BEST GLOBAL BRANDS 2015 - BRANDS AT THE SPEED OF LIFE - Interbrand
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BEST GLOBAL BRANDS 2015 BRANDS AT THE SPEED OF LIFE
Better choices, richer experiences, more meaningful narratives, new form factors, and individualized attention. Today’s Best Global Brands are meeting rising expectations— and moving at the speed of people’s lives. 2 bestglobalbrands.com #BGB2015 3
Brands at the Speed of Life It’s why we hold brands to such high
expectations—for better choices, richer
That means the most successful
brands—the ones with the most
By Jez Frampton, Global CEO experiences, meaningful narratives, presence in a person’s life—are
one-on-one attention, new form factors. designed to live in moments, even as
As data and technology have helped they scale, try new things, and push
optimize every experience, as GAFA boundaries. They often stand out by
The Age of You began with an age- brands (Google, Apple, Facebook and
Amazon) have changed the definition
blending in, because people measure
the entire experience by how much
old truth: people want to be in control of service and connectivity, as people it adds to their lives and how little it
have gained access to greater and more disrupts it. They empathize with an
of their lives and, specifically, to nuanced choices, our expectations have individual’s priorities, figuring out how
been fundamentally retrained. Brands to meet people exactly where they are,
personally design the life they want to are now expected to move at the speed and when they want it, and tailor to how
of people’s demands—at the speed of people move through their worlds.
live. And people are using brands to their lives.
do it, because brands are the vehicles Brands in Micro Moments
Designing Mecosystems
And that’s how we define mecosystems:
through which things happen. But to move at the speed of people’s
lives, brands have to understand that
a select set of brands that create
customized experiences around a
they are experienced in micro moments. single individual, where every brand
No matter how unified a brand’s in consideration slots in seamlessly,
ecosystem, no matter how holistic its and where the most valuable micro
experience, people’s connections with moments are curated, connected, and
brands are fragmented—they move choreographed. As people shape their
from one to the next, interacting with mecosystems—as they explore and, just
thousands upon thousands a day. as importantly, edit—they are constantly
But those micro moments are critical, being redefined, meaning that brands
because in each, people judge a brand need to earn the right to stay in this set
as a whole—every micro moment is every minute of every day.
evaluated against significant macro
expectations.
4 bestglobalbrands.com #BGB2015 5
So how does a brand earn a lasting As businesses adapt to this new age,
role in this all-important mecosystem? as mecosystems give people greater
By anticipating and evolving along with opportunity to design their lives,
people’s personal expectations. Droves we start to see an interesting white
of digital data, refined analytics, and space emerge. People can use their
real-time, multi-platform interactions mecosystem to reimagine their time,
help brands discover what people how they spend it, and how that makes
want—even before they do—and cater room for the pursuit of their passions.
to them quickly, reorganizing around What brands can help people imagine—
these insights, because, in the Age of and make real—with this time is what
You, people are the bottom line. will ultimately shape and define this new
age. And this is what has the potential to
Business Moving at the Speed of Life make the Age of You the most creatively
For brands to truly move at the speed satisfying of all our times.
of life, it means completely rethinking
what speed means within an enterprise. Jez Frampton
It’s not about forward movement, Global Chief Executive Officer
but holistic evolution. It means jez.frampton@interbrand.com
understanding that data is not just about
insight, but a marketable commodity
that will change the definition of
trading. It’s running highly focused and
integrated businesses that explore
and attract unexpected partnerships,
seamlessly crossing existing and
emerging platforms. It’s elevating design
as the most valuable enterprise tool
to build truly connected experiences.
And it’s engaging with a new breed of
customers and consumers that are
more than just co-creators, but editors
and producers.
6 bestglobalbrands.com #BGB2015 7
100 Best Global Brands 01 02 03 04 05 26 27 28 29 30 +43% +12% -4% +11% -10% +8% +4% +8% +2% +16% 170,276 $m 120,314 $m 78,423 $m 67,670 $m 65,095 $m 18,768 $m 16,541 $m 15,267 $m 14,723 $m 14,031 $m 06 07 08 09 10 31 32 33 34 35 +16% 0% -7% -6% +29% +7% -3% +10% -6% -9% 49,048 $m 45,297 $m 42,267 $m 39,809 $m 37,948 $m 13,943 $m 13,940 $m 13,749 $m 12,637 $m 12,545 $m 11 12 13 14 15 36 37 38 39 40 +9% +7% +13% +4% -3% +7% -11% +6% +8% -4% 37,212 $m 36,711 $m 36,514 $m 35,415 $m 29,854 $m 12,257 $m 11,656 $m 11,578 $m 11,293 $m 11,278 $m 16 17 18 19 20 41 42 43 44 45 +5% +16% -3% +6% -1% +22% +9% +6% +5% +12% 27,283 $m 23,070 $m 23,056 $m 22,975 $m 22,250 $m 10,944 $m 10,800 $m 10,798 $m 10,328 $m 9,784 $m 21 22 23 24 25 46 47 48 49 50 +5% -3% +54% +3% -3% +9% -8% +14% +19% -14% 22,222 $m 22,218 $m 22,029 $m 19,622 $m 18,922 $m 9,526 $m 9,400 $m 9,254 $m 9,082 $m 8,882 $m 8 bestglobalbrands.com #BGB2015 9
100 Best Global Brands (continued) 51 52 53 54 55 76 77 78 79 80 +5% +7% -1% +10% +3% +17% +7% -12% +14% +6% 8,632 $m 8,588 $m 8,553 $m 8,498 $m 8,464 $m 5,551 $m 5,533 $m 5,530 $m 5,460 $m 5,391 $m 56 57 58 59 60 81 82 83 84 85 +12% +6% -5% +17% +12% -5% New +2% +6% +2% 8,055 $m 7,924 $m 7,702 $m 7,243 $m 7,083 $m 5,365 $m 5,362 $m 5,208 $m 5,161 $m 5,133 $m 61 62 63 64 65 86 87 88 89 90 +15% -8% -12% +6% +2% +16% +14% +15% +14% -7% 6,870 $m 6,811 $m 6,583 $m 6,509 $m 6,436 $m 5,130 $m 5,109 $m 4,952 $m 4,822 $m 4,763 $m 66 67 68 69 70 91 92 93 94 95 +6% +16% +17% +4% +13% -7% -6% +2% -4% -7% 6,306 $m 6,266 $m 6,257 $m 6,222 $m 6,097 $m 4,629 $m 4,540 $m 4,456 $m 4,407 $m 4,330 $m 71 72 73 74 75 96 97 98 99 100 -9% -12% +5% +5% -7% +3% New New New New 6,033 $m 5,976 $m 5,873 $m 5,666 $m 5,639 $m 4,270 $m 4,251 $m 4,243 $m 4,131 $m 4,114 $m 10 bestglobalbrands.com #BGB2015 11
Best
Insights
Global
Brands
2015
12 bestglobalbrands.com #BGB2015 13
Hallmarks of the There are some clear, common
hallmarks among this year’s Top 100
A central purpose is particularly crucial
for diversified companies. Microsoft’s
2015 Best Global Brands that show what it takes to keep pace
with today’s consumers and secure a
CEO Satya Nadella set a bold ambition
to “reinvent productivity to empower
By Paola Norambuena, Chief Content Officer
place among the Best Global Brands. every person and every organization
on the planet to do more and achieve
Clarity of Strategy and Focus more.” Microsoft brought together its
on Structure
Among this year’s Best Global Clarity is a sure source of strength. In
Windows and devices organizations
to align its engineering structure to
Brands, it’s those moving at the speed order to be coherent, efficient, and meet
consumer expectations, top-performing
its strategy, along with its commercial
cloud—a move that’s grown revenue by
of life that are accelerating. A review brands lean on an ambitious vision that 88 percent, driven by Office 365, Azure,
shapes both behaviors and structures. and Dynamics CRM Online.
