The UK's top brands will have to act like leaders, embrace technology and be vigilant of disruption warns Kantar Millward Brown’s UK chief executive Louise Ainsworth speaking during the launch of research from the group.
WPP and Kantar Millward Brown have released their latest BrandZ list documenting the Top 50 Most Valuable UK Brands. For the first time the list has homed in on UK companies specifically to gauge the temperature in post-Brexit Britain.
It collates metrics across brand equity and valuation to rank companies in the list. Furthermore, it gauges the opinions of some 120,000 consumers to get the full picture. It found that services and infrastructure brands dominate more than half of the top 50.
Vodafone tops the list at $27.3bn, making up 12% of the top 50’s £173.7bn cumulative valuation. The company looks to build on this proposition with its new ‘The future is exciting, Ready?’ campaign solidifying its lead by a fair distance.
In second place is HSBC, representing the finance sector, which along with utilities and telecoms fills eight of the top ten companies. The top ten are as follows: Vodafone, HSBC, Shell, BT, BP, Sky, Tesco, Lipton, Barclays, O2. Louise Ainsworth, Kantar Millward Brown’s UK chief executive, said: “The UK’s household names must behave like leaders to protect their value. Fame and scale have sustained them well, but they’re vulnerable to disruption from younger, more innovative rivals.
“Without losing what makes them loved and trusted, UK brands need to refresh what they stand for to make it relevant to today. They should be quicker to capitalise on technology to make consumers’ lives easier, and communicate their innovations effectively to build perceptions.”
The players on the list have a substantial international presence too - 54% of their revenue comes from overseas, this is 63% in the top ten. The biggest international earners are ASOS, Dyson, Lipton and Vodafone.