Its official, Apple (AAPL) is still the world’s most valuable brand. The latest survey from consulting company Brand Finance shows that the iPhone maker has now held the top spot for two years in a row. Big tech names continue to dominate the list of the world’s top 500 brands, but the list does throw up some surprises.
How Is Brand Value Calculated?
How does Brand Finance calculate brand value? In this case, the ‘Royalty Relief approach’ is used to create an estimate of possible sales generated by a brand in the future. It then goes on to calculate what it would cost the owner to use the brand, using the assumption that it did not own it in the first place. This is the royalty rate to be charged in exchange for use of the brand.
A seven-step process is used to arrive at this figure. The first and most crucial of these is to determine brand strength, rated on a scale of 0 to 100. This takes into account several factors such as sustainability, emotional connect and financial strength. This score, known as the Brand Strength Index (BSI), is arrived at after examining brand equity, marketing costs and their ultimate effect on revenues. In that sense, it is the score most easily affected by brand and marketing teams.
Big Names Dominate
The top 10 of the brand value list continues to feature old, established tech names. At second place is Samsung, while Google (GOOGL) holds onto the third spot and has experienced a 12% increase in its brand value. Verizon’s (VZ) brand value has also grown at 12% and it holds on to the fifth spot while Microsoft (MSFT) is at four, enjoying a 7% increase in its brand value.
The only non-tech name at the top is Wal-Mart (WMT). However, the retail giant has lost 4% of its brand value and has slipped to the tenth place from nine. This is its second successive yearly decline and it may slip out of the top ten next year. The only other name to suffer a decline is General Electric (GE), which has slipped from sixth to eighths place.
Most Powerful Brands
Leading the BSI is Lego, a name which has retained its power over many generations. Avoiding gender-based marketing, the brand appeals to both boys and girls, expanding its demographic appeal. It also evokes no concerns from parents even as other toys have attracted negative attention about their possible effect on the minds of children. But it is clear that much of its success on the BSI scale can be attributed to the tremendous appeal of 2014’s Lego Movie.
Lego has replaced Ferrari on the list of the world’s 12 most powerful brands. The iconic carmaker is still part of the list, but the recurrent failure of the company’s racing team has reduced the aura it had during the 90s. Instead, consulting names like PricewaterhouseCoopers and McKinsey feature higher on the list.
3 Valuable Choices
At first glance, it may appear that such well-known names may have strong brand value, but do not necessarily offer much value as stock choices. However, some of them are attractively priced and also have a good Zacks Rank.
Apple has been consistently criticized for tweaking the same hardware over the last few editions of its signature product, the iPhone. The absence of Steve Jobs has also been cited as a reason for which the brand’s appeal may be diminishing.
But Tim Cook has successfully shown that the brand remains undaunted by such factors. Both the new editions of the iPhone have received wide acclaim. Apple has recently become the first company to post quarterly profits of $18 billion.
Apple holds a Zacks Rank #2 (Buy) and has expected earnings growth of 30.9%. The forward price-to-earnings ratio (P/E) for the current financial year (F1) is 15.34.
The Walt Disney Company (DIS) is an example of how an old, respected non-tech brand can continue to grow. Its animation movie Frozen, released in 2013, continues to mint money for Disney. After raking in over $1.2 billion at the worldwide box office, the movie’s merchandise continues to be hot property in the toy market. Dolls and dresses modeled on the protagonist were some of the most sold items this Christmas.
This, along with Mickey and Minnie, Spider-Man and Avengers led Consumer Products division to post record quarterly profits. Moreover, Domestic Parks and Resorts continue with their good show. This has successfully consolidated and enhanced this well-loved brand, which is now at number 19 on the brand value rankings.
Apart from a Zacks Rank #2 (Buy), Disney has expected earnings growth of 11.5%. It has a P/E (F1) of 21.7x.
China Mobile Ltd. (CHL) is the only new entrant into the top 10. With a whopping 50% increase in its brand value, it reflects the growing power of Chinese mobile and internet brands. For instance, Baidu (BIDU) has broken into the top 100 and is now ranked 86th. Other new entrants include Alibaba (BABA) and JD.com (JD) at 107 and 189, respectively.
Currently, Internet penetration in China is around 50%. Meanwhile, the ecommerce market is increasing by 70% every year and is expected to be bigger than the total size of the market in Germany, France, Japan, UK and the US. Most of this is expected to occur through cellphones and this possibly could be the primary reason for the country’s largest telecom operator featuring this high on the list.
China Mobile holds a Zacks Rank #2 (Buy) and has expected earnings growth of 17.4%. It has a P/E (F1) of 13.23x.
Several names from China, a few from South Korea and even an Indian name feature on the list for the first time or have gained significantly. This is indicative of where future customers will come from. For now, adding our choices to your portfolio would make for a prudent investment decision.
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