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.
To find out more about branding, please follow one of the links below:
- Read our white paper on The Value Of Brands; How Much Are They Worth?
- Read our white paper on Branding in Business-to-Business Markets
- Download our free eBook – The Power of Industrial Brands
- Or, to see the BusinessWeek/Interbrand’s 100 most valuable brands worldwide, click here.