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Google's positioning "Do no evil" creates opportunity to grow at the
other end of the spectrum from Microsoft, increasing the brand value by 46%
and making it the top climber on this year's report.
Growth of Internet commerce has perpetuated consumers' acceptance of
purchasing goods and services online enabling Amazon.com (#65) and eBay
(#47) to skyrocket in value. Online growth has also created a greater market
need for online advertising, dramatically boosting Google (#24) and Yahoo!
(#55) up the list.
Successful brands in the Fashion/ Luxury category such as Louis Vuitton
(#17), Burberry (#98), Chanel (#61) and Zara (#73), are bringing the brand
to life through retail design and the in-store experience and expanding
their portfolio to appeal to a wider demographic.
Gap (#52) drops by the largest percentage on the report and loses
long-term stability by developing a confused brand image with mixed-message
communications.
After losing 16% of its value and falling 8 places, Ford (# 30) is one of
the largest decliners on this year's report. The brand's traditional
American heritage positioning has lost relevance with a younger
demographic.
German brands continue to be synonymous with auto excellence as values
increase for Mercedes (#10), Volkswagen (#56), Audi (#74) and Porsche
(#80).
Lexus (#92) makes the list this year, as it increases the quality of the
branded experience with free Lexus valet parking at events nationwide.
With a consistent increase in value since 2003, due to its Linksys
acquisition, partnership with Microsoft and focus on small business, Cisco
(#18) is one of the top turnaround stories on this year's list.
LG (#94) increases its value by 14% emphasizing technology as a life
enhancement with its differentiated positioning 'Creator of a Digital
Lifestyle,' and through unconventional approaches to existing electronics &
mobile categories.
Still playing 'catch-up' to technology advancements in the digital world,
Kodak (#70) drops another 8 places this year, continuing its significant
decline since 2000.
UBS (#42) skyrockets in value by continuing to deliver effective brand
building communication and by creating up-market experiences to entice a
highly profitable wealthy niche market.
Citi (#11) operates under a strong master brand strategy and is the most
valuable financial services brand on the report.
Apple's (#39) brand value continues to climb due to its excellent
presentation of brand stores that help drive sales and reinforce the brand's
premium positioning.
Online retailers, eBay (#47) and amazon.com (#65), skyrocket in value as
they continue to innovate ways to enhance the consumers' experience
online.
Top climbers:
- Google (#24, up 46%)
- Starbucks (#91, up 20%)
- eBay (#47, up 18%)
- Motorola (#69, 18%)
Top decliners:
- Gap (#52, down 22%)
- Ford (#30, down 16%)
- Kodak (#70, down 10%)
- Heinz (#54, down 10%)
New to this year's report:
- Lexus (#92)
- Burberry (#98)
For more information on the Best Global Brands report, please contact
Lisa Marsala at 212.798.7646 or lisa.marsala@interbrand.com.
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