BEST

GLOBAL
BRANDS
2010

Interbrand’s
Brand

Strength
WWW.BESTGLOBALBRANDS.COM
“ The art of marketing
is the art of brand
building. If you are not
a brand, you are a
commodity. Then price
is everything and
the low-cost producer
is the only winner.”
– Philip kotler, kellogg
 TODAYʼS BRANDS CANʼT
HIDE ANYTHING FROM
CONSUMERS

NOW CUSTOMERS CAN LET THE

WORLD KNOW HOW THEY FEEL

IT IS A RISKY LANDSCAPE FOR

TODAY'S BRANDS
 1. MAKING A PROMISE

2. COMMUNICATING YOUR PROMISE

3. KEEPING YOUR PROMISE

4. STRENGTHENING YOUR PROMISE

Copyright © 2003, 2005, 2008, 2009 Idris Mootee 60-Minute Brand Strategist – Limited Edition
10 PRINCIPLES OF

STRONG BRANDS
1 COMMITMENT
2 PROTECTION
3 CLARITY
4 RESPONSIVENESS
5 AUTHENTICITY
6 RELEVANCE
7 UNDERSTANDING
8 CONSISTENCY
9 PRESENCE
10 DIFFERENTIATION
 ! # " ' & ( $
BEST
2009 Rank 1 2009 Rank 2 2009 Rank 3 2009 Rank 7 2009 Rank 4 2009 Rank 6 2009 Rank 9

70,452 $m + 2% 64,727 $m + 7% 60,895 $m + 7% 43,557 $m + 36% 42,808 $m - 10% 33,578 $m + 4% 32,015 $m + 4%

COCA-COLA IBM MICROSOFT GOOGLE GE MCDONALD’S INTEL

GLOBAL
BRANDS ) 2009 Rank 5

29,495 $m - 15%
* 2009 Rank 10

28,731 $m + 1%
!% 2009 Rank 11

26,867 $m + 12%
!! 2009 Rank 8

26,192 $m - 16%
!# 2009 Rank 12

25,179 $m + 6%
!"
23,298 $m
2009 Rank 13

+ 2%
!'
23,219 $m
2009 Rank 14

+ 5%

2010
NOKIA DISNEY HP TOYOTA MERCEDES-BENZ GILLETTE CISCO

The Definitive Ranking of the !& 2009 Rank 15 !( 2009 Rank 16 !$ 2009 Rank 20 !) 2009 Rank 17 !* 2009 Rank 19 #% 2009 Rank 18 #! 2009 Rank 21

World‘s Most Valuable Brands 22,322 $m

BMW
+ 3% 21,860 $m
LOUIS VUITTON
+ 4% 21,143 $m
APPLE
+ 37% 19,961 $m
MARLBORO
+ 5% 19,491 $m
SAMSUNG
+ 11% 18,506 $m
HONDA
+ 4% 16,136 $m
H&M
+ 5%

## 2009 Rank 24 #" 2009 Rank 23 #' 2009 Rank 22 #& 2009 Rank 26 #( 2009 Rank 27 #$ 2009 Rank 25 #) 2009 Rank 28

14,881 $m + 9% 14,061 $m + 3% 13,944 $m - 7% 13,706 $m + 4% 12,756 $m + 5% 12,753 $m - 4% 12,487 $m + 4%

ORACLE PEPSI AMERICAN EXPRESS NIKE SAP NESCAFÉ IKEA

#* 2009 Rank 37 "% 2009 Rank 30 "! 2009 Rank 31 "# 2009 Rank 32 "" 2009 Rank 33 "' 2009 Rank 29 "& 2009 Rank 34 "( 2009 Rank 43 "$ 2009 Rank 38

12,314 $m + 29% 12,252 $m + 4% 11,826 $m + 2% 11,561 $m + 10% 11,485 $m + 10% 11,356 $m - 5% 11,041 $m + 6% 9,665 $m + 23% 9,372 $m + 1%
J.P. MORGAN BUDWEISER UPS HSBC CANON SONY KELLOGG’S AMAZON.COM GOLDMAN SACHS

") 2009 Rank 39 "* 2009 Rank 40 '% 2009 Rank 36 '! 2009 Rank 35 '# 2009 Rank 42 '" 2009 Rank 46 '' 2009 Rank 41 '& 2009 Rank 44 '( 2009 Rank 48

