Have you looked at where your brand is headed lately?
You may be surprised at some of this year’s top 100 movement up or down. If you believe a brand ranking is the canary in the mine as I do, the year 2009 has some telling signs of where the economy is affecting buyer’s habits. Check out the below selected activity from the top 100 global brands list*.
New brands on the top list in the last two years:
·Polo Ralph Lauren, Burberry, Puma, Adobe, Burger King, Lancôme.
Dropped backward:
·Toyota, Intel, Disney, Mercedes Benz, BMW, American Express, Oracle, UPS, Sony, HSBC, Dell, CITI, Morgan Stanley, UBS, Harley Davidson, GAP, Starbucks, Lexus.
Rising brands this year over last on the top 100 list:
·McDonalds, Google, HP, Gillette, Cisco, Marlboro, Honda, Samsung, Apple, H&M, Pepsi, Nescafe, Nike, SAP, IKEA.
Where is your brand headed in the next five years? What have you done for your buyers lately?
*Interbrand 2009 rankings
You may be surprised at some of this year’s top 100 movement up or down. If you believe a brand ranking is the canary in the mine as I do, the year 2009 has some telling signs of where the economy is affecting buyer’s habits. Check out the below selected activity from the top 100 global brands list*.
New brands on the top list in the last two years:
·Polo Ralph Lauren, Burberry, Puma, Adobe, Burger King, Lancôme.
Dropped backward:
·Toyota, Intel, Disney, Mercedes Benz, BMW, American Express, Oracle, UPS, Sony, HSBC, Dell, CITI, Morgan Stanley, UBS, Harley Davidson, GAP, Starbucks, Lexus.
Rising brands this year over last on the top 100 list:
·McDonalds, Google, HP, Gillette, Cisco, Marlboro, Honda, Samsung, Apple, H&M, Pepsi, Nescafe, Nike, SAP, IKEA.
Where is your brand headed in the next five years? What have you done for your buyers lately?
*Interbrand 2009 rankings
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Jack,
ReplyDeleteThank you for posting the Interbrand 2009 Rankings. What a wealth of knowledge! This article could not have come about at a better time as I am re-evaluating my business plan at the start of my 5th year in business.
Regards,
David Sciascia
Cartridge World Phillipsburg
Amused, but not surprised that Starbucks in on the decline, a company I am watching closely since I believe they have lost their focus.
ReplyDeletehttp://bit.ly/7Uwz6E
Jim Matorin
SMARTKETING
the value add of yesterday is today and tomorrow's expectation! So many of the brands that are declining have lost the uniqueness of the emotional experience they used as an advantage in the recent past. It isn't an accident that McDonald's is now changing to a decor that resembles Starbucks. And when the experience is the same and the price is lower, the results are inevitable.
ReplyDeleteI currently drive a Benz, but being handed the keys to a Hyundai Azera rental at Hertz really opened my eyes to how the gap has narrowed between the old badges that stood for luxury and the efforts made by the Korean upstarts. For my money I don't see the justification for the price spread any more.