Interbrand Releases 11th Annual Ranking of the 100 'Best Global Brands'
Coca-Cola retains the number one spot; Google gains on Microsoft, while HP
enters the top 10
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<p>NEW YORK, <span class="xn-chron">Sept. 15</span> /CNW/ -- IBM, Microsoft and Google lead Interbrand's 11th annual ranking of the "Best Global Brands." Google (#4) sees a 36% increase in value over last year, bringing the brand closer than ever to rival Microsoft (#3). HP (#10) enters the top 10 for the first time, having increased brand value under a new business model and brand platform. For the 11th year straight, Coca-Cola (#1) retains its top spot as the number one ranked brand on the list.</p>
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<p>Interbrand, the leading brand consultancy, publishes the ranking of the top 100 brands based on a unique methodology analyzing the many ways a brand touches and benefits an organization, from attracting top talent to delivering on customer expectation. Three key aspects contribute to a brand's value; the financial performance of the branded products or services, the role of brand in the purchase decision process and the strength of the brand to continue to secure earnings for the company.</p>
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<p>A number of prominent brands faced extraordinary crisis in 2010 resulting in stalled growth, value loss and in the case of BP, failure to make the ranking this year. BP's environmental disaster and inability to make good on its brand promise of "Beyond Petroleum" led to it falling off of the list and helped competitor Shell emerge as an industry leader, now ranked number 81, up from number 92 in 2009. Although the Toyota (#11) recall caused the brand to lose -16% of its brand value, its long-standing reputation for reliability, efficiency and innovation helped it weather the crisis better than expected. Goldman Sachs (#37) was once the envy of Wall Street, but now faces the dichotomy of strong economic results and an angry public that will continue to lash out until the company begins to demonstrate that it is making sincere efforts to better align its ethics with its brand.</p>
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<p>Technology brands continue to lead the pack, with IBM (#2), Microsoft (#3), Google (#4), Intel (#7), and HP (#10) earning top rankings. Apple (#17) increased brand value 37% through carefully controlled messaging and an endless wave of buzz surrounding new product launches. Despite a challenging year, HP made smart additions to its product portfolio and swiftly expanded the HP brand to protect its ranking on the list. With 32% brand value growth, BlackBerry (#54) remains the most popular smartphone for business users, despite pressure from Apple as it edges into the corporate world.</p>
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<p>"2010 was the beginning of a long road back towards economic recovery," said Jez Frampton, group chief executive at Interbrand. "From real-time customer feedback through social media to increased transparency about corporate citizenship, brands were faced with a profound change in the way they relate to customers and demonstrate their relevance and value. Despite this new paradigm of brand management, the advantages of building a solid brand remain the same."</p>
