Food & Beverage Perspectives
marketing

Coca-Cola, McDonalds Crack 2015 Top 10 Most-Valuable Brands

Dominated by tech companies including Apple, Google and Microsoft, Coca-Cola and McDonald’s were the only two food and beverage companies to break into the top 10 of the annual Millward Brown BrandZ Top™ 100 Most Valuable Global Brands study. Coca-Cola came in at the No. 8 spot with a brand value of nearly $84 billion while fast-food giant McDonald’s landed in the No. 9 spot with a brand value of $81 billion.

Dominated by tech companies including Apple, Google and Microsoft, Coca-Cola and McDonald’s were the only two food and beverage companies to break into the top 10 of the annual Millward Brown BrandZ Top™ 100 Most Valuable Global Brands study. Coca-Cola came in at the No. 8 spot with a brand value of nearly $84 billion while fast-food giant McDonald’s landed in the No. 9 spot with a brand value of $81 billion.

The annual study, commissioned by WPP and conducted by Millward Brown Optimor, identifies and ranks the world’s most valuable brands by their dollar value, an analysis based on financial data, market intelligence and consumer measures of brand equity. The total brand value of the BrandZ top 100 now stands at $3.3 trillion, a 14-percent increase on 2014 and a 126-precent growth over the 10 years since the ranking was first launched.

Categories included Consumer and Retail (apparel, cars, luxury, personal care and retail); Food and Drink (beer, fast food and soft drinks); Financial (banks/global, banks/regional and insurance); Commodities (oil & gas); Technology/Consumer & B2B; and Telecom Providers Telecom Providers.

In terms of food and beverage, consumer health concerns impacted sales in the soft drinks and fast-food categories. Fast-food led the categories in brand value growth over the past decade, with an increase of 252 percent. Consumer concerns also impacted new product introductions Brands responded to rising consumer concern about what they put in their bodies. In fact, consumption of diet cola declined as consumers rejected artificial sweeteners. Coke and Pepsi bet the combination of cane sugar and stevia would produce a more “natural" solution with the right blend of sweetness to appeal to consumers seeking cola flavor but a mid-calorie impact. McDonald’s announced U.S. plans to phase out menu items made from chickens treated with antibiotics, as well as offer the option of milk from cows not treated with growth hormones.

Top 10 Fast-Food Brands:

  1. McDonald's $81.1 billion
  2. Starbucks $29.3 billion
  3. Subway $22.5 billion
  4. KFC $12.6 billion
  5. Chipolte $10.6 billion
  6. Pizza Hut $8.5 billion
  7. Tim Hortons $4.5 billion
  8. Domino's Pizza $3.7 billion
  9. Burger King $3.1 billion
  10. Panera $2.9 billion

Top 15 Fast-Food Brands:

  1. Coca-Cola $70 billion
  2. Diet Coke $13.7 billion
  3. Red Bull $11.3 billion
  4. Pepsi $10.8 billion
  5. Nescafè $6.3 billion
  6. Tropicana $6 billion
  7. Fanta $6 billion
  8. Sprite $5.2 billion
  9. Nespresso $5.2 billion
  10. Gatorade $4.6 billion
  11. Lipton $3.7 billion
  12. Minute Maid $2.7 billion
  13. Dr. Pepper $2.6 billion
  14. Mountain Dew $2.4 billion
  15. Diet Pepsi $2.2 billion

Top 10 Beer Brands:

  1. Budweiser $13.7 billion
  2. Bud Light $12.9 billion
  3. Heineken $9.6 billion
  4. Stella Artois $8.6 billion
  5. Skol $8.5 billion
  6. Corona $8.4 billion
  7. Guinness $4.9 billion
  8. Brahma $4.1 billion
  9. Coors Light $3.9 billion
  10. Modelo $3.6 billion
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