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World's Most Valuable Brands Ranked by Interbrand 2001
2001 #Brand2001 BrandValue($MM)
% change (2001 vs 2000)
2000BrandValue($MM)
% change (2000 vs 1999)
1999BrandValue($MM)Market Capof parentcompany(@ July2001)BrandValue as% ofMarketCap (@July 2001)Market Capof parentcompany (@July 2000)BrandValue as %of MarketCap (@ July2000)NotesBrandLeverage(2001)IndustryCountry oforiginTickerSymbol(parentcompany)Parent Company
1Coca-Cola68,945
-5%
72,537
-13%
83,845113,40061%142,16351%4.18food & beveragesUSKOCoca-Cola
2Microsoft65,068
-7%
70,197
24%
56,654380,00017%420,99217%#3.16softwareUSMSFTMicrosoft
3IBM52,752
-1%
53,184
21%
43,781198,70027%194,23627%0.67technologyUSIBMInternational Business Mac
4GE42,396
11%
38,128
14%
33,502498,6009%524,3517%0.38industrialUS GEGE
5Nokia35,035
-9%
38,528
86%
20,694104,20034%239,82816%#1.37telecomsFinlandNOKNokia
6Intel34,665
-11%
39,049
30%
30,021202,20017%447,7199%1.15technologyUSINTCIntel
7Disney32,591
-3%
33,553
4%
32,27560,00054%80,64542%1.91travel and leisureUSDISDisney
8Ford30,092
-17%
36,368
10%
33,19745,90066%48,78175%0.27automotiveUSFFord
9McDonald's25,289
-9%
27,859
6%
26,23135,400^^44,012^^0.75retailUSMCDMcDonald's
10AT&T22,828
-11%
25,548
6%
24,181148,95015%118,67122%0.39telecomsUSTAT&T
11Marlboro22,053
0%
22,111
5%
21,048107,30021%60,74036%#2.28leisure goodsUSMOPhillip Morris
12Mercedes21,728
3%
21,105
19%
17,78145,53048%53,39940%0.59automotiveGermanyDCXDaimler Chrysler
13Citibank19,005
1%
18,810N/AN/A268,9007%203,3259%0.86financial servicesUSCCitigroup
14Toyota18,578
-1%
18,824
53%
12,310133,40014%171,16611%0.23automotiveJapanTMToyota
15Hewlett-Packard17,983
-13%
20,572
20%
17,13255,80032%124,87516%#0.41technologyUSHWPHewlett-Packard
16Cisco Systems17,209
-14%
20,068N/AN/A140,70012%446,4544%#1.01technologyUSCSCOCisco Systems
17American Express16,919
5%
16,122
28%
12,55052,30032%69,24023%#0.80financial servicesUSAXPAmerican Express
18Gillette15,298
-12%
17,359
9%
15,89431,40049%36,47148%3.89personal careUSGGillette
19Merrill Lynch15,015
N/A
N/AN/AN/A49,60030%N/AN/A#0.63financial servicesUSMERMerrill Lynch20Sony15,005
-9%
16,410
15%
14,23152,50029%85,34919%0.29electronicsJapanSNESony
21Honda14,638
-4%
15,245
37%
11,10144,00033%33,24746%0.31automotiveJapanHMCHonda
22BMW13,858
7%
12,969
15%
11,28122,22062%20,30764%#0.54automotiveGermanySIDBYBMW
23Nescafe13,250
-3%
13,681N/AN/A82,72016%N/AN/A2.72food & beveragesSwitzerlandNSRGYNestle
24Compaq12,354
-15%
14,602N/AN/A25,50048%43,40534%#0.33technologyUSCPQCompaq
25Oracle12,224
N/A
N/AN/AN/A111,00011%N/AN/A#1.35softwareUSORCLOracle26Budweiser10,838
1%
10,685
26%
8,51038,60028%33,74132%1.70alcoholUSBUDAnheuser Busch
