Subway tops brand value growth list

1 May 2013
NEW YORK: Subway, the sandwich chain, and Apple, the consumer electronics giant, have both enjoyed four-figure growth in their brand value over the past seven years, according to new analysis.

Millward Brown, the research company, looked at the results of its annual BrandZ Top 100 Most Valuable Global Brands rankings since they started in 2006 and identified eight "Top Risers" which had showed the strongest and most sustainable value growth.

Subway stood out as the premier Top Riser, with growth of 5,145%. Millward Brown attributed this performance to "a great value offer, absolute relevance to consumers, and a genuinely meaningful difference that sets it apart from competitors".

In second place was Apple, which achieved brand value growth of 1,045%, followed by Amazon, the ecommerce site, on 470%.

Further down the list, luxury brand Hermès recorded growth of 297%, standing at 230% for Verizon, the communications group. McDonald's, the fast food chain, was up by 228%, with IBM, the consulting business, improving by 221% and Google, the tech giant, logging a lift of 188%.

Millward Brown's analysis also pinpointed eight drivers of this success, including: great value; relevancy; harnessing technology; reputation; meaningful difference; personality; expanding abroad; and a great branded experience.

These factors have been instrumental in driving up the total value of the eight Top Risers five times as fast as the entire BrandZ catalogue of Top 100 Most Valuable Global Brands.

"A strong brand is a valuable commodity, and our analysis reinforces its importance as a source of sustainable competitive advantage and value growth," said Peter Walshe, Global BrandZ Director at Millward Brown.

"Each of the Top Risers owes its stellar performance," he explained, "to the fact that it has prioritised brand-building strategies that enabled it to drive sales, stand apart from competitors and command a price premium."

"The results also highlight the importance of brands in understanding consumers' needs and continually adjusting and adapting to make themselves meaningfully different and relevant," he concluded.

Data sourced from Millward Brown; additional content by Warc staff
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