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20 most valuable brands of 2013

  • The big winners this year, as we'll see, were those tied to emerging mobile capabilities. <a href="http://www.millwardbrown.com/BrandZ/Top_100_Global_Brands.aspx" rel="nofollow noopener" target="_blank" data-ylk="slk:Check out Millward Brown;elm:context_link;itc:0;sec:content-canvas" class="link ">Check out Millward Brown</a> for the full rankings, or <b><a href="http://ca.finance.yahoo.com/photos/the-20-most-valuable-brands-of-2013-1369240794-slideshow/blank-headline-received-photo-172524902.html" data-ylk="slk:click next to start our countdown of the top 20;elm:context_link;itc:0;sec:content-canvas;outcm:mb_qualified_link;_E:mb_qualified_link;ct:story;" class="link yahoo-link">click next to start our countdown of the top 20</a></b>.
    1/6

    Millward Brown Top 100 Brands

    The big winners this year, as we'll see, were those tied to emerging mobile capabilities. Check out Millward Brown for the full rankings, or click next to start our countdown of the top 20.
    Courtesy Millward Brown Optimor
  • <p><b>19. SAP</b></p><br><p><b>Brand Value: </b>$34.36 billion</p><br><p><b>Per cent change vs. 2012: </b>34%</p><br><p><b>What Happened: </b>"They're really into the big data," Yuan explained of the German tech brand, "So [the increase in value] is reflective of a consistent storyline: The growth of mobile shopping." SAP has the big data solutions enterprise companies need.</p>
    2/6

    Немецкая SAP нанимает аутистов за

    19. SAP


    Brand Value: $34.36 billion


    Per cent change vs. 2012: 34%


    What Happened: "They're really into the big data," Yuan explained of the German tech brand, "So [the increase in value] is reflective of a consistent storyline: The growth of mobile shopping." SAP has the big data solutions enterprise companies need.

  • <p><b>17. Vodafone</b></p><br><p><b>Brand Value: </b>$39.7 billion</p><br><p><b>Per cent change vs. 2012: </b>-8%</p><br><p><b>What Happened: </b>Vodafone's 8% drop in value can be attributed to O2 and Orange's recent success. But at almost $40 billion, it is still one of the largest mobile carriers in the UK.</p>
    3/6

    Vodafone revenues fall

    17. Vodafone


    Brand Value: $39.7 billion


    Per cent change vs. 2012: -8%


    What Happened: Vodafone's 8% drop in value can be attributed to O2 and Orange's recent success. But at almost $40 billion, it is still one of the largest mobile carriers in the UK.

  • <p><b>11. General Electric</b></p><br><p><b>Brand Value: </b>$55.3 billion</p><br><p><b>Per cent change vs. 2012: </b>21%</p><br><p><b>What Happened: </b>"GE ... continued to be one of the most well respected consumer and industrial brands in the world," Yuan said. And the public is starting to see that it makes more than just light bulbs. General Electric has dedicated major marketing dollars to making sure that consumers know it produces everything from airplane engines to wind turbines to medical equipment. Hammering in its dedication to innovation, a recent ad campaign even <a href="http://www.businessinsider.com/the-robots-in-the-new-ge-ad-2012-11" rel="nofollow noopener" target="_blank" data-ylk="slk:enlisted the help of famous robots.;elm:context_link;itc:0;sec:content-canvas" class="link ">enlisted the help of famous robots.</a> "In terms of B2B, GE is one of the most well respected brands," Yuan continued, citing that it was often used in business school case studies.</p>
    4/6

    CEO's Discuss Future Of American Manufacturing In Washington

    11. General Electric


    Brand Value: $55.3 billion


    Per cent change vs. 2012: 21%


    What Happened: "GE ... continued to be one of the most well respected consumer and industrial brands in the world," Yuan said. And the public is starting to see that it makes more than just light bulbs. General Electric has dedicated major marketing dollars to making sure that consumers know it produces everything from airplane engines to wind turbines to medical equipment. Hammering in its dedication to innovation, a recent ad campaign even enlisted the help of famous robots. "In terms of B2B, GE is one of the most well respected brands," Yuan continued, citing that it was often used in business school case studies.

    Getty Images
  • <p><b>6. AT&T</b></p><br><p><b>Brand Value: </b>$75.5 billion</p><br><p><b>Per cent change vs. 2012: </b>10%</p><br><p><b>What Happened: </b>AT&T is another company to gain value due to the increasing U.S. consumption of mobile products. For a long time, the service provider had an exclusive deal with the iPhone, so it became synonymous with the new technology. What's really interesting, however, is that even when Apple opened the iPhone up to Samsung and T-Mobile, AT&T's value didn't go down.</p>
    5/6

    AT&T

    6. AT&T


    Brand Value: $75.5 billion


    Per cent change vs. 2012: 10%


    What Happened: AT&T is another company to gain value due to the increasing U.S. consumption of mobile products. For a long time, the service provider had an exclusive deal with the iPhone, so it became synonymous with the new technology. What's really interesting, however, is that even when Apple opened the iPhone up to Samsung and T-Mobile, AT&T's value didn't go down.

