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2010 Brands Top100 Report

2010 Brands Top100 Report



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Published by Dragan Markelic
The most valuable bands in the world divided by areas that belong ..
The most valuable bands in the world divided by areas that belong ..

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Published by: Dragan Markelic on Jun 09, 2010
Copyright:Attribution Non-commercial


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To 100
Most valuableglobal brands2010
Welcome to the fth
nnl BrndZ To 100Most Vlble GloblBrnds rnking
2010 marks the fth year in which MillwardBrown Optimor has published the rankingof the BrandZ Top 100 Most Valuable GlobalBrands. Together with 12 years of globalbrand equity data, these ve years of brand valuation analyses provide strongevidence of the importance of brandingfor business leaders.BrandZ data shows that brand reallymatters. Brand is one of the most valuableassets for any company, accounting forabout a third of shareholder value onaverage. A company’s brand contributessignicantly to earnings. This is true notonly for consumer packaged goods, butfor all sectors, from technology and carsto telecoms and banking. Brand mattersfor consumer and B2B businesses – forGE and Goldman Sachs as well as forCoca-Cola and Procter & Gamble. This isnot surprising, if you consider that brand isabout reputation. A brand generates trust– for a company, for its products, and forits services. The brands in the BrandZ Top 100 list are also the world’s mosttrusted brands. The role of brand is growing. In today’suncertain economic environment, peopleneed something they can trust, andincreasingly they are turning to brands.Consideration of brand in the purchasedecision has risen by 20 percentage pointssince 2005. The importance of brandsstretches across geographies – brands areas valuable in China and Russia as they arein Germany or in the United States. Thirteenemerging market brands now make it into the Top 100, up from only one ve years ago. The last two years have shown that brandsdon’t matter only in good times. Brandshelp to keep the business up whentimes are tough. The share prices of theBrandZ Top 100 have outperformed theS&P 500 by over 30 percent. Companieswith strong brands, such as Starbucks andSamsung, have the ability to recover fasterfrom difculties. There is more to brand valuation, though,than just a number. The real objective isto understand the levers through whichbrand value is created in order to identifyopportunities to grow the value of the brandand business. This is the focus of our work at Optimor, Millward Brown’s strategicconsultancy. Our goal is to help companiesmaximize the nancial returns from theirbrand strategy and marketing investments.We provide actionable recommendationswith demonstrated nancial results on keyissues facing marketing leaders.Please accept this report with ourcompliments. We are condent that theinformation it contains will broaden yourunderstanding of what makes a valuablebrand and suggest possibilities that canbenet your own brands. Feel free tocontact me with any questions, or simply tohave a conversation about how we mighthelp make your brands work harder toachieve your business objectives.Sincerely,
Jonn SeddonCEO Millrd Bron Otimor jonn.seddon@millrdbron.com
Design by Lmbie-Nirn
Introdction 6Five-Yer Revie 10To 100 Overvie 14To 100 16Socil Medi 22Regions 30Brnd Contribtion 36Brnd Momentm 38To 20 Risers 42Necomers To The To 100 46 Yer-On-Yer Chnge 50
 Apparel 52Beer 56Bottled Water 60Cars 64Coffee 70Fast Food 74Financial Institutions 80Gaming Consoles 86Insurance 90Luxury 94Mobile Operators 98Oil & Gas Companies 104Personal Care 108Retail 112Soft Drinks 118Spirits 122Technology 126
15 Key Tkeots 132Methodology 136Dt Sorces 140Directory 142

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