of this year’s report reveals some
Focus has been a driving force for top From strategy to structure, successful
key insights—especially among new riser Nissan, which has embarked on brands are streamlining and integrating
ongoing integration efforts. Armed their operations for greater agility
entrants and top risers. Brands across with a clear vision for the brand, and focus.
all categories are not only adopting disseminated by its Global Marketing
leaders, the company has united its Relentless Customer-Centricity
innovative technologies, but also divisions and agency partners in order
to deliver on its product promise, while
As brands gain focus, that focus is ever
more zeroed-in on the customer. For
embracing holistic change in order designing business strategies to engage perennial Top Ten brands like Apple,
contemporary consumers in global Facebook, and Amazon, customer-
to become stronger, faster, and markets. centricity is built into their DNA. But
many brands are continuing to evolve
more agile. Clarity doesn’t come just from within: by developing design-led strategies that
Today’s savvy brands benefit from place customers at the core.
tapping into their consumers too. Top
riser 3M—known for everything from
Scotch tape to circuits—asked its
employees, as well as 15,000 customers
in 15 countries, to help define its new
brand platform, “3M Science. Applied
to Life.” It has driven clear growth
strategies: It’s focused on increasing
R&D spends, divesting lagging
businesses, and developing storied
content to create product-awareness
among its global, under-35 targets.
14 bestglobalbrands.com #BGB2015 15
In its first year as an independent It’s these authentic interactions that messaging into geo-targeted banner
entity, PayPal breaks into the Best today’s savvier consumers seek as they ads. Toyota also extends its influence
Global Brands report with the continued cull through the crowd of brands vying from behind the wheel and into
mission of “powering the people for their attention. For heritage brands drivers’ daily lives as it joins Panasonic
economy.” Simplicity, security, and ease like Hermès, which soared 22 percent to develop its cloud-connected
of use are priorities that have been in brand value this year, authenticity Smart Center.
internalized because they are central manifests in an unshakable devotion
concerns for the company’s users— to craftsmanship, quality, and enabling Technology isn’t just relegated to the
particularly sellers. PayPal is investing in customers to “indulge in moments cloud. While many of the Top 100 brands
seamless technologies like mobile and of pure lightness.” Hermès recently are tapping technologies to create
contactless payments and acquiring appealed to a new digital generation by innovation, others are using technology
user-friendly platforms like Braintree partnering with the bastion of customer- in innovative ways. Moët & Chandon
and Venmo. For PayPal, it’s not just centricity, Apple, to unveil the Apple rises back onto the Best Global Brands
about meeting consumer needs, but Watch Hermès. report, buoyed by efforts to keep its
letting those needs power the image fresh. It reinforced its place in
business strategy. Tech-Powered Personalization the nightlife scene with “Bright Night,”
While technology paves the way for the first-ever luminous champagne
This outside-in approach is being innovation, brands across all industries bottle, which demonstrates how even
adopted by other breakthrough brands. are harnessing its power to create the most distinctive brands can adopt
LEGO brand, which made its Best unprecedented, personal experiences. simple technologies to captivate and
Global Brands debut this year, taps delight consumers.
into a rising “maker” ethos, popularized Adobe has become a partner in
by tinkerers of all types. “LEGO Ideas” personalization by developing leading- Clarity, customer-centricity, and
invites LEGO brand enthusiasts to edge tools that empower brands to using technology to power personal
create, document, and crowdshare their create experiences tailored to their own experiences—all hallmarks of the
own projects, with the chance of seeing customers. Its Experience Manager brands that have made the most
them on shelves. The platform is an Screens and Adobe Target platforms impressive strides this year. As each
innovative tool for bringing customers harness cloud connectivity and location- demonstrates, there is no singular
closer to the business—and gathering targeting technologies to cater directly template for building a great brand, but
valuable insights. to individuals as they move through the it’s enlightening to see how these broad
buying funnel. characteristics manifest as individual
brands evolve at the speed of life.
Technology is also proving a force for
cross-industry collaboration. Rising Paola Norambuena
brands in all categories are partnering Chief Content Officer
with tech giants to connect with paola.norambuena@interbrand.com
customers in groundbreaking ways.
Auto brand Toyota harnesses Google’s
powerful API to push city-specific
16 bestglobalbrands.com #BGB2015 17
Highlights: Top Risers User-centricity is Part
of Their DNA
Creating Holistic Brand
Experiences
This year’s fastest risers—Apple Brands climbing up the value chain
(+43%), Facebook (+54%), Amazon are those creating experiences that
(+29%), and Adobe (+17%)—are brands reinforce the brand in multiple contexts.
that have evolved around their users. The technology brands that dominate
A deep understanding of how people the Top Risers list are naturals at
live, work, and interact is embedded this—they have the scope, scale, and
in their products, services, and brand capability to embed themselves in users’
message. With user-centricity at the daily lives. But even heritage brands
core, these brands have been able like Hermès—up a soaring 22 percent
to grow their audiences quickly and from last year—are investing in out-of-
iterate their offerings based on store experiences and emotion-driven
evolving demands. campaigns that invite customers to
engage with the brand.
