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2018年美国最有价值品牌Top100_英文版

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价值品牌 美国
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文本描述
The top 10 alone account for $1.6 trillion, or half of the total value.
$ = 2018 Brand Value US $ million
% = of the Total Value of the BrandZ US Top 100$ = Total Category Value US $ million
US TOP 100 CATEGORY BREAKDOWN
Technology
37.9
%
$1,198,062 million
19 Brands
Telecoms Providers
Payments
10.7
%
7.2%
10.4
%
$336,911 million
8 Brands
$227,995 million
4 Brands
Banks
5.4%
$170,039 million
10 Brands
Soft Drinks
3.3%
$104,934 million
5 Brands
Personal Care
$44,675 million
4 Brands
Tobacco
3.7%
$118,542 million
4 Brands
Logistics
2.4%
$76,608 million
2 Brands
Fast Food
Entertainment
6.9%
$219,122 million
9 Brands
Retail
$328,279 million
13 Brands
2.0%
$63,011 million
2 Brands
1.4%
Food & Dairy
$8,239 million
1 Brand
0.3%
Conglomerate
$46,435 million
1 Brand
1.5%
Airlines
$35,241 million
4 Brands
1.1%
Beer
$28,029 million
1 Brand
0.9%
Hotels
$17,133 million
2 Brands
0.5%
Apparel
$34,295 million
1 Brand
1.1%
Insurance
$21,263 million
3 Brands
0.7%
Oil & Gas
$26,694 million
2 Brands
0.8%
Baby Care
$28,614 million
2 Brands
0.9%
Cars
$21,132 million
2 Brands
0.7%
Home Care
$7,945 million
1 Brand
0.3%
TOTAL VALUE OF THE TOP 100
MOST VALUABLE US BRANDS
$
3.16
trillion
THE TOP 10 MOST VALUABLE US BRANDS...
Overall out of
80 countries
To nd out more about BEST COUNTRIES visit https://usnews/news/best-countries
#$286,258 million
Technology
#1
$278,919 million
Technology
#2
$165,256 million
Retail
#3
$155,404 million
Technology
#4
$151,201 million
Technology
#5
$121,692 million
Payments
#6
$114,915 million
Telecom Providers
#7
$110,266 million
Fast Food
#8
$102,129 million
Technology
#9
$91,507 million
Tobacco
#10
Brand Contribution measures the
inuence of brand alone, excluding
in the mind of the consumer. It tends
to be a key driver of business growth
and is measured on a scale of 1 to 5,
with 5 the highest. All of these brands
scored 5.
BRAND CONTRIBUTION TOP 10
THE STRONGEST...THE MOST INNOVATIVE...
BEST BRAND EXPERIENCE...
THE MOST LOVED...
