Why Oracle are the true winners of Forbes “Worlds Most Valuable Brands List – 2016”

I always love to take a look at some of the world’s most valuable brands list, produced by Forbes every year… what they’re up to, what these super brands are focusing on, how they’re improving their brand and the customer experience, how they’re presenting their brand to the consumer and what’s changed over the twelve months.

The Forbes 100 Most Valuable Brands list for 2016 is interesting. The article talks about Apple’s dominance on the brand value front, all while revenue and growth has been coming to a crashing halt (I mean, we are talking about revenue of $50.6 billion here?!). The brand has dominated the ranking for six years straight. Go Apple.

Here’s a summary of the Top 25 Most Valuable brands for 2016, as listed by Forbes.

 

Brand Value Rank Company Name Brand value ($) 1 Year Change Company Ad Spend ($)
1 Apple 154,100,000,000 6% 1,800,000,000
2 Google 82,500,000,000 26% 3,200,000,000
3 Microsoft 75,200,000,000 9% 1,900,000,000
4 Coca cola 58,500,000,000 4% 4,000,000,000
5 Facebook 52,600,000,000 44% 281,000,000
6 Toyota 42,100,000,000 11% 3,600,000,000
7 IBM 41,400,000,000 -17% 1,300,000,000
8 Disney 39,500,000,000 14% 2,600,000,000
9 McDonalds 39,100,000,000 -1% 719,000,000
10 GE 36,700,000,000 -2% Not available
11 Samsung 36,100,000,000 -5% 3,300,000,000
12 Amazon 35,200,000,000 25% 3,800,000,000
13 AT&T 32,600,000,000 12% 3,600,000,000
14 BMW 28,800,000,000 4% Not available
15 Cisco 28,400,000,000 3% 202,000,000
16 Oracle 28,000,000,000 4% 55,000,000
17 Intel 27,700,000,000 7% 1,800,000,000
18 Nike 27,500,000,000 5% 3,200,000,000
19 Louis Vuitton 27,300,000,000 -3% 4,400,000,000
20 Mercedes-Benz 26,000,000,000 16% Not available
21 Verizon 25,800,000,000 5% 2,700,000,000
22 Walmart 25,400,000,000 3% 2,500,000,000
23 Honda 25,200,000,000 8% Not available
24 AMEX 24,300,000,000 4% 3,100,000,000
25 Budweiser 23,400,000,000 5% Not available

 

I’m always interested though to see how else the data can be interpreted. So, I did a little number crunching with the top 25. If you look at the Company Advertising Spend, as a percentage of the total Brand Value – the list shifts significantly, with Oracle, Facebook and Cisco taking the top three positions.

 

Brand Value Rank Company Name Brand Value ($) 1 Year Change Company Ad Spend ($) % Ad Spend vs Brand Value
16 Oracle 28,000,000,000 4% 55,000,000 0.20%
5 Facebook 52,600,000,000 44% 281,000,000 0.53%
15 Cisco 28,400,000,000 3% 202,000,000 0.71%
1 Apple 154,100,000,000 6% 1,800,000,000 1.17%
9 McDonalds 39,100,000,000 -1% 719,000,000 1.84%
3 Microsoft 75,200,000,000 9% 1,900,000,000 2.53%
7 IBM 41,400,000,000 -17% 1,300,000,000 3.14%
2 Google 82,500,000,000 26% 3,200,000,000 3.88%
17 Intel 27,700,000,000 7% 1,800,000,000 6.50%
8 Disney 39,500,000,000 14% 2,600,000,000 6.58%
4 Coca cola 58,500,000,000 4% 4,000,000,000 6.84%
6 Toyota 42,100,000,000 11% 3,600,000,000 8.55%
11 Samsung 36,100,000,000 -5% 3,300,000,000 9.14%
22 Walmart 25,400,000,000 3% 2,500,000,000 9.84%
21 Verizon 25,800,000,000 5% 2,700,000,000 10.47%
12 Amazon 35,200,000,000 25% 3,800,000,000 10.80%
13 AT&T 32,600,000,000 12% 3,600,000,000 11.04%
18 Nike 27,500,000,000 5% 3,200,000,000 11.64%
24 AMEX 24,300,000,000 4% 3,100,000,000 12.76%
19 Louis Vuitton 27,300,000,000 -3% 4,400,000,000 16.12%
10 GE 36,700,000,000 -2% Not available
14 BMW 28,800,000,000 4% Not available
20 Mercedes-Benz 26,000,000,000 16% Not available
23 Honda 25,200,000,000 8% Not available
25 Budweiser 23,400,000,000 5% Not available

 

So what do you think Oracle, Facebook and Cisco doing to get better bang for their buck? They’re spending significantly less (as a percentage of their total brand value) on advertising – in fact all less than one percent – with Facebook gaining a massive 44 percent increase in value in one year alone…

What does it say about the advertising investment needed for B2B brands verses B2C, when ultimately, the top three are all focused on B2B?

What’s in store for Louis Vuitton in 2016/2017? Spending over 16 percent of its brand value on advertising? Or is that what happens when you’re a B2C brand? How do other luxury retail brands compare? It’s the only brand within it’s category to make the list – so that’s a good thing, no?

It’s all in the interpretation of the data.

How do you see it? Who do you think lands on top? I say this, typing onto my MacBook Air, with two apple keyboards and an iMac, an iPhone and an iPad all within reaching distance…

Let me know what you think!

Jacqui

The Measured Marketer

measuredmkter

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