The Top 500 most valuable brands report has just been released for 2015 and there's very few surprises among them. The Top 5 brands have all maintained their rank year-on-year and are consistent favourites worldwide. So what is it that these brands are all doing and what can we learn from their success?
The Top 10 Brands, according to the latest Brand Finance Global 500 list are:
- 1.Apple
- 2.Samsung
- 3.Google
- 4.Microsoft
- 5.Verizon
- 6.AT&T
- 7.Amazon.com
- 8.General Electric
- 9.China Mobile
- 10.Walmart
A strong brand generates economic benefits that allow a company to leverage its business activities. Brand strength is measured by its marketing investment; the brand's equity, in other words the goodwill built in the hearts and minds of consumers, employees and key stakeholders, and the impact of goodwill on business performance.
So what's the best way to generate strong brand value? What all the top brands have proven to be true is that sponsorship is easily one of the most effective marketing platforms available and it's integral to building brand strength.
As an example, Emirates in 196th spot, is the top most valuable brand amongst airlines. Its sponsorship of the Formula 1, the French Open and football teams across Europe reinforce its brand dominance. The brand's visibility, awareness and engagement levels are all positively impacted because of Emirates association with these sports. Leveraged well, Emirates stands to reap the PR benefits for years to come through its sponsorships.
The top ranking Australian brand is Woolworths in 136th spot, down from 109 last year but still a few places in front of Telstra, the next top Aussie brand in 139th spot (climbing one place in 2015). The Commonwealth Bank (162) and ANZ (194) follow with Coles (234) rounding out Australia's Top 5 most valuable brands in 2015. Westpac and nab are the only other two brands to make the Global Top 500 list.
Again, Woolworths is number one because its' generating goodwill in arenas which draw Aussie passion and excitement. Woolworths was highly visible as a major sponsor of the Australia Open and the brand leveraged its association across a number of touch-points. Banks, which clearly monopolise Australia's top rankings, are also extremely active sponsors across Australian sport, arts, community and non-for-profit sectors.
These brands all understand the best way to reach their target market is through sharing in the experiences that Australians are passionate about. When we share we care and that's a whole lot of brand equity on the table.
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