BrandZ top 100 most valuable
global brands 2010
- summary
11 May 2009
April 28th 2010
a brand is one of the most valuable assets a
company has

this presentation is a summary of
the Millward Brown BrandZ top
100 most valuable global brands
2010

a brand valuation is a measure of
the financial value that is
attached to the brand

there are a number of different
methods to derive a brand
valuation. Other studies include:
– Interbrand Best Global Brands
– Intangible Business – the worlds
most valuable mobile brands
2
3
Google is still the most valuable global brand
- valued at more than $114 billion
4

the majority of brands that dropped
out of the Top 100 were from the
categories hardest hit by the
economic crisis (financial
institutions, insurance and cars)

brands that have entered the top
100 for the first time include oil
brands and emerging market
brands (13 brands in top 100)

2 mobile operators feature in the
top 10 - China Mobile at no.8 and
Vodafone at no.10

the share price of the Top 100 outperformed the S&P 500 by over
30%
Orange is ranked 50th overall with a brand value of
$14,018 million
5

the Orange brand valuation
takes into account the mobile
activities of Orange and does
not include activities such as TV,
fixed line

Orange is ahead of global
brands such as American
Express, Fedex, Gucci, Pepsi
and Mercedes

Orange is ranked 8th in value in
the Continental Europe brands
ranking

1 mobile operator is a new
entrant to the top 100. Telcel of
Mexico at number 9 in the
mobile sector and 69 overall
China Mobile is no. 1 in the Mobile Operators category

overall, the mobile operator sector’s brand
valuation dropped by 1%

the dramatic increase in data transmission
helped mobile operators weather the
recession

category growth particularly strong in
emerging markets

Verizon and O2 have seen the biggest
increase in brand value
–China Mobile’s brand value softened although it
remained the world’s most valuable mobile brand
with more than 500 million subscribers
–Vodafone’s declined in value but remained the
most global operator with about 427 million
subscribers
– O2 grew by 23% due to growth in data through
iphone exclusivity deal
–AT&T’s brand value improved by 18% benefiting
from exclusivity with iPhone in USA and a strong
financial performance in mobile
6

iPhone has helped boost both brand value
and revenues for mobile operators which offer
the handset with exclusivity having a marked
impact on valuation in all markets

the arrival of apps for mobiles has had a
dramatic impact on revenue streams
Orange is no.5 in the Mobile Operators category

the Orange brand is stabilising – after a
big increase of 42% in 2008, a drop in
value of -6% in 2009
–the brand intangible earnings have increased,
driven by a growth in brand earnings
–brand contribution has remained the same
–brand multiple has remained the same
7

in 2010 the Orange brand has moved
from 6th place to 5th place in the Mobile
Operators category

overall, the Orange brand is growing in
strength. It has entered the Top 50
brands for the first time and grown in
value when other Mobile operators have
suffered. It is adding considerable value
to the business
the BrandZ study is conducted annually by Millward
Brown

the BrandZ brand value is based on the intrinsic value of the brand
– its ability to generate demand. It is the total of all future earnings
that the brand is forecast to generate, based at today’s value.
$
BrandZ
Brand Value
Corporate
Earnings
$
=
$
Branded
Intangible
Earnings
X
%
X
M
Step 1:
Intangible Earnings
Step 2:
Brand Contribution
Step 3:
Brand Multiple
Intangible corporate
earnings allocated to each
brand by country, based on
company and analyst
reports, industry studies,
revenue estimates, etc.
Portion of intangible earnings
attributable to brand
Brand earnings multiple
Data Sources:
8
Branded
Earnings
Directly driven by BrandDynamics™
Loyalty Pyramid and Category
Segmentation collected within the
BrandZ™ study.
Data Sources:
BrandZ™
Calculated based on market
valuations, brand growth
potential and Voltage™ as
measured by
BrandDynamics™
Data Sources:
BrandZ™
for more information
9

for more details on BrandZ, visit the website
http://www.brandz.com/output/

the full report can be accessed on the Millward Brown
website
http://www.millwardbrown.com/Sites/Optimor/Media/Pdfs/en/
BrandZ/BrandZ-2009-Report.pdf
thanks