BOSTON–Tata Sons, the holding company of the Tata group of companies, is the only Indian company that made to the List of 100 Most Valuable Brands, according to Brand Finance, which complied the list. While Apple remained the brand #1, forty-four US companies accounted for nearly half of the brands.
Tata Sons ranked number 54 in the list, down from 46 in 2015. Tata Sons has 36 major brands attached to its name.
Ratan Tata
Every year, leading branded business valuation and strategy consultancy Brand Finance puts thousands of the world’s top brands to the test. They are evaluated to determine which are the most powerful and the most valuable by country, by industry and against all other brands worldwide. The companies with the highest total value of brands under management can be found in the Brand Finance Portfolio 100.
The total value of the table is US$3.2 trillion, half of which is from the 44 US companies which total US$1.68 trillion, according to brand finance.
14 Chinese companies feature in the table, rendering it the country with the second highest number of portfolios. They make up US$347 billion of the total sum. Nine European Union countries make the table and are home to 29 brands, nine of which are UK-based – more than any other European country.
The portfolio table lists the companies with the most brand value under their management. Some companies, like Apple, only include one highly valuable brand, while other companies, like Nestlé S.A., operate hundreds. Apple does operate more brands, however, due to their reporting, it is not possible to identify and value these sub-brands from their financial statements.
The fastest growing portfolio this year is Agricultural Bank of China, with a value of US$32.3 billion after enjoying 42% growth. China Construction Bank and ICBC make the top five, with values of US$35.4 billion and US$36.3 billion after rising 34% and 32%, respectively.
China Construction Bank is in fact the world’s most powerful banking brand. Chinese banks are performing well on brand equity measures such as familiarity, consideration, recommendation and preference as a result of investing in their brands. It must be noted that none of the Chinese portfolios in the table dropped in value.
Unilever’s impactful innovations have boosted its performance. The launch of the new Axe range and the ‘Find Your Magic’ brand campaign appealed to a wider audience as it encouraged men to break free from assumptions about how they should behave and express themselves. Unilever grew 18% to a value of US$42.7 billion this year.
Vodafone Group is the only other UK company to enjoy an increase in value this year, rising 2% to US$27.8 billion. It is no secret that smartphones are becoming increasingly prominent, and the growing proliferation of smartphones in both developed and emerging markets is the main driver behind a surge in data demand and revenue. Vodafone Group’s global presence positions it well to cater to the rising demand. Moreover, the oligopolistic nature of the industry coupled with Vodafone’s immense size gives the company a competitive edge amongst its peers.
With over 500 brands in its portfolio, Nestlé S.A. owns the largest number of brands in the table. It climbs up the ranks to seventh place after 14% growth to a value of US$66.6 billion. Accelerated growth in North America was largely due to the turnaround in frozen meals, whilst in Latin America, Nestlé cited instant coffee as the core reason for growth. Nestlé’s category dynamics and innovation, which can be seen in its range of bottled water, are also factors that contributed to its strong growth.
Furthermore, an increase in health awareness in relation to carbonated drinks gave Nestlé the opportunity to promote its bottled water segment which other companies may have failed to embrace. Nestlé’s success is largely due to the range of product segments it provides, allowing it to more effectively overcome challenging global trends than its competitors.
Volkswagen Ag was the biggest faller in the table this year. Its portfolio value dropped 36% to US$42.2 billion. The latest emissions scandal negatively impacted Volkswagen. However, on a broader spectrum, the light vehicle industry – albeit growing at its slowest rate in the last decade, is forecasted to grow nonetheless. This is somewhat due to the upward surges in China, India and across continental Western Europe which compensate for reductions in Brazil, the US and the UK. Toyota Motor Corp, ranked 10th this year, conforms to the forecasted industry trend, enjoying a 30% increase in portfolio value to US$55.3 billion this year.
100 Most Valuable Brand Portfolios (USDm)
Rank 2016
Rank 2015
Number of Brands*
Parent Company
Domicile
Portfolio Value 2016 (USDm)
Portfolio rating 2016
Portfolio Value change (%)
Portfolio Value 2015 (USDm)
1
1
1
Apple Inc
United States
145,918
AAA
14%
128,303
2
3
17
Alphabet Inc
United States
99,046
AAA
25%
79,430
3
2
1
Samsung Group
South Korea
83,185
AAA
2%
81,716
4
5
13
Wal-Mart Stores Inc
United States
77,523
AA
7%
72,599
5
4
7
Microsoft Corp
United States
74,121
AAA
-1%
74,912
6
11
6
Amazon.Com Inc
United States
69,642
AA+
24%
56,142
7
9
539
Nestlé S.A.
Switzerland
66,604
AA+
14%
58,300
8
7
1
Verizon Communications Inc
United States
63,116
AAA-
5%
59,843
9
8
1
At&T Inc
United States
59,904
AA+
2%
58,819
10
16
4
Toyota Motor Corp
Japan
55,285
AAA-
30%
42,546
11
10
43
Procter & Gamble Co/The
United States
54,668
AAA-
-5%
57,468
12
12
182
Pepsico Inc
United States
53,169
AAA-
-4%
55,209
13
N/A
82
Philip Morris International
United States
52,734
AA+
N/A
N/A
14
17
27
Johnson & Johnson
United States
50,651
AAA
24%
40,734
15
15
2
China Mobile Ltd
China
49,864
AAA-
4%
47,964
16
13
72
Coca-Cola Co/The
United States
48,301
AA+
-8%
52,339
17
25
1
Wells Fargo & Co
United States
44,170
AAA-
26%
34,925
18
21
3
J.P. Morgan Chase & Co
United States
43,549
AA
18%
36,777
19
18
3
Walt Disney Co/The
United States
43,458
AAA
10%
39,609
20
N/A
1
Mcdonald’s Corp
United States
42,937
AAA
N/A
N/A
21
N/A
4
Daimler Ag
Germany
42,863
AAA-
N/A
N/A
22
22
103
Unilever Plc
United Kingdom
42,666
AA+
18%
36,179
23
6
8
Volkswagen Ag
Germany
42,239
AAA+
-36%
65,540
24
19
3
Bayerische Motoren Werke Ag
Germany
41,532
AAA
8%
38,527
25
14
1
General Electric Co
United States
37,216
AA+
-22%
48,019
26
23
114
Anheuser-Busch Inbev Nv
Belgium
37,073
AA+
3%
36,016
27
34
1
Ind & Comm Bk Of China
China
36,334
AA+
32%
27,459
28
38
1
China Construction Bank
China
35,394
AAA
34%
26,417
29
30
3
Comcast Corp
United States
34,431
AAA+
14%
30,193
30
45
1
Facebook Inc
United States
34,002
AAA-
41%
24,180
31
28
3
Deutsche Telekom Ag-Reg
Germany
33,194
AA+
7%
31,108
32
27
4
Exxon Mobil Corp
United States
33,040
AA
5%
31,404
33
49
1
Agricultural Bank Of China
China
32,264
AAA
42%
22,714
34
24
1
Intl Business Machines Corp
United States
31,786
AA
-10%
35,428
35
N/A
1
Nippon Telegraph & Telephone
Japan
31,678
AA
N/A
N/A
36
29
1
Royal Dutch Shell Plc
Netherlands
31,665
AA+
3%
30,716
37
32
20
L’Oreal
France
31,620
AAA
10%
28,866
38
31
2
Bank Of America Corp
United States
30,940
AA
6%
29,319
39
26
38
Lvmh Moet Hennessy Louis Vui
France
30,759
AA
-10%
34,195
40
39
5
Nike Inc
United States
29,151
AAA
16%
25,103
41
41
1
Home Depot Inc
United States
28,798
AAA-
18%
24,471
42
N/A
10
General Motors Co
United States
28,011
AAA+
N/A
N/A
43
36
2
Vodafone Group Plc
United Kingdom
27,821
AA+
2%
27,287
44
N/A
76
Japan Tobacco Inc
Japan
27,797
AA
N/A
N/A
45
N/A
1
Bank Of China Ltd
China
27,735
AAA
N/A
N/A
46
35
2
Citigroup Inc
United States
27,713
AA+
1%
27,372
47
N/A
3
Softbank Corp
Japan
27,676
AA
N/A
N/A
48
N/A
103
British American Tobacco Plc
United Kingdom
27,070
AA
N/A
N/A
49
50
1
Mitsubishi Corp
Japan
24,461
AA
8%
22,679
50
N/A
3
Cvs Caremark Corp
United States
24,176
AA+
N/A
N/A
51
37
2
Hsbc Holdings Plc
United Kingdom
24,174
AAA-
-11%
27,280
52
N/A
4
Barclays Plc
