Site icon Bill Hartzer

100 Best Global Brands; Google, Zara, Apple, and Nintendo Top Gainers

According to the BusinessWeek/Interbrand annual ranking of the top 100 best global brands released today, Google, Zara, Apple, and Nintendo are among this year’s top gainers. Google ranks 20th in the list. Yahoo! ranks 55th in the list.

This is the seventh year that BusinessWeek has teamed up with Interbrand, to publish the ranking of the top 100 global brands, ranked by the brand’s overall value.

What’s interesting to note is that Ford and Gap lost 19% and 15% of their brand value, respectively, in this year’s annual rankings.

Coca-Cola (listed as the top global brand) may be having trouble boosting their brand, though. Coca-Cola is at the top of the list for the seventh consecutive year, reportedly because it is big and the brand is everywhere–but Coca-Cola failed to grow its reputation because “its move into healthier drinks has yet to resonate” according to the BusinessWeek/Interbrand folks.

BusinessWeek chose Interbrand’s methodology for the annual rankings because Interbrand evaluates brand value in the same way any other corporate asset is valued–on the basis of how much it is likely to earn for the company in the future. According to a press release today, “Interbrand uses a combination of analysts’ projections, company financial documents, and its own qualitative and quantitative analysis to arrive at a net present value of those earnings. Interbrand takes many ingredients into account when ranking the value of the Best Global Brands. Even to qualify for the list, each brand must derive at least a third of its earnings outside its home country, be recognizable outside of its base of customers, and have publicly available marketing and financial data.”

BusinessWeek/Interbrand's Annual Ranking of
The Best Global Brands For 2007

Rank   Company            2007         Percent
                          Brand         Change    Country of
                          Value      (over 2006)  Ownership

                          $MILLIONS
1      Coca-Cola          65,324         -3 %        U.S.
2      Microsoft          58,709          3 %        U.S.
3      IBM                57,091          2 %        U.S.
4      GE                 51,569          5 %        U.S.
5      Nokia              33,696         12 %      Finland
6      Toyota             32,070         15 %       Japan
7      Intel              30,954         -4 %        U.S.
8      McDonald's         29,398          7 %        U.S.
9      Disney             29,210          5 %        U.S.
10     Mercedes-Benz      23,568          8 %      Germany
11     Citi               23,443          9 %        U.S.
12     Hewlett-Packard    22,197          9 %        U.S.
13     BMW                21,612         10 %      Germany
14     Marlboro           21,283          0 %        U.S.
15     American Express   20,827          6 %        U.S.
16     Gillette           20,415          4 %       France
17     Louis Vuitton      20,321         15 %        U.S.
18     Cisco              19,099          9 %        U.S.
19     Honda              17,998          6 %       Japan
20     Google             17,837         44 %        U.S.

