Lukmon Oloyede .
Due to currency devaluation and the strengthening dollar, no African brand could maintain or grow their value relative to the global brands, according to the latest BrandZ Top 100 Most Valuable Global Brands study revealed this week.
In the rankings for the last three years, telecom giant MTN which has always made the list was unable to retain its position in the Top 100 this year.
According to Charles Foster, Regional Managing Director, Millward Brown Africa & Middle East, “In the rankings for the last three years, we see MTN unable to retain its position in the Top 100 this year. Although MTN grew in rand value, the currency devaluation and the strengthening dollar makes it harder for African brands to maintain or grow their value relative to the global brands. But with the largest growing middle class and continued foreign investment, it’s inevitable that African brands and companies will bounce back.”
Apple is again the world’s most valuable global brand this year at US$247 billion, a rise of 67% year on year. After Google trumped the consumer electronics giant in last year’s list, reporting 67 per cent year-on-year brand growth in this year’s list – fell to second position, the latest BrandZ Top 100 Most Valuable Global Brands study reveals.
Though the AppleWatch has proved extremely popular, it is the success of the iPhone 6 that has been the main driver of Apple’s brand value growth.
Google grew is put at 9 per cent over the same period to reach a brand value of $173.7bn. Microsoft took third place this year with a 28 per cent leap in brand value to $115.5bn, while IBM dipped back into fourth place ($94bn) after experiencing a 13 per cent decline in brand worth.
The success of Apple, Google and the other tech brands in this year’s listing also reflects the power of the technology sector, which grew the total valuation of the Top 20 brands by 24% to just over $1trn.
In fifth rank is VISA – $92bn. AT&T – $84.5bn, Verizon – $86bn; Coca-Cola – $83.4bn; McDonald’s – $81.2bn and Marlboro – $80.4bn are listed 6 to 10 respectively.
Commenting to the ranking, Doreen Wang, Millward Brown’s Global Head of BrandZ said “Apple continues to ‘own’ its category by innovating and leading the curve in a way that generates real benefits for consumers. It meets their rational and emotional needs, and makes life easier in a fun and relevant way. Apple is clear on what it stands for, and never stops refreshing its message to sustain the difference that makes it so desirable.”
The total brand value of the Top 100 now stands at $3.3 trillion, a 14% increase on 2014 and a 126% growth over the 10 years since the ranking was first launched.
The fastest riser in the BrandZ Top 100 is Facebook, growing 99% to $71.1bn, achieved through its successful strategy of acquiring other social apps such as Instagram and WhatsApp, and an understanding of how to monetise and cross-sell its acquired platforms by selling optimal advertising solutions to businesses with a specific target audience.
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