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Classement BrandZ Top 100 des marques globales les plus puissantes au monde - 2014

Développé par Millward Brown Optimor, l’étude BrandZ™, commandée par sa société mère WPP, est un Classement des 100 marques les plus puissantes dans le monde, qui s’appuie sur une étude consommateurs menée par Millward Brown dans 43 pays avec un total de 2 millions de répondants sur 15 ans.

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Top 100 Most Valuable Global Brands 2014 Top 100 Most Valuable Global Brands 2014
Brand Category
Brand value	
2014 $M
Brand	
contribution
Brand value %
change 2014 vs 2013
Rank	
change
26 Cars 29,598 3 21% -3
27 Telecoms 28,756 2 20% 0
28 Global Banks 27,051 3 13% -3
29 Technology 25,892 3 21% 1
30 Luxury 25,873 4 14% -1
31 Fast Food 25,779 3 44% 13
32 Cars 25,730 4 7% -8
33 Regional Banks 25,008 2 -7% -11
34 Apparel 24,579 4 55% 22
35 Beer 24,414 4 20% -1
36 Personal Care 23,356 4 30% 6
37 Apparel 23,140 3 15% -2
38 Regional Banks 22,620 4 13% 0
39 Baby Care 22,598 5 10% -7
40 Retail 22,165 2 20% 1
41 Luxury 21,844 5 14% -1
42 Cars 21,535 4 20% 1
43 Fast Food 21,020 4 26% 8
44 Regional Banks 21,001 3 18% 4
45 Technology 20,913 2 4% -9
46 Telecoms 20,809 2 56% 20
47 Regional Banks 19,950 3 12% -1
48 Oil & Gas 19,745 1 3% -9
49 Technology 19,469 2 19% 5
50 Retail 19,367 3 61% 24
The Brand Value of Coca-Cola includes Lights, Diets and Zero
The Brand Value of Budweiser includes Bud Light
Brand Category
Brand value	
2014 $M
Brand	
contribution
Brand value %
change 2014 vs 2013
Rank	
change
1 Technology 158,843 3 40% 1
2 Technology 147,880 4 -20% -1
3 Technology 107,541 4 -4% 0
4 Technology 90,185 4 29% 3
5 Fast Food 85,706 4 -5% -1
6 Soft Drinks 80,683 4 3% -1
7 Credit Card 79,197 4 41% 2
8 Telecoms 77,883 3 3% -2
9 Tobacco 67,341 3 -3% -1
10 Retail 64,255 3 41% 4
11 Telecoms 63,460 3 20% 1
12 Conglomerate 56,685 2 2% -1
13 Regional Banks 54,262 3 14% 0
14 Technology 53,615 4 97% 7
15 Telecoms 49,899 3 -10% -5
16 Logistics 47,738 4 12% -1
17 Regional Banks 42,101 2 2% -1
18 Credit Card 39,497 3 42% 2
19 Technology 36,390 2 6% 0
20 Telecoms 36,277 3 -9% -3
21 Technology 35,740 4 68% 10
22 Retail 35,325 2 -2% -4
23 Entertainment 34,538 4 44% 3
24 Credit Card 34,430 4 46% 4
25 Technology 29,768 4 46% 8
Source: Valuations include data from BrandZ™, Kantar Retail and Bloomberg.
Brand contribution measures the influence of brand alone on earnings, on a scale of 1 to 5, 5 highest.
