branding firm Interbrand and the BusinessWeek
magazine have teamed up again to rank
the world's leading super brands. For
the seventh consecutive year the number
one brand in the world is the brown fizzy
soft drink of Coca-Cola. The global giant
is slowing though as the company is spending
a lot of time focusing on the healthier
beverages that people are continuing to
choose over the classic Coke beverage.
The Internet search engine and advertising
company Google was the biggest gainer
on the global brands list for 2007 with
a 44 percent increase in brand value.
Google is ranked 20th with a brand value
of about $17.8 billion. Last
year they had a brand value of $12.3
billion and were ranked 24th.
Business Week spoke with Google's vice-president
of marketing David Lawee to ask him about
the meteoric rise of the company. Lawee
says his job is made easier by the quality
of the products that Google releases;
"When you have a great story to
tell, you just have to tell it. Your job
as a marketer is infinitely easier. We
have a great story to tell."
He also said "The challenge for
us is to continue to outdo ourselves.
That's a challenge for a lot of brands.
Brands aren't static things. They're like
people. They grow, they learn, they evolve.
Now we're almost 10 years old. We know
we have a lot to learn. But we're trying
to be our own person. That's a little
bit different from the way branding used
to be done."
This is the 7th annual global brands list
that Interbrand has put together in association
with the BusinessWeek magazine. Notable
winners for 2007 include the Internet
giant Google with a 44% increase in brand
value, the Spanish owned clothing brand
Zara with 22%, Apple computers with 21%,
Nintendo with 18%, and the Starbucks coffee
giant with a 17% increase in value. While
the biggest losers list included the American
car maker Ford with a drop of 17%, Gap
clothing brand dropped 15%,
Kodak with 12%, Pizza Hut with 9%, and
the mobile phone maker Motorola with a
9% decline in brand value.
Interbrand ranks each brand by calculating
the net present value of the earnings
that the brand is expected to generate.
More than one third of the brand's earnings
must be derived from countries other than
where they are based and they must be
well recognized outside of their main
customer base. Their marketing and financial
data must also be publicly available which
excludes large privately held companies
like Visa. Airlines are excluded, as are
pharmaceutical brands this year, and insurance
companies have been allowed this year
for the first time.
When talking about the measuring of brand
value, Interbrand's Group Chief Executive
Jez Frampton said they have "always
placed great emphasis upon the need for
a balance between the logical and the
creative. Brands, after all, live in our
heads and our hearts. But ultimately,
brands are value generators for business.
Increasingly, we need to understand how
brands deliver value and use this information
to better inform business decisions."
In a report put out by Interbrand, they
said "Leaders plan for their success
by creating, managing and implementing
strong strategic visions that make businesses
stand out and command attention. The successful
brands recognize and commit to this as
a cycle of activity, prospering while
they deliver economic value to the brand
and their organization."
See below for a listing of the top ten
global brands according to Interbrand
and the BusinessWeek magazine..
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