BrewDog, Costa Coffee and Deliveroo named UK’s fastest-growing brands
BrewDog jumped 40% to achieve a $1.2bn valuation and 57th spot
The trio emerged as star performers in the annual compilation which draws together the 75 biggest names in marketing, this year topped by heavyweight stalwarts in the form of Vodafone which remains unchallenged as the UK’s most valuable brand with a valuation of $26.5bn, ahead of HSBC ($23.2bn) and Shell ($20.7bn) – the only brands to breach the global top 100.
Deliveroo delivered an impressive 54% increase in its valuation to $1.4bn securing 50th place while Costa Coffee, buoyed by its takeover by Coca-Cola, rose 48% to $1.5bn at number 47. BrewDog meanwhile jumped 40% to achieve a $1.2bn valuation and 57th spot.
The ranking is pulled together by WPP and Kantar to chart the ebb and flow of relative success between brands as well as track the nation's performance in a global context and in this latter regard UK PLC is declining with the total value of the BrandZ UK Top 75 dipping by 3% over the past year to $263.3bn, versus a 7% rise for the BrandZ Global Top 100.
Martin Guerrieria, Global BrandZ research director, commented: "This is a wake-up call for UK brands that have been over-reliant on their fame. Economic uncertainty – including around Brexit – has led to a lack of investment in long-term brand building and a focus on short-term outcomes such as driving sales.
"The sheer profile of UK brands has bolstered their success thus far, but this is not sustainable without a meaningful difference, which can only be created through brand building. To avoid losing more ground, brands must reinvigorate their offer and revitalise their connection with consumers – building on their salience to prove their continued relevance."
Previous BrandZ research has placed UK firms on notice that they are ‘vulnerable to disruption’.
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