Millward Brown reveals top 100 brands

Posted by Nicole Eckersley on 29th April 2010

The fifth annual Millward Brown Optimor BrandZ Top 100 was released today, ranking the world’s most valuable brands by dollar value.

Food and beverage companies featured strongly in the top 100, with Coca Cola and McDonalds taking spots in the top 10.  Coca-Cola took 5th place at US$67.9 billion, and McDonalds 6th at US$66 billion.

Wal-Mart took 13th place, with a drop of 4% to US$39.4 billion and UK supermarket Tesco came in at 17, with a growth of 12%, up to US$25.7 billion.

Other brands making the top 100 were Budweiser (38), Pepsi (58), Subway (64), Wrigley’s (79), Red Bull (82)

Anheuser-Busch’s Skol beer took top spots in many of the report’s metrics, having very quickly established itself as the preferred beer with Brazil’s youth through event sponsorship.

Beverages featured strongly in the top 20 risers, with Skol, Gatorade, Corona, Evian and Budweiser all scoring a place.  Beer in particular was up 10% in 2010.

“I think that the recession has accelerated the move from more drinking in pubs and clubs to drinking at home,” said Millward Brown’s Caroline Walker.

Moët & Chandon took the top spot for brand contribution – a metric measuring success by brand loyalty alone – with Wrigley’s taking third place, and Skol fourth, knocking off traditional high-value name brands like Louis Vuitton, Chanel, Hermès and Porsche.

In the fast food sector, McDonald’s competitors trailed, with Burger King losing 27% in brand value, dropping to US$1.7 billion.  Starbucks grew substantially to take third place with US$7.5 billion, beating out KFC at US$7.1 billion.

The report estimates that the fast food industry will see increased nutritional information, more transparent supply chains and smaller portion sizes in the next 12 to 18 months, as well as the introduction of new flavours and premium items to attract and keep new customers.