Expanding Around a Core
Product or Service
The Top Risers’ burgeoning brand
value is tied to a specific type of
growth—one that starts with a strong
central offer and builds products or
services around that. Adobe (+17%) has
spawned software, cloud services, and
a suite of apps that all relate back to its
core creative platform. Premium coffee
purveyor Starbucks (+16%) is expanding
its brand and growing its global
footprint, with new offerings and menu
options that build upon its original café
experience. For all Top Risers, a strong
brand proposition has been grounds
for accelerated growth.
18 bestglobalbrands.com #BGB2015 19Technology: The Game- Top riser Facebook, for example, has
succeeded in changing the way people
The accessibility and reach of
technology brands on the consumer
Changing Sector around the world connect and stay in
touch, while new entrant PayPal has
side also fuel growth on the
enterprise side, as the number of
By Antoine Veliz, Chief Experience Officer and
evolved the way people and businesses connected users contributes to the
Forest Young, Senior Creative Director transact. The ability to influence actions burgeoning big data pool and the
relies not only on an innovative offer, but ever-billowing cloud. Even long-
on communicating the value or benefit standing technology brands like
The 13 technology brands in this of that behavioral change to the market. Intel, founded in 1968, have kept well
afloat in the face of waning PC sales
year’s Best Global Brands report There are several factors at play, which across the industry by refocusing on
imbue the top technology brands with data center innovations and cloud
represent more than a third (33.5 significant sway over people’s behaviors. computing.
percent) of the table’s USD $1.7 1. Expansive Addressable Markets 2. Geared for Rapid Growth
The most formidable asset that top Technology brands don’t only benefit
trillion total, making technology technology brands possess is the from broad markets, but an inherent
this year’s leading sector by value. size of their addressable markets.
It’s predicted that 70 percent of
ability to evolve more rapidly than
other, more entrenched brands. The
Today’s top technology brands have the world’s population will own
smartphones by the end of 2016,
resources that the top technology
brands have amassed, along with the
gone beyond the introduction of a for example. So whether you’re a relative lack of industry regulation
device maker, chip manufacturer, (compared to the healthcare or auto
successful product or service—they or network facilitator, the market sectors, for example), allow them to
potential is huge. reinvent their products or services
have delivered on the true measure with greater ease. Improvements
Many of the top technology brands to software can happen quickly,
of innovation: the ability to change also benefit from a low barrier to requiring minimal input from their
the behaviors of the many. entry, especially in comparison to
sectors like automotive and luxury.
customer bases—testing and
iterating ideas is core to the ethos
Anyone can get into a relationship of these brands.
with Google, Apple, Facebook, or
Amazon for free—or close to it—
allowing these brands to grow their
user bases with relative ease.
20 bestglobalbrands.com #BGB2015 21Built-in agility gives technology Following the Tech Leaders Pointing Toward the Future The concept of “privacy exchange”—
brands the advantage of being able Organizations in any category can follow Top technology brands have also trading personal information for
to pivot into different product or the lead of Apple—number one for become the savviest of marketers by perceived value—may also have a
service categories as they evolve the third year in a row—by developing harnessing the equity built into their watershed effect on the amount of data
along with people’s needs and product strategies with a succinct brand brands to hint at what lies beyond their people expose, which will allow AI to
expectations. This is illustrated proposition to center their business. current products and services. Many become more nuanced, while putting
by successful startups like Uber, Adobe’s understanding of how people have seeded their next big bets publicly, pressure on more brands to develop
which has evolved from a car hailing work, both across organizations and at preparing audiences for what may AI as part of their own ecosystems.
app into a provider of multiple home, has lead to an expanded service come next or positioning themselves as
services. Furthermore, these fast portfolio that goes up the value chain in visionaries. Locking the Top Spot
moving technology brands are not the enterprise sector and gets closer to Four of the Top Risers in this year’s
just catering to people’s needs but the user through a suite of mobile apps. As technology becomes more a mirror Best Global Brands report illustrate the
raising the bar for what’s possible— Few have leveraged their core service of the self, developments will continue to acceleration of the technology sector:
not just meeting but setting the platforms like Amazon, however. What evolve around automation. New entrant Facebook spiked 54 percent, Apple
speed of life. was created as a shopping platform Lenovo, for example, has moved beyond jumped 43 percent, Amazon rose 29
now powers content and entertainment the PC world with a slew of new smart percent, and Adobe is up 17 percent.
3. Seizing More Than the Moment services, and the lessons learned in products—from watches to shoes— It is difficult to imagine brands outside
Technology brands are ones building that platform gave way to a powered by the open-innovation cloud of the tech sector enjoying the same
with which we interact in multiple successful cloud service business. platform that the brand itself is helping speed of growth and performance that
contexts, many times per day. As to develop. our top brands are. Their combination
the top technology brands move The success of these businesses and of reach, culture, and integration –
beyond their core product or service the strength of their brands have driven Automation extends to our very along with their position as harbingers
and into our homes and vehicles, growth beyond the technology realm. thinking with advancements in artificial of what’s to come – will keep the top
they’re also partnering with larger Brands in all sectors of this year’s report intelligence (AI). The leading technology spot locked up for some time.
platform brands and developing are embracing technology brands as brands are harnessing AI to develop
multitiered relationships with users business partners, platforms, or both. deeper interface dependencies— Contributors:
that span the ingredient, interface, Finance and retail brands, for example, Amazon with Alexa, Apple with Siri,
and infrastructure levels. These are placing their bets on technology and Facebook with M. Emerging AI is Antoine Veliz
relationships grant brands access brands’ mobile payment solutions (e.g., getting even smarter, more anticipatory, Chief Experience Officer
to much more than our phones. Apple Pay, Android Pay, Samsung Pay), and anthropomorphic, with the ability to antoine.veliz@interbrand.com
while automakers are enhancing their develop more intimate relationships
Some of these brands work in-car experiences with connected with users. Forest Young
as ingredient brands in select services like Apple’s CarPlay. Senior Creative Director
contexts as well as master brands From human to superhuman—AI has the forest.young@interbrand.com
commanding their own experiences. potential to not just enhance individuals’
The ability to do both demonstrates lives, but to advance the capabilities of
the strength of the platforms and an enterprise, as we’ve seen with the
propositions they have been able continued applications of IBM’s Watson.
to build. Top brands demonstrate
that their technology is no longer
something that exists simply on our
desktops and in our pockets—it’s the
thread that connects almost every
context of our lives.
