Another Wiglaf Journal Brand Valuation QUIZ

It’s time for another Wiglaf Journal brand valuation quiz.  The answers come from data furnished by BrandZ’s top 100 brands by Millward Brown.  Two major points to note:  (1) There are lots of other brand valuation ratings sources; (2) the true value of a brand is best-guess process-–not a balance sheet entry.

Millward Brown, which calculates BrandZ, is a British multinational market research firm focused on advertising effectiveness, strategic communication, media and brand equity research.  Millward Brown’s brand valuation analyses provide strong evidence of the importance of branding for business leaders. Brand is about reputation. A brand generates trust for a company, for its products, and for its services. The brands mentioned in the BrandZ top 100 list are the world’s most trusted.

Here then is the brand valuation quiz:

1. Which is the world’d most valuable brand?

1. Apple
2. Microsoft
3. Google
4. Coca-Cola
5. IBM

2. Approximately what is the most valuable brand worth?

1. $500 billion
2. $400 billion
3. $300 billion
4. $200 billion
5. $100 billion

3. Which is the most valuable automotive brand?

1. General Motors
2. Ford
3. Toyota
4. Mercedes Benz
5. BMW

4. Which brand grew faster than any other in the last year?

1. Amazon
2. Facebook
3. Starbucks
4. Nike
5. Cosco

5. Which brand dropped more than any other?

1. IBM
2. Marlboro
3. Coca-Cola
4. Walmart
5. Shell

6. Which is the most valuable food or food service brand?

1. Coca-Cola
2. McDonald’s
3. Subway
4. Starbucks
5. Pepsi

7. Which brand is the least valued retailer?

1. Zara
2. Walmart
3. H&M
4. Lowe’s
5. IKEA

8. Which brand broke into the Top 100 in 2016

1. Adobe
2. Heineken
3. CVS Pharmacy
4. All of the above
5. None of the above

9. Which brand maintained its exact place in the brand valuation standings?

1. Microsoft
2. General Electric
3. UPS
4. Walmart
5. Honda

10. Which is the most valuable fashion brand?

1. Coach
2. Louis Vuitton
3. Ralph Loren
4. Hermes
5. Gucci

Answers:

1. The correct answer is Google (c), which took over No. 1 from Apple.  Microsoft is No. 3, Coca-Cola No.13, and IBM No. 10.
2. The answer is $200 billion (d). BrandZ calculates the value of the Google brand is $229 billion.
3. Toyota (c) is the top automotive brand. Ranked No. 28, the Toyota brand is worth $29.5 billion. BMW ranks No. 33, Mercedes Benz ranks No. 38, Ford ranks No. 75 and General Motors is not listed in the Top 100.
4. All of these brands showed growth, however Facebook (b)—with a value of $102.5 billion—went from 12^th to 5^th, Amazon went from 14^th to 7^th, Starbucks went from 29^th to 21^st; Nike went from 28^th to 24^th, and Costco went from 97^th to 68^th.
5. All of these brands lost value, but IBM (a), with as value of $86 billion, wins the award as the top laggard dropping from 4^th to 10^th; Coca-Cola, for many years the world’s top brand, fell from 8^th to 13^th; Walmart fell from 26^th to 32^nd, Shell dropped from 54^th to 66^th, and the iconic Marlboro, the last tobacco product in the Top 100, fell from 10^th to 12^th.
6. McDonald’s (b), worth $88,6 Billion, is the winner at No. 9. Coca-Cola, No. 13, Starbucks, No. 21, Subway, No. 41, and Pepsi, No. 86.
7. H&M (c) wins this question with its rank of 79 and a valuation of $12.5 billion. Lowe’s is No. 76^th; IKEA is No. 55; Zara is No. 36, and Walmart, No. 33.
8. The answer here is all of the above (d). Adobe was No.100, Heineken 97^th, and CVS broke into the list at 88^th.
9. The correct answer here is Microsoft (a), valued at $121 billion maintained its place as the world’s No. 3 brand. Others stayed almost the same: General Electric, from 17^th to 16^th; UPS from 18^th to 17^th; Walmart, from 26^th to 32^nd, and Honda from 78^th to 74^th.
10. The correct answer is Louis Vuitton (b). the 30^th most valuable brand is the winner here with a value of $28.5 billion. Other fashion brands: Hermes, No. 44 and Gucci, No. 80.  Neither Coach nor Ralph Lauren made the top 100.