Coca-Cola, outside the top ten of the 100 most valuable global brands 2016 – Expansion MX

MEXICO CITY (Expansion) –

For the first time, Coca-Cola out of the top ten and leaves his eighth place to stand in the position No. 12 BrandZ ranking of the 100 most valuable global brands 2016, prepared by the firm Millward Brown. Google manages for the sixth time head the list, taking the lead from Apple, while Microsoft remains in third place.

Although the soft drink brand is the most consumed in the world, according to the ranking Brand Footprint 2016 Kantar Worldpanel, their contribution brand and its monetary value were not enough to be conserved among the first ten sites ranking BrandZ, the same thing happened to Marlboro, who also left the top ten. In their places they enter Facebook and Amazon, which add to the list of technology companies that top the 100 most valuable global brands in 2016.

This year the social network up seven locations and has an increase of 44% in its brand value which translates to 102.551 million, while Amazon also rises seven positions and advances 59%, with a brand value of 98.988 million.

Fernando Alvarez Kuri, vice president of Millward Brown , said in interview prior to the presentation of the ranking BrandZ its methodology has a crucial differentiation from other lists, because it measures a key aspect: the return on investment of the company also “takes into account the consumer who decides if a brand survives or not. ” To reach this conclusion, this year we interviewed 2 million people in 50 countries about 100,000 marks in 14 categories.

One of the findings in the ranking BrandZ 2016 is that the consumer is more concerned about his welfare and health care. This aspect is one of the factors that leave Coca-Cola out of the top ten most valuable brands, despite its reputation and its position as lovemark. L to only one survived this trend is McDonald’s, located in ninth place

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“Coca-Cola itself is the most sold and is an iconic brand that many love, but shocked that after ten years is not in the top ten and has lost 4% of its value, “said Alvarez.

the BrandZ ranking positions help to understand what comes forward from the consumer appreciates what he says. The common denominator in the top ten are young brands in the technology category.

This 2016 growth of 132% in the portfolio of brands is reported since 2006, also is a reflection of the activation of the developed economies.

Mexico had a representative in this BrandZ ranking during the period 2010 to 2013, it is Telcel, which does not slip this year in the 100 most valuable global brands, as their brand value, according to Millward Brown, was about 8,000 million dollars 2015, 2.000 million less than Adobe, which this year appears first in the ranking in the hundred position.

Alvarez Kuri, believes that in the future Latin American brands could have a place within the world’s most valuable hundred. Bimbo is one that is more likely, last May was considered the third Mexican brand more powerful by the appraiser Brand Finance.

The absence of Latin American brands is that emerging countries have a stake very fluctuating ranking he says Alvarez. This 2016, the big winners were the Americans and the Chinese. In fact, the United States is the country of origin of the ten most valuable brands in the world, and 49 of the members of the ranking BrandZ are based in that country.

On the Chinese side, it is the only upward the group of NIC (English Newly Industrialized Country ), since in the ranking has several brands of insurers, which shows the empowerment of the middle class, analyzes Alvarez Kuri.

Here is a list of the top ten BrandZ 100 most valuable global brands
2016.

Position 2016	Make	Category	Value    Brand 2016 *	Change Brand Value	Position    2015
1	Google	Technology	229.198	+ 32%	2
2	Apple	Technology	228.460	– 8%	1
3	Microsoft	Technology	121.824	+ 5%	3
4	AT & T	Telecoms	107.387	+ 20%	6
5	Facebook	Technology	102.551	+ 44%	12
6	Visa	Payments	100,800	+ 10%	5
7	Amazon	Retail	98.988	+ 59%	14
8	Verizon	Telecoms	93.220	+ 8%	7
9	McDonald’s	Fast Food	88.654	+ 9%	9
10	IBM	Technology	86.206	– 8%	4

* The brand value is expressed in millions of dollars