22 bestglobalbrands.com #BGB2015 23Highlights: Top 10 Leading by Design
The majority of those in the Top
10 are design-led brands with an
understanding that design is not just
about aesthetics, but that it’s a crucial
enterprise tool. Brands like Apple (#1),
GE (#8), and Amazon (#10) all focus on
experience design, which cuts through
systems, structure, culture, and service
models. Design drives clarity within the
organization, so brands can deliver a
coherent experience to the customer.
Adapting to Changing Expectations
As brands become more people-centric,
the leaders are listeners that respond
adroitly to changing wants and needs.
Brand bastions like Coca-Cola (#3) and
McDonald’s (#9) have addressed growing
health consciousness by introducing
all-new menu offerings. Toyota (#6) is
navigating changes in the way people
approach their cars by stepping up
sustainability efforts, speaking to
younger consumers, and connecting to
the Internet of Things (IoT). This year’s
top brands demonstrate an ability to
shift along with expectations, without
missing a beat.
Streamlining for Sustained Growth
From restructures to divestitures, brands
are maximizing their value by becoming
more streamlined and efficient. This year,
Microsoft (#4) aligned its leadership
structure to match its business strategy,
and Google (#2) created Alphabet Inc.
to more effectively manage its broad
portfolio. In order to focus on its digital
efforts, GE (#8) has divested several of
its finance businesses. In a fragmented
marketplace, the top brands derive
strength from prioritizing what they
do best.
24 bestglobalbrands.com #BGB2015 25Automotive: Making Inroads These are significant stats for an
industry that is often seen as sluggish
In emerging markets, the ambition to
own a car is growing. A large part of
Into Mobility’s Future and which faces major challenges
moving forward, due to evolving
the world’s population has remained
carless, but as the middle class rises,
By Daniel Binns, Executive Director, Global Brand Engineer
customer expectations and the brands such as Nissan, Ford, and
changing role of driving. General Motors are expanding into new
regions like India, China, and Brazil. In
Over the past few years, automotive An analysis of the 15 automotive brands these newly developing areas of the
in this year’s Top 100 offers key insights world, automotive companies’ existing
companies have made major strides on why they’re holding strong—and business models will likely still be
what they need to do to stay on top. relevant in 20 years, but in developed
in terms of technology, innovation, countries, staying competitive will call
for significant evolution. Automotive
and sustainability. And with 15 brands Auto Brands are Fueled by Broad companies will need to continue to
represented in this year’s Best Global Markets and Vast Economic Impact
The auto industry is huge, with more
invest in technological advancements
to keep up with new and existing drivers
Brands report, auto is the dominant than 60 million (and counting) cars who are preparing themselves for the
sold this year, and is still cycling off next phase of mobility.
sector by number. Together, auto levels that predate the financial crisis.
For many buyers, cars are more than Differentiation and Relevance
brands make up 13.7 percent (USD a mode of transportation: they are Will Drive Continued Success
emotional investments, status symbols, for Auto Brands
$234,439 million) of the table’s total or even a source of livelihood. As brands across the board become
more focused on individuals’ needs, the
value, second only to the technology Auto companies also serve an auto sector—with its especially broad
sector in collective worth. increasingly large segment of the
world’s population. Generating high
market—faces two distinct challenges:
differentiation and relevance. Auto
returns and massive sales, they’ve brands used to be highly differentiated,
become the backbone of both global but now buyers are more interested
and local economies. Though they are in individual models and how those
being consolidated on the holding- vehicles fit into their lives. With so
company level, giving them truly global much information at consumers’
scope, there are still many major, distinct fingertips, brand awareness is not
brands, pulling millions of dollars in enough—organizations need to not only
sales each year. innovate products but to create a truly
differentiated brand experience.
Top Ten brand Toyota, for example,
26 bestglobalbrands.com #BGB2015 27is tapping into smart technologies like The Future of the Auto Sector spent USD $3 billion to acquire Nokia’s Contributors:
its Intelligent Transportation System Revolves Around Ownership Here, a service comparable to Google
(ITS), which enables the real-time and Mobility Maps. The auto sector also faces Daniel Binns
exchange of data between vehicles To do this, auto companies must shift the impending entry of nontraditional Executive Director,
and infrastructures. And Korean brand their focus from selling products to car manufacturers—Apple’s Project Global Brand Engineer
Hyundai is figuring out how to tailor delivering a service, as driving itself Titan and Google’s self-driving car daniel.binns@interbrand.com
its brand message to diverse global begins to look different. As the current project both represent strategic
audiences by creating localized social car-buying generation begins to retire, investments by technology giants in Andrew Martschenko
media experiences that enhance how will the behaviors of upcoming autonomous driving’s future. While Senior Director, Strategy
individuals’ interactions with the brand. generations of buyers change? Major increasingly feasible, the large-scale andrew.martschenko@interbrand.com
shifts in this sector will revolve around adoption of autonomous driving rides
As the average age of new car buyers two pillars: ownership and mobility. on major regulatory considerations and Calin Hertioga
climbs to 51.7 (according to Auto News) customers’ behavioral shifts. Director, Brand Valuation
and the number of driver’s license Car ownership might not be as relevant calin.hertioga@interbrand.com
applications among millennials declines, in the future as conversations evolve In the meantime, however, auto brands
there is a concern about decreasing around fractional (i.e., shared) ownership are also working toward the future of Sabine Ruchty
relevance within the automotive sector. models and ride-sharing grows with smart mobility. Mercedes-Benz, for Strategy Director
In the race to increase their presence increasing speed. Since its launch in example, has adopted moovel, which sabine.ruchty@interbrand.com
in people’s lives, connectivity is key, 2010, for example, Uber’s staggering integrates car2go, mytaxi, Flinkster, train
as carmakers integrate with customers’ statistics reveal that it now has more services, public transport, and bicycle
devices, homes, and things. Relevance than eight million users in over 290 data all into one simple app that guides
also means rolling with changing cities around the world and is expected users on the smartest path through
preferences—automotive brands must to process USD $10.84 billion in any city.
