The BrandZ Top 75 is a ranking of the UK’s brands that meet a specific criteria – they were originally created in the UK and they are owned by a publicly listed company traded on a stock exchange, or its financials are published in the public domain.
Announced by WPP and Kantar, the 2019 BrandZ Top 75 Most Valuable UK Brands shows that Vodafone (LON:VOD) remains the nation’s most valuable brand – worth £21.5 billion – with HSBC and Shell coming second and third respectively.
Shares in Vodafone Group were down during trading on Wednesday morning.
However, Kantar said that the rate of growth for UK brands continues to fall behind those in the global rankings, in addition to those in other European markets.
Kantar added that there are three newcomers in the ranking – WHSmith, Aston Martin and Halifax.
“Consumers perceive the fastest-growing UK brands as innovative and dynamic, with a sense of momentum and a clear point of difference,” said David Roth, CEO of the Store WPP EMEA and Asia and Chairman on BrandZ.
“They have built strong emotional connections and have great communicative power to tell their story. However, to keep up with accelerated growth of other global brands these brands must now work to build on their strengths and continue to deliver a fantastic customer experience, one of the key drivers of success for disruptive brands,” David Roth added.
“This is a wake-up call for UK brands that have been over-reliant on their fame,” warned Martin Guerrieria, Global BrandZ Research Director.
“Economic uncertainty – including around Brexit – has led to a lack of investment in long-term brand building, and a focus on short-term outcomes such as driving sales,” the Global Brandz Research Director continued.
“The sheer profile of UK brands has bolstered their success thus far, but this is not sustainable without meaningful difference, which can only be created through brand building. To avoid losing more ground, brands must reinvigorate their offer and revitalise their connection with consumers – building on their salience to prove their continued relevance.”