21     Samsung            16,853          4 %     S. Korea
22     Merrill Lynch      14,343         10 %        U.S.
23     HSBC               13,563         17 %      Britain
24     Nescafe            12,950          4 %    Switzerland
25     Sony               12,907         10 %       Japan
26     Pepsi              12,888          2 %        U.S.
27     Oracle             12,448          9 %        U.S.
28     UPS                12,013         12 %        U.S.
29     Nike               12,004         10 %        U.S.
30     Budweiser          11,652          0 %        U.S.
31     Dell               11,554         -6 %        U.S.
32     JPMorgan           11,433         12 %        U.S.
33     Apple              11,037         21 %        U.S.
34     SAP                10,850          8 %      Germany
35     Goldman Sachs      10,663         11 %        U.S.
36     Canon              10,581          6 %       Japan
37     Morgan Stanley     10,340          6 %        U.S.
38     Ikea               10,087         15 %       Sweden
39     UBS                 9,838         13 %    Switzerland
40     Kellogg's           9,341          6 %        U.S.
41     Ford                8,982        -19 %        U.S.
42     Philips             7,741         15 %    Netherlands
43     Siemens             7,737         -1 %      Germany
44     Nintendo            7,730         18 %       Japan
45     Harley-Davidson     7,718          0 %        U.S.
46     Gucci               7,697          8 %       Italy
47     AIG                 7,490         NEW         U.S.
48     eBay                7,456         10 %        U.S.
49     AXA                 7,327         NEW        France
50     Accenture           7,296          8 %      Bermuda
51     L'Oreal             7,045         10 %       France
52     MTV                 6,907          4 %        U.S.
53     Heinz               6,544          5 %        U.S.
54     Volkswagen          6,511          8 %      Germany
55     Yahoo!              6,067          0 %        U.S.
56     Xerox               6,050          2 %        U.S.
57     Colgate             6,025          7 %        U.S.
58     Chanel              5,830         13 %       France
59     Wrigley's           5,777          6 %        U.S.
60     KFC                 5,682          6 %        U.S.
61     Gap                 5,481        -15 %        U.S.
62     Amazon.com          5,411         15 %        U.S.
63     Nestle              5,314          8 %    Switzerland
64     Zara                5,165         22 %       Spain
65     Avon                5,103          1 %        U.S.
66     Caterpillar         5,059         10 %        U.S.
67     Danone              5,019          8 %       France
68     Audi                4,866         17 %      Germany
69     adidas              4,767         11 %      Germany
70     Kleenex             4,600         -5 %        U.S.
71     Rolex               4,589          8 %    Switzerland
72     Hyundai             4,453          9 %     S. Korea
73     Hermes              4,255         10 %       France
74     Pizza Hut           4,254         -9 %        U.S.
75     Porsche             4,235          8 %      Germany
76     Reuters             4,197          6 %      Britain
77     Motorola            4,149         -9 %        U.S.
78     Panasonic           4,135          4 %       Japan
79     Tiffany & Co.       4,003          5 %        U.S.
80     Allianz             3,957         NEW       Germany
81     ING                 3,880         12 %    Netherlands
82     Kodak               3,874        -12 %        U.S.
83     Cartier             3,852         15 %       France
84     BP                  3,794         -5 %      Britain
85     Moet & Chandon      3,739         15 %       France
86     Kraft               3,732         -5 %        U.S.
87     Hennessy            3,638          2 %       France
88     Starbucks           3,631         17 %        U.S.
89     Duracell            3,605          1 %        U.S.
90     Johnson & Johnson   3,445          8 %        U.S.
91     Smirnoff            3,379         11 %      Britain
92     Lexus               3,354          9 %       Japan
93     Shell               3,331          5 %      Britain
94     Prada               3,286         14 %       Italy
95     Burberry            3,221         16 %      Britain
96     Nivea               3,116         16 %      Germany
97     LG                  3,100          3 %     S. Korea
98     Nissan              3,072         -1 %       Japan
99     Polo RL             3,046         NEW         U.S.
100    Hertz               3,026         NEW         U.S.

BusinessWeek is a leading global business media organization, providing unparalleled insight and analysis to a worldwide audience of business leaders. Founded in 1929 and published by the McGraw-Hill Companies, BusinessWeek magazine is the market leader, with more than 4.8 million readers each week in 140 countries. Local language editions include Chinese, Russian, and Bahasa Indonesian. Launched in 1994, BusinessWeek.com is the preeminent provider of daily, essential business news, information, and services to business decision-makers. Reaching 85% of the nation’s households, BusinessWeek Weekend delivers important business, consumer and financial news to television viewers every week.

Interbrand, a leading brand consultancy, combines the rigorous strategy and analysis of a management consulting practice with the entrepreneurial and creative spirit of branding and design. The company offers a comprehensive array of consulting services that guide clients in the creation, enhancement, maintenance and valuation of their most valuable asset — their brands. Founded in 1974, Interbrand has offices in over 30 cities in more than 20 countries around the globe and clients from among the most respected businesses. For more information visit the world’s only online exchange about branding, produced by Interbrand, at http://www.brandchannel.com/ .

If you’re interested, the 2005 and 2006 tables are located here (2005) and here (2006).

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