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For the eighth successive year, Coca-Cola has been named the most valuable global brand. In the annual survey conducted by BusinessWeek and Interbrand, which evaluates brand value on the basis of how much it is likely to earn for the company in the future, IBM has this year climbed one spot to No. 2, pushing Microsoft down to No. 3. Other notable climbers in the 2008 poll include Google (climbing to No. 10 from No. 20 last year), Apple, Amazon.com, Zara and Nintendo. Newcomers to this year’s list include H&M, Thomson Reuters and the ubiquitous BlackBerry. Several financial services giants – among them Merrill Lynch, Citi and Morgan Stanley – have fallen way down the rankings, a undoubted reflection of the difficulties facing financial markets presently. In spite of this, HSBC and Visa have managed to buck the trend. According to Interbrand’s Global CEO, the rise and fall of many brands is certainly linked to the state of the global economy. In addition to the current credit crisis, influencing factors have included the growth of emerging markets, and an increased emphasis on sustainability worldwide. Customers in many emerging markets are experiencing new-found wealth, and luxury brands in these countries are reaping the rewards. Porsche, Prada, Ferrari and Giorgio Armani all feature in the top 100 global brands, and have seen great success in emerging markets during the past year. Sustainability and better environmental credentials are also gaining importance, and are not restricted to any one industry or sector. From automotive manufacturers improving fuel efficiency, to energy companies investing in cleaner, greener, renewable energy sources, sustainable business practices are a real ‘hot topic’. Brands that are benefiting from greater sustainability on this year’s chart include GE, Mercedes, Honda and BP. In times of uncertainty, it is more important than ever to focus on your brand. Your brand is central to everything you do, and its value should never be underestimated.
This entry was posted on Monday, October 6th, 2008 at 1:14 pm and is filed under Branding, Global Research, International Market Research. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site. One Response to “Best Global Brands”Leave a Reply |
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October 15th, 2008 at 9:06 am
[...] on from the recent release of the Best Global Brands 2008 survey, in which we commented on the first-time appearance of BlackBerry, it is with interest that we [...]