The Most Popular Back-to-School Brands

  • Loyal Students

    Back-to-school shopping is in full swing, but which retailers are likely to see repeat customers year after year? To find out, MainStreet consulted Brandz Rankings, an annual report put together by Millward Brown, a global agency that specializes in brand equity research. Millward Brown bases its rankings on a formula that combines the value companies put on their brands in earnings reports with the perceptions of more than 2 million consumers in markets around the world. These consumers were surveyed over the course of the year, and the agency factors in a brand’s growth potential. Whether you’re hitting the books or just the mall to shop for your kids, read on to see if the eight most popular back-to-school brands happen to be on your list. Photo Credit: Getty Images
    Best for Technology: Apple
  • Best for Technology: Apple

    Overall Ranking: #1 Estimated Brand Value: $153.3 million Brand Value Change Over Past Year: 84% Apple (Stock Quote: AAPL) isn’t just a favorite for laptops and other electronics. It was actually named best brand overall, besting search engine Google (Stock Quote: GOOG) for the first time in four years. Millward Brown attributes Apple’s rise to the growing popularity of its iPhone and iPad. Photo Credit:  Powerbooktrance
    Best Brand for Apparel: Nike
  • Best Brand for Apparel: Nike

    Overall Ranking: #57 Estimated Brand Value: $13.9 million Brand Value Change Over Past Year: 10% Nike (Stock Quote: NKE) increased its brand loyalty this year by using technology to get consumers’ attention. For instance, it launched the app  True City that provided users with product information and served as a travel guide. According to Millward Brown, Nike’s “Write the Future” campaign, launched during the World Cup, successfully associated the brand “with the prowess of World Cup athletes and the event’s driving excitement, competitiveness, spectacle and universal appeal.” Photo Credit:  Manuel  I MC
    Runner-up Apparel Brand: H&M
  • Runner-up Apparel Brand: H&M

    Overall Ranking: #62 Estimated Brand Value: $13 million Brand Value Change Over Past Year: 7% Just inched out by Nike, H&M’s popularity, according to Millward Brown, is due to its collaborations with well-known designers like Karl Lagerfield and celebrities like Madonna, David Beckham and Kylie Minogue. Its relatively reasonable price point doesn’t hurt either. Photo Credit: Facebook.com
    Best Online Retailer: Amazon
  • Best Online Retailer: Amazon

    Overall Ranking: #14 Estimated Brand Value: $37.6 million Brand Value Change Over Past Year: 37% Amazon (Stock Quote: AMZN) isn’t just a favorite among those who prefer online shopping. The retailer bested the top bricks-and-mortar chain on the list Wal-Mart though only by one spot. Millward Brown says Amazon’s ascent signals “the disruptive digital impact on the path to purchase, as retailers struggled to establish multi-channel presence, anywhere, anytime.” For other great online retailers, check out this MainStreet article. Photo Credit:  Amazon.com
    Best Superstore:  Wal-Mart
  • Best Superstore:  Wal-Mart

    Overall Ranking: #15 Estimated Brand Value: $37.3 million Brand Value Change Over Past Year: -5% It may have experienced a dropoff in brand value over the course of this year, but superstore Wal-Mart (Stock Quote: WMT) still managed to be the first bricks-and-mortar retail chain to appear on the list. Millward Brown attributes this to the chain’s greater attention to competitive pricing. Photo Credit:  Zol87
    Runner-up Superstore:  Target
  • Runner-up Superstore:  Target

    Overall Ranking: #65 Estimated Brand Value: $12.5 million Brand Value Change Over Past Year: 3% Target (Stock Quote: TGT) may have been second on Brandz’ retail list, but it didn’t come close to Wal-Mart in the overall rankings. Apparel chains Nike and H&M also bested the superstore. Still, back-to-school shoppers shouldn’t discount Target since it’s still known for, well, discounts. Helping to increase its brand appeal year-over-year was Target’s expansion of its food selection and an increase in basket size, Millward Brown reports. Photo Credit:   Patrick Hoesly
    Best Mobile Provider: AT&T
  • Best Mobile Provider: AT&T

    Overall Ranking: #7 Estimated Brand Value: $69.9 million Brand Value Change Over Past Year: N/A Studies show cellphones are on many parents’ back-to-school shopping list, and Brandz rankings indicate that parents’ favorite mobile provider is AT&T (Stock Quote: T). The company bested Verizon (Stock Quote: VZ), who ranked 13th overall, and its merger partner, T-Mobile, who ranked 19th. Photo Credit:  frotzed
    Best Price Club Brand: Costco
  • Best Price Club Brand: Costco

    Overall Ranking: Didn’t crack the Top 100 Estimated Brand Value: $4.5 million Brand Value Change Over Past Year: 17% If you’re a fan of price clubs, consider visiting overall favorite Costco (Stock Quote: COST), who placed 14th on the retailer list, besting major competitor Sam’s Club by four spots. Also helping Costco’s case was a separate study that recently named the price club the best online retailer for back-to-school shopping based on how easy it was to buy and return items. Check out this MainStreet article to find out who else made the list.   Photo Credit:  bdunnette
    Join us on Facebook
  • Join us on Facebook

    Join the MainStreet team and other readers on our lively Facebook page! Discuss our newest stories and get links to breaking content, automatically. Click here to add us. Photo Credit: lawtonchiles
Show Comments