27Kodak10,801
-9%
11,822
-20%
14,83013,20082%18,43264%#0.86leisure goodsUSEKKodak
28Merck9,672
N/A
N/AN/AN/A148,4007%N/AN/A#0.26pharmaceuticalGermanyMRKMerck29Nintendo9,460
N/A
N/AN/AN/A27,20035%N/AN/A2.11leisure goodsJapan7974Nintendo30Pfizer8,951
N/A
N/AN/AN/A255,3004%N/AN/A0.57pharmaceuticalUSPFEPfizer31Gap8,746
-6%
9,316
18%
7,90924,70035%26,56535%#1.32retailUSGPSGap
32Dell8,269
-13%
9,476
5%
9,04370,00012%127,5767%#0.37technologyUSDELLDell
33Goldman Sachs7,862
N/A
N/AN/AN/A40,80019%N/AN/A0.27financial servicesUSGSGoldman Sachs34Nike7,589
-5%
8,015
-2%
8,15511,50066%11,21271%0.99leisure goodsUSNKENike
35Volkswagen7,338
-6%
7,834
19%
6,60317,04043%11,93066%#0.20automotiveGermanyVLKAYVolkswagen
36Ericsson7,069
-9%
7,805
-47%
14,76647,50015%165,7675%0.27telecomsSwedenERICYEricsson
37Heinz7,062
N/A
N/AN/AN/A14,70048%15,41076%#2.54food & beveragesUSHNZHeinz
38Louis Vuitton7,053
2%
6,887
69%
4,07624,50029%40,55817%#2.77luxuryFranceLVMHYLVMH
39Kellogg's7,005
-5%
7,357
4%
7,05212,10058%12,06661%1.16food & beveragesUSKKellogg's
40MTV6,599
3%
6,411N/AN/A93,3007%N/AN/A#2.55mediaUSVIAbViacom
41Canon6,580
N/A
N/AN/AN/A32,60020%N/AN/A#0.30business servicesJapanCAJCanon42Samsung6,374
22%
5,223N/AN/A22,32029%40,82113%#0.23electronicsKorea0830.KSSamsung
43SAP6,307
3%
6,136N/AN/A17,60036%51,81412%1.19softwareGermanySAPSAP
44Pepsi6,214
-6%
6,637
12%
5,93266,8009%64,03510%**0.88food & beveragesUSPEPPepsico
45Xerox6,019
-38%
9,700
-14%
11,2256,50093%13,82570%0.36business servicesUSXRXXerox
46IKEA6,005
0%
6,032N/AN/AN/AN/AN/AN/A#0.79retailSwedenprivateIKEA47Pizza Hut5,978
N/A
N/AN/AN/A6,400^^N/AN/A0.87retailUSYUMTricon48Harley Davidson5,532
N/A
N/AN/AN/A14,30039%N/AN/A2.17automotiveUSHDIHarley Davidson49Apple5,464
-17%
6,594
54%
4,2838,34066%17,04739%#0.76technologyUSAAPLApple
50Gucci5,363
4%
5,150N/AN/A7,93068%9,63653%#4.00luxuryItalyGUCGucci
51KFC5,261
N/A
N/AN/AN/A6,400^^N/AN/A0.87retailUSYUMTricon52Reuters5,236
7%
4,877N/AN/A18,20029%24,33020%#1.40mediaUKRTRSYReuters
53Sun Microsystems5,149
N/A
N/AN/AN/A51,80010%N/AN/A#0.37softwareUSSUNWSun Microsystems54Kleenex5,085
-1%
5,144
12%
4,60230,30017%N/AN/A2.08personal careUSKMBKimberley-Clark
55Philips4,900
-11%
5,482N/AN/A32,70015%64,2509%#0.15electronicsNetherlandsPHGPhilips
56Colgate4,572
3%
4,418
24%
3,56833,70014%34,52713%2.00personal careUSCLColgate-Palmolive
Copyright Interbrandwww.interbrand.com
World's Most Valuable Brands Ranked by Interbrand 2001
57Wrigley's4,530
5%
4,324
-2%
4,4048,70052%7,34959%#2.36food & beveragesUSWWYWrigley's
58AOL4,495
-1%
4,532
5%
4,329220,6002%121,0444%#0.65mediaUSAOLAOL Time Warner
59Yahoo!4,378
-31%
6,300
258%
1,76111,20039%67,2979%4.42mediaUSYHOOYahoo!