learn how to harness new technologies bookings in 2015. In its home city of
to anticipate the needs of diverse drivers. San Francisco, Uber is now tripling
the revenue of the local taxi market, In a letter to Business Life, economist
at about USD $500 million per year. Ross Parker wrote, “I would not be
surprised if today’s car becomes
Major auto brands like Mercedes-Benz tomorrow’s horse: a recreational
and Ford are also beginning to enter and pleasure, sporting discipline, and an
experiment in the ride-sharing space. increasingly rare sight on the road.” This
Nissan likewise announced plans to prescient view underlines the changing
supply cars to college students through role of vehicles, as cars move away
a campus car-sharing venture with from being functional necessities to
Enterprise Rent-A-Car. becoming tech-enabled extensions of
personality, shareable assets, or even
While many auto companies are sources of entertainment. Powerful
harnessing new vehicle technologies automotive brands will have to take a
to stay ahead of the curve, a true test more holistic view of mobility to maintain
of innovation is whether or not these their stronghold and balance their
advancements can actually change strategies to meet desires in diversified
driving behaviors. In an attempt to lead markets that are moving at much
the driverless-car revolution, Mercedes- different speeds.
Benz, Audi, and BMW collectively
28 bestglobalbrands.com #BGB2015 29Highlights: New Entrants
Leveraging What They’re Loved For Focusing on Staying Real
All five of this year’s new entrants and Relevant
are established brands with a well- Even brands with solid propositions
understood product or service that face the challenge of communicating
remains central. The LEGO brand that to emerging audiences. This
makes a strong entrance at #82 by year’s new entrants are finding ways
leveraging the continued popularity to engage contemporary users with
of its beloved toy blocks and PayPal creative marketing initiatives, like MINI’s
(#97) arrives on the scene as the brand (#98) “Go With Your Gut” campaign
that’s essentially become the badge for or Moët & Chandon’s (#99) luminous
secure online payments. The 172-year- champagne bottle, “Bright Night.” The
old Moët & Chandon (#99) also makes LEGO Group (#82) even launched a
a formidable entrance by turning crowdsourcing site aimed at building its
modern consumers on to the true brand ambassadors. The new entrants
timelessness of its product. on our list are prime examples of brands
that have remained true to their core
Representing Global Scale and Scope while keeping relevant—a fine line that
Though US brands dominate this year’s all aspiring top brands will have to tread.
Top 100, with 52 brands representing
66 percent of the table’s total value,
the new entrants this year hail from all
corners of the world (Denmark, America,
the UK, France, and China). Lenovo
(#100) is the second Chinese brand to
enter the Best Global Brands report,
following Huawei’s (#88) debut last year.
These new entrants lend diversity to the
report, while representing the success
of today’s top brands in navigating
expanding global markets.
30 bestglobalbrands.com #BGB2015 31Legacy Brands: Keeping Long- To illustrate, half of the Top 10 brands
on this year’s Best Global Brands report Legacy brands are back. In the
Standing Brands Relevant are more than 50 years old—and three
of those are well past the century
vernacular of luxury, you might say
they are the new black. When Apple
in the Digital Age mark (Coca-Cola, IBM, GE). Aside from surpassed Coca-Cola three years ago
By Rebecca Robins, Director of Marketing and PayPal, which debuted after its break to take the #1 spot in Interbrand’s Best
from eBay this year, the report’s New Global Brands study, it triggered a
Business Development, EMEA & LatAm
Entrants are all well established—most cascade of commentary on the rise of
notably Moët & Chandon, founded brands born of a new and different age.
in 1743. However, delve deeper into the study
The buzz around rising brands In a recent op-ed published by The
and what’s fascinating is the ascent of
brands that have spanned generations.
and new entrants has focused on Guardian, I explore the ways in which New entrants this year feature 60s icon
some of the world’s top brands are MINI, revving in at #98; the LEGO brand,
the technology sector, where the harnessing their rich heritage to an exemplar of creativity born from the
remain both prescient and timeless. constraint of a depression, with an
leading brands are characterized awesome arrival at #82 and Moët &
Chandon, at #99, one of the oldest
by their relative youth and agility. brands in the LVMH portfolio which
However, youth is by no means dates back to the 18th century.
the universal new pretender, and Moët & Chandon also tops the five
oldest brands in the list (accompanied
agility is not the exclusive domain by Colgate, Citi, AXA and Hermès) which
span a combined legacy of over 1000
of young brands. Long-standing years. AXA breaks into the top 50 Best
Global Brands this year and Hermès,
brands combine legacy and one of the top five risers in the report,
increased its brand value by 22 percent.
customer focus to create real The five youngest brands, by contrast,
resonance and relevance. (Facebook, Google, PayPal, eBay, and
Amazon) haven’t yet amassed a century
between them.
32 bestglobalbrands.com #BGB2015 33Interbrand’s 2015 Best Global Brands The resulting blurring of boundaries The success of legacy brands also
report examines what it takes for brands increasingly calls into question whether points to a trend in consumers’ tastes:
to succeed in a hyper-fragmented we will even be defining brands by sector As individuals’ ecosystems become
world. As brand experiences that are in years to come. Consider Apple’s reach saturated, those seeking the brands
both immediate and personalised are into the traditional domain of financial they can trust gravitate toward
expected by consumers, business and services with Apple Pay. authenticity. Legacy brands with a
brands need to move fast in order to strong identity, who consistently bring
keep pace. The success of a brand Collaborations in various manifestations the experience of their brand alive for
has little to do with a brand’s age, but will continue to rise, as brands look to consumers, are poised to stand out. In
everything to do with its ability to stay complementary capabilities to exert the Age of You, heritage that strikes the
relevant. The question is, what are these their influence and desirability. Just this right chords of resonance and relevance
legacy brands doing to stay relevant? week, the newly combined Yoox Net-A- can be a powerful asset.
