Apple has a remarkable knack for using its brand to popularise and hence monetize existing technology, as it did so successfully first with the mp3 player, smart phone and later the tablet. Critics have been silenced by the success of the iPhone 6 and 6 Plus. Consumers have snapped latest models in their droves, helping Apple set records for quarterly profits ($18bn) and company value ($710bn).
“The Apple brand is worth US$128 billion,” says David Haigh, Brand Finance CEO. That value is huge not just in its own terms but also as a proportion of Apple’s record-breaking corporate valuation. It goes to show how valuable brands are as business assets and how important it is to manage them well.”
The World’s Most Valuable Brands
| Brand | Industry Group | Domicile | Brand Value 2015 (USDm) | Brand Value Change (%) | Brand Value 2014 (USDm) | Brand Rating 2015 | Brand Rating 2014 |
| Apple | Tech | US | 128,303 | 23% | 104,680 | AAA | AAA |
| Samsung | Conglomerate | South Korea | 81,716 | 4% | 78,752 | AAA- | AAA |
| Tech | US | 76,683 | 12% | 68,620 | AAA | AAA+ | |
| Microsoft | Tech | US | 67,060 | 7% | 62,783 | AAA | AAA |
| Verizon | Telecoms | US | 59,843 | 12% | 53,466 | AAA- | AAA- |
| AT&T | Telecoms | US | 58,820 | 30% | 45,410 | AA+ | AA |
| Amazon.com | Tech | US | 56,124 | 24% | 45,147 | AAA- | AAA- |
| General Electric | Tech | US | 48,019 | -9% | 52,533 | AA+ | AA+ |
| China Mobile | Telecoms | China | 47,916 | 50% | 31,845 | AAA- | AA+ |
| Walmart | Retail | US | 46,737 | 4% | 44,779 | AA+ | AA+ |
Click here for the full table.
#FastestGrowingBrand
Twitter is the fastest growing brand; it has almost tripled its brand value in a year, increasing from $1.5 billion in early 2014 to $4.4 billion now. Fellow tech giants Baidu and Facebook have also grown strongly, by 161% and 146% respectively. The three appear to be more effectively managing the transition to mobile advertising than other tech players such as Google, boosting expectations of the financial potential of their brands.
Chipotle stands out among the many successes from the tech and telecoms sectors this year. Its brand value is up 124%. It is eating into McDonalds’ market share by positioning itself as a healthier, tastier and more ethical alternative. McDonalds’ iconic brand has lost $4bn in value this year.
| Brand | Industry Group | Domicile | Brand Value Change (%) | Brand Value 2015 (USDm) | Brand Value 2014 (USDm) | Brand Rating 2015 | Brand Rating 2018 |
| Tech | US | 185% | 4,366 | 1,533 | AAA- | AAA- | |
| Baidu | Tech | China | 161% | 13,284 | 5,092 | AA+ | AA- |
| Tech | US | 146% | 24,180 | 9,819 | AAA- | AA+ | |
| Chipotle Mexican | Fast Food | US | 124% | 3,147 | 1,403 | AA+ | AA |
| Humana | Healthcare | US | 99% | 4,810 | 2,413 | AA- | AA |
| priceline.com | Tech | US | 97% | 3,956 | 2,006 | AA+ | AA |
| Alibaba | Tech | China | 90% | 11,377 | 6,000 | AA+ | AA+ |
| Lego | Toys | Denmark | 69% | 3,890 | 2,308 | AAA+ | AAA- |
| China Merchants Bank | Banks | China | 65% | 8,880 | 5,390 | AAA- | AA |
| HCL | Tech | India | 63% | 3,148 | 1,925 | AA | AA |
Brand values for hundreds of the world’s top brands from all industries can be found on Brand Finance’s website. The full Global 500 table can be found here and infographics, further insight and analysis in the Brand Finance Global 500 report.
Chief Executive Group exists to improve the performance of U.S. CEOs, senior executives and public-company directors, helping you grow your companies, build your communities and strengthen society. Learn more at chiefexecutivegroup.com.
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1:00 - 5:00 pm
Over 70% of Executives Surveyed Agree: Many Strategic Planning Efforts Lack Systematic Approach Tips for Enhancing Your Strategic Planning Process
Executives expressed frustration with their current strategic planning process. Issues include:
Steve Rutan and Denise Harrison have put together an afternoon workshop that will provide the tools you need to address these concerns. They have worked with hundreds of executives to develop a systematic approach that will enable your team to make better decisions during strategic planning. Steve and Denise will walk you through exercises for prioritizing your lists and steps that will reset and reinvigorate your process. This will be a hands-on workshop that will enable you to think about your business as you use the tools that are being presented. If you are ready for a Strategic Planning tune-up, select this workshop in your registration form. The additional fee of $695 will be added to your total.
2:00 - 5:00 pm
Female leaders face the same issues all leaders do, but they often face additional challenges too. In this peer session, we will facilitate a discussion of best practices and how to overcome common barriers to help women leaders be more effective within and outside their organizations.
Limited space available.
10:30 - 5:00 pm
General’s Retreat at Hermitage Golf Course
Sponsored by UBS
General’s Retreat, built in 1986 with architect Gary Roger Baird, has been voted the “Best Golf Course in Nashville” and is a “must play” when visiting the Nashville, Tennessee area. With the beautiful setting along the Cumberland River, golfers of all capabilities will thoroughly enjoy the golf, scenery and hospitality.
The golf outing fee includes transportation to and from the hotel, greens/cart fees, use of practice facilities, and boxed lunch. The bus will leave the hotel at 10:30 am for a noon shotgun start and return to the hotel after the cocktail reception following the completion of the round.
