Interbrand publishes Best Global Brands 2009

Date: 07/10/2009

Interbrand has announced the publication of its 2009 Best Global Brands. Below is an excerpt focusing on the top 5. For the full report, please visit the Interbrand site:
http://www.interbrand.com/images/studies/-1_BGB2009_Magazine_Final.pdf

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 1. Coca-Cola
Coca-Cola is 123 years old and shows no sign of relenting. It is the number one producer of sparkling beverages by volume and dollars. It has launched more than 700 products in 2008 around the world, and its edgy campaigns continue to push boundaries, showing the rest of the marketing community what it really means to manage a brand. Worldwide relevance is what defines Coke and it has successfully maintained its diversified portfolio in more than 200 countries.

2. IBM
In this tough market, Big Blue's revenue is at an all-time high. IBM received the most U.S. patents (more than 4,000) for the 16th year in a row, investing heavily in innovation as it continues its progression from a hardware provider to a software and services solutions brand. It is the market leader, with expanded presence in more than 170 countries and approximately 65 percent of revenue generated outside of the U.S.

3. Microsoft
2009 marks the first year-on-year decline in Microsoft's public history, despite a game console division that continues to be profitable. As the market matures, the giant faces stiff competition from faster, quicker rivals. However, Microsoft's Bing, a new search engine that launched in June to great reviews, is poised to give Google a real run for its money.

4. GE
Despite GE slipping in its position of technology leadership, it is still better equipped to support future innovations and brand evolution than other traditional competitors, due to its ability to touch consumers on an emotional level. The good news is that ecomagination is still the most concise initiative towards sustainability out there, and the brand has set itself up for growth in the long-term with green technology.

5. Nokia
Nokia seems to be trailing behind more dynamic smartphone innovations like Apple's iPhone and RIM's BlackBerry. The N97, a flagship Nseries mobile computer that was first unveiled in December 2008, is designed to address competitive technologies but debuted in 2009 at a much higher price point than Apple's or RIM's new offerings. In fast developing markets, where Nokia leads in market share, the brand continues its strategy of targeting younger audiences with trendier design at a relatively lower cost. In the next year, Nokia plans to be more mindful of the U.S. market by increasing its investments and developing relationships with wireless carriers like AT&T.

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According to the report, brands are assessed in the following way:

1. There must be substantial publicly available financial data.
2. One third of the brand's revenues must come from outside its country of origin.
3. The brand must be positioned to play a signifi cant role in the consumers' purchase decision.
4. The Economic Value Added (EVA) must be positive, showing that there is revenue above the company's operating and financing costs.
5. The brand must have a broad public profile and awareness.

Based on these criteria, certain brands you might expect to see in this ranking are not included. The Mars and BBC brands, for example, are privately held and do not have financial data publicly available. Wal-Mart, although it does business in international markets, does not do so under the Wal-Mart brand and is therefore not sufficiently global.

Source: Interbrand


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