Vodafone was once again deemed to have the greatest value of any UK-based brand.
However, the international telecoms player’s BrandZ brand value dropped 4% year on year to $36.8bn, fewer than six times that of the world’s most valuable brand, Google, and only enough to place it 25th in the top 100 global brand ranking.
Mirroring Vodafone’s fortunes, the total value of the top 10 UK brands fell by 8% on 2015 to $137bn.
This was in large part accounted for by troubles in the banking industry, with HSBC down 16% to £20.3bn and Barclays down 15% to $7.5bn, and the energy industry, with Shell down 21% to $15bn and BP down 18% to $10.6bn.
Tesco’s woes continued with a 5% drop to $8.9bn, following last year’s precipitous 37% decline from $14.8bn.
BT leapfrogged Shell into third place with a 3% increase in brand value to $18.6bn, while Dove made the top ten for the first time since 2013 with a 3% increase to $5.5bn.
The other new entrant was Lipton, which is valued at $8.6bn but was not ranked in 2015. According to a spokeswoman for Millward Brown, the complier of BrandZ, the disparity was due to a change from Lipton’s valuation being derived from its hot beverages business to it being derived from all Lipton drinks (hot beverages and iced tea).
The two brands that dropped out of the top ten were Standard Chartered and Burberry.
The global ranking was topped by Google, which saw its value increase by 32% to $229.2bn, putting it ahead of Apple, which was hit by a drop of 8% to $228.5bn.