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The first annual ranking of the BrandZ™ Top 50 Most Valuable UK Brands has been announced today by WPP and Kantar Millward Brown. The list includes some of the most famous brands in the world, and reflects the UK’s role as a centre for financial services, energy exploration and communications.
The BrandZ research reveals that the UK’s leading brands are well-known and highly regarded both at home and overseas. However, consumers do not perceive them as particularly innovative, which puts them at risk from smaller, newer rivals. Innovation plays an important part in value growth: the UK brands that consumers score highest on innovation are almost twice as valuable as those with low scores.
The combined value of the brands in the ranking is US$234.5 billion; equivalent to £173.7 billion. Vodafone is no.1 with a value of $27.3bn, accounting for 12 per cent of the ranking’s total value. It has a strong company purpose – to connect everybody to live a better today and build a better tomorrow. This is expressed through a new positioning, ‘The future is exciting, Ready?’, and inviting people to benefit from new and exciting technologies. Countering a general lack of love for its sector HSBC (no.2) has invested in internal change programmes and service innovations to make customers’ lives easier. These are starting to be reflected in improved customer perceptions, reputation, and brand value.
David Roth, CEO EMEA and Asia, The Store WPP, says: “The potential is high for UK brands to succeed globally after Brexit. They are steeped in heritage, and what it means to be ‘made in the UK’ is held in high esteem by international consumers. By emphasising and building on what makes them loved and trusted, while cultivating a profound understanding of how to be relevant to consumers in each target market, brands can successfully redefine themselves as leading exporters in the post-Brexit world.”
The 2017 BrandZ Top 10 Most Valuable UK Brands
|Rank||Brand||Category||Brand value (US$M)|
|3||Shell||Oil and gas||18,490|
|5||BP||Oil and gas||11,367|
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