Download the Mobile App at brandz
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67
CONTENTSINTRODUCTION
16 Overview
20 Key Results
28 Cross Category
Trends
34 Economy And
Demographics
36 Key Takeaways
62 Media
72 Brand Value
78 Brand Contribution
8 Welcome
David Roth, CEO,
The Store WPP, EMEA & Asia
and Chairman, BAV GroupTHOUGHT
LEADERSHIP
86 The Renewal Of The
American Urban Core
By Gwen Morrison,
The Store WPP, The Americas
88 Big Tent Branding
by J. Walker Smith,
Kantar Futures
92 Some Call Them People
by Mike Bentley,
GTB
94 Tech Companies Dismiss
Brand At Their Own Peril
by Eric Tsytsylin,
Ogilvy & Mather
98 The Disruptor’s Disconnect
by Vincent Rofers,
Brand Union
102 Opportunity Knocks!
by Sheila Mott,
Kantar HealthTHE US
TOP 100
108 The US
Top 100 Ranking
112Brand Profles
178 Vitality Quotient
188 The Fearsome FiveBRAND
BUILDING
BEST PRACTICES
242 Triggering
Brand Growth
by Martin Guerrieria,
Kantar Millward Brown
248 The New Political
Normal
by Helaine Klasky,
Burson-Marsteller
252 Brand Value
by Kevin Singer,
Kantar Vermeer
256 Amazon Era
by Brandon Geary,
POSSIBLE
260 Media
by Joline McGoldrick,
Kantar Millward BrownRESOURCES
264 BrandZ Brand
Valuation Methodology
268BrandZ Reports And
Apps Powered By
BrandZ
274 WPP Resources
276WPP Company
Contributors
280Kantar In The US
282WPP In The US
284WPP Company Brand
Building Experts
286BrandZ US
Top 100 Team
288 BrandZ Contact Details
288BrandZ Mobile
290BrandZ ChatbotBRAND USA
214 Introduction
BEST COUNTRIES
216 Modernity And Tech
Know-How At Heart Of
Country’s Global Image
218The Virtuous Cycle
Every Brand Hopes For
220 How To Measure
A Country
224 The Best Of The Best
226 A Closer Look At
Brand USA
230 Keeping Up With
The Neighbors
234 The Times, They
Are A-Changin’
236 Challenges For
US Brands
238 Ambassador BrandsGAME-CHANGING
BRANDS
196 How The Silicon Valley
Mindset Has Transformed
Brands, Companies, And
Markets
201 Game-Changing
Brand Profles
TOP 100 MOST VALUABLE US BRANDS 2018
89
Major American brands have long been
part of BrandZ research, but this is the
frst year we’ve launched a BrandZ Top
100 Most Valuable US Brands ranking.
This ground-breaking study ranks the
country’s most successful brands,
analyzes their strengths, and identifes
the key forces that are driving growth.
It is the frst edition of an annual review
that will track and anticipate the evolving
environment for brands in the United
States, and will chart the changing
fortunes of the country’s most valuable
brands.
We are excited to be bringing the
BrandZ study to the United States.
America today is home to some of the
world’s strongest and most universally
recognized brands. These include old
favorites, like Disney and Coca-Cola,
and rapidly emerging powerhouses, like
Amazon and Facebook. Some of the
world’s most innovative and disruptive
brands call the United States home—
across many categories.
These brands are not only taking great
products and services to the world; they
are exporting America itself. While the
country’s politics may seem puzzling to
many—and the country’s president is
deeply unpopular internationally—they
are also showing that investing in a
brand can help companies weather such
storms and thrive. In this report, we look
at the power of “Brand USA” in the mind
of the modern global consumer, and
see that while it’s evolving, it’s still quite
strong, especially around culture and
innovation.
The United States economy has been
forecast to grow 2.1 percent in 2018.
While this is decidedly sluggish, America
remains a vibrant hotbed of innovation
and creativity. We see this in its top fve
most valuable brands—Google, Apple,
Amazon, Microsoft, and Facebook—a
group with such global reach and
infuence that we’ve dubbed them the
Fearsome Five. In this report, you can
fnd a detailed analysis of these brands’
strengths and what makes them so
special.
Whether you’re a global or local brand,
in this report you’ll fnd knowledge
and insight to help you create and
grow brands more efectively. On page
36, Key Takeaways provide succinct,
action-oriented recommendations for
brands based on our expert analysis of
the market. We’ve included summaries
of each of the United States’ Top 100
most valuable brands. Brand experts
from WPP companies across United
States also share their market wisdom
and sharp insights through extensive
Thought Leadership essays.
And we present all this with stunning
photography and a vibrant design that
refects the spirit of the country itself.
The United States today almost needs no
introduction. It is the world’s largest economy and
an essential player in global markets. While 2017
has caused it to look inward, its economy and
stock market remain healthy as it leans on its rich
brand heritage to take it though interesting times.
DAVID ROTH
CEO,
The Store WPP, EMEA & Asia
and Chairman, BAV Group
David.Roth@wpp
Twitter: davidrothlondon
Blog: davidroth
WELCOME
STRONG
BRANDS IN
STRANGE
TIMES
SLOW, STEADY
GROWTH FOR THE
WORLD’S LARGEST
ECONOMY
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