This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more here

NEWS20 September 2018

Innovation key to brand value

Energy FMCG Finance News Telecoms UK

UK — Brands which people consider to be the most innovative grew their brand value 25% more than their rivals, according to the 2018 BrandZ data from WPP’s Kantar Millward Brown.

In its latest report, the UK Top 75 is worth a combined £205 billion in brand value – just over 10% of the UK GDP.

While Vodafone held onto the top spot as the UK’s most valuable brand (worth $28.9bn, an increase of 6% on last year) those companies making the ranking for the first time included Just Eat, bet365, Compare the Market, Innocent, Brewdog and Ocado.

While the list has been extended to 75 brands this year; the 50 most valuable brands on the list have gained 5% in total value, compared with the 2017 BrandZ UK Top 50.

The growth has been driven by the Top 10 risers, which have grown at nearly four times the rate of the rest of the brands. The fastest riser is Prudential, which increased its brand value 40% in the past year, followed by Dyson ( 31%), Asos ( 31%) and Dulux ( 18%).

The BrandZ research found that consumers perceive these fast-rising brands as particularly innovative and good at communicating, and they also have much stronger brand equity than the average across the ranking.

The brands in the BrandZ UK ranking that consumers perceive as the most innovative rose +18% in value in the past year, while the least innovative declined -7%.

David Roth, CEO of The Store WPP EMEA and Asia, said: “The nation’s most valuable 75 brands have all risen to the top in a highly competitive, crowded and uncertain environment. Consumers value innovation, and it is key to helping UK companies future-proof their brands, deliver sustainable growth and increase in value; ever more vital in a post-Brexit world.”

 

The 2018 BrandZ Top 10 Most Valuable UK Brands

2018 Rank

Brand

Category

Brand Value ($bn)

Percentage BV Change

2017 Rank

1

Vodafone

Telecom providers

$28.9

+6%

1

2

HSBC

Banks

$23.6

+7%

2

3

Shell

Oil & gas

$20.3

+10%

3

4

BT

Telecom providers

$13.6

-4%

4

5

Sky

Telecom providers

$12.0

+11%

6

6

BP

Oil & gas

$11.8

+4%

5

7

Tesco

Retail

$9.1

+2%

7

8

Lipton

Soft drinks

$8.7

+6%

8

9

Barclays

Banks

$6.3

-7%

9

10

Dove

Personal care

$6.0

+1%

11

 

@RESEARCH LIVE

0 Comments