8,990 $m - 2% 8,976 $m + 6% 8,887 $m - 13% 8,880 $m - 14% 8,696 $m + 7% 8,453 $m + 15% 8,346 $m + 2% 7,981 $m + 3% 7,534 $m + 4%
NINTENDO THOMSON REUTERS CITI DELL PHILIPS EBAY GUCCI L’ORÉAL HEINZ
&$ 2009 Rank 45 &' 2009 Rank 50 &# 2009 Rank 47 !) 2009 Rank 49 !" 2009 Rank 52 !* 2009 Rank 57 !% 2009 Rank 55 !& 2009 Rank 63 !! 2009 Rank 54

7,481 $m - 3% 7,468 $m + 10% 7,315 $m + 0% 7,195 $m + 3% 6,919 $m + 6% 6,911 $m + 8% 6,892 $m + 6% 6,762 $m + 32% 6,719 $m + 3%

ACCENTURE ZARA SIEMENS FORD COLGATE MORGAN STANLEY VOLKSWAGEN BLACKBERRY MTV

!( 2009 Rank 53 !$ 2009 Rank 58 !' 2009 Rank 60 !# 2009 Rank 56 () 2009 Rank 61 (" (* 2009 Rank 62 (% 2009 Rank 65 (& 2009 Rank 67

6,694 $m + 3% 6,548 $m + 4% 6,363 $m + 7% 6,109 $m - 5% 5,844 $m + 2% 5,777 $m NEW 5,495 $m + 2% 5,461 $m + 9% 5,072 $m + 3%

AXA NESTLÉ DANONE XEROX KFC SPRITE ADIDAS AUDI AVON

(! 2009 Rank 69 (( 2009 Rank 64 ($ 2009 Rank 81 (' (# 2009 Rank 70 $) 2009 Rank 66 $" 2009 Rank 71 $* 2009 Rank 74 $% 2009 Rank 75

5,033 $m + 9% 4,958 $m - 3% 4,904 $m + 28% 4,846 $m NEW 4,782 $m + 4% 4,704 $m - 6% 4,536 $m + 3% 4,404 $m + 4% 4,351 $m + 3%
HYUNDAI YAHOO! ALLIANZ SANTANDER HERMÈS CATERPILLAR KLEENEX PORSCHE PANASONIC

$& $! 2009 Rank 80 $( 2009 Rank 76 $$ 2009 Rank 77 $' $# 2009 Rank 82 ') '" 2009 Rank 92 '* 2009 Rank 94

4,218 $m NEW 4,155 $m + 8% 4,127 $m + 3% 4,052 $m + 2% 4,036 $m NEW 4,021 $m + 7% 4,010 $m NEW 4,003 $m + 24% 3,998 $m + 26%

BARCLAYS J&J TIFFANY & CO. CARTIER JACK DANIEL’S MOËT & CHANDON CREDIT SUISSE SHELL VISA

'% 2009 Rank 79 '& 2009 Rank 78 '! '( 2009 Rank 72 '$ 2009 Rank 86 '' 2009 Rank 95 '# 2009 Rank 84 #) #" 2009 Rank 88

3,973 $m + 2% 3,961 $m + 1% 3,847 $m NEW 3,812 $m - 13% 3,734 $m + 5% 3,626 $m + 15% 3,624 $m - 2% 3,586 $m NEW 3,562 $m + 1%
PIZZA HUT GAP CORONA UBS NIVEA ADOBE SMIRNOFF 3M FERRARI

#* #% #& #! 2009 Rank 89 #( 2009 Rank 91 #$ 2009 Rank 90 #' 2009 Rank 73 ## 2009 Rank 100 ")) 2009 Rank 98

3,557 $m NEW 3,516 $m NEW 3,496 $m NEW 3,443 $m + 4% 3,403 $m + 5% 3,339 $m + 2% 3,281 $m - 24% 3,241 $m + 5% 3,110 $m + 0%
JOHNNIE WALKER HEINEKEN ZURICH ARMANI LANCÔME STARBUCKS HARLEY-DAVIDSON CAMPBELL’S BURBERRY
http://www.youtube.com/user/rpmann702

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