Vodafone Brand "valuation" Declines in 2006"
The latest brand name valuation report from MillwardBrown, Brandz - has reported that the value of the Vodafone brand has dropped sharply over the past year, while China Mobile's continues its rise.
The report notes that the mobile communications industry has undergone significant changes due to acquisitions, re-branding and financial restatements which have led to some major changes in brand value in this sector. As the markets become saturated and price competition in mature markets erode margins, companies are moving into non-traditional services.
Orange ($9,922 million) has created a strong brand identity associated with films and managed to build consumer loyalty with incentives such as free movie tickets on Wednesdays. Movistar's ($4,686 million) 'Lend Me €2' service is an industry first and may jump start a new service throughout the industry.
Brands that fail to meet consumer demand in updating network and product range are losing market share. Emerging markets and the US are expected to deliver 60% of forecasted growth over next 5 years.
Mobile Communications Network Operators Brands
| Brand | Value ($m) | Brand Contribution | Brand Momentum | Value Change |
|---|---|---|---|---|
| China Mobile | 41,214 | 3 | 7.5 | 5% |
| Vodafone | 21,107 | 2 | 5 | -12% |
| DoCoMo | 19,450 | 2 | 7 | 0% |
| Verizon Wireless | 16,261 | 3 | 5 | 9% |
| Orange | 9,992 | 2 | 3.5 | 5% |
| Cingular Wireless | 9,260 | 2 | 7 | 39% |
| TIM | 8,440 | 2 | 4 | n/a |
| T-Mobile | 8,047 | 2 | 6.5 | -32% |
| Movistar | 4,686 | 2 | 3 | n/a |
| O2 | 3,983 | 2 | 4.5 | 1% |
Worldwide Top 100 Rankings
| Rank | Brand | Value ($m) | Value Change |
|---|---|---|---|
| 1 | 66,434 | 77% | |
| 2 | GE (General Electric) | 61,880 | 11% |
| 3 | Microsoft | 54,951 | -11% |
| 4 | Coca Cola | 44,134 | 7% |
| 5 | China Mobile | 41,214 | 5% |
| 6 | Marlboro | 39,166 | 2% |
| 7 | Wal-Mart | 36,880 | -2% |
| 8 | Citi | 33,706 | 9% |
| 9 | IBM | 33,572 | -7% |
| 10 | Toyota | 33,427 | 11% |
| 11 | McDonald's | 33,138 | 14% |
| 12 | Nokia | 31,670 | 19% |
| 13 | Bank of America | 28,767 | 2% |
| 14 | BMW | 25,751 | 8% |
| 15 | HP | 24,987 | 27% |
| 16 | Apple | 24,728 | 55% |
| 17 | UPS | 24,580 | 13% |
| 18 | Wells Fargo | 24,284 | N.A. |
| 19 | American Express | 23,113 | 23% |
| 20 | Louis Vuitton | 22,686 | 16% |
| 21 | Disney | 22,572 | 2% |
| 22 | Vodafone | 21,107 | -12% |
| 23 | NTT DoCoMo | 19,450 | 0% |
| 24 | Cisco | 18,812 | -10% |
| 25 | Intel | 18,707 | -26% |
| 26 | Home Depot | 18,335 | -33% |
| 27 | SAP | 18,103 | N.A. |
| 28 | Gillette | 17,954 | 1% |
| 29 | Mercedes | 17,813 | 0% |
| 30 | Oracle | 17,809 | 28% |
| 31 | HSBC | 17,457 | 26% |
| 32 | Tesco | 16,649 | 7% |
| 33 | ICBC | 16,460 | N.A. |
| 34 | Verizon Wireless | 16,261 | 9% |
| 35 | Starbucks | 16,057 | 45% |
| 36 | Honda | 15,465 | 7% |
| 37 | Dell | 13,903 | -24% |
| 38 | Bank of China | 13,689 | N.A. |
| 39 | Royal Bank of Canada | 13,624 | N.A. |
| 40 | Porsche | 13,372 | 11% |
| 41 | Deutsche Bank | 13,210 | 1% |
| 42 | Yahoo! | 13,201 | -6% |
| 43 | eBay | 12,927 | -2% |
| 44 | Samsung | 12,742 | 6% |
| 45 | Ford | 12,627 | -9% |
| 46 | L'Oréal | 12,303 | 15% |
| 47 | Banco Santander | 12,094 | -4% |
| 48 | Pepsi | 11,756 | 2% |
| 49 | Carrefour | 11,710 | 8% |
| 50 | Merrill Lynch | 11,655 | 16% |
| 51 | UBS | 11,591 | 21% |
| 52 | Target | 11,560 | 88% |
| 53 | ING | 11,539 | N.A. |
| 54 | Canon | 11,413 | 15% |
| 55 | Sony | 11,389 | 22% |
| 56 | Morgan Stanley | 11,204 | 6% |
| 57 | Chevrolet | 11,202 | -10% |
| 58 | Nissan | 11,189 | 3% |
| 59 | Chase | 11,182 | 15% |
| 60 | Motorola | 10,787 | 19% |
| 61 | China Construction Bank | 10,757 | N.A. |
| 62 | Accenture | 10,534 | 8% |
| 63 | Nike | 10,290 | -5% |
| 64 | Harley-Davidson | 10,269 | 3% |
| 65 | Wachovia | 10,035 | -2% |
| 66 | Budweiser | 9,977 | -15% |
| 67 | Orange | 9,922 | 5% |
| 68 | Marks & Spencer | 9,509 | 192% |
| 69 | FedEx | 9,310 | 13% |
| 70 | Cingular Wireless | 9,260 | 39% |
| 71 | Siemens | 9,111 | 35% |
| 72 | State Farm | 8,738 | 11% |
| 73 | H&M | 8,711 | 9% |
| 74 | JP Morgan | 8,490 | 20% |
| 75 | TIM | 8,440 | N.A. |
| 76 | Goldman Sachs | 8,239 | -7% |
| 77 | T-Mobile | 8,047 | -32% |
| 78 | Colgate | 7,711 | 32% |
| 79 | Chanel | 7,499 | 15% |
| 80 | Subway | 7,433 | N.A. |
| 81 | IKEA | 7,373 | 2% |
| 82 | Royal Bank of Scotland | 7,200 | N.A. |
| 83 | VW (Volkswagen) | 7,033 | 4% |
| 84 | Cartier | 7,021 | 27% |
| 85 | Hermes | 6,939 | 44% |
| 86 | Best Buy | 6,674 | 113% |
| 87 | Barclays | 6,612 | 30% |
| 88 | Avon | 6,558 | -1% |
| 89 | Gucci | 6,524 | 49% |
| 90 | Zara | 6,469 | 27% |
| 91 | WaMu | 6,126 | 31% |
| 92 | Amazon | 5,964 | 0% |
| 93 | BP | 5,931 | 8% |
| 94 | AIG | 5,880 | 4% |
| 95 | ABN AMRO | 5,617 | 72% |
| 96 | Auchan | 5,570 | 4% |
| 97 | Asda | 5,540 | 19% |
| 98 | Lexus | 5,421 | 7% |
| 99 | Esprit | 5,411 | 29% |
| 100 | Rolex | 5387 | 9% |
Posted to the site on 25th April 2007
