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April 12, 2006
The Best Global Brands - The most valuable brands of 2005.
eBay, HSBC, Samsung, Apple, and UBS enjoyed the largest increases in brand value, while Sony, Morgan Stanley, Volkswagen, Levi’s, and Hewlett-Packard saw the highest losses.
BusinessWeek publishes Interbrand’s annual ranking of brands.
New York, Zurich – BusinessWeek has been publishing the ranking of the 100 most valuable global brands (measured in US dollars) together with Interbrand, the world’s leading brand consulting firm.
The current top ten brands are Coca-Cola (ranked 1st), Microsoft (ranked 2nd), IBM (ranked 3rd), GE (ranked 4th), Intel (ranked 5th), Nokia (ranked 6th), Disney (ranked 7th), McDonald’s (ranked 8th), Toyota (ranked 9th) and Marlboro (ranked 10th).
The winners of the last year’s ranking are brands that have demonstrated complete consistency in all of their products and services in each market and type of customer contact.
According to BusinessWeek, one of the greatest challenges facing brands in the future is how to target consumers who are better able to manage their own media needs. For example, people can consciously choose to either display or hide online advertising. Therefore, more than ever, brands must use a variety of different media and specific campaigns simultaneously to reach potential customers effectively.
BusinessWeek is the world’s largest business magazine, with a circulation of 1.2 million issues and 5.6 million readers. BusinessWeek was founded 76 years ago and is managed by The McGraw-Hill Companies in New York. Three editions are published for North America, Europe, and Asia, and the magazine is sold in 140 countries.
View BusinessWeek Interbrand Annual Ranking of the Top Global Brands for 2005
Interbrand Zintzmeyer & Lux, with offices in Amsterdam, Hamburg, Cologne, Moscow, Munich, and Zurich, is specialized in the creation, management, and valuation of brands.
Samsung, a South Korean brand (ranked 20th), recorded a 19% higher value this year alone. With a total increase of 186% over the last five years, it is the most successful of all brands ever represented in the ranking.
American brands continue to dominate the ranking, with eight of the ten top positions. However, with a total of 53 brands, six fewer than last year, they only make up around half of the ranking.
Mercedes is still the most valuable German brand, ranked 11th, despite a 6% decline in brand value. In contrast, BMW is catching up, increasing its brand value by 8% to land at 16th place. Unfortunately, Volkswagen experienced one of the greatest losses this year, now ranked 56 due to a 12% drop in brand value. With SAP (ranked 36), Siemens (ranked 45th), Adidas (ranked 71st), Porsche (ranked 76th), Audi (ranked 79th), and Nivea (ranked 98th), there are a total of nine German brands in this year’s ranking – the second strongest group once again.
Novartis is a newcomer to the ranking, entering at 43 place. Novartis is the only pharmaceutical brand today that has made a strong investment in generics. With a 16% increase in brand value, UBS is one of the 5 “ top movers” in this year’s ranking thanks to their consistent pursuit of a single brand strategy and their strong position in private wealth management. The renowned Swiss brands Nescafe (ranked 24th), Nestle (ranked 66th), and Rolex (ranked 72nd) also saw their brand values rise.
Philips moved up 12 spots to 53rd place, thanks partly to the successful “ sense and simplicity” campaign and newly available data. The other Dutch brands ING (ranked 87th), Shell (ranked 90th), and Heineken (ranked 100th), were able to maintain their positions.
Brand valuation by Interbrand Zintzmeyer & Lux
“ The Best Global Brands” are the 100 most valuable global brands with a brand value of over $2.3 billion. They were selected according to two criteria: First, the brand needed a global presence and generate significant revenues on the most important world markets. Second, these companies needed to have sufficient publicly available marketing and financial data.
Edited & Posted by the Editor | 4:46 AM | Link to this Post
