Top 20 Risers

This Top 20 risers chart lists the brands
that gained the most in brand value
year-on-year. It includes a diverse range
of brands.
The list includes financial, mobile, spirits,
technology, retail, beer, fast food, coffee and
cigarette brands, proving that you can build
a strong brand in any category.
While each of the brands has its own
particular story, the top 20 risers can be
split neatly into four groups:
Value
ALDI, Auchan, McDonald’s and Wendy’s.
Brands fulfilling an increasing shopper
desire for good value for money – due to a
cheap price or high quality product. These
brands successfully executed well-considered
strategies to benefit from changing consumer
behavior in today’s difficult economy.
BRICs
China Merchants Bank, BBVA, Chivas,
ICBC, Johnnie Walker, Marlboro, Nivea
and Rolex
While European and North American
markets suffered from economic disruption,
these brands rose in value primarily because
they are based in, or trade in, one of the
fast-growing BRIC economies.
Technology
AT&T, BlackBerry, Movistar, O2 and Vodafone.
The stories vary, but each of these brands has
exhibited a level of innovation and leadership
that has resulted in substantial appreciation
of brand value. A few of the mobile operator
brands share one other thing in common –
exclusive country deals with Apple’s iPhone.
At Home
Nespresso, Amazon and Kronenbourg 1664
As consumers try to save money in the
downturn, there has been a resulting growth
in brands that can be enjoyed at home.
By negotiating the current economic climate
better than the competition and through
product and marketing innovations,
the brands listed here were well positioned
to catch the prevailing winds. They are by
definition leaders whose experience offers
important lessons in building brand value.
# Brand Brand Value
Growth
1 China Merchants Bank 168%
2 BlackBerry 100%
3 Amazon 85%
4 Wendy's 72%
5 AT&T 67%
6 ALDI 49%
7 Auchan 48%
8 Vodafone 45%
9 Johnnie Walker 42%
10 Kronenbourg 1664 41%
11 O2 36%
12 ICBC 36%
13 Rolex 35%
14 Movistar 34%
15 McDonald’s 34%
16 BBVA 33%
17 Marlboro 33%
18 Chivas 30%
19 Nespresso 27%
20 Nivea 24%