Brands & Value
I see that renowned brand consultancy Interbrand has just released their 2010 Best Global Brands list.
And as you would expect Coca Cola is perched on the top of the list.
Somewhat surprisingly Apple is way down the list at number 17.
That's better than last year when they were ranked at 20 but much lower than I would've expected.
Not that I'm any kind of an expert on the ranking of a brand's value.
But why on earth is IBM ranked at number 2?
I don't think their name has ever come up in any meeting or conversation I've had over the last year.
Possibly longer.
I would have though IBM would have loss some of its lustre in recent times.
Especially since it made the decision to let a Chinese company manufacture and sell IBM laptops under the Lenovo brand.
Weird.
posted by Stan Lee at 4:09 am
8 Comments:
Maybe because this is a global list and we just see it from an Australian/Anglo perspective?
Never thought of that Anon. Thanx.
If I remember rightly, they use a complex formula to calculate the brand's value. And I believe that Coca-Cola is the only (?) business to include brand value on its balance sheet.
Now, that's commitment to a brand, because if that valuation goes down, it hits your stock price.
I expect we'd see a whole lot better marketing/advertising if other companies did the same!
Nice post Stan, good point Gavin.
It truly is amazing when you think that in this day and age, Coke can still land at the top of the heap of all the world's brands.
Coke has for many years been savvy enough to realize that it's brand is king. The commodity of brown sugary water is about as low tech as you can get. Grant McCracken summed it up beautifully in Chief Culture Officer:
“Without a connection to culture, Coke is merely carbonated water and syrup. Without culture, it’s just a fizzy drink. So culture counts. Let’s be clearer still. The fundamental terms of the Coke proposition are changing. The carbonated soft drink is now contested by new ideas of what a drink should be (Snapple, Gatorade, Poland Springs, Vitamin-water, Red Bull). In the traditional case, culture matters. In the present case, it matters more.”
We marketers tend to live in a very B2C obsessed world, but we shouldn't underestimate the power (and value) of B2B brands.
IBM won a recent Global Gold Effie in 2010 for Smarter Planet, as detailed here:
http://www.effie.org/winners/showcase/2010/4625
Adam is spot on. I work in the B2B, or what I like to call B2G (Business to Government). IBM are big players and sign massive contracts with very large Departments. Defence alone is enough to keep them busy.
This is an interesting list - I just wrote about it myself. The majority of the brand value is based on how the brand in doing in terms of sales, so no real surprise in seeing Coca-Cola up there. They sell a-lot of bottles (coke, water, juice...you name it).
I am surprised to see Ford at 50, and that Shell climbed so much since last year's list. One would think they took a big hit as a 'carry over' from the BP oil spill. After all, how many people in the U.S. trusts oil companies today... someone... anyone?.
It would have been nice to see some destination brands on the list as well, as a good destination is good for business too (Germany/cars/engineering). How about South Africa or Australia.
How about Sth Africa, Australia...? Those are excellent brands.
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