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<p>During a difficult year for the auto industry, <span class="xn-person">Mercedes Benz</span> (#12) and BMW (#15) were able to sustain and build their value through innovative design and a focus on delivering premium value vehicles with luxury features. Using customer feedback, largely drawn from YouTube, Flickr, Twitter and Facebook to launch the 2009 Fiesta, Ford (#50) stands out as one of the best example of how to use social media. Award-winning products like the Q5 and rich heritage help Audi (#63) lead industry growth this year with a 9% increase in its brand value.</p>
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<p>Despite the economic downturn, luxury brands Cartier (#77), Armani (#95), Louis Vuitton (#16), Gucci (#44), Tiffany & Co (#76) and Hermes (#69) all saw the value of their brands increase in 2010 by continuing to invest in their heritage and legendary status. Outstanding customer service and a focus on unique in-store and online experiences allowed them to stay strong, even while consumers cut back spending.</p>
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<p>In the financial sector, legacy brands Citi (#40) and UBS (#86) lost double-digits in brand value, while Santander (#68), Barclays (#74) and Credit Suisse (#80) made their debut on the list for the first time. Their ability to stay true to brand promises in unsure times, and avoidance of the subprime mortgage crisis, helped them stay the course.</p>
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<p>Interbrand's 2010 Best Global Brands is available in full, along with expanded content and methodology, on Interbrand.com at <a href="http://www.thebestglobalbrands.com">http://www.thebestglobalbrands.com</a>.</p>
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About Interbrand
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<p>Founded in 1974, Interbrand is recognized for being at the forefront of the dialogue on brands as business assets. Today, Interbrand is amongst the largest brand consultancies and has grown to include 40 offices in 25 countries. The combination of rigorous strategy and analytics with world-class design creativity help its clients to create and manage brand value in all market dynamics. It is widely respected for its annual study, The Best Global Brands, and creating a broader platform for the discussion on brands in the Webby-award winning website brandchannel.com. For more on Interbrand, visit <a href="http://www.interbrand.com">www.interbrand.com</a>.</p>
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<p> Interbrand's Annual Ranking of the Best Global Brands For 2010</p>
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2010 2009 BRAND SECTOR 2010 2009 % CHANGE
RANK RANK BRAND BRAND (BRAND
VALUE VALUE $m VALUE)
$m
1 1 COCA-COLA BEVERAGES 70,452 68,734 2%
BUSINESS
2 2 IBM SERVICES 64,727 60,211 7%
COMPUTER
3 3 MICROSOFT SOFTWARE 60,895 56,647 7%
INTERNET
4 7 GOOGLE SERVICES 43, 557 31,980 36%
5 4 GE DIVERSIFIED 42,808 47,777 -10%
6 6 MCDONALD'S RESTAURANTS 33,578 32,275 4%
7 9 INTEL ELECTRONICS 32,015 30,636 4%
8 5 NOKIA ELECTRONICS 29,495 34, 864 -15%
9 10 DISNEY MEDIA 28,731 28,447 1%
10 11 HP ELECTRONICS 26,867 24,096 12%
11 8 TOYOTA AUTOMOTIVE 26,192 31,330 -16%
12 12 MERCEDES-BENZ AUTOMOTIVE 25,179 23,867 6%
13 13 GILLETTE FMCG 23,298 22,841 2%
BUSINESS
14 14 CISCO SERVICES 23,219 22,030 5%
15 15 BMW AUTOMOTIVE 22,322 21,671 3%
16 16 LOUIS VUITTON LUXURY 21,860 21,120 4%
17 20 APPLE ELECTRONICS 21,143 15,433 37%
18 17 MARLBORO TOBACCO 19,961 19,010 5%
19 19 SAMSUNG ELECTRONICS 19,491 17,518 11%
20 18 HONDA AUTOMOTIVE 18,506 17,803 4%
21 21 H&M APPAREL 16,136 15,375 5%
BUSINESS
22 24 ORACLE SERVICES 14,881 13,699 9%
23 23 PEPSI BEVERAGES 14,061 13,706 3%
