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BrandZ Top 100 Most Valuable Global Brands (Document)

BrandZ Top 100 Most Valuable Global Brands (Document)

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Published by hillandknowlton

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Published by: hillandknowlton on Apr 28, 2010
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05/12/2014

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To\ue001 100
Most valuable
global brands
2010
Methodology and Analysis by
Millward Brown Optimor
Welcome to the \ue000fth

\ue000nn\ue002\ue000l Br\ue000ndZ To\ue001 100
Most V\ue000l\ue002\ue000ble Glob\ue000l
Br\ue000nds r\ue000nking

Design by L\ue000mbie-N\ue000irn
www.lambie-nairn.com
This is the \ue000fth year in which Millward
Brown Optimor has published its ranking

of the BrandZ Top 100 World\u2019s Most
Valuable Brands. These \ue000ve years of
brand valuations, in addition to ten years

of brand equity data globally, provide strong
evidence of the importance of branding
for business leaders.
The data show that brand really matters.

Brand is one of the most valuable assets
for any company, accounting on average
for about a third of shareholder value.
A company\u2019s brands contribute signi\ue000cantly
to earnings. This is true not only for
consumer packaged goods, but for all
sectors, from technology and retail, to
telecoms and banking. Brand matters for
consumer and B2B businesses \u2013 for Intel
and JP Morgan, as well as for adidas and
P&G. This is not surprising, if you consider
that brand is reputation, it generates trust,
for a company, its products and its services.
BrandZ Top 100 world\u2019s most valuable brands
are also the world\u2019s most trusted brands

The role of brand is growing. In today\u2019s
uncertain environment, people need
something they can trust and are increasingly

turning to brands. Consideration of brand
in the purchase decision has risen by 20
percentage points since 2005.

The last two years have shown that brands
don\u2019t only matter in good times. Brands
help to keep the business up when times

are tough. Share prices of BrandZ Top 100
have outperformed the S&P 500 by over
30% . Companies with strong brands, such
as Visa and Pampers have the ability to
recover faster from dif\ue000culties.

Further proof that it is now a must use
channel for many, social media has been
a major push for brands this year wit

most brands commenting that it has

been one of their primary channels.
Plus Facebook have themselves entered
the rankings for the \ue000rst time.

At Hill & Knowlton, we believe that
reputation earned is a primary contributor

to creating trust and bonding. We can
provide the insights, expertise and resource
to help you shape the conversation about
your brand, build your reputation and add
commercial value.

Please accept this report with our

complements and with con\ue000dence that
the information it contains will broaden
your understanding of leading brands
and suggest possibilities that can bene\ue000t
your own brands.Feel free to contact me
with any questions, or simply to have a
conversation about how we can help you
make your brands work harder to achieve
your business objectives.

Sincerely,
Rich\ue000rd Mill\ue000r
CEO Hill & Kno\ue003lton UK
CONTENTS
Introd\ue002ction
6
Five-Ye\ue000r Revie\ue003
10
To\ue001 100 Overvie\ue003
14
To\ue001 100
16
Soci\ue000l Medi\ue000
22
Regions
30
Br\ue000nd Contrib\ue002tion
36
Br\ue000nd Moment\ue002m
38
To\ue001 20 Risers
42
Ne\ue003comers To The To\ue001 100
46
Ye\ue000r-On-Ye\ue000r Ch\ue000nge
50
Apparel
52
Beer
56
Bottled Water
60
Cars
64
Coffee
70
Fast Food
74
Financial Institutions
80
Gaming Consoles
86
Insurance
90
Luxury
94
Mobile Operators
98
Oil & Gas Companies
104
Personal Care
108
Retail
112
Soft Drinks
118
Spirits
122
Technology
126
15 Key T\ue000keo\ue002ts
132
Methodology
136
D\ue000t\ue000 So\ue002rces
140
Directory
142
4
BRaNDZ TOp 100 MOST VaLuaBLE GLOBaL BRaNDS 2010

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