Porter climbed on its first listing on the
A common theme is that they have Milan stock exchange, and LVMH (owner Rebecca Robins
user-centricity at their core. They are of Louis Vuitton and Moët & Chandon) Director, Marketing and Business
using tech to connect with customers in has asserted a serious commitment to Development, EMEA & LatAm
more meaningful ways. Ultimately they e-commerce. At the same time, Hugo rebecca.robins@interbrand.com
are succeeding in providing ever more Boss is accelerating the cutting of its @robins_rebecca
integrated experiences for consumers, e-commerce cloth and Condé Nast is
and blurring the boundaries of traditional planning to enter the fray with the hotly Rebecca is Interbrand’s expert on luxury,
sectors of business as they go. anticipated e-commerce venture Style.com. and co-author of the book Meta-luxury:
Brands and the Culture of Excellence.
Consider The LEGO brand. It’s a The level of sophistication needed for a
truly great example of a brand whose brand to maintain its presence as one of Citation
Rebecca Robins, “Keeping long-standing brands
original vision from 1932 has stretched the world’s most highly valued is not to relevant in the digital age,” The Guardian, 9
beautifully into the 21st century. The be underestimated—but the principles of October 2015, http://www.theguardian.com/media-
journey from toy brand to entertainment success are fundamental. A brand needs network/2015/oct/09/brands-relevant-digital-age
brand has been driven by the LEGO to evolve constantly to stay relevant but
brand embedding innovation at its core it also needs a centre of gravity, a clear
and its fusing of the physical and digital. vision and a commitment to stay true to
the core of its DNA. A brand still has to
An even more fascinating movement find a place in our hearts and minds.*
among the legacy brands is the
movement across brands—the “brand
*Re-printed from theguardian.com
tangos” that boost their reputations
through collaboration. Think the Apple
Watch Hermès cross-over. Legacy
brands are tapping into tech brands
to increase awareness and connect
with consumers. Tech brands are
tapping into legacy brands for their
heritage and exclusivity.
34 bestglobalbrands.com #BGB2015 35Best
Brand Profiles
Global
Brands
2015
36 bestglobalbrands.com #BGB2015 371. Apple
Technology
170,276 $m
+43%
“If you don’t cannibalize yourself, someone Apple’s relentless focus on the user is
else will,” Steve Jobs once notably embedded in its very core, while the
remarked. In the past year, Apple has again brand’s design sensibility runs across
held true to this belief, as it continues to every touchpoint. People have become
outdo its existing products and launch all- central to much of its marketing, as Apple
new ones. The Apple ecosystem expanded weaves its products into users’ personal
exponentially throughout 2015, along with stories, exemplified by Apple Music’s
its customer-centric focus, as reflected by “Instant Boyfriend Mixtape” commercial
a 43 percent rise in brand value this year. spot that aired during the 67th Primetime
Emmy Awards. In its recent iPhone spots,
Apple’s ambition to be a part of all facets “Loved” and “Hardware & Software,”
of people’s lives has left few industries Apple speaks directly about the merits
untouched—it’s created a huge ecosystem of its product and its benefits to the user,
that keeps players big and small vying claiming “If it’s not an iPhone, it’s not an
for access. Apple continues to cultivate iPhone.” Apple Stores will be getting a
partnerships—particularly in the auto radical overhaul under the direction of
industry, for example, with its connected Chief Design Officer Sir Jonathan Ive.
CarPlay system—while staying ahead
of the pack. Its next (literal) big thing is Apple also strives to make people feel
Project Titan: a fully connected electric more secure. Its seamless mobile shopping
car, rumored for release in 2019. service, Apple Pay, features biometric
thumbprint technology that offers several
The company doesn’t rest on its laurels layers of security beyond a credit card.
when it comes to new products and The brand is also prioritizing users’
innovation—its proved prolific with a list privacy as it innovates: Apple Proactive,
of releases that include Apple Proactive, for example, gathers data from the phone
Apple Pay, Home app, iOS9, OS X El itself, rather than the cloud.
Capitan, Apple Watch, Live TV, 3D Touch,
iPhone financing, and Apple Music. The What keeps Apple so far ahead of its
new tvOS iteration of Apple TV stands rivals—and perhaps poised to become
to change how people consume content, the world’s first trillion-dollar brand—is its
and Apple is exploring the possibility of instinct to constantly renew and challenge
creating original programming. Its personal convention. Apple understands what it
assistant, Siri—which continues to rival takes to accelerate to the top—and keep
Facebook’s M and Microsoft’s Cortana— its number one spot.
is about to acquire a sixth sense: Apple
Proactive will deliver super-personalized
services, tailored to users’ daily lives.
38 bestglobalbrands.com #BGB2015 392. Google
Technology
120,314 $m
+12%
Nearly two decades after hitting the Web, One month later, Google again made
Google has certainly diversified from its headlines when it announced a new
original role as an Internet search engine. operating structure, which enables
In addition to products like Android, Google’s many businesses to prosper
Gmail, and Maps, which have enhanced independently under strong, dedicated
its core business, the company has taken leadership. Under Alphabet Inc., the
moonshots to heart, investing in driverless newly created holding company, Google
cars, high-speed Internet, and home is the biggest subsidiary, representing
gadgets—to name just a few. the brand’s core offerings—search,
Web advertising, Gmail, Android, Maps,
While these efforts have garnered high YouTube, and Chrome. Other businesses
media attention, Google’s broad portfolio owned by Alphabet include the company’s
has historically made it difficult for analysts more ambitious projects, such as Google
to figure out how the core business is X, Calico, Nest Labs, Google Ventures,
really doing, leading investors to express and Google Fiber. Google cofounder Larry
concerns. Over the past year, it’s become Page will be in charge of Alphabet, while
clear that the company is paying attention. Sundar Pichai, who was Page’s number
During July’s earnings news call, Wall two, will take over the “new Google.”
Street veteran Ruth Porat made her
public debut as the company’s new CFO, This clarity around Google’s businesses is
fresh off a successful stint as CFO at expected to bolster the brand’s reputation
Morgan Stanley. The day after the call, as much as it’s expected to boost financial
Google shares saw an approximate USD performance. A commitment to innovation
$60 billion gain in market capitalization, has made Google more than the accepted
marking the biggest one-day rise in market verb for online search, but a name that
value for any company ever, and prompting evokes technology’s potential to achieve
the New York Times to declare that what once seemed impossible. Larry
Google, which has long fostered an image Page and Sergey Brin don’t just want
as the cool kid in the room, finally had to make cars and homes that can run
“adult supervision.” themselves, they want to help humans live
without disease and cheat death. That’s
a lot for one brand to take on. If they can
achieve even part of that dream, they’ll
cement Google’s place in history and
launch a whole new roster of offerings
that become integral to people’s lives.
