Thursday, 10 October 2013

What a difference a decade makes...

There are all manner of Brand Rankings these days - Havas have made a big noise about Meaningful Brands, while WPP are pushing Culturally Vibrant Brands. No, say Siegel & Gale, it's all about Simple Brands, while umpteen organisations have lists of Top Green or Sustainable Brands.

But we're still driven by money at the end of it all and the one list that is of interest to everyone is that from Interbrand - the Most Valuable Brands.

In the highest echelons of this list, you don't see huge changes from year to year, although I do think the toppling of Coca-Cola from the top spot is a major event. But what is fascinating is to look more long-term:

2013                                                                   2003
1. Apple                                                              1. Coca-Cola
2. Google                                                            2. Microsoft
3. Coca Cola                                                       3. IBM
4. IBM                                                                4. GE
5. Microsoft                                                        5. Intel
6. GE                                                                  6. Nokia
7. McDonald's                                                    7. Disney
8. Samsung                                                         8. McDonald's
9. Intel                                                                 9. Marlboro
10. Toyota                                                          10. Mercedes

The 2013 Top 10 really is dominated by technology, while the 2003 list actually included a tobacco brand: how quaint! And you can more-or-less divide these movers and shakers into a few categories. There are the real stars, with double-digit growth - in reverse order of achievement, Samsung, who have moved up from position 25 to position 9. Then the Number 1 Brand, Apple, which was only at position 50 in 2003. Finally, the phenomenon that is Google - this did not appear on the 2003 list, of course.

There are those stable giants, who are growing, albeit in single figures, but who have been pushed down the table to make room for the dynamic new kids. Loads of brands here, from the erstwhile king Coca-Cola, to IBM, GE, McDonald's, Microsoft and Disney, as well as Toyota and Mercedes.

The slipping giants are beginning to see erosion in their Brand Value as calculated by Interbrand - examples here are Intel and HP.

And finally, the losers, who have fallen from the dizzy heights. There's Nokia, now at position 57, and Marlboro, nowhere to be seen in the newest Top 100.

Anyone care to predict the Top Global Brands for 2023?

No comments: