‘The Brand Value Growth Matrix’ by The Partners, Lambie-Nairn, and Millward Brown shows that branding is a better investment for businesses than advertising in the long term, if marketing budget is limited.
$900.8 billion worth, showing +24% growth in brand value, the technology category is headed by Apple ($246.9 billion, + 67%), Google ($173.6 billion, +9%) and Microsoft ($115.5 billion, + 28%).
Evolution from "big data" to "intelligent data," controlled second-screen synchronization, more creative and "brand-aware" programmatic, boom of native ads, invasion of ads on Vine—these and five other trends have been spotted by Kantar's media analytics company.
The overall consolidated ranking is topped by technology companies: Apple ($117 bn of average value), Google ($106.9 bn), and IBM ($76 bn).
The report predicts that consumers will rather have higher expectation of "intelligent" digital ads, thus, brands in 2013 will need to deliver more sophisticated campaigns.