40 bestglobalbrands.com #BGB2015 413. Coca-Cola
Beverages
78,423 $m
-4%
When the celebrated TV series Mad Men Coca-Cola also spent almost USD $120
wrapped up earlier this year, viewers were million over the past five years to fund
left with an iconic moment of marketing health and wellness programs—as well
genius: Coca-Cola’s “Hilltop” ad. The 1971 as on research that drew criticism for
commercial, which features a multicultural downplaying the role of sugary drinks in
mix of youths singing “I’d like to buy the causing obesity. Coca-Cola’s commitment
world a Coke,” speaks to a simpler time to corporate citizenship and sustainability
for America—and for the brand. has earned praise, especially for its
leadership in water conservation. Coca-
Now, the world’s biggest beverage Cola and its bottlers at Coca-Cola
brand is trying to recapture that magic Enterprises say they will reach their 2020
for millennials through its “Share a Coke” goal of replenishing 100 percent of the
campaign, a global marketing initiative water they use by the end of this year—
that began in Australia in 2011. The five years early. The initiative helped Coca-
personalized bottles were so successful Cola Enterprises earn its first spot in the
in the U.S. in 2014 that the campaign was Dow Jones Sustainability Index this year.
expanded this year. In September 2015,
Coca-Cola teamed up with Twitter to Despite its slight decline in brand value
create a custom emoji—two Coke in this year’s report, Coca-Cola stands
bottles clinking—that appeared in tweets firm at number three—a true marketing
bearing the hashtag #ShareaCoke. The juggernaut and a favored global brand.
result: a record 170,500 mentions over
a 24-hour period.
Few companies can harness the emotional
horsepower that Coca-Cola can. The
challenge, instead, for the 129-year-
old beverage giant is that sales of cola
and its carbonated cousins have been
declining over the past decade amid health
concerns. As a result, the company has
broadened its array of lower-calorie and
lower-sugar sodas, introduced smaller
container sizes, and added healthier
beverages to its brand portfolio, ranging
from iced tea to coconut water.
42 bestglobalbrands.com #BGB2015 434. Microsoft
Technology
67,670 $m
+11%
Few leaders appreciate the difference and partnered with retailers like Best Buy
between size and influence like Microsoft to help users transition to the new OS.
CEO, Satya Nadella. Since taking over Microsoft speaks to the future of humanity
the top job in February 2014, Nadella has via a brand campaign that features babies
brought a new direction and mindset—and and prompts people to imagine what the
an increase of 11 percent, to USD $67.7 future might be for them, given that they
billion, in this year’s Best Global Brands will “grow up with Windows 10.”
ranking.
Since Microsoft launched its new, aligned
This new Microsoft has partnered identity, it has continued to drive greater
with the likes Apple and Salesforce to cohesion across the many Microsoft
leverage each other’s strengths, putting experiences—and restructuring has
its own executives on stage at their big been a big part of this. Microsoft brought
events. The new Windows 10 platform together its Windows and devices
lets developers make apps that work organizations in an attempt to align its
across different devices and migrate engineering structure to its strategy as
what they’ve built for Android or Apple it began its 2016 fiscal year, resulting in
devices into Windows with relative ease. some leadership shifts. On the commercial
To make its ecosystem more desirable, side, it’s bringing together its commercial
Microsoft is generating real excitement businesses with a focus on the cloud—a
with developments like its HoloLens 3-D move that’s grown revenue by 88 percent,
headset, which brings holograms to life driven by Office 365, Azure, and Dynamics
through Windows, and has teamed up with CRM Online.
Facebook-owned Oculus to let fans play
Minecraft on a virtual reality headset. Nadella’s goal: to “Empower every person
and every organization on the planet to
For its Windows 10 launch, Microsoft achieve more.”
adopted the theme of “Do great things.”
Reinventing the experience shows its
understanding of today’s digital lifestyle—
using technology to help the people
alongside it achieve everything from the
simple to the progressive. It celebrated the
five million fans that helped test the OS by
hosting events in cities around the world,
44 bestglobalbrands.com #BGB2015 455. IBM
Business Services
65,095 $m
-10%
IBM has remained an iconic leader at the IBM sees cognitive computing as the
intersection of business and technology engine propelling the organization back to
for more than a century by continuously the forefront of technology and business
reinventing itself. In doing so, it has innovation. Watson is, some believe, the
been guided by clarity about its role as most humanlike computer ever built,
an enterprise innovation company. This and its capacity to make sense of the
clarity–embedded in its business strategy, vast stores of “dark” data—80 percent
culture, and brand message–has kept IBM of what we are now generating—could
on the Top Ten list of Interbrand’s Best revolutionize entire industries. The first—
Global Brands every year. and arguably most important—industry
that Watson is tackling is healthcare. IBM
As the world’s leading business-to- recently launched the Watson Health
business brand, IBM has remained in business unit, and has systematically made
the Top Ten, but its position has fallen acquisitions, hired top talent, and formed
a couple of notches, reflecting the key partnerships to build this division.
company’s struggles during its latest IBM and CVS announced a partnership
major transition. Over the last few years, in mid-2015 that could change the way
IBM has transitioned its focus to data/ patients, practitioners, and pharmacists
analytics, cloud computing, mobile, social, give and receive care. The company
and security. Although these strategic has also partnered with major oncology
imperatives have grown rapidly, they do researchers—from Memorial Sloan
not yet represent the lion’s share of the Kettering Cancer Center, to MD Anderson,
company’s profit, leading to 14 straight to Cleveland Clinic, to the New York
quarters of declining revenue. Genome Center—to tackle the lofty goal
of curing cancer.