60Avon4,369
N/A
N/AN/AN/A11,00040%N/AN/A#0.86personal careUSAVPAvon61Chanel4,265
3%
4,142
32%
3,143N/AN/AN/AN/A#2.03luxuryFranceprivateChanel62Duracell4,140
-30%
5,885N/AN/A31,40013%N/AN/A1.79leisure goodsUSGGillette
63Boeing4,060
N/A
N/AN/AN/A49,1008%N/AN/A0.09industrialUSBABoeing64Texas Instruments4,041
N/A
N/AN/AN/A56,1007%N/AN/A#0.38technologyUSTXNTexas Instruments65Kraft4,032
N/A
N/AN/AN/A52,9008%N/AN/A#1.05food & beveragesUSKFTKraft66Motorola3,761
-15%
4,446
22%
3,64336,80010%62,5507%0.11telecomsUSMOTMotorola
67Levi's3,747
N/A
N/AN/AN/AN/AN/AN/AN/A#1.17leisure goodsUSprivateLevi's68Time3,724
N/A
N/AN/AN/A220,6002%N/AN/A#0.89mediaUSAOLAOL Time Warner69Rolex3,701
4%
3,561
47%
2,423N/AN/AN/AN/A2.76luxurySwitzerlandprivateRolex70adidas3,650
-4%
3,791
5%
3,596N/AN/AN/AN/A0.94leisure goodsGermanyprivateadidas71Hertz3,617
5%
3,438
-3%
3,52745,9008%3,138110%#0.79travel and leisureUSFFord
72Panasonic3,490
-7%
3,734N/AN/A32,50011%55,7747%0.08electronicsJapanMCMatsushita
73Tiffany & Co.3,483
N/A
N/AN/AN/A5,40065%N/AN/A2.33luxuryUSTIFTiffany & Co.74BP3,247
6%
3,067
3%
2,985184,0002%216,7451%#0.04oilUKBPBP
75Bacardi3,204
1%
3,187
10%
2,895N/AN/AN/AN/A#2.90alcoholBermudaprivateBacardi76amazon.com3,130
-31%
4,529
233%
1,3615,08062%12,77435%#1.26mediaUSAMZNAmazon
77Shell2,844
2%
2,786
4%
2,681200,4001%133,8152%#0.02oilUKRD/SCRoyal Dutch/ Shell
78Smirnoff2,594
6%
2,443
6%
2,31337,7107%N/AN/A#2.75alcoholUKDEODiageo
79Moet & Chandon2,470
-12%
2,799
0%
2,80424,50010%N/AN/A#2.29alcoholFranceLVMHYLVMH
80Burger King2,426
-10%
2,702
-4%
2,80637,710^^N/AN/A0.24retailUSDEODiageo
81Mobil2,415
N/A
N/AN/AN/A301,3001%N/AN/A0.04oilUSXOMExxon Mobil82Heineken2,266
2%
2,219
2%
2,18415,90014%19,16312%1.27alcoholNetherlandsHINKYHeineken
83Wall Street Journal2,184
0%
2,185N/AN/A4,00055%N/AN/A1.60mediaUSDJDow Jones
84Barbie2,037
-12%
2,315N/AN/A8,06025%5,61441%1.74leisure goodsUSMATMattel
85Polo Ralph Lauren1,910
4%
1,834
11%
1,6482,52076%N/AN/A**1.14luxuryUSRLPolo Ralph Lauren
86Fedex1,885
N/A
N/AN/AN/A12,00016%N/AN/A0.12business servicesUSFDXFedex87Nivea1,782
N/A
N/AN/AN/A8,80020%N/AN/A#1.06personal careGermanyBEIBeiersdorff88Starbucks1,757
32%
1,330N/AN/A8,40021%7,08519%#0.90retailUSSBUXStarbucks
89Johnnie Walker1,649
7%
1,541
-6%
1,63437,7104%N/AN/A2.36alcoholUKDEODiageo
90Jack Daniels1,583
7%
1,480N/AN/A4,57035%3,65341%1.91alcoholUSBF.BBrown Forman
91Armani1,490
2%
1,456N/AN/AN/AN/AN/AN/A#1.36luxuryItalyprivateArmani92Pampers1,410
1%
1,400
-2%
1,42283,7002%N/AN/A1.71personal careUSPGP&G
93Absolut1,378
N/A
N/AN/AN/AN/AN/AN/AN/A4.57alcoholSwedenprivateVin&Sprit94Guinness1,357
11%
1,225
-3%
1,26237,7104%N/AN/A#0.48alcoholIrelandDEODiageo
95Financial Times1,310
14%
1,149N/AN/A13,70010%N/AN/A#1.72mediaUKPSOPearson
96Hilton1,235
-17%
1,483
12%
1,3199,50013%N/AN/A#1.33travel and leisureUSHLT/HLTGYHilton Corp/ Hilton Group
97Carlsberg1,075
N/A
N/AN/AN/A2,80038%N/AN/A0.51alcoholDenmarkCARCCarlsberg98Siemens1,029
N/A
N/AN/AN/A55,3002%N/AN/A0.02industrialGermanySISiemens99Swatch1,004
N/A
N/AN/AN/A6,40016%N/AN/A1.57leisure goodsSwitzerlandUHRZ.SSwatch100Benetton1,002
-1%
1,008N/AN/A24,7004%3,81226%0.95retailItalyBNGBenetton
P1Johnson & Johnso68,208
N/A
N/AN/AN/A140,80048%N/AN/A#2.61portfolioUSJNJJohnson & JohnsonP2P&G45,435
-6%
48,352
-2%
49,19383,70054%74,87765%#1.27portfolioUSPGP&G
P3Nestle41,688
4%
40,250
4%
38,76982,72050%79,15851%#0.92portfolioSwitzerlandNSRGYNestle
P4Unilever37,847
2%
37,100
9%
33,92956,60067%46,03881%#0.94portfolioUKUN/ ULUnilever
P5L'Oreal17,798
N/A
N/AN/AN/A44,70040%N/AN/A#1.66portfolioFranceLORLYL'OrealP6Diageo15,004
3%
14,557
6%
13,70437,71040%30,71147%#1.41portfolioUKDEODiageo
P7Colgate-Palmolive14,361
5%
13,636
20%
11,33333,80042%34,52739%#1.71portfolioUSCLColgate-Palmolive
P8Danone13,583
N/A