FINANCIAL
24 22 AMERICAN EXPRESS SERVICES 13,944 14,971 -7%
25 26 NIKE SPORTING GOODS 13,706 13,179 4%
BUSINESS
26 27 SAP SERVICES 12,756 12,106 5%
27 25 NESCAFÉ BEVERAGES 12,753 13,317 -4%
HOME
28 28 IKEA FURNISHINGS 12,487 12,004 4%
FINANCIAL
29 37 JP MORGAN SERVICES 12,314 9,550 29%
30 30 BUDWEISER ALCOHOL 12,252 11,833 4%
31 31 UPS TRANSPORTATION 11,826 11,594 2%
FINANCIAL
32 32 HSBC SERVICES 11,561 10,510 10%
33 33 CANON ELECTRONICS 11,485 10,441 10%
34 29 SONY ELECTRONICS 11,356 11,953 -5%
35 34 KELLOGG'S FMCG 11,041 10,428 6%
INTERNET
36 43 AMAZON.COM SERVICES 9,665 7,858 23%
FINANCIAL
37 38 GOLDMAN SACHS SERVICES 9,372 9,248 1%
38 39 NINTENDO ELECTRONICS 8,990 9,210 -2%
39 40 THOMSON REUTERS MEDIA 8,976 8,434 6%
FINANCIAL
40 36 CITI SERVICES 8,887 10,254 -13%
41 35 DELL ELECTRONICS 8,880 10,291 -14%
42 42 PHILIPS ELECTRONICS 8,696 8,121 7%
INTERNET
43 46 EBAY SERVICES 8,453 7,350 15%
44 41 GUCCI LUXURY 8,346 8,182 2%
45 44 L'ORÉAL FMCG 7,981 7,748 3%
46 48 HEINZ FMCG 7,534 7,244 4%
BUSINESS
47 45 ACCENTURE SERVICES 7,481 7,710 -3%
48 50 ZARA APPAREL 7,468 6,789 10%
49 47 SIEMENS DIVERSIFIED 7,315 7,308 0%
50 49 FORD AUTOMOTIVE 7,195 7,005 3%
51 52 COLGATE FMCG 6,919 6,550 6%
FINANCIAL
52 57 MORGAN STANLEY SERVICES 6,911 6,399 8%
53 55 VOLKSWAGEN AUTOMOTIVE 6,892 6,484 6%
54 63 BLACKBERRY ELECTRONICS 6,762 5,138 32%
55 54 MTV MEDIA 6,719 6,523 3%
FINANCIAL
56 53 AXA SERVICES 6,694 6,525 3%
57 58 NESTLÉ FMCG 6,548 6,319 4%
58 60 DANONE FMCG 6,363 5,960 7%
59 56 XEROX ELECTRONICS 6,109 6,431 -5%
60 61 KFC RESTAURANTS 5,844 5,772 2%
61 NEW SPRITE BEVERAGES 5,777 N/A N/A
62 62 ADIDAS SPORTING GOODS 5,495 5,397 2%
63 65 AUDI AUTOMOTIVE 5,461 5,010 9%
64 67 AVON FMCG 5,072 4,917 3%
65 69 HYUNDAI AUTOMOTIVE 5,033 4,604 9%
INTERNET
66 64 YAHOO! SERVICES 4,958 5,111 -3%
FINANCIAL
67 81 ALLIANZ SERVICES 4,904 3,831 28%
FINANCIAL
68 NEW SANTANDER SERVICES 4,846 N/A N/A
69 70 HERMES LUXURY 4,782 4,598 4%
70 66 CATERPILLAR DIVERSIFIED 4,704 5,004 -6%
71 71 KLEENEX FMCG 4,536 4,404 3%
72 74 PORSCHE AUTOMOTIVE 4,404 4,234 4%
73 75 PANASONIC ELECTRONICS 4,351 4,225 3%
FINANCIAL
74 NEW BARCLAYS SERVICES 4,218 N/A N/A
JOHNSON &
75 80 JOHNSON FMCG 4,155 3,847 8%
76 76 TIFFANY & CO LUXURY 4,127 4,000 3%
77 77 CARTIER LUXURY 4,052 3,968 2%
78 NEW JACK DANIEL'S ALCOHOL 4,036 N/A N/A
79 82 MOËT & CHANDON ALCOHOL 4,021 3,754 7%
FINANCIAL
80 NEW CREDIT SUISSE SERVICES 4,010 N/A N/A
81 92 SHELL ENERGY 4,003 3,228 24%
FINANCIAL
82 94 VISA SERVICES 3,998 3,170 26%
83 79 PIZZA HUT RESTAURANTS 3,973 3,876 2%
84 78 GAP APPAREL 3,961 3,922 1%
85 NEW CORONA ALCOHOL 3,847 N/A N/A
FINANCIAL
86 72 UBS SERVICES 3,812 4,370 -13%
87 86 NIVEA FMCG 3,734 3,557 5%
COMPUTER
88 95 ADOBE SOFTWARE 3,626 3,161 15%
89 84 SMIRNOFF ALCOHOL 3,624 3,698 -2%
90 NEW 3M DIVERSIFIED 3,586 N/A N/A
91 88 FERRARI AUTOMOTIVE 3,562 3,527 1%
92 NEW JOHNNIE WALKER ALCOHOL 3,557 N/A N/A
93 NEW HEINEKEN ALCOHOL 3,516 N/A N/A
FINANCIAL
94 NEW ZURICH SERVICES 3,496 N/A N/A
95 89 ARMANI LUXURY 3,443 3,303 4%
96 91 LANCÔME FMCG 3,403 3,235 5%
97 90 STARBUCKS RESTAURANTS 3,339 3,263 2%
98 73 HARLEY-DAVIDSON AUTOMOTIVE 3,281 4,337 -24%
99 100 CAMPBELL'S FMCG 3,241 3,081 5%
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100 98 BURBERRY LUXURY 3,110 3,095 0%
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For further information: Interbrand: Lisa Kline, +1-212-798-7646, [email protected]; Porter Novelli for Interbrand: Courtney Lewis, +1-212-601-8021, [email protected] Web Site: http://www.thebestglobalbrands.com http://www.interbrand.com
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