China Construction Bank
Starbucks
The Top 100 Chart
26  BrandZ™ Top 100 Most Valuable Global Brands 2014 27
Section 02  |  The Global Top 100
Brand Category
Brand value	
2014 $M
Brand	
contribution
Brand value %
change 2014 vs 2013
Rank	
change
76 Oil & Gas 12,413 1 -7% -11
77 Insurance 12,409 2 18% 7
78 Technology 12,407 4 New New
79 Global Banks 12,356 2 28% 14
80 Telecoms 12,175 3 14% 2
81 Insurance 12,026 2 -21% -24
82 Retail 11,953 3 8% -2
83 Fast Food 11,910 3 20% 8
84 Cars 11,812 3 56% New
85 Regional Banks 11,743 3 17% 3
86 Technology 11,667 2 -15% -25
87 Regional Banks 11,663 3 8% -6
88 Soft Drinks 11,476 3 -5% -13
89 Regional Banks 11,351 2 9% -4
90 Cars 11,104 3 9% -4
91 Global Banks 11,060 3 20% 5
92 Soft Drinks 10,873 4 3% -9
93 Telecoms 10,221 3 -11% -14
94 Regional Banks 10,149 2 New New
95 Telecoms 10,041 2 0% -5
96 Luxury 9,985 4 6% -1
97 Payments 9,833 4 New New
98 Global Banks 9,771 3 29% New
99 Global Banks 9,683 2 30% New
100 Retail 9,584 2 8% -1
The Brand Value of Pepsi includes Diets
The Brand Value of Red Bull includes sugar-free and Cola
Brand Category
Brand value	
2014 $M
Brand	
contribution
Brand value %
change 2014 vs 2013
Rank	
change
51 Regional Banks 19,072 3 15% 1
52 Personal Care 19,025 4 7% -7
53 Oil & Gas 19,005 1 8% -4
54 Regional Banks 18,235 2 -9% -17
55 Technology 18,105 3 10% -2
56 Personal Care 17,668 4 2% -6
57 Global Banks 17,341 2 30% 7
58 Logistics 17,002 4 24% 4
59 Technology 16,800 2 36% 13
60 Luxury 16,131 5 27% 8
61 Retail 15,587 2 -12% -14
62 Telecoms 15,580 3 13% -2
63 Apparel 15,557 2 22% 6
64 Telecoms 15,367 2 61% 30
65 Regional Banks 14,926 3 9% -2
66 Retail 14,842 4 -9% -11
67 Oil & Gas 14,269 1 9% 0
68 Regional Banks 14,177 2 0% -10
69 Technology 14,174 3 44% 23
70 Cars 14,085 3 14% 1
71 Technology 13,837 4 New New
72 Technology 13,710 2 16% 5
73 Logistics 13,687 4 53% 25
74 Oil & Gas 12,871 1 12% 4
75 Regional Banks 12,637 3 0% -5
PetroChina
MTN
Source: Valuations include data from BrandZ™, Kantar Retail and Bloomberg.
Brand contribution measures the influence of brand alone on earnings, on a scale of 1 to 5, 5 highest.
Top 100 Most Valuable Global Brands 2014 Top 100 Most Valuable Global Brands 2014
The Top 100 Chart
28  BrandZ™ Top 100 Most Valuable Global Brands 2014 29
Section 02  |  The Global Top 100

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Classement BrandZ Top 100 des marques globales les plus puissantes au monde - 2014

  • 1. Top 100 Most Valuable Global Brands 2014 Top 100 Most Valuable Global Brands 2014 Brand Category Brand value 2014 $M Brand contribution Brand value % change 2014 vs 2013 Rank change 26 Cars 29,598 3 21% -3 27 Telecoms 28,756 2 20% 0 28 Global Banks 27,051 3 13% -3 29 Technology 25,892 3 21% 1 30 Luxury 25,873 4 14% -1 31 Fast Food 25,779 3 44% 13 32 Cars 25,730 4 7% -8 33 Regional Banks 25,008 2 -7% -11 34 Apparel 24,579 4 55% 22 35 Beer 24,414 4 20% -1 36 Personal Care 23,356 4 30% 6 37 Apparel 23,140 3 15% -2 38 Regional Banks 22,620 4 13% 0 39 Baby Care 22,598 5 10% -7 40 Retail 22,165 2 20% 1 41 Luxury 21,844 5 14% -1 42 Cars 21,535 4 20% 1 43 Fast Food 21,020 4 26% 8 44 Regional Banks 21,001 3 18% 4 45 Technology 20,913 2 4% -9 46 Telecoms 20,809 2 56% 20 47 Regional Banks 19,950 3 12% -1 48 Oil & Gas 19,745 1 3% -9 49 Technology 19,469 2 19% 5 50 Retail 19,367 3 61% 24 The Brand Value of Coca-Cola includes