United Kingdom
23,751
AAA+
N/A
N/A
53
N/A
1
Hyundai
South Korea
23,691
AA+
N/A
N/A
54
46
36
Tata Sons
India
23,498
AA
-1%
23,768
55
N/A
2
Starbucks Corp
United States
23,455
AAA-
N/A
N/A
56
N/A
5
Telefonica Sa
Spain
23,243
AA+
N/A
N/A
57
40
1
Intel Corp
United States
22,845
AA+
-9%
25,011
58
48
1
Oracle Corp
United States
22,136
AA
-3%
22,888
59
43
2
Honda Motor Co Ltd
Japan
21,576
AAA-
-11%
24,347
60
N/A
2
Ford Motor Co
United States
21,506
AAA-
N/A
N/A
61
N/A
2
Twenty-First Century
United States
21,165
AA+
N/A
N/A
62
N/A
2
Petrochina Co Ltd
China
20,986
AA
N/A
N/A
63
47
12
Fiat Chrysler Automobiles Nv
Italy
20,405
AA
-11%
22,977
64
N/A
1
Allianz Se
Germany
20,264
AA
N/A
N/A
65
N/A
1
China State Construction
China
20,214
AA-
N/A
N/A
66
N/A
1
China Petroleum & Chemical
China
20,144
AA
N/A
N/A
67
N/A
1
Huawei
China
19,743
AA
N/A
N/A
68
N/A
1
United Parcel Service
United States
19,565
AA+
N/A
N/A
69
N/A
2
Siemens Ag
Germany
19,415
AA+
N/A
N/A
70
N/A
2
Nissan Motor Co Ltd
Japan
19,312
AA+
N/A
N/A
71
N/A
4
United Health Group Inc
United States
19,173
AA
N/A
N/A
72
44
1
Cisco Systems Inc
United States
19,162
AAA-
-21%
24,324
73
N/A
1
Orange
France
19,096
AA+
N/A
N/A
74
N/A
196
Danone
France
19,026
AA+
N/A
N/A
75
N/A
1
PwC
United States
18,569
AAA+
N/A
N/A
76
N/A
1
American Express Co
United States
18,483
AA+
N/A
N/A
77
N/A
1
Bt Group Plc
United Kingdom
18,442
AAA-
N/A
N/A
78
N/A
181
Heineken Nv
Netherlands
18,376
AA-
N/A
N/A
79
N/A
62
Diageo Plc
United Kingdom
18,303
AA+
N/A
N/A
80
N/A
2
Axa Sa
France
18,280
AA
N/A
N/A
81
N/A
37
Kraft Foods Group Inc
United States
18,175
AA
N/A
N/A
82
N/A
1
Alibaba Group Holding
China
17,968
AA+
N/A
N/A
83
N/A
1
China Life Insurance Co
China
17,870
AAA
N/A
N/A
84
N/A
3
Chevron Corp
United States
17,822
AA+
N/A
N/A
85
N/A
4
Lloyds Banking Group Plc
United Kingdom
17,522
AAA+
N/A
N/A
86
N/A
4
Bnp Paribas
France
17,362
AA
N/A
N/A
87
N/A
1
Bp Plc
United Kingdom
16,962
AA
N/A
N/A
88
N/A
3
Kddi Corp
Japan
16,917
AA
N/A
N/A
89
N/A
7
Walgreens Boots Alliance
United States
16,645
AA-
N/A
N/A
90
N/A
2
Sony Corp
Japan
16,557
AA+
N/A
N/A
91
N/A
5
Tencent Holdings Ltd
China
16,448
AA+
N/A
N/A
92
N/A
1
Baidu Inc
China
16,418
AAA-
N/A
N/A
93
33
9
Time Warner Inc
United States
16,210
AAA+
-33%
24,091
94
N/A
1
Mitsui & Co Ltd
Japan
16,183
AAA+
N/A
N/A
95
N/A
1
Deloitte
United States
16,160
AAA
N/A
N/A
96
N/A
1
Banco Santander Sa
Spain
15,689
AA+
N/A
N/A
97
N/A
1
Ping An Insurance Group Co
China
15,569
AAA+
N/A
N/A
98
N/A
1
Hennes & Mauritz Ab
Sweden
15,510
AA+
N/A
N/A
99
N/A
1
Target Corp
United States
15,331
AA
N/A
N/A
100
N/A
5
Yum! Brands Inc
United States
15,252
AA+
N/A
N/A
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