative sentiment hanging over tech giants in recent months.
“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”
— Jeff Bezos, founder of Amazon.com
The Worst Reputations Over Five Years
As Warren Buffett quipped, a reputation can be built over decades, but it can also be lost in just five minutes.
Various companies that have experienced recent scandals make the list here (i.e., Facebook, Volkswagen, Equifax). It’s also interesting to see that years after each scandal, rankings seem to normalize as the media and public get preoccupied with newer events.
The ranking is based on a survey by Harris Poll, in which the 100 Most Visible Companies in the country are scored and ranked using a proprietary “Reputation Quotient”. For the 2019 edition, the poll had 18,228 respondents from a nationally representative sample.
The World’s 100 Most Valuable Brands in 2019
Technology brands account for 20 of the world’s 100 most valuable brands in 2019, combining for a whopping 43% of total brand value.
The World’s 100 Most Valuable Brands in 2019
Brand equity can be a challenging thing to build.
Even with access to deep pockets and an innovative product, it can take decades of grit to scrape your way into the mainstream consciousness of consumers.
On the path to becoming established as a globally significant brand, companies must fight through fierce competition, publicity scandals, changing regulations, and rapidly-evolving consumer tastes – all to take a bite from the same piece of pie.
Cream of the Crop
Today’s visualization comes to us from HowMuch.net, and it showcases the 100 most valuable brands in the world, according to Forbes.
Here are the powerful brands that sit at the very top of the list:
|Rank||Brand||Brand Value ($B)||1-Yr Value Change||Industry|
It should be noted that the list is ordered by brand value, a measure that tries to calculate each brand’s ultimate contribution in financial terms to the parent company. You can see that full methodology here.
Finally, it’s also worth mentioning that brands with only a token representation in the United States have been excluded from the rankings. This means companies like Alibaba or Vodafone are not represented in this particular visualization.
Tech Rules Again in 2019
For another straight year, technology dominates the list of the 100 most valuable brands in 2019 – this time, with six of the top seven entries.
Most of these brands saw double-digit growth in value from the previous year, including Apple (12%), Google (27%), Amazon (37%), Microsoft (20%), and Samsung (11%). The one notable exception here is Facebook, which experienced a 6% drop in value attributed to various struggles around the company’s reputation.
Here’s a look at how industries break down more generally on the list:
|Industry||# of Brands||Brand Value ($B)|
As you can see, technology brands make up 20% of the list in terms of the number of entries – and a whopping 43% of the list’s cumulative valuation.
In total, technologies brands combined for $957.6 billion in value. Even when including Facebook’s recent drop, this is an impressive 9.7% increase on last year’s numbers.
Will the double-digit increases for the world’s largest tech giants continue into 2020, or are brands such as Amazon and Google going to start seeing the same type of pushback that Facebook has grappled with among consumers and regulators?
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