In this report

Successful companies not only provided goods and services that were distinct from those of competitors, but also found new ways to connect with customers and navigate the swirling waters of social media

Apple’s core business adds value

Times may be difficult for some companies, but big technology groups are booming


Company logos
WPP head and marketing chiefs on trends behind brand success

World’s most valuable brand is Apple

Tencent, Facebook and Alibaba are fighting hard to close the gap

Shifting trends hurt big US retailers

China’s booming electronic commerce market helps Alibaba take the top retail spot

File photo dated 03/12/09 of a woman walking past the headquarters of the Royal Bank of Scotland in the City of London
©Johnny Green/PA

Salvaging the reputations of banks

After the banks, attention is now shifting to insurers

Michael Kors is seen backstage at the Michael Kors fashion show during Mercedes-Benz Fashion Week Spring 2015 at Spring Studios on September 10, 2014 in New York City
©Larry Busacca/Getty

Consumers turn away from luxury goods

Radical rethink sees store numbers fall and ecommerce take their place

‘Customer avengers’ can hurt companies

When a complaint goes viral, it can cause considerable damage

German automotive trio feel the heat

Audi vies with BMW and Mercedes to be the top premium carmaker, but outsiders are poised to compete

Olive oil with green olives and bread on a wooden surface

Consumers turn to healthy brands

Greasy burgers, fries and fizzy drinks take a pounding as consumers switch to healthier foods

J Walker Smith
©Rebecca Catlett

Shift from young to old demands rethink

Brands must target young for old to succeed


How the research arrived at its ranking of the 100 most valuable global brands