N/AN/AN/A18,60073%N/AN/A#1.13portfolioFranceDADanone#These businesses own a portfolio of brands and so comparing the value of any one brand to value of the parent company needs to recognize that there are other brands whose value is not captured here.^^The value of these brands takes account of all the earnings made under this brand both by the parent company and its franchisees. Because of this, a comparison with the parent company's Market Cap is not legitimate.**Market Cap is the sum of both the brand owning companies in each case.* Brand Leverage reflects Brand Value in relation to the previous year's Branded Sales. The higher the Leverage the more value is being generated from each $ of sales.In this way the relative size of one business over another is neutralised.Since this is often a function of the industry (its margins and how brands operate within the category) this is best viewed at an industry level.The numbers have been indexed to 1.00 such that they reflect a position above or below the average for the set of global brands shown.
Copyright Interbrandwww.interbrand.com
© Interbrand www.interbrand.com
INTERBRAND WORLD’S MOST VALUABLE BRAND’S 2001 METHODOLOGY
Introduction
We have published our third survey of “The World’s Most Valuable Brands” in co-operation with BusinessWeek. For the survey we have identified the 100 most valuableglobal brands with a value greater than $1 billion. The brands were selected according totwo criteria: First, the brands had to be global, generating significant earnings in the mainglobal markets. Second, there had to be sufficient marketing and financial data publiclyavailable for preparing a reasonable valuation. For that reason, valuations for brandssuch as VISA, BBC, Mars and CNN could not be prepared. The financial forecasts wereprepared in co-operation with Citigroup. The survey includes an additional table of values of leading brand portfolios to recognize the fact that some companies createsignificant brand value, not from the value of a single brand, but the management of aportfolio of brands. Prominent examples are Procter & Gamble, Unilever, L’Oreal andNestle.
Brand Valuation Approach
Interbrand was the first consulting firm that recognized the economic value of brands bypioneering and establishing brand valuation. We are globally the leading supplier of brand valuation services. Our approach has become the global industry standard forvaluing brands and is widely endorsed by marketing and financial constituenciescomprising auditors, accounting firms, banks, rating agencies, management consultants,advertising agencies, academics, tax authorities and other government bodies. Over thelast 13 years we have provided brand valuation services to more than 2500 brands aroundthe world.The values of the brands have been assessed according to Interbrand’s widely recognizedbrand valuation model. The model calculates Brand Value as the net present value of theearnings the brand is expected to generate in the future.The model comprises four key elements:1)
Financial Forecasting2)
Role of Branding3)
Brand Strength4)
Brand Value Calculation1) Financial forecastingBased on the data provided by Citigroup and publicly available information we haveprepared a financial forecast for each brand. The forecasts start with the projections of Branded Revenues representing all revenues the brands are expected to generate in thefuture. From Branded Revenues we have deducted all operating costs, corporation taxand a charge for the capital employed that are necessary to operate the branded
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| Category: | Uncategorized. |
| Rating: | |
| Upload Date: | 06/27/2007 |
| Copyright: | Attribution Non-commercial |
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