    AP Photo
  • <p><b>5. Coca-Cola</b></p><br><p><b>Brand Value: </b>$78.4 billion</p><br><p><b>Per cent change vs. 2012: </b>6%</p><br><p><b>What Happened: </b>"What's consistently impressive about Coca-Cola is its ability to innovate," Yuan said. "People think that soda consumption is declining, but Coke is turning the business on its head." For example, this year Coca-Cola released a series of freestyle machines which allows consumers and retailers to mix their own flavors of the soda syrup to make their own individual Coca-Cola. The company is constantly innovating and staying fresh.</p>
    6/6

    A woman walks past a Coca-Cola truck truck at a distribution center in Alexandria

    5. Coca-Cola


    Brand Value: $78.4 billion


    Per cent change vs. 2012: 6%


    What Happened: "What's consistently impressive about Coca-Cola is its ability to innovate," Yuan said. "People think that soda consumption is declining, but Coke is turning the business on its head." For example, this year Coca-Cola released a series of freestyle machines which allows consumers and retailers to mix their own flavors of the soda syrup to make their own individual Coca-Cola. The company is constantly innovating and staying fresh.

    REUTERS
The big winners this year, as we'll see, were those tied to emerging mobile capabilities. <a href="http://www.millwardbrown.com/BrandZ/Top_100_Global_Brands.aspx" rel="nofollow noopener" target="_blank" data-ylk="slk:Check out Millward Brown;elm:context_link;itc:0;sec:content-canvas" class="link ">Check out Millward Brown</a> for the full rankings, or <b><a href="http://ca.finance.yahoo.com/photos/the-20-most-valuable-brands-of-2013-1369240794-slideshow/blank-headline-received-photo-172524902.html" data-ylk="slk:click next to start our countdown of the top 20;elm:context_link;itc:0;sec:content-canvas;outcm:mb_qualified_link;_E:mb_qualified_link;ct:story;" class="link yahoo-link">click next to start our countdown of the top 20</a></b>.
<p><b>19. SAP</b></p><br><p><b>Brand Value: </b>$34.36 billion</p><br><p><b>Per cent change vs. 2012: </b>34%</p><br><p><b>What Happened: </b>"They're really into the big data," Yuan explained of the German tech brand, "So [the increase in value] is reflective of a consistent storyline: The growth of mobile shopping." SAP has the big data solutions enterprise companies need.</p>
<p><b>17. Vodafone</b></p><br><p><b>Brand Value: </b>$39.7 billion</p><br><p><b>Per cent change vs. 2012: </b>-8%</p><br><p><b>What Happened: </b>Vodafone's 8% drop in value can be attributed to O2 and Orange's recent success. But at almost $40 billion, it is still one of the largest mobile carriers in the UK.</p>
<p><b>11. General Electric</b></p><br><p><b>Brand Value: </b>$55.3 billion</p><br><p><b>Per cent change vs. 2012: </b>21%</p><br><p><b>What Happened: </b>"GE ... continued to be one of the most well respected consumer and industrial brands in the world," Yuan said. And the public is starting to see that it makes more than just light bulbs. General Electric has dedicated major marketing dollars to making sure that consumers know it produces everything from airplane engines to wind turbines to medical equipment. Hammering in its dedication to innovation, a recent ad campaign even <a href="http://www.businessinsider.com/the-robots-in-the-new-ge-ad-2012-11" rel="nofollow noopener" target="_blank" data-ylk="slk:enlisted the help of famous robots.;elm:context_link;itc:0;sec:content-canvas" class="link ">enlisted the help of famous robots.</a> "In terms of B2B, GE is one of the most well respected brands," Yuan continued, citing that it was often used in business school case studies.</p>
<p><b>6. AT&T</b></p><br><p><b>Brand Value: </b>$75.5 billion</p><br><p><b>Per cent change vs. 2012: </b>10%</p><br><p><b>What Happened: </b>AT&T is another company to gain value due to the increasing U.S. consumption of mobile products. For a long time, the service provider had an exclusive deal with the iPhone, so it became synonymous with the new technology. What's really interesting, however, is that even when Apple opened the iPhone up to Samsung and T-Mobile, AT&T's value didn't go down.</p>
<p><b>5. Coca-Cola</b></p><br><p><b>Brand Value: </b>$78.4 billion</p><br><p><b>Per cent change vs. 2012: </b>6%</p><br><p><b>What Happened: </b>"What's consistently impressive about Coca-Cola is its ability to innovate," Yuan said. "People think that soda consumption is declining, but Coke is turning the business on its head." For example, this year Coca-Cola released a series of freestyle machines which allows consumers and retailers to mix their own flavors of the soda syrup to make their own individual Coca-Cola. The company is constantly innovating and staying fresh.</p>
Updated

The idea of branding can often seem buzzword-y, but as Millward Brown's 8th annual BrandZ Top 100 report shows, a strong identity is a huge corporate asset.