The
branding company Interbrand and the BusinessWeek
magazine have teamed up again to rank
the world's leading super brands. The
best brands in 2006 are a lot like the
ones featured on the list in 2005, except
for some jostling from long established
companies and just a few new comers finding
themselves on the elite 100 list. The
United Kingdom based exclusive clothing
and apparel company Burberry and the Japanese
based car manufacturer Lexus (owned by
Toyota) are the only new kids on the block,
with the former taking 98th position and
the latter rocketing straight up to 92nd
position.
At the top of the best one hundred brands
there is very little change from last
year. There are no changes at all until
7th position, with Toyota moving from
9th last year to 7th this year.
The top 6 are long established brands
with a global reach and marketing strategy
that has been difficult to challenge.
The fizzy drinks maker Coca-Cola has clung
to the title of the best brand in the
world with it's ever present marketing
campaign and a range of innovative new
products. The remaining top 6 brands include
Microsoft (2), IBM (3), General Electric
GE (4), Intel (5), and the phone manufacturer
from Finland, Nokia reclaiming position
6.
Interbrand ranks each brand by calculating
the net present value of the earnings
the brand is expected to generate from
July 1, 2005 to June 30, 2006. More than
one third of the brand's earnings must
be derived from countries other than where
they are based and they must have earnings
of at least $2.7 billion before they are
even considered. Their marketing and financial
data must also be publicly available and
they must be recognized by people outside
of their customer base.
This is the 6th annual brands list that
Interbrand has put together in association
with BusinessWeek. Notable winners for
2006 include the Internet giant Google
with a 46% increase in brand value, Starbucks
with 20%, eBay with 18%, and Motorola
with an 10% increase in value. While the
biggest losers list included Gap with
a drop of 12 places and a 22% decline,
Ford with 16%, Kodak with 12%, and Heinz
with a 10% decline in brand value.
CEO of Interbrand, Jez Frampton said "In
the majority of cases, those who made
the ranking are proactively managing their
businesses through a brand lens. They
have recognized that their brand should
be the central organizing principle given
the incredible value they represent. The
need to measure and manage brand performance
continues to be a critical priority for
senior management as evidenced by the
incredible interest shown in this ranking.
See below for a listing of the top ten
global brands according to Interbrand
and the BusinessWeek magazine..
Rank
|
Company
|
Country
|
Value
($million)
|
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
|
Coca-Cola
Microsoft
IBM
GE
Intel
Nokia
Toyota
Disney
McDonalds
Mercedes-Benz
|
USA
USA
USA
USA
USA
Finland
Japan
USA
USA
Germany
|
67,000
56,926
56,201
48,907
32,319
30,131
27,941
27,848
27,501
21,795
|
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