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Brand value increases to $3.4 trillion, despite disruptive global forces TOP 100: 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29
  Brand value increases to $3.4 trillion, despite disruptive global forces  BrandZ™ Top 100 Most Valuable Chinese Brands 2016 The report profiles Chinese brands, outlines major trends driving brand growth and includes commentary on the growing influence of Chinese brands at home and abroad. NEW Our BrandZ™ country reports contain unparalleled market knowledge, insights, and thought leadership about the world’s most exciting markets.You’ll find, in one place, the wisdom of WPP brand building experts from all regions, plus the unique consumer insights derived from our proprietary BrandZ™ database. If you’re planning to expand internationally, BrandZ™ country reports are as essential as a passport. For more information about the BrandZ™ library of country reports, please turn to the Resources section at the end of this report, or contact David Roth at download any of these reports, and to view related videos, please visit To download iPhone or Android apps, please visit GOING GLOBAL? BrandZ™ country reports: Essential travel guides for global brand building We wrote the book BrandZ™ Top 50 Most Valuable Latin American Brands 2015 The report profiles the most valuable brands of Argentina, Brazil, Chile, Colombia, Mexico and Peru and explores the socio-economic context for brand growth in the region. Spotlight on Myanmar The story of Myanmar is one of huge potential, as a new era of openness signals strong growth opportunity. Now is the time for brands to make an impression in this emergent economy. BrandZ™ Top 50 Most Valuable Indian Brands 2015 This ground-breaking study analyzes the success of Indian brands across 13 categories, examines the dynamics reshaping the Indian market and offers insights for building valuable brands. BrandZ™ Top 50 Most Valuable Indonesian Brands 2015 This study analyzes the success of Indonesian brands, examining the dynamics shaping this fast-emerging market and offering insights for building valuable brands. BEIJING - CHINA  Value of all Chinese brands in Global Top 100 $212.2 Billion Photograph by Paul Reiffer  BrandZ™ Top 100 Most Valuable Global Brands 2016    7     6   02   The Global Top 100 30  The BrandZ™ Global Top 100 Ranking  BrandZ™ Results 34 Top 20 Risers 38  Newcomers 39  Category Changes 40  Brand Contribution 42  BrandZ™ Analysis 44  Thought Leadership:   “Disruption”   by Emilie Hamer, Senior Vice President, Global, GTB 46  Thought Leadership:   “Brand Building”   by Renato Duo, Planning Manager, J. Walter Thompson 48  Thought Leadership:   “Brand Experience”   by Iain Ellwood, Worldwide Strategic Growth Director, Brand Union & Group XP and Martin Guerrieria, Global BrandZ™ Research Director, Millward Brown   04   Business-to-Business 70  Overview 74 Brand Building 78  Talent 82  Thought Leadership:   “Talent”   by Christina Jenkins, Director, Global Go-To-Market Research and Emily Friedman, Senior Research Consultant, LinkedIn 84  Thought Leadership:   “Talent”   by Emily Smith, Brand Director, Added Value 86  Thought Leadership:   “Internet of Things”   by Jarrod Ramsey, Vice President, Mobile Technology, Rockfish   05   Regions and Countries 90  Overview 94 Brazil 98  Thought Leadership:   “Local Brands”   By Leticia Arslanian, General Manager and Beatriz Portas, Strategic Planner, Geometry Global 102 China 106  Thought Leadership:   “China”   by Stephen Drummond, Chairman and Chief Strategy Officer, Y&R China 110 BrandZ™ China Resources 112 India 116  Thought Leadership:   “India”   by Aditya Kilpady, Senior Vice President, Planning, Contract India 122 Russia 124  Thought Leadership:   “Russia”   by Pierre-Emmanuel Mahias, Director of Strategy Mindshare GroupM 126 Indonesia 132  Thought Leadership:   “Outlook Middle East, Africa”   by Richard Mullins, Director, Acceleration 134  Thought Leadership:   “Outlook Asia”   by Doreen Wang, Global Head of BrandZ™, Millward Brown 136  Thought Leadership:   “Transformation”   by Mel Edwards, CEO, Wunderman EMEA   07   Resources 250  BrandZ™ Valuation Methodology 253 BrandZ™ Reports, Apps and iPad Magazine 256   WPP Resources 258 WPP Company Contributors 272   WPP Company Brand Building Experts 276 BrandZ™ Global Top 100 Team   06   The Categories  CONSUMER AND RETAIL 140  Apparel 146 Cars 152 Luxury 158 Personal Care 164 Retail 170  Thought Leadership:   “Frictionless Experience”   by Dan Whitmarsh, Global Head of Planning for Volkswagen Group, MediaCom 172  Thought Leadership:   “Omni-Channel”   by John Rand, Senior Vice President, Market Insights, Kantar Retail  FOOD AND DRINK 174  Beer 180 Fast Food 186 Soft Drinks 192  Thought Leadership:   “Cultural Insight”   by Laura Tarbox, Strategic Director, Cultural Insight, Added Value  FINANCIAL 194  Banks – Global 198 Banks – Regional 202 Insurance 208  Thought Leadership:   “Service Experience”   by Tim Greenhalgh, Chairman and Chief Creative Officer, FITCH  COMMODITIES 212  Oil & Gas 218  Thought Leadership:   “Brand Behavior”   by James Whatley, Digital Director, Ogilvy & Mather  TECHNOLOGY 220  Technology – Consumer 224 Technology – Business 230 Telecom Providers 238  Thought Leadership:   “Privacy”   by Lennart Håkansson, Executive Vice President, Cohn & Wolfe Sweden 242  Thought Leadership:   “Mobile Mentions”   by Peter Walshe, Global Brands Director, Millward Brown and Guy Rolfe, Mobile Practice Leader, Kantar 246  Thought Leadership:   “Cultural Insight”   by Nihar Das, Global P&G Business Leader and Pinaki Dutt, Global Head of Connected Applied Intelligence, MediaCom   03   The Future of Brands 52  Overview 56 A crystal ball conversation 62  Thought Leadership:   “Digital”   by Patrick Xu, CEO China, GroupM 64  Thought Leadership:   “Digital Behavior Analytics”   by Sarah Walker, Global Lead, Digital Behavior Analytics, and Peter Walshe, Global Brands Director, Millward Brown CONTENTS   01   Introduction 12  Overview 15 BrandZ™ Stock Portfolio 16  Cross-Category Trends 20  Takeaways 22  Thought Leadership:   “Dadditude”   by Nihar Das, Global P&G Business Leader, MediaCom 24  Thought Leadership:   “Generation Z”   by Victoria Sakal, Consultant, Vermeer   8   Welcome  David Roth, CEO, The Store WPP, EMEA & Asia
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