As the company’s transformation
continues, it has introduced a new, The technology behind Watson is
branded point of view on the future of enhancing IBM’s capabilities across
technology and business, which it calls the organization. Three cloud-based
Cognitive Business, featuring IBM’s services announced in 2014—IBM Watson
“Jeopardy!”-winning system, Watson. IBM Discovery Advisor, Watson Analytics, and
has pioneered perspectives on the future Watson Explorer—have contributed to
of technology, about once every decade. a 70 percent revenue increase in cloud
With the rise of the Web in the mid-1990s, computing in the first half of fiscal year
for example, IBM said that the Internet 2015. IBM’s robust data and analytics
would be about business, not browsing, capabilities—along with partnerships with
and its e-business strategy proved companies like Apple, Twitter, Facebook,
prescient. In 2008, as devices proliferated and more—are helping the brand to
and computing became extended to reassert its prowess.
all manner of things, IBM presented its
vision of a Smarter Planet, empowered by For IBM, Watson may be the key
information and connectivity. Now, with the differentiator—the defining technology that
emergence of artificial intelligence with sets the global brand apart from a myriad
real-world applications, IBM introduces of competing innovators.
what it calls the third age of information
technology: the cognitive era.
46 bestglobalbrands.com #BGB2015 476. Toyota
Automotive
49,048 $m
+16%
With the launch of its Global Vision, Toyota To engage drivers, Toyota is tapping
marked its evolution from a trusted, into their universal sense of adventure.
high quality automotive brand to one Its global “Feeling the Street” campaign
synonymous with innovation. Toyota aims allowed people to vote on their favorite
to lead the future of mobility through street musicians from around the world
product development, sustainability, and a and follow six winners on a New Zealand
focus on people. Its value is up 16 percent road trip. It is also harnessing digital
to $49 billion in this year’s Best Global platforms and geo-targeting technologies
Brands ranking—impressive, especially to position its cars within the context of
in the wake of a June airbag recall that peoples’ lives. In the U.S., for example,
affected nearly 1.4 million of its vehicles. Toyota targeted Los Angeles drivers with
videos launched in the “Live Story” feature
Toyota has long been at the forefront of on Snapchat, and has partnered with
environmental consciousness in the auto Google to customize ads in 15,000 U.S.
sector. In 1997, it released the Prius, its cities that inspire real-life, local adventures.
first mass produced gas-electric hybrid
car, and has since sold over eight million By embracing smart technologies, Toyota
hybrid vehicles, including 31 models is also making strides to both connect
across the brand’s range. In September and protect its customers. This year, it
2015, Toyota unveiled a sportier fourth- will introduce an Intelligent Transportation
generation Prius with standout features System (ITS) safety package to drivers
to meet the demands of contemporary, in Japan. ITS enables the real-time
eco-conscious consumers: new automated exchange of data between vehicles and
and intelligent safety packages, a more infrastructures, which sensors don’t
comfortable and emotional design, and an pick up. Meanwhile, it’s partnering with
increase in target fuel efficiency, from 32.6 Panasonic to become a forerunner in
km/L to 40 km/L. cloud-based connectivity. The Toyota
Smart Center will link people, cars, and
Looking towards the future of sustainable homes, with features like GPS-enabled
mobility, Toyota focuses on super-efficient, reminders to turn off your air conditioner.
clean energy. Its zero-emissions Mirai This year, Toyota also joined the
is the first hydrogen fuel cell electric autonomous driving race—with a focus on
vehicle to top the 300-mile range. It’s technology that makes driving safer—by
also attempting to bring fuel cell vehicles funding new research centers at Stanford
(FCVs) to the broader market by granting University and the Massachusetts Institute
royalty-free use of approximately 5,680 of Technology (MIT).
of its globally held FCV-related patent
licenses, including pending applications. As the largest automobile company in the
world, Toyota’s pioneering initiatives could
have a significant impact on the ways in
which drivers experience their vehicles.
48 bestglobalbrands.com #BGB2015 497. Samsung
Technology
45,297 $m
0%
While the South Korean electronics giant previewing its innovative features.
still dominates the global smartphone Ads aired during the 2015 Oscars
market, Samsung has faced challenges put a human spin on the cutting edge
in the mobile sector this year. The brand technologies behind Samsung’s Galaxy
remains steady, supported by successes Note 5 and the SUHD TV—its highest-
in categories like semiconductors, Smart definition set yet—highlighting how the
TVs, and connected devices. Samsung products fuel creative processes and
is moving forward with a focus on conversations. The ads align with a
creating products that define whole company-wide commitment to proving that
new categories, and taking advantage digital innovation can enrich peoples’ lives.
of B2B opportunities. Its ongoing “Launching People” campaign,
which shares the stories of people who
With increased competition from Apple use Samsung products to turn their visions
and lower-cost competitors in Asia, not a reality, won seven awards at this
Samsung’s mobile division profits fell 37.6 year’s Cannes festival.
percent in the second quarter, compared
to the previous year. However, preliminary Samsung is also tapping into the software
Q3 reports predict an uptick for the market through its Open Innovation Center,
company, with overall revenues predicted with offices in South Korea, California, and
to rise 7.5 percent year-over-year, ending New York. The centers are hubs where
its two-year decline. Samsung is also employees can scout start-ups to invest
enjoying the success of its semiconductor in, team with, or acquire—Samsung is
unit, with second quarter profits at 3.4 the sole investor in start-ups that join its
trillion won, compared to 1.86 trillion won accelerators. The brand is also angling
last year. Samsung is now using its chips to become a leader in the expanding
in its own smartphones and supplying big Internet of Things. At the 2015 CES, it
businesses like Apple, which will reportedly pledged that 90 percent of all devices it
tap Samsung to make chips for the next- creates, including televisions and mobile
generation iPhone. devices, will be Internet-enabled by 2017.
It’s proving a key player with launches
Samsung strives to stay competitive in like the Gear S2, its seventh smartwatch,
the mobile market with its Galaxy S6 and AddWash, an Internet-connected washing
S6 Edge smartphones—touting features machine, SleepSense, a sleep tracker
that rival the iPhone’s—and its phablets, that you slip under your mattress, and the
the Galaxy Note 5 and S6 Plus. It’s also second-generation SmartThings home
jumping on mobile payments with the automation hub and sensors.
worldwide release of Samsung Pay, which
has an advantage over Apple Pay, as the By creating products that empower
new Galaxy phones work with old-school people and broadening its business focus,
credit card readers, making the technology Samsung is looking towards a future that
more universal. goes well beyond smartphones.
But for Samsung, newness is the key to
maintaining brand momentum for. Its global
“Next is Now” campaign built anticipation
around the launch of its Galaxy phones by
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