Friday, 7 October 2016

Where are they now?

It's that wonderful time of year again when Interbrand come out with their report on Best Global Brands. It's always fascinating to look back into the dim and distant past to see who the top dogs were then and now:

2006                                                                       2016

1. Coca Cola                                                         1. Apple
2. Microsoft                                                          2. Google
3. IBM                                                                  3. Coca Cola
4. GE                                                                    4. Microsoft
5. Intel                                                                  5. Toyota
6. Nokia                                                               6. IBM
7. Toyota                                                              7. Samsung
8. Disney                                                              8. amazon
9. McDonald's                                                      9. Mercedes-Benz
10. Mercedes-Benz                                              10. GE
11. Citi                                                                 11. BMW
12. Marlboro                                                        12. McDonald's
13. Hewlett-Packard                                            13. Disney
14. American Express                                          14. Intel
15. BMW                                                             15. Facebook

As is my wont, I've categorised these brands into the sign of four:

Winners - huge value and rank gain
It's GAFA! (Now that we don't have Brangelina any more there's a new compound noun ...)
Facebook, Apple, Google, Amazon

Staying Around - impressive growth, rank held/gain
Samsung, Mercedes-Benz, BMW, Toyota

Slippers - lost rank, small/moderate growth
McDonald's, Disney, Microsoft, Intel, Coca Cola

Losers - lost value and rank
American Express, IBM, Hewlett-Packard, GE, Citi, Nokia, Marlboro

I'm pleased to see a couple of classic German brands holding their own in the tables. But where are the Brits? Uh-oh ...

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