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Hub of global influence inspires long-term confidence

Entrepreneurs and creatives building strong, valuable brands

I am delighted to introduce you to the inaugural WPP BrandZ™ Top 50 Most Valuable UK Brands ranking.

In a sense, this is a market that needs little introduction; it is the fifth-largest economy in the world, and is second only to Germany in Europe. This small island has grasped opportunities and been part of world developments since the industrial revolution. Its businesses and its talent have adapted to new challenges throughout the decades, and the UK has not only one of the world’s largest economies, but also one of the most diverse and dynamic.

The land that Napoleon famously dismissed as “a nation of shopkeepers” is now a nation of inventors, dealmakers, creatives and entrepreneurs.

The ground-breaking BrandZ valuation™ ranks the country’s most valuable brands and identifies the key forces that are driving growth in brand value in this market. It is the first edition of an annual review that will track and anticipate the evolving environment for brands in the UK, and will chart the changing fortunes of the country’s most valuable brands.

We are tremendously excited to be bringing the BrandZ™ study to the UK, home to some incredibly strong and enduring local brands, many of which have become global household names. What’s remarkable is the breadth of industries in which UK brands lead their field. Take BP, HSBC, Cadbury and Land Rover, to name just a few.

I am fortunate that my role at WPP takes me all over the world, and it is always refreshing to see how highly regarded the UK is abroad, and to appreciate what this means for the businesses and brands associated with it. In the midst of political turmoil at home and uncertainty over what Brexit might mean, it is worth remembering that the UK is globally renowned for the quality of its education, for democracy and fairness, decency and probity. At the same time, the country’s cosmopolitan nature has powered a reputation for embracing and fostering innovation.

From George Stephenson to James Dyson, and Shakespeare to JK Rowling, this is a country that consistently punches above its weight on the world stage across a whole range of sectors. The UK is known for having produced the inventors of the jet engine, the world wide web, and Top Gear.

In this report, in addition to examining the most valuable UK brands, we take an exclusive, in-depth look at what Brand UK now represents to consumers and business leaders around the world. Data and analysis from the “Best Countries” study undertaken by Y&R’s BAV Group, with partners US News and the Wharton Business School, shines a light on how country of origin affects British brands. This is of considerable importance in a Brexit world.


For WPP, the UK is where it all began – 32 years ago with just one employee. Now, WPP has over 200,000 colleagues around the world in 112 countries, and the UK remains an important part of our business.

WPP was founded in the UK, and London is home to our global headquarters. Today, people work across WPP companies in UK cities, providing advertising, marketing, insight, media, digital, shopper marketing and PR expertise. It’s part of our global presence in 112 countries. By linking all this talent, creativity, wisdom, and horizontality, we amplify global trends and insights that help our clients in useful and unique ways.

Whether you’re a British brand or a global name, in this report you’ll find knowledge and insight to help you create and grow brands in the UK – and farther afield – more effectively.

Key Take Aways provide succinct, action-oriented recommendations for brands based on our expert analysis of the market. We’ve also included summaries of the UK Top 50 Most Valuable Brands. Brand experts from WPP companies across the UK share their market wisdom and sharp insights through extensive Thought Leadership and Best Practices insights.

And we present all this with stunning specially commissioned photography by Cecilie Østergren and a vibrant design that reflects the diversity and energy of the country itself.

We invite you to access our unrivalled BrandZ™ resource library. Along with the new BrandZ™ Top 50 Most Valuable UK Brands report, the library includes these annual studies: BrandZ™ Top 100 Most Valuable Global Brands, BrandZ™ Top 100 Most Valuable Chinese Brands, and BrandZ™ Top 50 Most Valuable Indonesian Brands, and the newly launched BrandZ™ Top 50 Most Valuable Spanish Brands. To download these and other reports, please visit www.BrandZ. com. For the interactive BrandZ™ mobile apps go to www.BrandZ.com/mobile.

At WPP, we’re passionate about using our creativity to create and build strong, differentiated brands that deliver lasting shareholder value. To learn more about how to apply our experience and expertise to benefit your brand, please contact any of the WPP companies that contributed expertise to this report. Search for summaries of each company and the contact details of key executives. Or feel free to contact me directly.

David Roth

email: droth@wpp.com

twitter: davidrothlondon
blog: www.davidroth.com