There was a shake up in the top 4 from the 2010 report; this year Apple reached the #1 spot, based on an increase in value of 84%. Oh what a tablet can do for a bottom line.
It is interesting that four of the Top 5 ranking leaders are technology companies. Technology and Telecom brands now make up a third of the Top 100 brands compared with just a quarter in 2006. In that group, there are a few international companies listed, including RIM's BlackBerry brand that sits in spot 25. More international growth reflects the influence of fast-growing markets, 12 Chinese brands, 3 Brazilian brands, 1 Indian brand and 1 Russian brand appear in the Top 100. Two Indian brands narrowly missed the Top 100 in brand value, but rank in the Top 20 most valuable brands in the technology sector.
Facebook makes its first entry onto this list at #35. The new emerging digital media brands will likely impact this list in the future as they enhance their "power to the people" potential.
Facebook makes its first entry onto this list at #35. The new emerging digital media brands will likely impact this list in the future as they enhance their "power to the people" potential.
“As digital revolutionizes the relationship between brands and consumers, interactions that could be adversarial increasingly become collaborations aspiring to mutual benefit and reciprocal trust. In these digitally enabled relationships, the role of marketer as brand builder, selling products to the public, is supplanted by the role of marketer as brand enabler, engaging the public’s help to improve products and raise customer satisfaction.”
Our shopping experience is also set for a major transformation as network and rich data capabilities grow. Future brands face immense and unpredictable challenges in this highly connected, increasingly transparent and digitally transformed world.
Another interesting observation is that overall, American companies still dominate the top 100 which to me is a reflection of America's understanding and leveraging the power of marketing.
To better understand the kind of a year its been, here its last years top 4.
In 2010 BlackBerry was sitting at #14 with 30,708 ($M) in brand value. Now BlackBerry is #25 with 24,263 ($M) in brand value.
In 2011Toyota rebounded to the No. 1 rank in cars. Its performance demonstrated the power of strong brands to recover from the most fundamental challenges to product efficacy and reputation.
The 2011 BrandZ Top 100 report is created by Millward Brown Optimor, a WPP sister agency to Grey Group. This report is one of the world’s most comprehensive brand valuation and trend reports and has become the gold standard. To get a better look at the chart above, go to WPP company Millward Brown BrandZ Rankings.
If you would like a copy of the complete report, email me at beth.cotter@greycanada(dot)com or better yet, post a comment and I can send you the report. 
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