Lights, Diets and Zero The Brand Value of Budweiser includes Bud Light Brand Category Brand value 2014 $M Brand contribution Brand value % change 2014 vs 2013 Rank change 1 Technology 158,843 3 40% 1 2 Technology 147,880 4 -20% -1 3 Technology 107,541 4 -4% 0 4 Technology 90,185 4 29% 3 5 Fast Food 85,706 4 -5% -1 6 Soft Drinks 80,683 4 3% -1 7 Credit Card 79,197 4 41% 2 8 Telecoms 77,883 3 3% -2 9 Tobacco 67,341 3 -3% -1 10 Retail 64,255 3 41% 4 11 Telecoms 63,460 3 20% 1 12 Conglomerate 56,685 2 2% -1 13 Regional Banks 54,262 3 14% 0 14 Technology 53,615 4 97% 7 15 Telecoms 49,899 3 -10% -5 16 Logistics 47,738 4 12% -1 17 Regional Banks 42,101 2 2% -1 18 Credit Card 39,497 3 42% 2 19 Technology 36,390 2 6% 0 20 Telecoms 36,277 3 -9% -3 21 Technology 35,740 4 68% 10 22 Retail 35,325 2 -2% -4 23 Entertainment 34,538 4 44% 3 24 Credit Card 34,430 4 46% 4 25 Technology 29,768 4 46% 8 Source: Valuations include data from BrandZ™, Kantar Retail and Bloomberg. Brand contribution measures the influence of brand alone on earnings, on a scale of 1 to 5, 5 highest. China Construction Bank Starbucks The Top 100 Chart 26  BrandZ™ Top 100 Most Valuable Global Brands 2014 27 Section 02  |  The Global Top 100
  • 2. Brand Category Brand value 2014 $M Brand contribution Brand value % change 2014 vs 2013 Rank change 76 Oil & Gas 12,413 1 -7% -11 77 Insurance 12,409 2 18% 7 78 Technology 12,407 4 New New 79 Global Banks 12,356 2 28% 14 80 Telecoms 12,175 3 14% 2 81 Insurance 12,026 2 -21% -24 82 Retail 11,953 3 8% -2 83 Fast Food 11,910 3 20% 8 84 Cars 11,812 3 56% New 85 Regional Banks 11,743 3 17% 3 86 Technology 11,667 2 -15% -25 87 Regional Banks 11,663 3 8% -6 88 Soft Drinks 11,476 3 -5% -13 89 Regional Banks 11,351 2 9% -4 90 Cars 11,104 3 9% -4 91 Global Banks 11,060 3 20% 5 92 Soft Drinks 10,873 4 3% -9 93 Telecoms 10,221 3 -11% -14 94 Regional Banks 10,149 2 New New 95 Telecoms 10,041 2 0% -5 96 Luxury 9,985 4 6% -1 97 Payments 9,833 4 New New 98 Global Banks 9,771 3 29% New 99 Global Banks 9,683 2 30% New 100 Retail 9,584 2 8% -1 The Brand Value of Pepsi includes Diets The Brand Value of Red Bull includes sugar-free and Cola Brand Category Brand value 2014 $M Brand contribution Brand value % change 2014 vs 2013 Rank change 51 Regional Banks 19,072 3 15% 1 52 Personal Care 19,025 4 7% -7 53 Oil & Gas 19,005 1 8% -4 54 Regional Banks 18,235 2 -9% -17 55 Technology 18,105 3 10% -2 56 Personal Care 17,668 4 2% -6 57 Global Banks 17,341 2 30% 7 58 Logistics 17,002 4 24% 4 59 Technology 16,800 2 36% 13 60 Luxury 16,131 5 27% 8 61 Retail 15,587 2 -12% -14 62 Telecoms 15,580 3 13% -2 63 Apparel 15,557 2 22% 6 64 Telecoms 15,367 2 61% 30 65 Regional Banks 14,926 3 9% -2 66 Retail 14,842 4 -9% -11 67 Oil & Gas 14,269 1 9% 0 68 Regional Banks 14,177 2 0% -10 69 Technology 14,174 3 44% 23 70 Cars 14,085 3 14% 1 71 Technology 13,837 4 New New 72 Technology 13,710 2 16% 5 73 Logistics 13,687 4 53% 25 74 Oil & Gas 12,871 1 12% 4 75 Regional Banks 12,637 3 0% -5 PetroChina MTN Source: Valuations include data from BrandZ™, Kantar Retail and Bloomberg. Brand contribution measures the influence of brand alone on earnings, on a scale of 1 to 5, 5 highest. Top 100 Most Valuable Global Brands 2014 Top 100 Most Valuable Global Brands 2014 The Top 100 Chart 28  BrandZ™ Top 100 Most Valuable Global Brands 2014 29 Section 02  |  The Global Top 100