1990 20001 Coca-Cola Coca-Cola2 Kellogg's (33) Microsoft *3 McDonald's IBM4 Kodak (24) Intel *5 Marlboro (11) Nokia *6 IBM General Electric *7 American Exp. (19) Ford *8 Sony (18) Disney *9 Mercedes (12) McDonald's10 Nescafe (22) AT&T *

Top Worldwide Brands

Source: Interbrand

Evaluation Criteria

1. The brand must be global and generating significant global

revenue.

2. Focused on 25 mainstream industry sectors.

3. There must be sufficient marketing and financial data

publicly available.

Excluded for the above reasons were Visa, Levi’s, Lego, BBC.

Brand Survey Summary

• The US dominated the top 75 with 42 companies.

• But lost ground in key sectors like automotive.

• Technology companies dominated the top five.

• Internet companies showed the highest growth in the

past twelve months.

• US consumer products are still going strong.

Conclusion: Stable brands are arguably the most stable business asset a company can have.

Other US Companies13 Hewlett-Packard

14 Cisco Systems

16 Citibank

17 Gillette

19 American Express

21 Compaq

26 Budweiser

27 Xerox

28 Dell

29 Gap

30 Nike

35 Pepsi-Cola

36 Apple

37 MTV

38 Yahoo!

41 Duracell

45 Kleenex

46 AOL

47 Amazon.com

49 Motorola

50 Colgate

51 Wrigley’s

56 Hertz

63 Barbie

65 Wall Street Journal

66 Ralph Lauren

68 Hilton

69 Jack Daniels

71 Pampers

72 Starbucks

Other Foreign Companies15 Toyota

20 Honda

23 BMW

31 Volkswagen

32 Ericsson

34 Louis Vuitton

39 SAP

40 Ikea

42 Phillips

42 Samsung

44 Gucci

46 Reuters

52 Chanel

53 Adidas

54 Panasonic

55 Rolex

57 Bacardi

58 BP

59 Moet & Chandon

60 Shell

61 Burger King

62 Smirnoff

64 Heineken

67 Johnny Walker

70 Armani

73 Guinness

74 FT

75 Benetton

Brand Equity

Brand Loyalty

Brand Awareness

Perceived Quality

Brand Associations

Other Brand Assets

•Reduce Marketing Costs

•Attract New Customers

•Respond to Competitors

Anchor to which other activities can be attached

•Reason to buy•Differentiation•Channel Member Interest

•Retrieve Information•Positive Attitude•Extensions

•Asset Value

•Prices/Profit Margins

•Trade Leverage

Com

peti

tive

Adv

anta

ge

Top Ten Worldwide Brands

0 10 20 30 40 50 60 70 80

AT&T

McDonald's

Disney

Ford

General Electric

Nokia

Intel

IBM

Microsoft

Coca-Cola

$ billion

$ billion

Source: Interbrand