Top 100 brands: Sberbank and MTS gain prestige

Russia’s largest bank jumped four places from last year reach spot 70, closely followed by telecommunications company MTS, which secured spot 82 in brand value rankings. Sberbank emerged as the 13th most valuable bank brand worldwide.

The rankings and the figures are compiled by American market
research company Millward Brown Optimor (MBO). For eight years in a
row has published the ‘BrandZ Top 100’ — a compilation of the
world’s most valuable brands according to 2012 financial
results.

Sberbank increased its value by 19 percent to $14.7 billion, and
MTS increased 11 percent to $10.6 billion.

The rankings take into account financial performance,
adaptability of a company, market influence, and reputation among
peers. This year’s list showed a 7 percent growth year-on-year,
with a combined value of $2.6 trillion.

Russian Leaders

Looking expand globally, Sberbank has heavily invested in brand
development by way of improving both products and services.
Anastasia Kurovskaya, vice president of MBO EMEA, believe Sberbank
stands out from the competition:

“Sberbank is implementing a global bank strategy- they have
intelligently handled foreign asset acquisitions and have created a
good online banking system.”

According to Kurovskaya, it’s difficult for European, especially
Russian, companies to compete in global ratings. The average value
of the American brand is 2 times more than Asian, and 2.5 times
more than European.

Sberbank just missed the cut-off for the top ten most valuable
European brands.

MTS mobile operator sales outlet. (RIA Novosti / Syisoev)

MTS also improved its financial performance in 2012, in a large
part due to making their services more affordable for customers.

“As a result, MTS has a 36 percent increased revenue from
data services, and today we see that it is also influenced by the
rising cost of the MTS brand in general, it proves the
effectiveness of our strategy,”
said vice-president of MTS
Marketing Vasil Latsanych.

No Russian energy companies appeared on the rankings. Exxon
Mobil (39), Shell (49), Petrol China (78), and Chevron (97) all
made the top 100. Gazprom, the world’s largest gas producer, at
nearly 10 million barrels a day, did not. Kremlin operated with a
market monopoly, it doesn’t need a strong brand the way other
companies do. Rosneft, also an oil giant, produces more gas than
ranked competitors, but like Gazprom, doesn’t spend much on PR or
advertising.

The Usuals

After a rocky financial year plagued by low sales and a tax
evasion scandal, Apple remained the world’s most valuable brand at
$185.1 billion, followed by its Silicon Valley neighbor Google,
which has a brand value of $113.7 billion.

IBM took third place with a brand valuation of $112 billion,
McDonald’s took fourth ($90 billion) and Coca-Cola fifth ($78
billion).

McDonald’s, despite the fact that its value compared to the
previous year fell by 5 percent, still remained the restaurant
champion of America, beating out Starbucks, a market rival.

Only a year after its initial public offering, Facebook
disappointed shareholders, and valued by the survey at $21.3
billion, taking 31st place.

Yahoo, has just returned to the top hundred, this year taking
92nd place. It 2008 it had a brand value of $11.4 billion, and
since then has dropped, this year at $9.8
billion. 

Toyota has overtaken BMW as the most valuable car brand.

An accurate reading of Apple?

Apple shares declined sharply in January, plunging below $400
after it posted its first profit decline in nearly a decade, which
was followed by an 18 percent earning dip. The stock closed Monday
on the NYSE up 2.2 percent at $442.93, still a long way from the
$705 peak price at the time of the iPhone 5 release in September
2013.

While Apple is currently the most ‘valuable’ brand, its
volatility can push down its market capitalization, day by day. In
January, it contended with Exxon Mobil for the highest market
capitalization, which on January 25th, surpassed it, only
briefly.

Apple execs are not pleased with the so-called ‘undervaluation’
of the stock.

“It’s being valued as a predictable, value-based
company,”
former Apple CEO John Sculley said on CNBC Monday.
“And it’s sort of crazy to think that Apple is trading at the
same P/E as Dell.”

This article originally appeared on : RT