Top 10 Brands 2015
We realised that whilst technology companies dominate the top brands, there have been many other movers and shakers that have adjusted to establish themselves in an ever-changing world.
Some companies have reinvented their brand in reaction to changing demands, while others have continued with their already successful campaigns and identities. One thing they all have in common however is that they are household names.
In 2015 Apple continued to improve upon its existing products. We saw an update to the iPhone as well as new additions in the iPad and Mac range. In terms of sheer numbers, Apple sold in excess of 230 million iPhones in 2015 alone, helping to bring profits unseen by any other company and to secure a brand value double that of its closest competitor.
In addition to massive sales, they continued to expand partnerships through its CarPlay feature. Despite an expected slow down in sales of their most popular product, the iPhone, rumours of new products spell continuing success going forward.
2015 was a tough year to follow for British Airways after winning the award for Consumer Superbrand in the previous year. However, it was not a disappointing one, and they were named the UK’s most popular brand in March 2015 for a second year running.
They asserted themselves as one of the leading global premium airlines and the UK’s largest international carrier with almost 40 million passengers. The newly designed first class cabin aims to spark enthusiasm in an area of the business that has fallen off in recent years.
The company also offers fares that compete with many budget airlines in its world traveller cabins. There have been difficult times recently in the air travel sector, but British Airways has planted itself firmly in the favour of many.
2015 was Microsoft’s biggest ever year with major product announcements (a la Surface). It propelled them forward ever closer to their competitors and the introduction into a previously untouched area of business with the launch of the Surface Book.
Though only a small portion of their overall income, the launch of Windows 10 promised an amalgamation of its product lines. It offered some much needed help to its fledgling ecosystem, which is sure to help boost profitability. Though the come back-story isn’t over, 2015 showed that the fight is still very much alive for Microsoft.
Google has diversified itself year after year, moving from a simple search engine to offering services such as Gmail, Maps and products in the Android range. 2015 saw an operational restructure, making Google the biggest subsidiary of its holding company, Alphabet Inc.
With the other businesses owned in the umbrella, they continue to focus on the future with ambitious products, such as driverless cars and high speed Internet offerings. After beating profit expectations in Q2, share prices rocketed and the remainder of the year continued strongly for the Internet giant.
In our list of top 10 brands 2015 and a break from the technology giants that all but dominate the top, McDonalds had a difficult year, fighting off concerns about its ingredients and environmental responsibility. Nevertheless, it came out on top with healthy reported profits and the beginnings of a complete brand transformation. And according to brandchannel McDonalds turnaround menu left analysts and the media hungry for more.
Given that their market is ever more focussed on healthy eating, this is much needed and seeing new additions to their menu has helped move them away from being the brand that epitomised fast food, to something much more diverse. Along with an overhaul of its image, it also reignited successful campaigns of the past that bring positive associations of the brand.
John Lewis has come into Internet fame in recent years with its Christmas time advertising campaigns, and that has served them well in bringing their image up to date.
However, it’s not a new image, rather a invigoration of the very same principles that its founder started the business with 150 years ago. After a huge investment program that set to re-vamp its stores and branding, they have emerged as a household name that is trusted throughout the country.
Launched as the world’s biggest bookstore back in 1995, Amazon is now the go to place for many and the leader in the world of e-commerce. They continued to improve their next-day delivery service, Prime, in 2015.
They also expanded other aspects of the business, such as streaming media and hardware products. This all combined with unprecedented sales figures for Black Friday and Christmas to help give their brand value a boost of almost 30%, to nearly $40m.
Nike has carved themselves a slice of the market outside of sportswear into the general fashion market. They did this by aligning themselves with top designers and celebrities alike. The sportswear giant now looks set to diversify further by focusing on the female market.
After spending years creating innovative new products aimed solely at women, Nike cast 27 top female athletes to show of its new products in a campaign. The aim is to advertise its new women’s only retail store.
Nike also announced that the fiscal year to 2015 was its most profitable ever in North America. With inroads made in China where sales previously struggled, the brand is set to flourish in the future.
Toyota Group were the first motoring company to bring energy efficiency to the forefront with the introduction of the Prius, back towards the end of the last century.
Since then it has continued to invest its is Eco-friendly brand image, with improvements to its hybrid technology that is arguably class leading. Passing the technology onto its luxury brand Lexus, they have positioned themselves well in all parts of the market, to move forward in a time of change.
Keeping with the recent energy conscious trends and to ensure it doesn’t get left behind, BMW continued to move forward with its I series of electric vehicles in 2015. It’s this encouraging of the adoption of sustainable technologies that has served the BMW brand so well in 2015, by making them enticing.
Previously with electrically powered vehicles there was an image of compromise, but BMW aims to ensure that drivers don’t need to compromise energy efficiency for driving pleasure. This is displayed by the introduction of its i8 electric sports car that offers excellent performance AND efficiency.